Dark Patterns Crackdown: CCPA Fines Zepto, BookMyShow, SpiceJet and 6 Others

CCPA Fines 9 Digital Platforms Rs 20 Lakh for ‘Dark Patterns’; Zepto Gets Highest Penalty

The Central Consumer Protection Authority (CCPA) has imposed penalties totalling Rs 20 lakh on nine digital platforms, including Zepto, IndiGo, BookMyShow, Physics Wallah, FirstCry, SpiceJet, PharmaEasy, McAfee and Anuj Jindal, for using deceptive online practices known as “dark patterns” that influence consumer choices.

The details were shared by the Centre in a written reply in the Rajya Sabha, where Minister of State for Consumer Affairs, Food and Public Distribution B L Verma said the CCPA is empowered under the Consumer Protection Act, 2019, to act against unfair trade practices, misleading advertisements and violations of consumer rights.

The action follows the implementation of the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which identify 13 deceptive online practices aimed at manipulating users during digital transactions.

Zepto Receives Highest Fine

Zepto Marketplace was handed the largest penalty of Rs 7 lakh after the CCPA found that the platform displayed lower product prices initially but added handling charges and Zepto Pass membership fees only at the final checkout stage.

The regulator classified the late addition of charges as “drip pricing”, while the automatic inclusion of the membership fee without explicit customer consent was treated as “basket sneaking.” Zepto has since discontinued both practices.

Physics Wallah Penalised Over Donation Prompt

Edtech platform Physics Wallah was fined Rs 5 lakh after the CCPA found that a Rs 10 donation to the PW Foundation was pre-selected during checkout.

The regulator also objected to the platform requiring users to share personal information before accessing courses advertised as free. Physics Wallah has paid the penalty and removed the identified dark patterns.

IndiGo, BookMyShow, SpiceJet Among Others Pulled Up

The CCPA also acted against IndiGo over a “confirm shaming” prompt on its mobile application. The airline replaced the message “No I will take risk” with the neutral option “No, I will not add to the trip” after the regulator’s intervention.

BookMyShow was directed to stop automatically adding a Re 1 contribution to its BookASmile initiative through a pre-selected option, while SpiceJet was fined Rs 1 lakh for using pre-ticked consent boxes for its loyalty programme and promotional communications.

FirstCry was penalised Rs 2 lakh after displaying product prices as tax-inclusive but adding GST during checkout.

PharmaEasy received a Rs 1 lakh penalty for automatically adding its PLUS membership to users’ carts without consent, while cybersecurity firm McAfee was fined Rs 1 lakh for subscription renewal prompts that lacked a neutral opt-out option.

Coaching platform Anuj Jindal was fined Rs 3 lakh for creating false urgency by displaying a misleading 24-hour countdown timer.

Over 300 Complaints Received

The Centre informed Parliament that the National Consumer Helpline received 308 complaints related to dark patterns between December 2023 and March 2026.

The Department of Consumer Affairs said complaints are taken up with the concerned companies for resolution and that awareness campaigns under the “Jago Grahak Jago” initiative continue to educate consumers about deceptive online practices and their rights.