Deceptive website design tricks, "dark patterns", are now formally illegal in India. If a countdown timer pressured you into a purchase, an add-on got slipped into your cart without asking, or a subscription turned out to be far harder to cancel than to start, you are not just annoyed, you likely have a consumer complaint. The Central Consumer Protection Authority (CCPA) notified the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which name and prohibit 13 specific deceptive practices, on top of the broader rights you already have under the Consumer Protection Act, 2019. Here is how to recognise them and file a complaint.
What are the 13 dark patterns the CCPA has named?
The CCPA guidelines name these 13 specific practices as illegal dark patterns:
- False urgency — fake countdown timers or stock-scarcity claims ("only 2 left")
- Basket sneaking — adding items to your cart without clear consent
- Confirm shaming — guilt-tripping language on a decline option, like "No, I don't want to save money"
- Forced action — requiring an unrelated action to complete a task
- Subscription traps — easy to sign up, deliberately hard to cancel
- Interface interference — visually manipulating the interface to steer a choice
- Bait and switch — advertising one outcome, delivering another
- Drip pricing — the final price is higher than advertised once hidden fees appear at checkout
- Disguised advertisements — ads made to look like organic content or results
- Nagging — repeated, intrusive requests for the same action
- Trick wording — confusing language designed to misdirect a choice
- SaaS billing traps — deceptive billing or renewal practices in subscription software
- Rogue patterns — any other deceptive practice not otherwise a settings default
If a website's design matches one of these, you have a specific, named basis for a complaint rather than a general sense that something felt off.
Step 1: Document the pattern immediately
Screenshot the deceptive element as soon as you notice it: the countdown timer, the pre-checked add-on box, the price before and after checkout revealed a hidden fee, or the confirm-shaming decline button. Website interfaces can be changed quickly once a platform is aware of scrutiny, so capture evidence at the time, not after the fact.
Step 2: Gather your transaction records
Collect your order confirmation, payment receipt, and any customer support correspondence about the issue. If you tried to cancel a subscription and were obstructed, keep records of those attempts too, screenshots of the cancellation flow, timestamps, and any responses from support.
Step 3: File on the e-Daakhil portal
The e-Daakhil portal is the government's consolidated platform for filing consumer complaints, supporting online filing, digital document submission, online fee payment, and virtual hearings, without requiring you to physically visit a consumer forum. Fee structures are generally modest and scaled to your claim amount, well below the cost of a regular civil suit. You can generally file based on where you reside, not where the company is headquartered, which matters for online purchases from platforms based elsewhere in India.
What can you seek in your complaint?
Depending on your facts, you can seek a refund, compensation for the loss caused by the deceptive practice, and in some cases an order directing the platform to stop the specific practice. The CCPA also separately enforces these guidelines against platforms directly, including requiring self-audits, so your individual complaint sits alongside a broader regulatory enforcement track. Unfair billing isn't limited to e-commerce either: see our guide on challenging unfair electricity tariff charges for a similar consumer-rights ruling in the utility sector.
Disclaimer: This article is for general information only and is not legal advice. Portal fees, procedure and enforcement practice can change; consult a qualified advocate for your specific matter.
Frequently asked questions
Are dark patterns illegal in India?
Yes, since the Central Consumer Protection Authority (CCPA) notified the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which formally define and prohibit specified deceptive design practices on e-commerce platforms and other online interfaces.
What counts as a "dark pattern"?
The CCPA guidelines name 13 specific patterns, including false urgency (fake countdown timers or "only 2 left" claims), basket sneaking (adding items to your cart without consent), confirm shaming, forced action, subscription traps that make cancelling difficult, drip pricing (hidden charges revealed only at checkout), and disguised advertisements.
Do I need to pay a fee to file a consumer complaint?
The e-Daakhil portal is designed for low-cost, accessible filing, and fee structures are generally modest and scaled to the value of your claim, considerably less burdensome than filing a regular civil suit. Check the current fee schedule on the portal for your specific claim amount.
Can I file a complaint against a website with no physical presence in my city?
Yes. Consumer complaints for online purchases are generally filed based on where you reside or conduct business, not where the seller or platform is physically located, which is one of the practical advantages of the consumer forum route for online disputes.
What evidence should I collect before filing?
Screenshots of the deceptive interface (the countdown timer, the pre-checked add-on, the hidden fee at checkout), your order confirmation and payment receipt, and any correspondence with customer support about the issue. Capture screenshots as soon as you notice the pattern, since website interfaces can be changed.