Zepto, BookMyShow Among 9 Platforms Penalised for 'Dark Patterns': What Consumers Need to Know

The Central Consumer Protection Authority (CCPA) has taken action against nine digital platforms, including quick-commerce company Zepto and online ticket booking platform BookMyShow, for allegedly using misleading online practices that could influence consumer choices during transactions. The regulatory action comes amid increasing concerns over “dark patterns” — design techniques used on websites and mobile applications that may push users towards decisions they might not have intended to make. These practices include hidden charges, automatically selected options and confusing payment processes.

The government informed Parliament that the CCPA has penalised multiple companies for violating the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which were introduced to protect consumers from deceptive digital practices. Zepto was among the platforms that faced action over concerns related to additional charges appearing during the checkout process. The regulator classified the addition of handling fees after displaying an initial price as a case of drip pricing, where customers discover extra costs only at a later stage of the purchase journey. The company was also flagged for automatically adding membership-related options, which the CCPA considered an example of basket sneaking.

Following regulatory intervention, Zepto reportedly discontinued the practices highlighted by the consumer authority. BookMyShow was also pulled up over a pre-selected donation option during the ticket booking process. The CCPA objected to the practice of automatically selecting a contribution amount, as customers who did not wish to pay had to manually remove the option. According to consumer protection officials, such designs can influence users into making payments without actively choosing them.

Airline major IndiGo was another company that faced regulatory scrutiny. The CCPA raised concerns over the wording used when passengers declined certain additional services, stating that the language could create pressure on customers to accept optional offers. The airline later modified the message to make the choice clearer for users.

Education technology platform Physics Wallah was also penalised after the regulator found that a donation option was automatically selected during payments. The company later removed the practice following the action. Apart from these firms, other platforms that faced penalties included FirstCry, PharmEasy, McAfee, SpiceJet and Anuj Jindal’s coaching platform. The government said the penalties were imposed after examining complaints and identifying practices that could potentially mislead consumers.

Dark patterns have become a major concern as millions of Indians now depend on digital platforms for shopping, travel bookings, entertainment and education services. While these techniques may appear minor, even small additional charges or pre-selected options can have a significant impact when applied across a large user base.

Consumer rights experts believe that online platforms need to adopt clearer pricing systems and simpler interfaces that allow users to make independent decisions. They argue that companies should focus on building trust rather than relying on designs that encourage accidental purchases or unwanted payments. The CCPA’s latest action sends a strong message to digital businesses that transparency will remain a key requirement in India’s growing online economy. As consumers increasingly shift towards app-based services, regulators are expected to continue monitoring platforms to ensure fair and ethical digital practices.