CCPA Fines IndiGo, Zepto, BookMyShow, and Six Others Over ‘Dark Patterns’

The Central Consumer Protection Authority (CCPA) has initiated strict action against the use of ‘dark patterns’—deceptive user interface designs intended to mislead consumers during online shopping. The regulatory body has imposed penalties totaling approximately ₹20 lakh on nine prominent digital platforms, which include IndiGo, Zepto, FirstCry, Physics Wallah, BookMyShow, SpiceJet, PharmEasy, McAfee, and Anuj Jindal Academy.

– The CCPA identified several manipulative tactics as dark patterns, including:
– Adding memberships or donations to a user’s cart without their explicit consent.
– Revealing hidden or additional charges only at the final checkout stage (drip pricing).
– Using guilt-inducing or emotional messages to manipulate buyer decisions.
– Creating a false sense of urgency using countdown timers.

The Central Government informed the Rajya Sabha that actions are actively being taken against organizations violating the dark pattern guidelines introduced in 2023. Furthermore, the CCPA has directed all e-commerce entities to conduct self-audits of their platforms and immediately eliminate such deceptive practices.

Breakdown of Penalties and Corrective Actions
The regulatory body imposed specific financial penalties on the violating platforms:

Zepto: ₹7 lakh
Physics Wallah: ₹5 lakh
Anuj Jindal Academy: ₹3 lakh
FirstCry: ₹2 lakh
PharmEasy, McAfee, and SpiceJet: ₹1 lakh each

Following the CCPA’s intervention, companies have started taking corrective measures. IndiGo removed a high-pressure prompt that read “No… I will take the risk,” replacing it with a more neutral and clear opt-out option. Similarly, BookMyShow has removed its pre-selected ‘donate’ option from the checkout process.

The Massive Financial Impact on Consumers
The financial toll of these manipulative practices is staggering. According to a report by Datum Intelligence, dark patterns cost Indian online consumers an estimated ₹25,000 to ₹28,000 crore in additional, unintended expenses annually.

The report highlighted that out of the 30.4 crore online shoppers in the country, a massive 88 percent fall victim to these deceptive tactics. It warned that the widespread use of hidden charges, drip pricing, and forced subscriptions is severely eroding consumer trust in the rapidly growing digital marketplace.