In a major step towards protecting consumer interest in the digital marketplace, 26 leading e-commerce platforms have voluntarily submitted self-declaration letters confirming compliance with the Guidelines for Prevention and Regulation of Dark Patterns, 2023. This development marks a significant milestone in India’s efforts to curb deceptive online design practices that mislead or manipulate consumers.

These platforms have conducted internal self-audits or third-party audits to identify, assess and eliminate any presence of dark patterns. All 26 companies have declared that their platforms are free from dark patterns and do not deploy any manipulative user interface designs.

The proactive industry-wide compliance demonstrates a strong commitment towards consumer transparency, fair trade practices, and ethical digital ecosystems. This voluntary alignment underscores the fact that consumer protection and business growth can go hand-in-hand, strengthening brand trust and long-term credibility.

CCPA Acknowledges Compliance; Calls It Industry-Best Practice

The Central Consumer Protection Authority (CCPA) has appreciated these declarations, terming them exemplary and encouraging other companies to adopt similar self-regulation. CCPA had earlier directed the companies to upload their self-audit declarations prominently on their websites for easy public access.

These declarations can also be viewed on the CCPA website: https://www.doca.gov.in/ccpa/slef-audit-companies-dark-pattern.php

The CCPA strongly urges all other e-commerce platforms, marketplace entities, service providers, and app developers to follow the example set by these companies. Every business operating in India’s digital space must recognize that manipulative practices are short-sighted strategies that harm both consumers and businesses in the long run.

Through the National Consumer Helpline (NCH), social media campaigns, informative videos, and outreach programmes, consumers have been educated about identifying dark patterns and reporting them. Such complaints are being systematically addressed, and enforcement action is being contemplated wherever necessary. The CCPA has reaffirmed that it is maintaining a close watch on potential violations and will not hesitate to act against errant platforms.

Background

The Guidelines for Prevention and Regulation of Dark Patterns, 2023, notified on 30 November 2023, identify and prohibit 13 dark patterns including:

1. False Urgency
2. Basket Sneaking
3. Confirm Shaming
4. Forced Action
5. Subscription Trap
6. Interface Interference
7. Bait & Switch
8. Drip Pricing
9. Disguised Advertisements
10. Nagging
11. Trick Wording
12. SaaS Billing
13. Rogue Malwares

These guidelines, issued under the Consumer Protection Act, 2019, form a key part of the Government’s strategy to build a transparent, trustworthy and consumer-centric digital marketplace.

To strengthen compliance, CCPA issued an Advisory on 5 June 2025, instructing all e-commerce platforms and online service providers to conduct a mandatory self-audit within three months to detect and eliminate dark patterns. The advisory emphasized transparency, explicit consent, clear disclosures, and non-manipulative design.

Following multi-stakeholder consultations with industry, academia and consumer bodies, CCPA has built a robust regulatory framework that aims to eliminate deceptive digital design at its core.

List of Platforms That Submitted Self-Audit Declarations as follows:

1. Page Industries (Jockey, Speedo) – Self-audit conducted; platform free from dark patterns.
2. William Penn Pvt. Ltd. (Sheaffer, Lapis Bard) – Self-audit conducted; no dark patterns detected.
3. Pharm Easy (Axelia Solutions Pvt. Ltd.) – Internal audit confirms compliance with guidelines.
4. Zepto Marketplace Pvt. Ltd. – Platform UI/UX audited; ongoing monitoring in place.
5. Curaden India (Curaprox) – Self-audit confirms absence of dark patterns.
6. Duroflex Pvt. Ltd. – Self-audit confirms platform compliance.
7. Flipkart Internet Pvt. Ltd. – Third-party audit confirms no dark patterns.
8. Myntra Designs Pvt. Ltd. – Third-party audit confirms compliance.
9. Cleartrip Pvt. Ltd. – Third-party audit confirms platform is dark-pattern-free.
10. Walmart India Pvt. Ltd. – Third-party audit concludes no dark patterns.
11. MakeMyTrip (India) Pvt. Ltd. – Declared platforms require explicit consumer consent; no pre-ticked boxes.
12. BigBasket (Innovative Retail Concepts Pvt. Ltd.) – Internal review completed; remedial measures implemented.
13. Tira Beauty (Reliance Retail Ltd.) – Internal review confirms compliance.
14. JioMart (Reliance Retail Ltd.) – Platform declared free of dark patterns; continued monitoring.
15. Reliance Jewels – Declared fully compliant.
16. Ajio – No dark patterns; ongoing platform checks.
17. Reliance Digital – Internal review ensures full compliance.
18. Netmeds – Declared free of dark patterns.
19. Hamleys – Internal review confirms compliance.
20. MilBasket – Platform declared compliant.
21. Swiggy Ltd. – Self-audit completed; committed to enhancing consumer experience.
22. Tata 1mg – Comprehensive self-audit; platform designed for consumer-centric behaviour.
23. Zomato – Internal assessment aligns platform with CCPA advisory.
24. Blinkit – Internal review affirms transparent, responsible design.
25. Ixigo – Declared free of dark patterns, adhering to highest compliance standards.
26. Meesho Ltd. – Declared free from all 13 CCPA-identified dark patterns; regular self-checks ongoing.

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RT/ARC