India's Consumer Protection Authority fines nine digital platforms for dark‑pattern practices

The Central Consumer Protection Authority (CCPA) has penalised nine digital platforms for employing deceptive "dark patterns" that manipulate consumer choices. Companies fined include Zepto Marketplace, IndiGo, FirstCry, Physics Wallah, SpiceJet, BookMyShow, PharmEasy and McAfee, with total penalties amounting to roughly Rs 20 lakh.

Zepto received the highest fine of Rs 7 lakh after the regulator identified drip‑pricing and basket‑sneaking in its checkout flow. Physics Wallah was fined Rs 5 lakh for automatically pre‑selecting a Rs 10 donation to its "PW Foundation" and for mandating personal data collection before free courses could be accessed. IndiGo’s mobile app was flagged for a confirm‑shaming prompt that urged users to "take risk" when declining add‑on services, which has since been replaced. The other platforms were ordered to remove similar manipulative UI designs.

The action follows a June 2025 advisory that required e‑commerce entities to conduct self‑audits for dark patterns. All penalised firms have deposited their fines and removed the identified practices.