LocalCircles summarises its dark pattern findings after 18 months of research: Forced Action and Drip Pricing dark patterns most common on Indian platforms and apps

May 28, 2025, New Delhi: After multiple escalations on dark pattern issues by LocalCircles, the Minister of Consumer Affairs and Public Distribution summoned several online platforms to ensure action against dark patterns.

Dark patterns involve deceptive practices that manipulate users into making decisions they might not otherwise make. These patterns can lead to higher prices, hidden fees, subscription traps and a generally frustrating experience.

In November 2023, the Central Consumer Protection Authority (CCPA) issued the "Guidelines for Prevention and Regulation of Dark Patterns" defining 13 dark patterns that are being used for unfair trade practices. Under the Consumer Protection Act, 2019, violations can attract penalties, including fines up to INR 20 lakh and imprisonment up to six months. However, there seems to be little let up in the use of dark patterns by apps and online platforms be it travel, hospitality, banking and insurance or eCommerce.

Despite regulators’ efforts, dark patterns continue to trap consumers into spending more than anticipated, often getting into unwanted situations. Based on consumer inputs, complaints and experiences, LocalCircles has compiled a comprehensive assessment of dark patterns on various online platforms after 18 months of consumer feedback and AI powered platform research. With inputs from over 230,000 consumers located across 392 districts of India across 228 different online platforms, LocalCircles has put together India’s most comprehensive repository on dark patterns.

Edtech, online banking, eCommerce, OTT, app taxis, inventory eCommerce, food delivery platforms among those using 7 or more dark patterns

Based on over 230,000 inputs from consumers across 392 districts of India on LocalCircles, the study has found that 7 or more dark patterns are found on Edtech, online banking, eCommerce, OTT, app taxis, inventory eCommerce, food delivery, Quick Commerce, apps and software, medicine and health services, airlines, movies/ event ticketing and online payments. Next is the category with 4-6 dark patterns being reported. These include mobile telecom, online gaming, digital lending, voice assistants, online insurance and recruitment/professional networking. The third category of those with 1-3 dark patterns being reported include train ticketing, car rental, music streaming, mobile devices, online financial trading and electric scooters.

1 in 2 online platforms use Forced Action and Drip Pricing dark patterns

Based on analysis of 228 online platforms in India, LocalCircles has found that some dark patterns are used more than others by various entities. Based on this analysis, among most used dark patterns Forced Action tops the list with 123 or 54% of platforms using it; 109 platforms or 48% have been found to use Drip Pricing; 76 platforms or 33% have been found to use Bait and Switch; 74 platforms or 34% have been found to use Subscription Trap. In the next category, 58 platforms or 25% have been found to use Interface Interference; 51 platforms or 22% have been found to use Confirm Shaming; 39 platforms or 17% have been found to use Nagging tactics; 31 platforms or 14% have been found to use Basket Sneaking. In the third category, 25 platforms or 11% have been found to use False Urgency method; 19 platforms or 8% have been found to use SaaS Billing; 15 platforms or 7% have been found to use Disguised Ads to lure unsuspecting customers, while 1 platform or 0.44% has been found to use Trick Question method of dark pattern.

The Forced Action dark pattern involves forcing the user to take an action to move to the next transaction step. This may include, downloading an app or seeking personal data that is not required or mandatory to complete the transaction. This is reported and validated across 54% platforms in India.

The Drip Pricing dark pattern, also referred to as Hidden Charges involves not displaying prices upfront on a transparent basis and adding additional charges at the final step, many to the surprise of the consumer. Charges for delivery, convenience charges, processing charges, weather surcharges are typically not disclosed upfront and added at the last step, leading to final price of the product/service becoming as much as double of the base price.

In summary, the consumer and AI powered research by LocalCircles spanning over 18 months and covering 228 platforms in India finds that dark patterns are prevalent and most platforms have one or more dark patterns. While platforms operating in some sectors like Edtech, Travel, Airlines, eCommerce, Quick Commerce, Online Banking & Payments, taxi Apps and OTT have 7-9 dark patterns of the 13 identified by CCPA, others have anywhere between 1-6 dark patterns. On the dark pattern type, the research has found that Forced Action Dark Pattern is the most prevalent one in India with consumers reporting it for 54% platforms followed by Drip Pricing which is reported on 48% platforms.

18 months after the law against dark patterns was notified, it is critical that it is brought into the mainstream and CCPA enforcement is strengthened such that every platform ensures that they are free of dark patterns.

Survey Demographics

The dark patterns research by LocalCircles conducted over 18 months received over 230,000 responses from consumers located in 392 districts of India. 64% respondents were men while 36% respondents were women. 44% respondents were from tier 1, 29% from tier 2 and 27% respondents were from tier 3, 4 and rural districts. The study was conducted via LocalCircles platform, and all participants were validated citizens who had to be or get registered with LocalCircles to participate in this study.