India’s digital platforms face strict scrutiny over ‘Unfair Consumer Practices’
21 November 2025, Mumbai
A major shift is underway in Indian e-commerce: instead of only five platforms being dark pattern-free, a total of 26 leading digital storefronts have now voluntarily submitted declarations confirming the elimination of deceptive user interfaces. This compliance follows a mandatory self-audit advisory issued by the Central Consumer Protection Authority (CCPA) in June 2025.
Hidden fees undermine fashion trust
The move is particularly critical for the fashion and apparel sector, where consumer trust is highly sensitive to pricing transparency.
Practices like Drip Pricing (revealing hidden fees late, such as mandatory 'convenience' or 'handling' charges for clothing) and Basket Sneaking (adding extra items like gift wrap or charity donations without clear consent) have historically plagued the sector.
Major fashion players like Myntra, Ajio, and Tira Beauty are among the companies that have declared compliance, many having conducted third-party audits to ensure platforms adhere to the 13 prohibited types of dark patterns.
Regulatory action defines fair digital growth
The CCPA guidelines, notified in November 2023, classified these manipulative design tricks as 'unfair trade practices' under the Consumer Protection Act, 2019.
This industry-wide cleanup, moving from high non-compliance to voluntary self-regulation, signals that consumer protection is becoming a foundational pillar of business growth in the Indian digital marketplace.
The long-term goal for the $40–45 billion Indian e-commerce market is to foster an ethical ecosystem where transparent pricing and consumer choice directly build brand credibility.
The CCPA continues to monitor the National Consumer Helpline for new complaints, prepared to take action against any errant platforms.
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