Zepto, IndiGo, and Physics Wallah among 9 platforms penalised for deceiving consumers

The Central Consumer Protection Authority (CCPA) has penalised nine digital platforms, including IndiGo, Zepto, and Physics Wallah, for using deceptive user interface designs known as “dark patterns.” These tactics manipulate consumer decisions through misleading design elements such as false urgency, basket sneaking, and subscription traps. The government disclosed this during a response to a question in the Rajya Sabha, highlighting efforts to strengthen safeguards against unfair digital trade practices. The crackdown followed an advisory issued by the CCPA in June 2025, urging e-commerce platforms to conduct self-audits to identify and eliminate dark patterns. Since then, the regulator has collected approximately ₹ 20 lakh in fines from companies found violating these guidelines. Among the affected businesses were Zepto Marketplace, which was fined ₹ 7 lakh for displaying initial lower prices and later adding handling charges and membership fees. The CCPA identified these practices as examples of drip pricing and basket sneaking, respectively. Zepto subsequently discontinued the problematic features. Physics Wallah, a digital education platform, faced a fine of ₹ 5 lakh after the CCPA discovered that a ₹ 10 donation to its “PW Foundation” was automatically pre-selected. Consumers were subjected to emotionally persuasive messages designed to encourage retention of the default option. The company complied with the ruling and ceased the practice. Similarly, the CCPA ruled against free courses that required mandatory personal information disclosure prior to access, leading to the imposition of a penalty and discontinuation of the dark pattern. IndiGo, an airline, was cited for confirm shaming on its mobile application. The platform previously used an opt-out message such as “No I will take risk,” which could pressure users into accepting additional services. After regulatory intervention, the airline revised the message to a more neutral phrasing: “No, I will not add to the trip.” Other platforms included in the list of penalised entities were FirstCry, PharmaEasy, McAfee, SpiceJet, and coaching platform Anuj Jindal. Each received fines ranging from ₹ 1 lakh to ₹ 3 lakh. The CCPA directed these companies to discontinue practices such as hidden charges, forced subscriptions, misleading countdown timers, and manipulative subscription renewal prompts. For example, BookMyShow was instructed to remove a pre-ticked ₹ 1 contribution to its charitable initiative BookASmile following accusations of basket sneaking. The Prevention and Regulation of Dark Patterns, 2023, outlines 13 types of deceptive interface designs, providing a framework for identifying and regulating such practices. This legal instrument enables regulators to enforce compliance with ethical design standards in the digital marketplace. The actions taken by the CCPA underscore a growing emphasis on transparency and fairness in online transactions, particularly within the rapidly expanding e-commerce sector. As the regulator continues to monitor and address instances of dark patterns, affected companies have been required to make necessary adjustments to their platforms. Compliance with these regulations reflects broader shifts towards consumer protection in the digital age, ensuring that users are not unduly influenced by manipulative design choices. The ongoing enforcement of these rules signals a commitment to maintaining equitable digital trade practices across the industry.