Dark Patterns

Context and Objective

• A high-level meeting was held by the Department of Consumer Affairs, chaired by Union Minister Shri Pralhad Joshi, to address dark patterns in digital commerce.
• Objective: To eliminate deceptive design practices that mislead consumers on e-commerce platforms.

Relevance : GS 2(Governance) ,GS 3(Technology)

What is a Dark Pattern?

A dark pattern is a deceptive user interface design that is intentionally created to trick or manipulate users into doing something they did not intend to do—such as:

• Making unintended purchases
• Signing up for unwanted services
• Sharing personal data
• Clicking on misleading links

These patterns exploit cognitive biases, reducing user autonomy and often violating consumer rights.                                              

Key Characteristics of Dark Patterns:

• Manipulative: Designed to benefit the platform, not the user
• Non-transparent: Hides key information or choices
• Coercive: Pressures users into actions (e.g., “confirm shaming”)
• Persistent: Hard to exit or undo actions

Examples of Dark Patterns:

Legal Status in India:

• Recognized and prohibited under Guidelines for Prevention and Regulation of Dark Patterns, 2023.
• Enforced under the Consumer Protection Act, 2019 by the Central Consumer Protection Authority (CCPA).
• 13 types of dark patterns officially identified and banned.

Key Highlights

• The Minister declared that modern consumers are vigilant and aware; they won’t tolerate deceit.
• Guidelines for Prevention and Regulation of Dark Patterns (2023) were developed through wide stakeholder consultations and now require full compliance.

Ministerial Directions

• All e-commerce platforms must:
  • Conduct self-audits to identify and remove dark patterns.
  • Comply proactively without waiting for CCPA intervention.
  • Align internal governance with the issued guidelines.
• The Minister stressed the importance of trust-building with consumers.

Technology & Tools Launched

• Developed in collaboration with IIT-BHU after the Dark Patterns Buster Hackathon 2023:
  • Jagriti App: Allows users to report dark patterns and flag suspicious sites.
  • Jago Grahak Jago App: Shields users from malicious platforms, provides real-time safety scores.
  • Jagriti Dashboard: Analytical tool to monitor dark pattern trends and reports under CCPA.

Regulatory Framework & Guidelines

• Consumer Protection (E-Commerce) Rules, 2020 underpin the Department’s regulatory stance.
• 13 specific dark patterns identified and banned under the 2023 Guidelines.
• India is the first country globally to frame dedicated dark pattern guidelines under its Consumer Protection Act, 2019.

Closing Remarks and Call to Action

• Government reiterated its pro-consumer digital policy.
• Emphasis on collaborative implementation with industry, academia, and civil society.
• The initiative aims for a transparent, ethical, and consumer-friendly digital market.