What are Dark Patterns?

About Dark Patterns

• Dark Patterns are deceptive design practices used in websites, applications and other digital interfaces to mislead or manipulate users into doing something they did not originally intend to do.
• They exploit the design of a User Interface (UI) or User Experience (UX) to influence consumer decisions.
• Such practices may undermine consumer autonomy, informed choice and transparency.
• They are commonly associated with online shopping, subscription services, travel bookings, digital advertising and other online platforms.
• Dark patterns can lead to unintended purchases, unwanted subscriptions, hidden charges and difficulty cancelling services.

13 Types of Dark Patterns

The 2023 guidelines identify the following 13 specified dark patterns:

1. False Urgency
   • Creating a false impression of limited availability or time pressure.
   • Example: A website displays a misleading countdown timer to pressure users into purchasing a product.
2. Basket Sneaking
   • Adding products, services or donations to a user’s shopping basket without consent.
   • Example: An additional donation is automatically included in the checkout amount.
3. Confirm Shaming
   • Using guilt, shame or ridicule to influence a user’s decision.
   • Example: A website labels the option to decline an offer as “No, I don’t care about saving money.”
4. Forced Action
   • Requiring users to take an additional action unrelated to their intended purchase or service.
   • Example: A platform requires users to subscribe to an unrelated service to access a product.
5. Subscription Trap
   • Making it easy to subscribe but difficult to cancel a subscription.
   • Example: A service allows one-click subscription but requires several complicated steps for cancellation.
6. Interface Interference
   • Designing an interface to manipulate user choices or prioritise an option unfairly.
   • Example: A prominent button encourages users to accept an offer, while the rejection option is difficult to find.
7. Bait and Switch
   • Advertising or presenting one outcome but delivering a different one when the user takes action.
   • Example: A product is advertised at a low price, but the advertised offer is unavailable when the customer attempts to purchase it.
8. Drip Pricing
   • Revealing additional charges gradually during the purchase process instead of clearly disclosing the total cost upfront.
   • Example: A booking website adds mandatory handling or convenience fees at the final checkout stage.
9. Disguised Advertisement
   • Presenting advertisements in a way that makes them appear to be ordinary content.
   • Example: A sponsored product is presented as an independent recommendation without clear disclosure that it is an advertisement.
10. Nagging
    • Repeatedly prompting users to take an action they have declined or do not wish to take.
    • Example: An application repeatedly asks users to enable notifications after they have dismissed the request.
11. Trick Wording
    • Using confusing or misleading language to influence a user’s choice.
    • Example: A poorly worded option makes it difficult for users to understand whether they are accepting or rejecting an offer.
12. SaaS Billing
    • Exploiting billing practices associated with Software as a Service (SaaS), such as unfair subscription or payment arrangements.
    • Example: A digital service uses misleading billing practices that cause users to incur unexpected subscription charges.
13. Rogue Malwares
    • Using deceptive tactics to mislead users into installing unwanted software or granting permissions.
    • Example: A misleading pop-up tricks users into downloading unwanted software.

Legal Framework in India

• Consumer Protection Act, 2019:
  • Provides the broader legal framework for protecting consumer rights and addressing unfair trade practices.
  • Establishes the Central Consumer Protection Authority (CCPA).
• Central Consumer Protection Authority (CCPA):
  • Established under Section 10 of the Consumer Protection Act, 2019.
  • Protects consumer rights and addresses unfair trade practices.
  • Issued the Dark Patterns Guidelines under the powers conferred by Section 18 of the Act.
• Guidelines for Prevention and Regulation of Dark Patterns, 2023:
  • Issued on 30 November 2023.
  • Apply to platforms systematically offering goods or services in India, advertisers and sellers.
  • Prohibit engagement in specified dark pattern practices.
• Self-Audit Advisory, 2025:
  • On 5 June 2025, the CCPA issued an advisory encouraging e-commerce platforms to conduct self-audits and remove deceptive design practices.
  • The objective is to promote a fair, transparent and consumer-centric digital ecosystem.

Conclusion

Dark patterns represent a growing challenge in the digital economy because they manipulate consumer choices through deceptive interface designs. India’s Guidelines for Prevention and Regulation of Dark Patterns, 2023, issued by the CCPA under the Consumer Protection Act, 2019, seek to address these practices. Effective enforcement, transparent digital interfaces and consumer awareness are essential to ensuring a fair and trustworthy online marketplace.