A Fintech leader argued that many large firms treat such tactics as “part of the business model” and fail to grasp their psychological impact on customers. Another investment expert noted that most global websites were historically built this way to drive conversions

The survey:

■ 97% of India’s top 300 online platforms continue to deploy “dark patterns” – deceptive tactics designed to trick consumers– according to a survey by community platform LocalCircles.

■ Contradicts “self certification” by 26 firms that formally told the government they had eliminated dark patterns, 21 were found to still employ one or more prohibited tactics.

A staggering 97% of India’s top 300 online platforms continue to deploy “dark patterns” – deceptive user-interface tactics designed to trick consumers into spending more or sharing data – according to a fresh survey by community platform LocalCircles. The findings come months after major companies  proudly declared themselves “dark pattern-free” in response to guidelines issued by the Central Consumer Protection Authority (CCPA).

The survey directly contradicts self-certifications submitted by 26 leading platforms earlier this year. Of those 26 that formally told the government they had eliminated dark patterns, 21 were found to still employ one or more prohibited tactics. Common violations include drip pricing (hidden fees revealed only at checkout), forced action (compelling users to take unwanted steps), false urgency, and difficult-to-find cancellation buttons. LocalCircles founder Sachin Taparia revealed that 11 of the 26 self-certified platforms failed even the basic test on drip pricing.

Speaking to a private news channel, he informed that many companies simply asked their tech teams to ‘fix dark patterns’ without proper user testing or understanding of the guidelines, and added that consumers are still being manipulated in broad daylight. Travel booking sites, food-delivery giants Swiggy and Zomato, quick-commerce players, e-commerce marketplaces Flipkart and Myntra, and even banking and edtech apps were flagged for persistent dark patterns. 

Consumers routinely encounter scenarios where a Rs 49 grocery order balloons to Rs 129 with unexplained platform, packaging, and handling fees, or a Rs 4,999 flight ticket jumps to overs Rs 6,300 after mandatory seat selection and convenience charges. Experts however had sharply differing views on whether the continued use of dark patterns is deliberate deception or an inherited design problem. 

A Fintech leader argued that many large firms treat such tactics as “part of the business model” and fail to grasp their psychological impact on customers. Another investment expert however took a more lenient stance, noting that most global websites were historically built this way to drive conversions. He informed that two years ago, 100% of these platforms would have failed while today, 15 out of 26 have fixed drip pricing, adding that fundamental code rewrites and legacy integrations take time.

A Policy expert cautioned against over-regulation, stressing that India’s hyper-competitive e-commerce market already punishes bad actors through instant reputational damage and near-zero switching costs. “Not every inconvenience is a dark pattern. Some interface choices are genuine innovations that shorten decision paths,” she argued. 

Sachin Taparia countered that self-regulation has clearly failed. He noted that nothing happened between November 2023, when the guidelines were notified, and mid-2025 when CCPA called a meeting. Platforms only act when enforcement is real, he said, advocating a shift from nominal fines to class-action lawsuits, similar to practices in Western markets.

The fintech expert agreed that while short-term revenue might dip for first movers who clean up, long-term trust and higher lifetime customer value would more than compensate. Investors however remained optimistic, pointing out that market leaders who fully comply (they cited Meesho as an example) will pull traffic away from laggards, forcing the entire ecosystem to follow. They also suggested future AI-    powered tools could warn users in real time about manipulative designs before they complete a transaction.

However, one aspect which was unanimously acknowledged that dark patterns are not confined to e-commerce. From IRCTC and airline sites to online payments and lending apps, deceptive design is rampant across at least 20–21 of the 32 sectors LocalCircles studied. As India’s digital economy races toward a trillion-dollar valuation, the persistence of dark patterns raises a fundamental question: can self-declaration and gentle nudges ever be enough, or is it time for strict enforcement, heavy penalties, and possibly statutory regulation? For millions of Indian consumers still paying hidden fees and fighting buried cancel buttons every day, the answer cannot come soon enough.