The Insurance Regulatory and Development Authority of India (IRDAI) has proposed prohibiting certain "dark patterns" on insurance websites, including practices that require customers to provide personal details before they can access basic information about insurance products and their prices.
Insurance details without sharing personal information
Under the proposal, insurers would have to make product, pricing and quality-related information available in a standard and easy-to-understand format without asking customers for personal details such as their name, phone number, email address or other identification information.
This means customers looking to compare or understand an insurance policy could potentially check its features and premium information without first filling out a lead-generation form.
What are 'dark patterns' on insurance websites?
IRDAI has described the practice of asking for personal information before allowing access to product features and pricing as one of the dark patterns seen on insurance and distributor websites.
Dark patterns broadly refer to website or app designs that can mislead or manipulate users into taking actions they did not originally intend to take. IRDAI has proposed bringing such practices under insurance regulations.
The regulator has also said that access to information should not be used as a lead-generation opportunity.
More information to be available upfront
The proposal goes beyond simply displaying insurance premiums. Customers would also be able to access product information sheets, FAQs, detailed brochures, premium rates, product performance and quality-related information without submitting personal details.
IRDAI has also proposed standardised one-page information sheets and FAQ notes for different classes of insurance products. Information relating to areas such as claim settlement, insurer performance and grievance redressal would also be made more easily comparable and accessible.
Proposal is part of wider insurance reforms
The recommendations are part of IRDAI's consultation paper titled "Recalibrating Economics of Insurance Distribution", which covers insurance distribution, expenses, commissions, market conduct, transparency and digital infrastructure.
IRDAI has invited comments from stakeholders on the consultation paper until October 25, 2026. The measures are proposals at this stage and would need to go through the regulatory process before becoming final rules.
