The Central Consumer Protection Authority has imposed a penalty of ₹7 lakh on quick commerce firm Zepto for using deceptive online practices commonly referred to as dark patterns. The ruling follows an inspection conducted in January, which revealed that Zepto engaged in misleading pricing techniques that violated the Consumer Protection Act, 2019, and the 2023 guidelines on the prevention and regulation of dark patterns.
According to the CCPA, the platform employed “drip pricing,” where mandatory fees appeared late in the checkout process, and “basket sneaking,” under which add-ons such as Zepto Pass were automatically selected without explicit customer consent. These practices led customers to pay higher amounts than initially displayed, undermining transparency and trust in the platform.
The regulator has ordered Zepto to overhaul its app and website to ensure all fees and charges are disclosed upfront, remove dark pattern tactics, and submit proof of compliance within 15 days. Zepto is the second company to be penalized under these norms, following ride-hailing firm Rapido, which was fined ₹10 lakh in August over misleading auto-opt-in features.
This enforcement comes amid heightened scrutiny of digital businesses in India. Earlier this year, the Ministry of Consumer Affairs directed 11 major e-commerce and quick commerce platforms, including Zepto, Uber, and Ola, to audit their systems and remove manipulative practices. In response, 26 platforms submitted self-declaration letters confirming adherence to anti-dark pattern guidelines.
The CCPA’s action signals a more aggressive approach toward protecting consumers from hidden charges and coercive online tactics. By penalizing Zepto, the authority aims to set a precedent that ensures pricing transparency, strengthens consumer rights, and curbs exploitative practices in India’s rapidly expanding e-commerce and quick commerce markets.
