Union Minister for Food and Consumer Affairs, Pralhad Joshi, urged all leading online retail platforms to comply with the government’s rules regarding ‘dark patterns’. He warned that failure to adhere to these norms would prompt necessary measures to safeguard consumer welfare.
The minister stated that online retail platforms have been instructed to carry out internal evaluations to identify any use of ‘dark patterns’—a term referring to manipulative design techniques that trick users into taking actions they did not intend.
“Companies must not wait for the Central Consumer Protection Authority (CCPA) to intervene. They should proactively recognise and remove these deceptive practices before notices are issued. This is not just regulatory compliance—it is about building trust with your consumers,” the Union Minister stated.
Deceptive tactics such as concealed charges and bogus countdown clocks employed by online shopping platforms are influencing buyers’ choices during their purchasing journey. The government has identified 13 of these misleading design strategies and has launched three digital platforms to safeguard consumer interests and uphold their rights.
What Are Dark Patterns?
Dark patterns refer to manipulative design strategies embedded in the user interface (UI) or user experience (UX) of digital platforms, intended to mislead or coerce individuals into taking actions they wouldn’t have otherwise chosen. These tactics undermine user autonomy, distort decision-making, and interfere with consumer choice—ultimately amounting to deceptive marketing, unethical business practices, or breaches of consumer protection laws. The guidelines outline the following specific dark patterns:
i. “False Urgency”: This involves artificially creating a sense of time pressure or limited availability to rush users into making quick decisions—often leading them to buy something they hadn’t planned to.
ii. “Basket Sneaking”: This practice refers to automatically adding extra items—such as products, services, or even charity donations—during the checkout process without the user’s clear approval, resulting in a higher final bill than anticipated.
iii. “Confirm Shaming”: This tactic uses language, visuals, sounds, or other methods to induce guilt, embarrassment, or fear, subtly pushing users toward a particular action—like purchasing a product or keeping a subscription—they might otherwise avoid.
How Are Dark Patterns Influencing Consumer Behavior on E-Commerce Platforms?
i. These manipulative design tactics are crafted to undermine a user’s independence, distort their judgment, and interfere with their ability to make informed choices.
ii. As a result, users may end up making purchases they didn’t plan, becoming overly dependent on certain platforms, or unknowingly compromising their privacy.
How to Protect Yourself from Dark Patterns
i. Staying alert and informed is key to avoiding manipulation online. Here are practical steps you can take to safeguard yourself from dark patterns:
ii. Read Carefully Before Clicking: Take your time to read all prompts, buttons, and messages—especially during checkout or sign-ups. Avoid rushing into decisions triggered by urgency tactics like countdowns or limited-time offers.
iii. Review Your Shopping Cart: Always double-check the items in your cart before completing a purchase. Look for any extras like donations, services, or subscriptions that may have been added without your consent.
iv. Be Wary of Guilt-Tripping Language: Watch out for emotionally manipulative wording like “No thanks, I don’t like saving money.” Recognize these for what they are—pressure tactics—and don’t let them influence your decisions.
v. Use Privacy and Ad Blockers: Install browser extensions that block trackers, intrusive ads, and deceptive pop-ups. These tools can reduce your exposure to manipulative designs.