Centre to issue norms against ‘dark patterns’ in online advertisements

Contact Counsellor

Last Updated02/07/2023

Concerned over the increasing “dark patterns”, the Union Consumer Affairs Ministry has decided to issue specific guidelines to control them.
It also urged consumers to flag such manipulative online practices on the National Consumer Helpline (NCH)

Dark Patterns are unethical UI/UX (user interface/user experience) interactions, designed to mislead or trick users to make them do something they don't want to do.
In turn, they benefit the company or platform employing the designs.
By using dark patterns, digital platforms take away a user’s right to full information about the services they are using and their control over their browsing experience.
Examples of Dark Patterns include
- Baseless countdowns for online deals
- Conditions in fine print that add on to costs
- Making cancellation buttons hard to see or click
- Making ads appear as news reports or celebrity endorsements
- Silently charging credit cards after free trials end
- Using dull colours to hide information that users should know about.

Several governments across the globe have defined ‘dark patterns’ and brought in strict laws against them.
According to the Ministry, the provisions of the Consumer Protection Act are enough to curb them
But it also plans to bring specific guidelines as the menace has increased along with the expansion of the Internet.

Ministry asked all major online platforms not to engage in ‘unfair trade practices’ by incorporating ‘dark patterns’ in their online interface to manipulate consumer choice and violate consumer rights as enshrined under Section 2(9) of the Consumer Protection Act.