Shopping online has become second nature for millions of people. Whether it’s ordering groceries after a long day, booking movie tickets for the weekend or signing up for an online course, digital platforms promise convenience and speed. However, many users have experienced a common frustration. The price displayed at the beginning of a transaction often changes by the time they reach the payment page. A handling fee appears, a membership gets added automatically, or a donation is already selected without the user’s knowledge.
While these additional charges may seem insignificant individually, they can quietly increase spending over time. The Central Consumer Protection Authority (CCPA) has now intensified its crackdown on such practices, commonly known as “dark patterns.” The government recently informed the Rajya Sabha that nine digital platforms have been penalised for using interface designs that could influence consumers into making purchases or payments they did not intentionally choose.
Among the companies that faced action are some of India’s most widely used platforms, including Zepto, BookMyShow, IndiGo and Physics Wallah.
What Are Dark Patterns?
Dark patterns are website or app design techniques that subtly manipulate users into taking actions they may not have intended. These tactics often rely on confusing layouts, hidden charges, emotional messaging or pre-selected options that make it easier for users to spend more money or sign up for additional services.
India introduced the Guidelines for Prevention and Regulation of Dark Patterns, 2023, identifying 13 different deceptive practices. These include drip pricing, basket sneaking, subscription traps, false urgency, confirm shaming and trick questions.
The latest action by the CCPA highlights the government’s growing focus on ensuring greater transparency in online transactions and protecting consumers from misleading digital experiences.
Zepto Penalised Over Extra Charges
One of the biggest penalties was imposed on quick-commerce platform Zepto. According to the CCPA, the prices initially displayed to customers increased later because of additional handling charges and membership fees that appeared during the checkout process.
The regulator classified the handling charges as drip pricing, where the final payable amount is higher than the price initially shown to consumers. The automatic inclusion of a membership was identified as basket sneaking, where additional items or services are added to a customer’s purchase without explicit consent.
The company was fined Rs 7 lakh. The government also stated that Zepto has discontinued the practices flagged by the regulator. For many consumers, the issue is straightforward. The amount shown while browsing products should match the final amount payable instead of changing unexpectedly at the last stage.
BookMyShow And IndiGo Also Face Action
Movie-ticket booking platform BookMyShow was also pulled up over a feature many users may have overlooked. The CCPA directed the platform to remove a pre-selected Rs 1 contribution towards its BookASmile charity initiative.
The concern was not the donation itself but the fact that it was already ticked by default, requiring users to manually remove it if they did not wish to contribute. The regulator classified this practice as basket sneaking. Even though the amount was small, regulators pointed out that such additions often escape notice because consumers are focused on completing their purchase.
Meanwhile, IndiGo was penalised for using a different type of dark pattern known as confirm shaming. The airline’s app displayed an opt-out message stating:
“No I will take risk”
The CCPA objected to the wording because it could make users feel guilty or irresponsible for declining an additional purchase.
Following regulatory intervention, the airline replaced it with a more neutral option:
“No, I will not add to the trip.”
The wording change may appear minor, but the purpose of the guidelines is to ensure that users can make decisions without emotional pressure or manipulation.
Physics Wallah And Other Companies Penalised
Education platform Physics Wallah was fined Rs 5 lakh after regulators found that a Rs 10 donation to the PW Foundation was automatically selected during transactions. The CCPA also objected to emotional messages encouraging users to keep the donation selected.
Additionally, officials flagged instances where users were required to provide personal information before accessing free courses. According to the government, Physics Wallah has deposited the penalty amount and discontinued the practices identified by the regulator. The enforcement action extended beyond these companies. The CCPA also imposed penalties on:
- FirstCry
- PharmEasy
- McAfee
- SpiceJet
- Anuj Jindal
These companies were fined amounts ranging from Rs 1 lakh to Rs 3 lakh. The regulator cited issues including hidden charges, forced subscriptions, misleading countdown timers and manipulative subscription renewal prompts.
Nearly Rs 20 Lakh Collected In Penalties
The government informed the Rajya Sabha that the consumer regulator has collected approximately Rs 20 lakh in penalties since beginning enforcement of India’s dark-pattern guidelines. The action signals a stronger regulatory approach towards digital platforms that rely on interface designs capable of influencing consumer decisions.
Authorities believe that even seemingly harmless features can significantly affect user behaviour when repeated across millions of transactions every day. The objective is not to discourage businesses from offering optional services or donations, but to ensure that consumers actively choose them instead of being guided through misleading design choices.
Why This Matters For Consumers
The crackdown serves as an important reminder for online shoppers to carefully review every step before completing a payment. Consumers should pay attention to handling charges, automatically selected donations, memberships, insurance options and subscription renewals that may appear during checkout.
Experts also recommend reviewing the final payment summary before confirming any purchase, as small recurring or hidden charges can accumulate over time. The government’s action reinforces the broader principle that digital convenience should not come at the cost of transparency or informed consumer choice.
Conclusion
As digital platforms become an integral part of everyday life, ensuring fair and transparent online experiences has become increasingly important. The CCPA’s action against nine popular companies highlights the regulator’s commitment to tackling misleading interface designs that may influence consumer decisions without their clear consent.
While several companies have already modified or discontinued the practices identified by the regulator, the enforcement also sends a strong message to the wider industry. Consumers deserve clear pricing, transparent choices and the freedom to make purchasing decisions without hidden charges, emotional pressure or confusing design tactics.
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