MC EXCLUSIVE No single framework enough to regulate dark patterns, says consumer affairs minister

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Regulating manipulative tactics on e-commerce platforms remains a moving target, as companies devise new ways to influence consumer behaviour, consumer affairs minister Pralhad Joshi has told Moneycontrol in an interview.

The minister was talking about dark patterns, manipulative or deceptive practices built into user interfaces by developers to stimulate consumption or deceiving consumers into sharing vital information by subverting or impairing consumer decision-making.

“Dark patterns are constantly evolving, and there cannot be a single fixed rulebook to regulate them,” the minister said, emphasising the need for continuous monitoring and vigilance.

Joshi said the consumer affairs ministry was focusing on ensuring that consumers have access to quality products in a fair, transparent market.

As part of this push, the government’s regulatory arm, the Central Consumer Protection Authority (CCPA), led by the ministry, issued an advisory in June requiring all e-commerce platforms to conduct self-audits of their user interfaces and submit self-declarations within three months, he said.

Dark patterns include tactics such as false urgency, hidden checkout fees, forced actions, subscription traps, and disguised advertisements.

As part of the ongoing scrutiny, 26 major e-commerce and quick-commerce companies submitted self-declaration reports, confirming they have removed dark patterns from their platforms.

According to CCPA, the list includes leading players such as Flipkart, Myntra, Ajio, JioMart, BigBasket, Zepto, Swiggy, Blinkit, MakeMyTrip, Cleartrip, Ixigo, Tata 1mg, PharmEasy, Netmeds, Meesho, Zomato, Page Industries, Duroflex, William Penn and Hamleys. These voluntary audits, Joshi said, help the ministry track platform behaviour more effectively and intervene where necessary.

The minister cautioned that compliance would not be static. “This is not a one-time exercise,” he said. “We will continue to monitor, audit, and hold platforms accountable — because as companies evolve, so do their tactics.”

The development marks a milestone in India’s efforts to curb deceptive user experience practices that mislead or manipulate online consumers, tactics which are increasingly being deployed as the economy digitalises. According to ministry officials, this voluntary compliance by industry majors sends a signal that consumer protection and business growth can and must go hand in hand.

Disclosure: Moneycontrol is a part of the Network18 group. Network18 is controlled by Independent Media Trust, of which Reliance Industries is the sole beneficiary.