The rise of ecommerce in India has transformed the way we shop, offering convenience and choice. However, this digital revolution has also given birth to manipulative design strategies known as “dark patterns.” These are deceptive interface tricks that subtly push users towards making unintended choices—often leading to higher spending. The Indian government has identified several such dark patterns, including False Urgency, Basket Sneaking, Confirm Shaming, Forced Action, Subscription Trap, Interface Interference, Bait and Switch, Drip Pricing, Disguised Advertisement, Nagging, Trick Question, SaaS Billing, and Rogue Malwares. Here’s a detailed look at each, with real-world examples.
False Urgency
False Urgency is a tactic where ecommerce platforms create artificial time or stock pressure to rush users into making a purchase. For instance, you might see messages like “Only 2 items left!” or “Offer ends in 30 minutes!” even when there’s no real scarcity. Research shows that 32% of top Indian apps use some form of False Urgency, especially in health tech and ecommerce 1. This preys on the fear of missing out and often leads to hasty, regretted purchases.
Basket Sneaking
Basket Sneaking occurs when extra items or services are added to your cart without your consent. For example, you might find a pre-selected insurance add-on or a subscription in your cart at checkout. According to a study, 13.2% of Indian apps use this pattern, with delivery and logistics services being the biggest culprits 2. This results in users paying for things they didn’t intend to buy.
Confirm Shaming
Confirm Shaming uses guilt or shame to influence your decisions. Imagine clicking “No, I don’t want to save money” instead of a simple “No thanks” when declining an offer. This tactic is designed to make you feel bad for opting out, nudging you to accept the offer instead 3. It’s particularly effective in ecommerce and subscription services.
Forced Action
Forced Action compels users to take an action they may not want, such as signing up for a service or sharing personal data to complete a purchase. For example, a flight booking site might make it difficult to proceed without buying insurance, or a platform could add a charity donation to your cart and shame you for opting out 4. This pattern limits user choice and increases spending.
Subscription Trap
A Subscription Trap tricks users into signing up for recurring payments without clear disclosure. For instance, you might buy a product online only to realize later that you’ve also enrolled in a subscription service, with recurring charges appearing on your bill 5. This is often hidden in fine print or confusing checkout processes.
Interface Interference
Interface Interference manipulates the user interface to highlight certain information and hide others. For example, checkboxes for promotional emails are often pre-checked by default, or cancellation options are buried deep in menus 6. This pattern is found in 45% of top Indian apps and is common in health tech and fintech sectors.
Bait and Switch
Bait and Switch involves advertising a product at a very attractive price to lure customers, only to inform them it’s unavailable and offer a more expensive alternative. For example, a store might advertise a high-end TV at a low price, but when you try to buy it, you’re told it’s out of stock and offered a pricier model instead 7 13. This tactic is both unethical and often illegal.
Drip Pricing
Drip Pricing is when additional fees are added to the advertised price during checkout. For example, you might see a product listed for ₹500, but at checkout, shipping, taxes, and handling fees are added, increasing the total cost 8. This is common in travel and ticket booking sites, where the final price is much higher than initially shown.
Disguised Advertisement
Disguised Advertisement blends ads with regular content, making them hard to distinguish. For example, a download button on a website might actually be an ad for a different product, not the intended download 9. This can mislead users into clicking on ads instead of the content they want.
Nagging
Nagging involves repeatedly prompting users to take a specific action, such as signing up for a newsletter or downloading an app. For example, you might see frequent pop-ups or notifications urging you to “register now” or “enable notifications,” disrupting your browsing experience 4.
Trick Question
A Trick Question uses confusing or ambiguous language to mislead users. For example, a question might be worded in a way that makes it easy to misinterpret, leading you to agree to something you didn’t intend to, such as sharing data or opting into a service 4.
SaaS Billing
SaaS Billing refers to deceptive practices in software-as-a-service billing, such as requiring credit card details for a free trial and automatically charging users after the trial ends without clear notification 11. This often leads to unwanted subscriptions and recurring charges.
Rogue Malwares
Rogue Malwares are malicious software disguised as legitimate offers or downloads. For example, you might click on a “free gift” or “discount coupon” pop-up, only to download malware that steals your data or disrupts your device 4. These are especially dangerous as they can compromise your personal and financial information.
Conclusion
Dark patterns in ecommerce are designed to exploit human psychology and nudge users into making unintended choices, often resulting in higher spending. The Indian government’s identification of these tactics is a step towards protecting consumers, but awareness is key. By understanding these dark patterns, you can shop smarter, avoid unnecessary expenses, and hold platforms accountable for fair and transparent practices.
