DARK PATTERNS IN E-COMMERCE: ARE INDIAN CONSUMERS REALLY PROTECTED?

The rapid expansion of the field of e-commerce has influenced consumer behavior through convenience, access, and variety of goods and services available. Nevertheless, with the advent of online marketplaces, there emerged some dubious design strategies known as dark patterns. The application of dark patterns in consumer behavior entails misleading interfaces, which lead to acquisitions, registrations, or personal data transfers that were not necessarily intended by consumers. Realizing the potential threat of such practices to consumers, the country of India has taken some regulatory measures through the Consumer Protection Act of 2019 and the Guidelines for Prevention and Regulation of Dark Patterns in 2023. This paper focuses on the concept of dark patterns, their types, the legal measures regulating dark patterns in India, and the challenges associated with their enforcement. While it is suggested that the regulatory environment provides an adequate ground for protecting consumer autonomy, the problem can be effectively addressed through enhanced consumer awareness and strict enforcement procedures.