CCPA Fines Zepto, IndiGo Over Dark Pattern Violations

The Central Consumer Protection Authority (CCPA) has intensified its action against misleading online practices by imposing penalties totalling nearly Rs 20 lakh on nine digital platforms, including Zepto, BookMyShow, IndiGo and PhysicsWallah. The regulator found that several companies had used “dark patterns” design techniques that can influence or manipulate consumer decisions during online purchases and subscriptions.

The Ministry of Consumer Affairs informed the Rajya Sabha that the CCPA has directed the companies to discontinue these practices. The action marks another step in the government’s efforts to enforce the Prevention and Regulation of Dark Patterns Guidelines, 2023, which seek to make digital marketplaces more transparent and consumer-friendly.

What Are Dark Patterns?

Dark patterns are user interface designs that influence consumers into making choices they might not otherwise make. These practices can involve presenting information in misleading ways, making it difficult to opt out of purchases or subscriptions, or using emotional prompts to persuade users into spending more money.

India‘s Prevention and Regulation of Dark Patterns Guidelines, 2023 identify 13 categories of such practices that are considered misleading to consumers.

Some of the recognised dark patterns include:

• False urgency
• Basket sneaking
• Drip pricing
• Subscription traps
• Confirm shaming
• Trick questions

The guidelines are intended to ensure that consumers make informed purchasing decisions without being influenced by deceptive interface designs.

Companies Penalised by the CCPA

According to the government’s response in Parliament and Media reports, the CCPA imposed penalties on multiple companies operating across sectors including e-commerce, Education, aviation and digital services.

The government said the total penalties collected amount to nearly Rs 20 lakh.

Zepto Received the Highest Penalty

Among the companies penalised, Zepto Marketplace received the highest fine of Rs 7 lakh.

According to the government, the CCPA found that the platform automatically added handling charges and membership fees during the purchase process.

The regulator classified the handling charge as drip pricing, where additional costs appear during the checkout process rather than being displayed upfront. The automatic addition of membership was identified as basket sneaking, a practice in which extra products or services are added without a consumer’s explicit choice.

The government informed Parliament that Zepto has since discontinued these practices.

PhysicsWallah Penalised Over Pre-Selected Donation

The CCPA also imposed a Rs 5 lakh penalty on education platform PhysicsWallah after taking suo motu cognisance of a pre-selected Rs 10 donation to the “PW Foundation.”

According to the government’s reply, users were shown emotionally persuasive messages encouraging them to retain the donation rather than remove it.

The regulator also observed that users were required to share personal information before accessing free courses.

The government stated that PhysicsWallah has paid the penalty and discontinued the identified practice.

BookMyShow and IndiGo Made Changes After Regulatory Action

The government’s response also highlighted corrective measures taken by other companies.

BookMyShow was directed to remove a pre-selected Re 1 contribution to its BookASmile initiative after the regulator identified it as an instance of basket sneaking.

Meanwhile, IndiGo modified its mobile application after complaints related to confirm shaming, another category recognised under the dark pattern guidelines.

Confirm shaming generally refers to interface designs that use guilt, embarrassment or emotionally loaded language to discourage users from declining an offer or opting out of a service.

Other Companies Also Penalised

In addition to the higher-profile cases, the government informed Parliament that penalties were also imposed on FirstCry, Anuj Jindal, PharmaEasy, McAfee and SpiceJet.

According to media reports cited in the government’s response, these companies were directed to discontinue practices including:

• Hidden charges
• Misleading countdown timers
• Forced subscriptions
• Manipulative subscription renewal prompts

The CCPA’s actions indicate that regulatory scrutiny extends across multiple sectors rather than focusing solely on e-commerce platforms.

Background: India’s Dark Patterns Guidelines

India introduced the Prevention and Regulation of Dark Patterns Guidelines, 2023 to address deceptive digital practices that could distort consumer choice.

The guidelines provide a framework for identifying interface designs that mislead users during online transactions, subscriptions and purchases.

Rather than prohibiting innovative user interface design, the regulations seek to ensure that businesses present information transparently and allow consumers to make decisions without deception or undue pressure.

In June 2025, the CCPA issued an advisory asking e-commerce platforms to conduct self-audits and identify any dark patterns operating on their websites or applications.

The latest penalties represent one of the regulator’s most visible enforcement actions since issuing that advisory.

Why the Crackdown Matters

As online shopping, digital education and app-based services continue to grow, consumers increasingly rely on digital interfaces when making financial decisions.

Dark patterns can influence purchasing behaviour by making certain options easier to select while making alternatives more difficult to notice or access.

By enforcing the 2023 guidelines, the CCPA aims to encourage greater transparency in digital commerce and improve consumer confidence in online transactions.

For businesses, the action serves as a reminder that interface design is now subject to consumer protection standards, not merely marketing strategy.

What Companies Should Take Away

The government’s actions suggest that digital platforms should regularly review their websites and mobile applications to ensure compliance with consumer protection regulations.

Businesses may need to examine checkout flows, subscription processes, donation prompts, pricing displays and consent mechanisms to ensure consumers are making informed choices.

The June 2025 advisory encouraging self-audits indicates that proactive compliance is expected rather than waiting for regulatory intervention.

What the Government Has Confirmed

Confirmed facts: The Central Consumer Protection Authority has imposed penalties totalling nearly Rs 20 lakh on nine digital platforms, including Zepto, PhysicsWallah, BookMyShow and IndiGo, for practices identified under the Prevention and Regulation of Dark Patterns Guidelines, 2023. Several companies have already modified or discontinued the practices identified by the regulator.

Reasoned analysis: The enforcement action demonstrates that Indian regulators are moving beyond issuing guidance and are actively penalising companies found to be using misleading digital design practices. This could encourage broader compliance across industries that rely heavily on online customer interactions.

What Happens Next?

The Ministry of Consumer Affairs has stated that the CCPA will continue monitoring digital platforms to ensure compliance with the dark pattern guidelines and safeguard consumer interests.

The next phase is likely to involve continued regulatory oversight, additional platform audits and further enforcement where violations are identified. For consumers, the measures are intended to create a more transparent online environment where purchasing decisions are based on clear information rather than manipulative interface design.