Dark Patterns in the Digital Marketplace: An Analysis of Consumer Protection under the Consumer Protection Act, 2019

Rapid proliferation of digital transactions in India has led to a massive change in consumer behaviour and market dynamics. On the other hand, dependence on digital platforms has made it easier for manipulative design techniques to come into being, which are usually called "dark patterns," and are used to impact and direct consumers to make decisions that they may not have made under normal circumstances. The Consumer Protection Act, 2019 along with the regulatory measures taken by Central Consumer Protection Authority (CCPA) and Guidelines for Prevention and Regulation of Dark Patterns, 2023 is an important move in the right direction in dealing with such forms of digital deception. This research paper is an attempt to assess the sufficiency of existing law in protecting consumers against misleading and deceptive digital practices. Relevant statutory provisions, regulatory and judicial measures and other challenges related to dark patterns will be analysed in this paper along with some suggestions about future legal reforms in this field.