CCPA Fines IndiGo, Zepto, BookMyShow and 6 Others Over Dark Patterns

India’s consumer watchdog has intensified its crackdown on deceptive online practices, imposing penalties on nine major digital platforms, including IndiGo, Zepto, BookMyShow, FirstCry, Physics Wallah, SpiceJet, PharmEasy, McAfee, and coaching platform Anuj Jindal, for deploying “dark patterns” that allegedly manipulated consumer choices. The action, taken by the Central Consumer Protection Authority (CCPA) under the Guidelines for Prevention and Regulation of Dark Patterns, 2023, follows a broader government push to make digital commerce more transparent and consumer-friendly.

The penalties target practices such as drip pricing, basket sneaking, pre-selected donations, and misleading subscription prompts—interface designs that influence users into making purchases or accepting services they may not have intended to choose. According to the Ministry of Consumer Affairs, the enforcement actions were disclosed in a written reply in the Rajya Sabha as part of the government’s ongoing efforts to eliminate unfair digital trade practices.

CCPA Cracks Down on Dark Patterns

The regulator found that several platforms used deceptive interface designs during booking, checkout, or subscription processes.

The companies penalised include:

• IndiGo
• Zepto
• BookMyShow
• Physics Wallah
• FirstCry
• SpiceJet
• PharmEasy
• McAfee
• Anuj Jindal

The government said the CCPA has strengthened enforcement under the Dark Patterns Guidelines, 2023, which identify 13 categories of deceptive online design practices.

Penalty Overview

Platform	Alleged Dark Pattern	Penalty*
Zepto	Drip pricing, basket sneaking	₹7 lakh
Physics Wallah	Pre-selected donation	₹5 lakh
BookMyShow	Pre-ticked charity contribution	₹2 lakh
IndiGo	Dark pattern-related interface violations	₹1 lakh
FirstCry	Dark pattern violations	₹1 lakh
SpiceJet	Dark pattern violations	₹1 lakh
PharmEasy	Dark pattern violations	₹1 lakh
McAfee	Dark pattern violations	₹1 lakh
Anuj Jindal	Dark pattern violations	₹1 lakh

*Based on information disclosed by the government.

What Are ‘Dark Patterns’?

Dark patterns are user interface designs that manipulate consumers into taking actions they might not otherwise choose.

India’s Guidelines for Prevention and Regulation of Dark Patterns, 2023 identify 13 prohibited practices, including:

• False urgency.
• Basket sneaking.
• Drip pricing.
• Subscription traps.
• Confirm shaming.
• Trick questions.
• Misleading countdown timers.
• Forced action.

These techniques often make purchases appear cheaper initially or encourage users to unintentionally buy additional products or services.

Why Individual Platforms Were Penalised

Zepto

The CCPA imposed the highest penalty—₹7 lakh—after finding that:

• Handling charges were added during checkout.
• Membership benefits were automatically included without explicit consent.

The regulator classified these practices as drip pricing and basket sneaking, respectively. Zepto has since discontinued the practices flagged by the regulator.

BookMyShow

BookMyShow was directed to remove its pre-selected ₹1 BookASmile donation, which the regulator treated as basket sneaking because users had to actively opt out of the contribution. Following CCPA intervention, the platform redesigned the checkout process to require an affirmative choice from users.

Physics Wallah

The education platform was fined ₹5 lakh after the regulator found that a ₹10 donation to the PW Foundation was automatically pre-selected during transactions, potentially influencing users without explicit consent.

IndiGo and Others

The CCPA also penalised IndiGo, FirstCry, SpiceJet, PharmEasy, McAfee, and Anuj Jindal for deploying various forms of prohibited dark patterns. While the government has not publicly detailed every individual violation, the actions relate to deceptive interface practices covered under the 2023 guidelines.

Government’s Push for Transparent Digital Commerce

The enforcement follows a broader regulatory campaign against manipulative online interfaces.

Recent measures include:

• Advising e-commerce companies to conduct self-audits.
• Encouraging platforms to remove deceptive user interface designs.
• Requiring businesses to comply with the Prevention and Regulation of Dark Patterns Guidelines.
• Increasing monitoring of digital commerce platforms.

The government says these actions are intended to ensure consumers make purchasing decisions based on clear, transparent information rather than manipulative design techniques.

Why It Matters

The latest penalties send a strong signal that regulators are willing to actively enforce India’s digital consumer protection rules.

For online platforms, the crackdown means:

• Greater scrutiny of checkout and subscription flows.
• Increased compliance obligations.
• Higher emphasis on transparent pricing.
• Potential redesign of user interfaces to eliminate manipulative practices.

For consumers, the enforcement is expected to improve transparency by ensuring displayed prices more accurately reflect the final amount payable and that optional services require explicit user consent.

Looking Ahead

The CCPA’s action against nine major digital platforms marks one of India’s most significant enforcement efforts against deceptive online design practices since the Dark Patterns Guidelines came into effect in 2023. By targeting practices such as drip pricing, basket sneaking, and pre-selected donations, the regulator is reinforcing that digital platforms must prioritize transparency and informed consumer choice over interface designs that subtly influence purchasing decisions.

Looking ahead, companies operating in India’s digital economy are likely to face closer regulatory oversight of their websites and mobile apps. Businesses may increasingly invest in compliance reviews and user interface redesigns to align with consumer protection rules, while further enforcement actions could accelerate the adoption of fairer and more transparent digital commerce practices across industries.