Rise of Dark Patterns in E-Commerce: Zepto, IndiGo, Physics Wallah Among 9 Platforms Penalised for Deceiving Consumers

Have you ever added a product to your cart only to notice extra charges just before making the payment? 

Or found a donation already selected without your permission? 

Maybe you have seen a countdown timer telling you that an offer will disappear in minutes. 

These experiences are becoming increasingly common in online shopping, and many of them are examples of dark patterns.

Dark patterns are not always accidental design choices. They are often carefully designed user interface tricks that push people into making decisions they may not have intended. Recognising the growing problem, the Central Consumer Protection Authority (CCPA) has penalised nine major digital platforms, including Zepto, IndiGo, Physics Wallah, FirstCry, SpiceJet, PharmaEasy, McAfee, BookMyShow, and Anuj Jindal, for using deceptive practices that misled consumers. 

The action signals a tougher approach towards protecting digital consumer rights in India. In this article, we will explain everything about Dark Patterns and their impact on consumers. 

What Are Dark Patterns?

Dark patterns are deceptive user interface designs that manipulate users into taking actions that benefit a company instead of the customer. They can make shoppers spend more money, share unnecessary personal information, or subscribe to services without fully understanding what they are agreeing to.

Common examples include hidden charges appearing during checkout, fake countdown timers creating false urgency, pre-selected donations, difficult cancellation processes, emotionally worded buttons, misleading prompts, and automatically added products or memberships.

To tackle these deceptive practices, India introduced the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which identify 13 different types of dark patterns that businesses must avoid while designing digital experiences.

Nine Major Platforms Penalised

Why Zepto Received the Biggest Penalty?

Among all the companies, Zepto received the highest penalty of ₹7 lakh. According to the CCPA, the quick commerce platform initially displayed lower prices but later added handling charges during checkout. This practice is known as drip pricing, where additional costs appear only after a customer has already decided to buy.

The regulator also found that Zepto automatically added a membership during the purchase process. This is called basket sneaking, where extra products or services are inserted into a customer’s cart without clear consent.

Such practices make consumers believe they are paying one price when the final amount turns out to be higher. The government informed the Rajya Sabha that Zepto has since discontinued these dark patterns.

How Physics Wallah Misled Users?

The CCPA also imposed a ₹5 lakh penalty on Physics Wallah after taking suo motu cognisance of certain practices on the platform.

The regulator found that a ₹10 contribution to the PW Foundation was automatically selected, requiring users to remove it manually if they did not wish to donate. It also objected to emotionally persuasive messages encouraging users to keep the donation selected.

In addition, the regulator found that users had to provide personal information before accessing free courses. According to the government, the company paid the penalty and removed the identified dark patterns.

IndiGo, BookMyShow, and Other Platforms

IndiGo came under scrutiny for using confirm shaming on its mobile application. Users declining an add-on previously saw the message, “No, I will take risk,” which could make them feel guilty about their choice. Following the regulator’s intervention, the airline changed it to the more neutral, “No, I will not add to the trip.”

BookMyShow was asked to remove a pre-selected ₹1 contribution to its BookASmile initiative because it amounted to basket sneaking. Customers should actively choose whether they want to donate rather than having the option selected by default.

Other companies, including FirstCry, PharmaEasy, SpiceJet, McAfee, and coaching platform Anuj Jindal, were penalised for different forms of deceptive practices, including hidden charges, forced subscriptions, misleading countdown timers, and manipulative subscription renewal prompts.

Understanding the 13 Types of Dark Patterns

These are some of the officially recognised dark patterns under India’s guidelines. Their common goal is to influence consumer behaviour through misleading design rather than transparent communication.

Why This Matters for Every Online Shopper?

Dark patterns are not limited to online shopping websites. They can appear while booking flights, ordering food, buying groceries through quick commerce apps, enrolling in online courses, purchasing software, or signing up for streaming services.

Although some hidden charges or unwanted add-ons may seem small, they can add up over time. Consumers may also unknowingly share personal information, remain subscribed to paid services, or pay for products they never intended to buy. Transparent digital commerce depends on users making informed choices instead of being manipulated by interface design.

Note: We have also covered- Whistleblowers Expose Zomato & Zepto: The Hidden Cracks Behind Startup Success Stories. Go through the article for detailed info. 

How Consumers Can Protect Themselves?

Before completing any online purchase, follow this simple checklist:-

• Read the final bill carefully before paying.
• Look for pre-selected add-ons or donations.
• Review subscription and renewal terms.
• Compare the final payable amount with the advertised price.
• Ignore countdown timers that pressure quick decisions.
• Report deceptive practices to the relevant consumer authorities.

A few extra seconds spent reviewing your purchase can help you avoid unnecessary costs.

Government Tightens Digital Consumer Protection

The CCPA issued an advisory in June 2025 asking e-commerce platforms to conduct self-audits to identify and remove dark patterns from their services. According to the government, around ₹20 lakh has been collected in penalties from companies that violated the guidelines.

The action highlights stronger enforcement of consumer protection rules as India’s digital commerce ecosystem continues to expand. Regulators expect companies to design online experiences that are transparent, fair, and respectful of consumer choice rather than relying on deceptive practices to increase sales or engagement.

The penalties imposed on these nine platforms are about more than individual violations. They reflect a broader effort to make India’s digital marketplace safer and more trustworthy for everyone. As businesses continue improving online experiences, regulators increasingly expect those experiences to remain honest and transparent. 

For consumers, learning to recognise dark patterns is one of the simplest ways to avoid hidden costs, misleading choices, and unwanted subscriptions while shopping online!