Flipkart completes self-audit to eliminate 'dark patterns' on its platforms

Walmart-owned Flipkart Group said on Thursday it has completed a self-audit across its digital platforms to identify and eliminate so-called “dark patterns,” deceptive design tactics that mislead shoppers.

The group, which runs Flipkart, fashion portal Myntra, Flipkart Wholesale and travel booking site Cleartrip, said it has submitted a compliance declaration to the Ministry of Consumer Affairs, aligning with guidelines issued by the Central Consumer Protection Authority (CCPA).

“We are deeply committed to ensuring every consumer interaction is built on transparency and trust,” said Rajneesh Kumar, Flipkart’s chief corporate affairs officer. “Our recent self-audit … is a proactive step that reinforces our role as a responsible digital marketplace.”

Consumer Affairs Secretary Nidhi Khare welcomed the initiative, calling it “a clear commitment to putting consumer interests first.”

“Such initiatives are vital for strengthening trust in e-commerce and will serve as a significant benchmark for other platforms to ensure fairness and transparency in their digital practices.”

India’s fast-growing e-commerce sector, led by Amazon and Flipkart, has come under increasing regulatory pressure as authorities seek to prevent consumer harm and level the playing field for smaller retailers.

Last month, quick-commerce startup Zepto altered parts of its app flagged by customers as dark patterns, including changes to its free-delivery feature and a redesign of its checkout flow to display all charges upfront.

Dark patterns, defined by the government in 2023, include 13 types of deceptive design such as “basket sneaking,” “drip pricing” and “subscription traps.”

Flipkart, India’s second-largest e-commerce platform after Amazon, said it would continue working with the government to promote a “transparent and equitable digital economy.”