Zepto, IndiGo, Physics Wallah among nine firms penalised for ‘dark pattern’ practices

The Central Consumer Protection Authority (CCPA) has imposed penalties on nine digital platforms, including IndiGo, Zepto, FirstCry, Physics Wallah and SpiceJet, for using "dark patterns"—deceptive interface designs that manipulate consumer decisions. The Centre informed the Rajya Sabha that it has strengthened safeguards against unfair digital trade practices. The Guidelines for Prevention and Regulation of Dark Patterns, 2023 identify 13 forms of deceptive design, including false urgency, basket sneaking, subscription traps, drip pricing, confirm shaming and trick questions.

Platforms asked to conduct audits

In June 2025, the CCPA directed e-commerce platforms to carry out self-audits to identify and eliminate dark patterns from their services. Since then, the regulator has collected around ₹20 lakh in penalties from companies found violating the guidelines, the government said in a written reply in the Rajya Sabha.

Zepto penalised for pricing practices

Quick-commerce platform Zepto Marketplace was fined ₹7 lakh after the CCPA found that it initially displayed lower prices but added handling charges and membership fees during checkout. The regulator classified the additional handling charges as drip pricing, while the automatic inclusion of membership benefits amounted to basket sneaking. The government informed Parliament that Zepto has since removed the identified practices.

Physics Wallah modifies donation feature

The CCPA also took suo motu cognisance against digital education platform Physics Wallah and imposed a ₹5 lakh penalty. The regulator found that a ₹10 contribution to the company's PW Foundation was pre-selected by default, accompanied by emotionally persuasive messages encouraging users to retain the donation. It also objected to users being required to share personal information before accessing free courses. According to the government, the company has paid the penalty and discontinued the disputed interface features.

IndiGo, BookMyShow make changes

Following consumer complaints, the CCPA intervened against IndiGo over the use of confirm shaming on its mobile application. The airline replaced the opt-out message, "No I will take risk", with the more neutral "No, I will not add to the trip."Movie ticketing platform BookMyShow was also directed to remove a pre-ticked ₹1 donation to its charitable initiative, BookASmile, after the regulator found it amounted to basket sneaking.

More firms face penalties

The regulator also imposed penalties on several other companies for adopting deceptive online practices. FirstCry was fined ₹2 lakh, PharmaEasy ₹1 lakh, McAfee ₹1 lakh, SpiceJet ₹1 lakh and coaching platform Anuj Jindal ₹3 lakh. The CCPA directed them to discontinue practices ranging from hidden charges and forced subscriptions to misleading countdown timers and manipulative subscription renewal prompts.