CCPA fines Zepto, Physics Wallah, IndiGo among 9 platforms nearly Rs 20 lakh over dark patterns

The Central Consumer Protection Authority (CCPA) has imposed nearly Rs 20 lakh in penalties on nine digital platforms, including IndiGo, Zepto, FirstCry, Physics Wallah and SpiceJet, for using "dark patterns", deceptive interface designs that influence consumer decisions.

The revelation was made by the government in the Rajya Sabha. The action is part of the Consumer Affairs Department's efforts to curb unfair digital trade practices.

Crackdown on dark patterns

The Prevention and Regulation of Dark Patterns Guidelines, 2023 identify 13 deceptive practices, including false urgency, basket sneaking, subscription traps, drip pricing, confirm shaming and trick questions.

Also Read: India's EV industry to generate up to 40 mn jobs by 2030: Report

In June 2025, the CCPA directed e-commerce platforms to conduct self-audits to detect such practices. According to a recent written reply tabled in the Rajya Sabha, the regulator has since collected about Rs 20 lakh in fines from companies found violating the guidelines.

Zepto, Physics Wallah penalised

Zepto Marketplace was fined Rs 7 lakh after the CCPA found that it displayed lower prices initially before adding handling charges and membership fees during checkout. The regulator classified the handling charge as drip pricing and the automatic addition of membership as basket sneaking. The government said Zepto has withdrawn the practices identified by the regulator.

Also Read: Govt mulls charging a fee on high-value UPI transactions; will it affect you?

Physics Wallah was penalised Rs 5 lakh after the CCPA took suo motu cognisance of its platform. The regulator found that a Rs 10 contribution to the "PW Foundation" was automatically pre-selected and accompanied by emotionally persuasive messages encouraging users to retain the donation.

It also objected to free courses requiring users to share personal information before access. "The company deposited the penalty and discontinued the dark pattern," the government told the Rajya Sabha.

Changes by platforms

The CCPA also intervened in IndiGo's mobile application after complaints about "confirm shaming". The airline replaced its opt-out prompt, "No I will take risk", with the neutral alternative, "No, I will not add to the trip."

Also Read: Auto industry body SIAM withdraws letter to govt flagging E20 fuel concerns

BookMyShow removed a pre-selected Rs 1 contribution to its BookASmile initiative after the regulator held that the feature amounted to basket sneaking.

Wider enforcement

The CCPA also fined FirstCry Rs 2 lakh, PharmaEasy Rs 1 lakh, McAfee Rs 1 lakh, SpiceJet Rs 1 lakh and coaching platform Anuj Jindal Rs 3 lakh.

They were directed to discontinue practices ranging from hidden charges and forced subscriptions to misleading countdown timers and manipulative subscription renewal prompts.