A "dark pattern" is a design trick that pushes a buyer into something they did not really choose — a hidden charge, a fake timer, a pre-ticked box. India's Central Consumer Protection Authority (CCPA) has banned 13 of them. Big platforms have been told to audit themselves. Small stores should check too, because the rules protect every online buyer.
The rules in brief
- The Guidelines for Prevention and Regulation of Dark Patterns, 2023 were notified on 30 November 2023 under the Consumer Protection Act, 2019.
- They list 13 dark patterns that are not allowed.
- On 5 June 2025, the CCPA asked ecommerce platforms to self-audit within three months and fix what they found. Several large platforms later declared compliance.
The 13 dark patterns, in simple words
- False urgency — fake "only 2 left" or "20 people are viewing this" messages.
- Basket sneaking — adding items, donations or insurance to the cart without the buyer choosing them.
- Confirm shaming — guilt lines like "No thanks, I don't care about my family's safety".
- Forced action — making buyers sign up, share contacts or buy something else to complete the order.
- Subscription trap — easy to start, very hard to cancel.
- Interface interference — hiding the "No" button or making the costly option look like the only one.
- Bait and switch — advertising one thing and delivering another.
- Drip pricing — showing a low price, then adding charges step by step at checkout.
- Disguised advertisement — ads made to look like reviews or news.
- Nagging — repeated pop-ups and requests that interrupt the buyer.
- Trick question — confusing wording, like double negatives in a checkbox.
- SaaS billing — quietly charging after a free period without clear consent.
- Rogue malware — scaring users into downloading harmful software.
A quick self-check for a small store
- Do stock counts and "sold" badges show real numbers? If not, turn them off.
- Does the product page show delivery charges, or at least say they will be added? Avoid surprises at the last step.
- Is anything added to the cart by default — gift wrap, a donation, insurance? Let buyers choose.
- Can a buyer check out as a guest or with a simple OTP, without extra steps you do not need?
- Are countdown timers real? If the offer does not really end, remove the timer.
- Are your "No" and "Cancel" buttons easy to see?
- Are reviews from real buyers, and are paid posts marked as ads?
Why honest design sells more
Tricks may lift one sale, but they bring complaints, returns and bad reviews. A buyer who sees a clear price, a fair return policy and real reviews comes back. For a small brand, trust is the only thing big platforms cannot outspend.
What to do this week
- Open your store on a phone as a new buyer and place a test order.
- Note every step where a charge, a box or a message surprised you.
- Fix those first.
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Sources: CCPA Guidelines for Prevention and Regulation of Dark Patterns, 2023; PIB releases on the June 2025 self-audit advisory. This is general information, not legal advice.
FAQs
What are dark patterns in ecommerce?
Design tricks that push buyers into choices they did not intend, such as fake urgency, hidden charges or items added to the cart without asking.
Which rules ban dark patterns in India?
The Guidelines for Prevention and Regulation of Dark Patterns, 2023, notified by the Central Consumer Protection Authority under the Consumer Protection Act, 2019. They list 13 banned patterns.
What is drip pricing?
Showing a low price first and then adding charges step by step at checkout, so the final price is higher than the buyer expected.
Do these rules apply to small online stores?
The guidelines apply to platforms, advertisers and sellers. Small stores should follow them too; honest design also builds trust. This is general information, not legal advice.
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