Deceptive Patterns in Popular Indian Apps

ASCI Academy and Parallel have identified 12 deceptive practices in leading Indian apps. Their 39-page report, "Study of Deceptive Patterns in Top Indian Apps [^PDF]" published in August 2024, presents a comprehensive analysis of the research on 53 popular Indian apps, offering key insights and detailing the methodology used. They have also created a website, Conscious Products, as a resource for makers to build digital products ethically. 

The 12 Deceptive Patterns in brief with examples from the report - 

Privacy Deception - Tricking users into oversharing personal data

Interface Interference - Misleading users with selective interface information

Nagging - Persistent pop-ups disrupting user tasks

Drip Pricing - Gradually revealing additional costs during purchase

Trick Question - Confusing language to misdirect user actions

Forced Action - Requiring unwanted actions to proceed

Basket Sneaking - Adding items to cart without consent

False Urgency - Creating fake time or stock pressure

Confirm shaming - Using guilt to confirm user actions

Subscription Trap - Tricking users into difficult-to-cancel subscriptions

Disguised Advertisement - Blending advertisements into actual content

Bait & Switch - Promising one outcome, delivering another


One disadvantage of publishing this study is that it may inadvertently encourage apps that were previously unaware of these dubious tactics to adopt them, rationalizing that even popular apps are employing these methods.

Update Nov 2025 - The following 26 ecommerce platforms have voluntarily submitted self-declaration letters confirming compliance with the Guidelines for Prevention and Regulation of Dark Patterns, 2023 -
  1. Pharm Easy
  2. Zepto Marketplace
  3. Flipkart Internet
  4. Myntra Designs
  5. Walmart India
  6. MakeMyTrip (India)
  7. BigBasket (Innovative Retail Concepts)
  8. JioMart (Reliance Retail)
  9. Zomato
  10. Swiggy
  11. Blinkit
  12. Page Industries
  13. William Penn
  14. Cleartrip
  15. Reliance Jewels
  16. Reliance Digital
  17. Netmeds
  18. Tata 1mg
  19. Meesho
  20. Ixigo
  21. MilBasket
  22. Hamleys
  23. Ajio
  24. Tira Beauty (Reliance Retail Ltd)
  25. Duroflex Pvt. Ltd 
  26. Curaden India
The Guidelines for Prevention and Regulation of Dark Patterns, 2023, which were notified on November 30, 2023, identify and prohibit 13 dark patterns -
  1. False Urgency
  2. Basket Sneaking
  3. Confirm Shaming
  4. Forced Action
  5. Subscription Trap
  6. Interface Interference
  7. Bait & Switch
  8. Drip Pricing
  9. Disguised Advertisements
  10. Nagging
  11. Trick Wording
  12. SaaS Billing
  13. Rogue Malwares

Also see - Beware of Dark Patterns

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