Dark Patterns in Online Shopping: Consumer Rights, Examples & Legal Remedies

🎙️ Voice Search Summary (English)

Dark patterns are design practices used on websites and apps that can influence, pressure, or mislead consumers into making decisions they may not otherwise make. They can appear through hidden charges, false urgency, unwanted items added to a cart, difficult cancellation processes, confusing wording, or subscription traps.

In India, the Central Consumer Protection Authority (CCPA) has issued guidelines addressing dark patterns and practices that can affect consumer choice. If you believe an online platform has used a misleading or manipulative design practice against you, keeping screenshots, invoices, payment records, and other evidence can help when exploring available consumer remedies.

🎙️ वॉइस सर्च सारांश (Hindi)

डार्क पैटर्न ऐसी वेबसाइट या ऐप डिजाइन प्रथाओं को कहा जाता है जिनके माध्यम से उपभोक्ता को किसी ऐसे निर्णय के लिए प्रभावित, दबाव में या भ्रमित किया जा सकता है जिसे वह सामान्य रूप से शायद नहीं लेता। इसमें छिपे हुए शुल्क, गलत urgency, cart में अनचाही चीजें जोड़ना, cancellation को मुश्किल बनाना, confusing wording और subscription traps जैसी practices शामिल हो सकती हैं।

भारत में Central Consumer Protection Authority यानी CCPA ने consumer choice को प्रभावित करने वाली dark pattern practices के संबंध में guidelines जारी की हैं। अगर आपको लगता है कि किसी online platform ने misleading या manipulative design का इस्तेमाल किया है, तो screenshots, invoices, payment records और अन्य संबंधित evidence सुरक्षित रखना उपयोगी हो सकता है।

Online shopping has changed the way consumers buy products and services. With just a few taps, a customer can compare prices, place an order, make a payment, or start a subscription. But behind the convenience, some websites and mobile applications may use carefully designed messages, buttons, pricing displays, or checkout processes to influence the choices consumers make.

These practices are commonly known as dark patterns. They may make a consumer feel that an offer is urgent, hide important information until the final stage of a transaction, add an unwanted product or service to a cart, or make it unnecessarily difficult to cancel a subscription. Not every persuasive design is automatically a dark pattern, but practices that mislead, manipulate, or unfairly influence consumer choice can raise important consumer protection concerns.

In India, dark patterns have received increasing attention from the Central Consumer Protection Authority (CCPA). Understanding how these practices work can help consumers recognise potentially misleading online experiences, preserve the right evidence, and understand what legal remedies may be available in an appropriate case.

What Are Dark Patterns?

A dark pattern is a design or user-interface practice that can influence, mislead, or manipulate a consumer's decision while using a website, mobile application, or digital service. It can appear at different stages of the consumer journey, including product selection, registration, checkout, payment, subscription, renewal, or cancellation.

For example, a consumer may initially see a product advertised at one price but discover additional mandatory charges only near the end of checkout. In another situation, an unwanted service may be added to the shopping cart, or a cancellation option may be made much harder to find than the option to continue a subscription.

The important question is not simply whether a website uses persuasive design. The circumstances, presentation, disclosure, consumer choice, and actual effect of the practice matter when determining whether a particular design may fall within the regulatory framework concerning dark patterns.

Why Do Dark Patterns Matter to Consumers?

Dark patterns matter because online decisions are often made quickly. A consumer may be comparing several products, responding to a limited-time offer, completing a payment, or signing up for a service without carefully examining every part of the screen. When important information is unclear or the design deliberately pushes the consumer toward one particular choice, the consumer may not be making a fully informed decision.

The impact can be financial as well as practical. A consumer may end up paying more than expected, purchasing an additional product or service, continuing a subscription they intended to cancel, or sharing information without fully understanding how it will be used. In some situations, these practices may also make it difficult for the consumer to understand what actually happened during the transaction.

This is particularly important in e-commerce, food delivery, travel, entertainment, financial services, and subscription-based digital platforms, where consumers regularly interact with automated interfaces. A small design choice, such as the placement of a button or the way a price is displayed, can sometimes have a significant effect on consumer behaviour.

Consumers should therefore look beyond the headline price or promotional message and pay attention to the complete transaction, including additional charges, selected services, subscription terms, cancellation options, and the final amount payable.

Common Types of Dark Patterns

Dark patterns can take different forms depending on the website, application, product, or service involved. The Central Consumer Protection Authority's framework identifies several practices that can affect consumer choice. Some of the commonly discussed examples include false urgency, basket sneaking, confirm shaming, forced action, subscription traps, interface interference, bait and switch, drip pricing, disguised advertisements, nagging, and trick wording.

Understanding these patterns is useful because the same practice can appear in different forms across different digital platforms. A consumer who knows what to look for is more likely to notice an unexpected charge, unwanted selection, misleading message, or unnecessarily complicated cancellation process before completing a transaction.

Real-Life Examples of Dark Patterns

Dark patterns are often easier to understand through everyday online experiences. A consumer may encounter them while ordering food, shopping online, booking travel, subscribing to a digital service, or completing an online payment. The concern generally arises when the design or presentation makes an important choice unclear, creates unnecessary pressure, or leads the consumer towards an option without adequate transparency.

For example, imagine that a product is displayed at an attractive introductory price, but mandatory charges appear only towards the end of checkout. This may raise questions about drip pricing. Similarly, if an additional service or product is placed in a consumer's cart without clear and informed consent, it may raise concerns relating to basket sneaking.

Another common example is a message such as "Only 2 left" or "Offer ends in 5 minutes". If such urgency or scarcity is presented in a misleading manner, it may fall within the concept of false urgency. Likewise, making the option to continue a subscription highly visible while making cancellation unnecessarily difficult can raise concerns about subscription-related dark patterns.

These situations can also overlap with broader consumer protection issues such as mis-selling and misleading sales practices. However, whether a particular interaction actually amounts to a prohibited dark pattern depends on the facts, the manner in which the information was presented, and the applicable legal framework.

How Do Dark Patterns Influence Consumers?

Dark patterns generally work by taking advantage of the way people make decisions online. Consumers often have limited time and attention, and digital interfaces are designed to guide them from one step to another. When an interface highlights one choice while making another choice difficult to notice, the consumer's decision may be influenced without the consumer fully appreciating the consequences.

This can happen through colour and placement of buttons, confusing wording, pre-selected options, repeated pop-ups, countdown messages, hidden information, or complicated cancellation journeys. The individual design element may appear minor, but its overall effect on the consumer's decision can be significant.

For this reason, consumers should look carefully at the final price, additional services, recurring payments, cancellation terms, and consent options before completing an online transaction. If a digital purchase has resulted in a dispute, consumers can also explore their broader consumer rights in India.

Dark Patterns in E-Commerce and Online Apps

E-commerce platforms and mobile applications are among the places where consumers may encounter dark patterns most frequently. The buying process often involves several steps, from searching for a product and comparing prices to adding items to a cart, making payment, and receiving post-purchase offers. Each step provides an opportunity for the consumer's decision to be influenced by the way information is presented.

For example, an online platform may display an attractive product price but reveal additional mandatory charges only during checkout. Another platform may present an optional service alongside the main purchase in a way that makes it easy to accept but difficult to decline. In subscription-based services, the sign-up process may be simple while cancellation requires several confusing steps.

Food delivery, travel booking, shopping, entertainment and other digital services can involve similar user-interface practices. Consumers should therefore check the complete price, applicable fees, selected add-ons, recurring payments, refund conditions and cancellation terms before confirming a transaction.

It is also important to distinguish a genuinely useful recommendation or promotional offer from a potentially misleading interface. A discount, suggestion or upselling message is not automatically a dark pattern. The circumstances, transparency, consumer consent and overall presentation are important when assessing a particular practice.

If an online transaction has caused a financial loss, misleading representation or other consumer grievance, understanding your consumer rights in India can be an important first step.

Legal Position on Dark Patterns in India

Dark patterns have become an important consumer protection issue in India as more purchases, subscriptions and services move online. The Consumer Protection Act, 2019 provides the broader legal framework for protecting consumers against unfair trade practices and other consumer grievances, while the Central Consumer Protection Authority (CCPA) has taken specific steps to address certain dark pattern practices in digital commerce.

The CCPA issued the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which identify and address specified practices that can mislead or manipulate consumers. The guidelines are particularly relevant to digital interfaces where the manner of presenting information or choices can affect a consumer's decision.

This does not mean that every inconvenient website design or every persuasive marketing technique is automatically unlawful. Whether a particular practice falls within the applicable legal framework depends on the facts, the way the information was presented, the consumer's consent, and the nature of the transaction.

Consumers who believe they have been subjected to a misleading online practice should preserve the relevant evidence before the website or application changes its interface. Screenshots, screen recordings, invoices, payment records, emails, messages and details of the transaction may become useful when assessing the available consumer remedies.

Recent Regulatory Actions on Dark Patterns in India

India's approach towards dark patterns has moved beyond guidelines and awareness campaigns, with consumer authorities increasingly examining how digital platforms present prices, choices, subscriptions and other online transactions.

CCPA Notices and Self-Audit Direction to E-Commerce Platforms

In June 2025, the Central Consumer Protection Authority (CCPA) directed major e-commerce platforms and online service providers to conduct a self-audit of their platforms for potential dark patterns and take corrective measures where necessary. The regulatory action was aimed at improving transparency, consumer choice and fair digital practices.

Several well-known digital platforms were brought within this regulatory exercise. Reports identified platforms including Zepto, Zomato, Uber, Ola and Rapido among companies that came under regulatory scrutiny in relation to dark-pattern concerns. Consumers should, however, distinguish between a regulatory notice, an investigation, a compliance direction and a final penalty. A notice or self-declaration does not by itself establish that a company has been finally found liable for a violation.

Zepto and Changes to Its Digital Interface

Zepto became one of the prominent examples discussed during the 2025 regulatory scrutiny. Following the CCPA's compliance exercise, Zepto reported that it had audited its platform and undertaken measures concerning its user interface, pricing transparency and related features. The company subsequently submitted a self-declaration concerning compliance with the applicable dark-pattern guidelines.

The development is useful for consumers because it demonstrates how regulatory scrutiny can lead digital platforms to review the way charges, delivery benefits and checkout information are displayed. It also shows why consumers should preserve screenshots and transaction records when they believe that important information was not clearly presented at the time of purchase.

PhysicsWallah: ₹5 Lakh CCPA Penalty

In June 2026, the Central Consumer Protection Authority imposed a penalty of ₹5 lakh on PhysicsWallah in connection with dark-pattern practices on its website and mobile application. The action is an example of the regulator moving from general compliance directions towards financial enforcement in appropriate cases.

The PhysicsWallah action is particularly relevant because it shows that dark-pattern regulation is not limited to food delivery or quick-commerce applications. Digital education, subscription services and other online businesses can also face consumer-protection scrutiny where their interface or transaction practices fall within the applicable legal framework.

SpiceJet: ₹1 Lakh Penalty in 2026

Dark-pattern enforcement has also extended to online travel and airline booking platforms. In July 2026, the Central Consumer Protection Authority imposed a ₹1 lakh penalty on SpiceJet in connection with dark-pattern practices identified on its flight-booking platform.

This is an important reminder that dark-pattern concerns are not confined to conventional e-commerce websites. Travel bookings, ticketing platforms, subscriptions and other digital services can also involve consumer-interface practices that require transparency and informed choice.

These regulatory developments show an evolving approach to digital consumer protection in India. At the same time, each company's case must be understood on its own facts. A regulatory notice, self-audit, corrective action or penalty should not be treated as interchangeable legal outcomes.

If you have experienced a potentially misleading online transaction, you can also review our Consumer Rights in India guide to understand the broader consumer-protection framework.

CCPA Guidelines on Dark Patterns

The Central Consumer Protection Authority (CCPA) issued the Guidelines for Prevention and Regulation of Dark Patterns, 2023 under the Consumer Protection Act, 2019. The guidelines specifically address deceptive design practices that can impair consumer autonomy, decision-making or choice and may amount to a misleading advertisement, unfair trade practice or violation of consumer rights.

The guidelines identify 13 specific types of dark patterns. These categories help consumers, businesses and regulators understand different ways in which digital interfaces may influence or mislead consumers. :contentReference[oaicite:1]{index=1}

13 Types of Dark Patterns: English & Hindi Meaning

The Central Consumer Protection Authority (CCPA) Guidelines for Prevention and Regulation of Dark Patterns, 2023 identify 13 types of dark patterns. The table below explains each type in simple Hindi and English so that consumers can easily understand how these practices may appear while using websites, mobile applications and online services.

No.	Dark Pattern	हिंदी में सरल अर्थ	सरल उदाहरण
1	False Urgency	झूठी या भ्रामक जल्दी दिखाना	"सिर्फ 2 मिनट बाकी" या "केवल 1 सीट बची है" जैसी urgency दिखाकर consumer को तुरंत निर्णय लेने के लिए दबाव डालना, जब दिखाई गई urgency भ्रामक हो।
2	Basket Sneaking	बिना स्पष्ट सहमति के अतिरिक्त चीज जोड़ना	Consumer की shopping cart में कोई अतिरिक्त product, service, donation या charge उसकी स्पष्ट और informed consent के बिना जोड़ देना।
3	Confirm Shaming	मना करने पर guilt या शर्म महसूस कराना	ऐसी भाषा या message का इस्तेमाल करना जिससे consumer को किसी offer को reject करने पर guilty, irresponsible या शर्मिंदा महसूस हो।
4	Forced Action	अनावश्यक action करवाना	किसी product या service को access करने के लिए consumer से ऐसा अतिरिक्त action करवाना जो उस service के लिए वास्तव में जरूरी न हो।
5	Subscription Trap	Subscription को समझना या cancel करना मुश्किल बनाना	Subscription लेना आसान रखना लेकिन recurring payment या subscription cancel करने के लिए unnecessarily complicated process रखना।
6	Interface Interference	Interface में choices को असमान तरीके से दिखाना	एक option को बड़ा, prominent या आसानी से clickable बनाना जबकि दूसरे option को कम visible या difficult to find बनाना।
7	Bait and Switch	एक चीज दिखाकर दूसरी ओर ले जाना	Consumer को किसी attractive product, service या offer से आकर्षित करना लेकिन बाद में उसे किसी अलग product, service या terms की ओर ले जाना।
8	Drip Pricing	अलग-अलग चरणों में अतिरिक्त कीमत बताना	शुरुआत में कम price दिखाना और checkout के बाद के चरण में mandatory charges या fees जोड़ना, जिससे final payable amount बढ़ जाए।
9	Disguised Advertisements	Advertisement को सामान्य content जैसा दिखाना	Paid promotion या advertisement को इस तरह प्रस्तुत करना कि consumer उसे independent recommendation या सामान्य content समझे।
10	Nagging	बार-बार unwanted prompt दिखाना	Consumer के किसी request को decline करने के बाद भी बार-बार notifications, pop-ups या prompts दिखाकर उसे अपना decision बदलने के लिए प्रभावित करना।
11	Trick Wording	भ्रमित करने वाली भाषा का इस्तेमाल	Buttons, options या messages में confusing या misleading wording का इस्तेमाल करना जिससे consumer को वास्तविक consequence समझने में कठिनाई हो।
12	SaaS Billing	Software subscription की billing से जुड़ी भ्रामक practice	Software subscription में pricing, renewal, recurring payment या billing को इस तरह प्रस्तुत करना कि consumer को unexpected financial consequence का सामना करना पड़े।
13	Rogue Malwares	भ्रामक या malicious software के माध्यम से consumer को प्रभावित करना	Deceptive या malicious software-related practices के माध्यम से consumer से payment या अन्य benefit प्राप्त करने का प्रयास करना।

Important: किसी website या application पर इनमें से कोई design element दिखाई देना अपने आप में यह साबित नहीं करता कि कानून का उल्लंघन हुआ है। किसी particular practice का legal assessment उसके actual facts, presentation, consumer consent, transaction और applicable law पर निर्भर करता है।

1. False Urgency

False urgency involves creating a misleading sense of limited availability or a time constraint so that a consumer feels pressured to make a purchase or decision immediately. For example, a countdown or scarcity message may influence a consumer when the underlying urgency is not presented accurately.

2. Basket Sneaking

Basket sneaking refers to adding additional products, services, donations or other items to a consumer's shopping basket without obtaining clear and informed consent. Consumers should carefully review their cart and the final amount before completing payment.

3. Confirm Shaming

Confirm shaming uses language, images or choices that make a consumer feel guilty, embarrassed or irresponsible for declining an option. The design may effectively pressure the consumer into accepting an offer or continuing with a service.

4. Forced Action

Forced action occurs when a consumer is required to take an unnecessary or unrelated action before being allowed to access a product, service or desired functionality. The additional action may involve providing information, subscribing to another service or performing another step that is not genuinely necessary.

5. Subscription Trap

A subscription trap involves practices that make it difficult for a consumer to avoid starting, continuing or cancelling a paid subscription. Consumers should pay particular attention to recurring payments, renewal terms and the process for cancelling a service.

6. Interface Interference

Interface interference occurs when the design of an interface manipulates the presentation of choices in a way that gives greater prominence to one option while making another option less visible, less accessible or harder to understand.

7. Bait and Switch

Bait and switch generally involves presenting an attractive product, service or offer to the consumer but subsequently providing or encouraging the consumer to purchase something different. The actual availability, terms and characteristics of the offer are therefore important when assessing such a practice.

8. Drip Pricing

Drip pricing refers to situations where the consumer is initially shown a price but additional mandatory charges are disclosed later during the transaction. This can make the final amount payable significantly different from the price the consumer initially expected.

9. Disguised Advertisements

Disguised advertisements are promotional communications that are presented in a manner that may make them appear to be independent content, ordinary recommendations or other non-advertising material. Consumers should be able to understand when content is actually promotional in nature.

10. Nagging

Nagging involves repeatedly presenting requests, notifications or prompts to a consumer even after the consumer has declined or indicated that the request is not wanted. Repeated interruptions can influence a consumer simply through persistence.

11. Trick Wording

Trick wording uses confusing, ambiguous or misleading language in buttons, options, messages or other parts of an interface. A consumer may select an option without fully understanding what the wording actually means or what consequence will follow.

12. SaaS Billing

SaaS billing concerns certain subscription-based software practices where billing, renewal or payment arrangements can create unexpected financial consequences for the consumer. Clear information about pricing, recurring payments and cancellation is particularly important for software subscriptions.

13. Rogue Malwares

Rogue malware refers to deceptive practices involving malicious or misleading software that may interfere with a consumer's device or attempt to obtain payment or other benefits through deceptive means. Consumers should be cautious when downloading software or responding to unexpected security-related messages.

These categories provide a useful framework for recognising potentially problematic digital practices. However, identifying a particular interface as a dark pattern requires attention to the actual facts and the way the consumer interaction took place. A normal discount, product recommendation or promotional message should not automatically be treated as a prohibited dark pattern.

If a digital transaction has resulted in a consumer dispute, you can also explore our Consumer Court and Consumer Dispute guidance to understand the broader remedies that may be available depending on the circumstances.

Consumer Rights and Legal Remedies

Consumers who encounter a potentially misleading or manipulative online practice should first understand exactly what happened and preserve the relevant transaction records. Depending on the facts, consumer protection laws and regulatory mechanisms may provide different avenues for raising a grievance.

• Review the complete price, charges, selected services, subscription terms and cancellation conditions before completing an online transaction.
• Keep screenshots, screen recordings, invoices, payment confirmations, emails, messages and other records showing how the offer or transaction was presented.
• Raise the issue with the concerned platform or service provider and keep a record of the complaint and its response.
• Where appropriate, explore the available consumer grievance and regulatory mechanisms based on the nature of the dispute.
• If financial loss or a significant consumer dispute is involved, consider obtaining professional legal advice before deciding on the next step.

For a broader understanding of consumer disputes and available remedies, you can also read our Consumer Court and Consumer Dispute guidance.

How to Collect Evidence of a Dark Pattern

Digital interfaces can change quickly. A promotional banner, checkout screen or subscription option that appears today may look completely different later. For this reason, preserving evidence at the time of the transaction can be extremely useful.

• Take screenshots of the offer, pricing and relevant buttons or options.
• Record the checkout or cancellation process where appropriate.
• Keep the invoice, order confirmation and payment receipt.
• Save emails, SMS messages, notifications and customer-support conversations.
• Note the date, time, transaction amount and order or subscription reference number.
• Keep copies of complaints made to the platform and the responses received.

What Should Consumers Do If They Encounter a Dark Pattern?

Do not rush to complete a transaction simply because a website displays a countdown, limited-stock message or repeated promotional prompt. Take a moment to check the final price, additional charges, selected products or services, recurring payments and cancellation terms.

If you discover an unwanted charge or service after completing the transaction, contact the platform promptly and request clarification, cancellation or refund where appropriate. Keep the communication in writing wherever possible so that there is a clear record of the issue.

If the platform does not resolve the matter and you believe your consumer rights may have been affected, you can consider the appropriate consumer grievance or legal remedy based on the facts of your case.

Where Can You Complain About Dark Patterns?

The appropriate complaint mechanism can depend on the nature of the practice, the platform involved, the loss suffered and the remedy being sought. A consumer may first raise the issue with the concerned business and preserve the response as part of the record. Depending on the circumstances, consumer grievance mechanisms and the appropriate consumer protection authorities or consumer commission may also be relevant.

Before filing a formal complaint, it is useful to organise the evidence chronologically and clearly explain what was displayed, what decision was made, what amount was charged, and why the consumer believes the presentation was misleading or unfair.

When Should You Seek Legal Help?

Professional legal guidance can be useful when a dark-pattern issue involves significant financial loss, repeated or recurring charges, an unresolved complaint, a disputed refund, or a broader consumer dispute. Legal advice can also help in understanding whether the facts may fall within the applicable consumer protection framework and what remedy may be appropriate.

If you believe an online platform has used a misleading or manipulative practice against you, you can discuss the facts and available legal options with The Lawgicals for legal consultation.

FAQs

• What are dark patterns in online shopping?
  Dark patterns are design practices used on websites or apps that can influence, pressure, mislead or manipulate consumers into making decisions they may not otherwise make.
• Are dark patterns illegal in India?
  Certain dark patterns are prohibited or regulated in India under the Consumer Protection Act, 2019 and the Central Consumer Protection Authority's Guidelines for Prevention and Regulation of Dark Patterns, 2023. Whether a particular practice violates the law depends on the facts and manner in which it is used.
• What are some common examples of dark patterns?
  Common examples include false urgency, basket sneaking, confirm shaming, forced action, subscription traps, interface interference, bait and switch, drip pricing, disguised advertisements, nagging and trick wording.
• What is drip pricing in online shopping?
  Drip pricing refers to a situation where the consumer is initially shown a price and additional mandatory charges are revealed later during the purchase process.
• What is basket sneaking?
  Basket sneaking generally refers to adding an additional product, service, donation or other charge to a consumer's shopping cart without obtaining clear and informed consent.
• What should I do if an app or website uses a dark pattern?
  Keep screenshots, screen recordings, invoices, payment records, order details, emails and other relevant evidence. Depending on the circumstances, a complaint may be considered before the appropriate consumer protection authority or consumer commission.
• Can I complain about hidden charges on an online shopping platform?
  Yes, a consumer may raise a complaint where charges were hidden, misleadingly presented or improperly added, depending on the facts and applicable consumer protection laws and guidelines.
• What is a subscription trap?
  A subscription trap involves practices that make it difficult for consumers to understand, avoid or cancel a recurring subscription, or that otherwise encourage continued payment without clear and informed consent.
• Can I take legal action against a company for using dark patterns?
  Depending on the facts, consumers may have remedies under applicable consumer protection laws and regulatory mechanisms. The appropriate course of action depends on the nature of the practice, evidence available and the loss or harm suffered.
• Where can I get legal advice about a dark pattern complaint?
  If you believe an app or website has used a misleading or manipulative design practice against you, you can discuss the facts and available legal options with Adv. Ravi Shankar Dwivedi at The Lawgicals.

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• Experienced legal professionals with practical litigation and consumer-law experience
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If you need to discuss a consumer issue involving an online platform, misleading pricing, unwanted charges, subscription problems or a suspected dark pattern, you can contact us

Adv. Ravi Shankar Dwivedi
🌐 www.thelawgicals.co.in
📧 ravidwivedi@thelawgicals.co.in
📞 9084311136

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