Govt Puts E-Commerce Firms Under Lens for ‘Dark Patterns’; Strict Action on Misleading Consumers

India’s e-commerce sector is once again under regulatory scrutiny. The Central Government has announced a crackdown on dark patterns — manipulative design tactics used by online platforms to push consumers toward unintended purchases, subscriptions, or decisions.

The move follows rising concerns over the widespread use of deceptive practices such as hiding negative reviews, bait-and-switch pricing, false urgency alerts, and subscription traps. Officials have warned that such behaviour will now be treated as unfair trade practices and may invite strict legal action, including raids.

What Exactly Are Dark Patterns?

“Dark patterns are design tricks that nudge consumers into making choices that they may not have made otherwise,” explained Consumer Affairs Secretary Nidhi Khare in a conversation with news agency ANI.

According to the Department of Consumer Affairs, prohibited dark patterns include:

• Subscription traps – making it harder to cancel services than to sign up

• False urgency or scarcity alerts – pressuring customers to act quickly with misleading claims like “Only 1 left”

• Bait-and-switch pricing – advertising one price but charging another at checkout

• Hiding or downplaying negative reviews – showing only favourable ratings to mislead buyers

• AI-driven misinformation or promotional content – using algorithms to propagate biased or false narratives

Khare stressed that reviews play a critical role in consumer decision-making. By suppressing genuine negative reviews, companies create an artificial sense of credibility for products ranging from food and footwear to wellness goods.

Government’s Warning to E-Commerce Platforms

The Department of Consumer Affairs has issued 11 notices since November 2023, when the official guidelines against dark patterns were first published. Companies such as Zepto, Uber, and Ola have already been flagged for violations.

To strengthen compliance, platforms have been urged to sign a safety pledge, ensuring that prohibited or non-compliant products are not sold on their platforms. Raids at warehouses have already uncovered goods that failed to meet required standards, officials said.

Khare made it clear: “E-commerce companies need to be very careful. Violations will not be tolerated.”

Beyond Dark Patterns: Legal Metrology and GST Benefits

The consumer protection push is not limited to dark patterns. The government is simultaneously reviewing legal metrology norms, which govern fairness in weights and measures for products sold in India.

By decriminalising certain offences, authorities aim to reduce compliance burdens on manufacturers and sellers, while still ensuring that quality and quantity assurances remain intact.

At the same time, officials are closely monitoring how companies are implementing the latest GST rate cuts, announced by the GST Council under Finance Minister Nirmala Sitharaman. The rate reductions — effective 22 September 2025, the first day of Navratri — cover key sectors such as healthcare, education, FMCG, and automobiles.

Industry players including leading FMCG and auto companies have already confirmed that they are passing on GST benefits to consumers, lowering prices on essential and big-ticket goods.

Why This Crackdown Matters for Business

India’s e-commerce market is valued at over $100 billion and is projected to keep growing rapidly. However, regulatory oversight is intensifying as consumer grievances rise around misleading pricing, fake reviews, and manipulative user experiences.

For businesses, the message is clear: while growth opportunities remain vast, non-compliance could carry heavy reputational and legal costs. With stricter guidelines in place, platforms must align with ethical practices, transparency, and consumer-first policies to sustain long-term trust.

Conclusion: A New Era of Consumer Protection

The government’s aggressive stance against dark patterns signals a decisive shift in India’s digital commerce regulation. As consumer protection becomes a policy priority, companies will be forced to clean up their practices or risk legal action, penalties, and consumer backlash.

For shoppers, the move promises a safer online marketplace. For e-commerce players, it marks the beginning of a more tightly regulated — and accountable — business environment.

FAQs on Dark Patterns and E-Commerce

Q1. What are dark patterns in online shopping?
Dark patterns are manipulative design tactics that trick consumers into unwanted purchases, subscriptions, or decisions, often through misleading reviews, urgency alerts, or pricing tricks.

Q2. Which e-commerce companies have received notices for dark patterns?
Since November 2023, firms like Zepto, Uber, and Ola have received notices from the Department of Consumer Affairs for using prohibited practices.

Q3. What legal consequences can companies face?
Violations are treated as unfair trade practices. Companies risk raids, penalties, and legal scrutiny for non-compliance with consumer protection guidelines.

Q4. How do dark patterns harm consumers?
They restrict consumer choice and create an unfair marketplace by hiding crucial information, fabricating urgency, or presenting biased reviews.

Q5. What other reforms are being implemented alongside this crackdown?
The government is reforming legal metrology to simplify compliance and monitoring how businesses pass on GST rate cut benefits to consumers.