From Flipkart to Zepto: Govt names 26 platforms declaring ‘no dark patterns’; Full list

As many as 26 leading e-commerce platforms have submitted self-declaration letters confirming they have eliminated “dark patterns” from their user interfaces, the government said on Thursday.

The Ministry of Consumer Affairs, Food & Public Distribution said that the platforms, including Flipkart, Myntra, Zepto, Swiggy, Zomato, Meesho, and MakeMyTrip, have carried out internal or third-party audits to identify and remove any design elements that mislead or manipulate users.

“All 26 companies have declared that their platforms are free from dark patterns and do not deploy any manipulative user interface designs,” the ministry said in a statement.

The Consumer Affairs Ministry and the Central Consumer Protection Authority (CCPA) had warned e-commerce companies against dark patterns that nudge users into unintended purchases or actions.

Guidelines issued on November 30, 2023, identified 13 types of dark patterns, including basket sneaking, confirm shaming, forced actions, interface interference, bait-and-switch, drip pricing, and subscription billing traps.

In June, the CCPA directed e-commerce platforms to conduct self-audits within three months to identify and eliminate "dark patterns" and deceptive design practices.

The authority welcomed the declarations and called them an “industry-best practice”, urging all other online marketplaces, service providers and app developers to follow suit.

The consumer watchdog said complaints related to dark patterns are being addressed through the National Consumer Helpline and other outreach channels, and it will continue monitoring platforms for violations.

The CCPA will not hesitate to act against errant platforms, it said.

Here’s the list of 26 platforms that have declared compliance:

1. Page Industries (Jockey, Speedo)
2. William Penn Pvt. Ltd. (Sheaffer, Lapis Bard)
3. Pharm Easy (Axelia Solutions Pvt. Ltd.)
4. Zepto Marketplace Pvt. Ltd.
5. Curaden India (Curaprox)
6. Duroflex Pvt. Ltd.
7. Flipkart Internet Pvt. Ltd.
8. Myntra Designs Pvt. Ltd.
9. Cleartrip Pvt. Ltd.
10. Walmart India Pvt. Ltd.
11. MakeMyTrip (India) Pvt. Ltd.
12. BigBasket (Innovative Retail Concepts Pvt. Ltd.)
13. Tira Beauty (Reliance Retail Ltd.)
14. JioMart (Reliance Retail Ltd.)
15. Reliance Jewels
16. Ajio
17. Reliance Digital
18. Netmeds
19. Hamleys
20. MilBasket
21. Swiggy Ltd.
22. Tata 1mg
23. Zomato
24. Blinkit
25. Ixigo
26. Meesho Ltd.

The government said the voluntary declarations show that consumer protection and business growth can “go hand-in-hand”, helping companies build long-term trust in India’s rapidly expanding digital marketplace.