The Central Consumer Protection Authority (CCPA) has taken action against nine digital platforms, including Zepto, IndiGo, FirstCry, Physics Wallah, SpiceJet, BookMyShow, PharmEasy and McAfee, for using deceptive online practices, also known as "dark patterns", that manipulated consumer choices.
The government informed the Rajya Sabha that the action was taken under the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which identify 13 types of deceptive user interface designs, including drip pricing, basket sneaking, false urgency, subscription traps, confirm shaming and trick questions. The move is part of the Centre's efforts to strengthen consumer protection in the digital marketplace.
According to the government, the CCPA had issued an advisory in June 2025 directing e-commerce platforms to conduct self-audits to identify and remove dark patterns. Since then, the regulator has collected nearly Rs 20 lakh in penalties from companies found violating the guidelines.
Among the companies penalised, Zepto Marketplace received the highest fine of Rs 7 lakh after the regulator found that the platform initially displayed lower prices before adding handling charges and membership fees during checkout. The CCPA classified the handling charges as drip pricing and the automatic inclusion of membership as basket sneaking. The government said Zepto has since discontinued these practices.
Edtech platform Physics Wallah was fined Rs 5 lakh after the CCPA found that a Rs 10 donation to the "PW Foundation" was automatically pre-selected during payments and accompanied by emotionally persuasive messages encouraging users to retain the donation. The regulator also objected to the mandatory collection of personal information before users could access free courses. The company has deposited the penalty and removed the identified practices.
The aviation sector also came under scrutiny after complaints against IndiGo's mobile application. The airline was asked to remove a confirm-shaming prompt that displayed the message, "No I will take risk," when users declined add-on services. The wording has since been replaced with a neutral alternative. Similarly, BookMyShow removed a pre-selected Re 1 contribution to its charitable initiative, BookASmile, after the regulator flagged it as basket sneaking.
Other companies penalised include FirstCry (Rs 2 lakh), Anuj Jindal (Rs 3 lakh), PharmEasy (Rs 1 lakh), McAfee (Rs 1 lakh) and SpiceJet (Rs 1 lakh) for practices ranging from hidden charges and misleading countdown timers to forced subscriptions and manipulative renewal prompts. The platforms have been directed to discontinue the deceptive practices and ensure greater transparency for consumers.
The government said the enforcement drive reflects its continued focus on ensuring fair digital trade practices and protecting consumers from manipulative online interfaces that influence purchasing decisions.
