India targets dark patterns with fines for PhysicsWallah and McAfee

India’s Central Consumer Protection Authority has fined PhysicsWallah and McAfee Software India for using dark patterns that the regulator said misled consumers and influenced their choices on digital platforms.

PhysicsWallah was fined ₹5 lakh, while McAfee was fined ₹1 lakh. Both companies were directed to remove the practices from their platforms and ensure that users can make informed choices without pressure or manipulation.

The action was taken under the Consumer Protection Act 2019, the Consumer Protection (E-Commerce) Rules 2020, and the Guidelines for Prevention and Regulation of Dark Patterns 2023.

In the PhysicsWallah case, the regulator found that a ₹10 donation to the PW Foundation was automatically selected during checkout and added to the total payable amount without the consumer’s explicit consent. Users were also shown emotional messages related to children’s education, healthcare, and marriages that encouraged them to keep the donation selected.

The CCPA also found that courses advertised as free could only be accessed after users shared personal information such as a mobile number and email address. The regulator said the content remained the same across user accounts, indicating that mandatory data collection was not necessary to access the courses.

The authority identified basket sneaking, confirm shaming, and forced action in the PhysicsWallah case. It also said the practices raised serious consumer protection concerns because many users on the platform are students, including minors.

In the McAfee case, the CCPA found that users deciding whether to renew subscriptions were shown options such as ‘Renew Now’ and ‘Accept Risk’. The authority said the wording portrayed non-renewal as a risky decision and created pressure on consumers to continue their subscriptions.

The regulator identified confirmation shaming, interface interference, trick questions, and forced action in McAfee’s renewal process, saying consumers should be able to make subscription decisions freely and without fear-based messaging or misleading design.

The CCPA said the orders form part of its continued action against dark patterns in digital marketplaces. It reiterated that consumer consent must be explicit, informed, and free from manipulative design practices.

Why does it matter?

The penalties show that dark pattern rules in India are moving from guidance to enforcement. By targeting pre-selected donations, emotionally loaded opt-out messages, forced data sharing, and fear-based subscription renewal design, the CCPA is signalling that manipulative interface design can be treated as a consumer protection violation, not just a poor user experience.

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