CCPA cracks down on Zepto, BookMyShow, IndiGo and others over deceptive ‘dark patterns’

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 user interface designs that manipulate consumer decisions, the government informed the Rajya Sabha.

The action is part of the Centre’s efforts to curb unfair digital trade practices and strengthen consumer protection in the online marketplace.

Under the Prevention and Regulation of Dark Patterns Guidelines, 2023, the CCPA has identified 13 prohibited deceptive practices, including false urgency, basket sneaking, drip pricing, subscription traps, confirm shaming and trick questions.

In June 2025, the regulator directed e-commerce platforms to conduct self-audits to identify and eliminate dark patterns. Since then, it has collected nearly ₹20 lakh in penalties from companies found violating the guidelines.

Zepto was fined ₹7 lakh after the CCPA found it displayed lower prices initially before adding handling charges and membership fees during checkout. The regulator classified the handling fee as drip pricing and the automatic addition of membership as basket sneaking. The company has since removed the practices.

Physics Wallah was penalised ₹5 lakh after the regulator found that a ₹10 donation to its PW Foundation was pre-selected by default and accompanied by emotionally persuasive prompts encouraging users to retain the donation. The CCPA also objected to the platform requiring users to share personal information before accessing free courses. The edtech firm has paid the penalty and withdrawn the practices.

Following complaints, IndiGo modified its mobile app after the CCPA flagged the airline’s use of confirm shaming. The airline replaced the opt-out message “No I will take risk” with the neutral alternative, “No, I will not add to the trip.”

BookMyShow was directed to remove a pre-ticked ₹1 contribution to its BookASmile charitable initiative after the regulator found it amounted to basket sneaking.

The CCPA also imposed penalties on FirstCry (₹2 lakh), PharmaEasy (₹1 lakh), McAfee (₹1 lakh), SpiceJet (₹1 lakh) and coaching platform Anuj Jindal (₹3 lakh). The companies were instructed to discontinue practices such as hidden charges, forced subscriptions, misleading countdown timers and manipulative subscription renewal prompts.