As concerns regarding data privacy and dark patterns are rising, the Zepto CEO has acknowledged that this experiment did not resonate with customers. Based on feedback, it was removed. Speaking to Forbes, he said that various approaches were tried regarding delivery fees and pricing experiments. Many customers did not approve of these and provided feedback. Based on this feedback, changes were made.
The CEO stated that there was no government involvement in this change. He clarified that there was no regulatory angle to this change, nor was there any government interference. The company received a significant amount of negative feedback, leading it to withdraw its own decision. The changes were made soon after.
The CEO reiterated that there was no regulatory angle to this change, nor was there any government interference. The company received significant feedback to withdraw its own decision. Within a span of two months, Zepto rectified the change.
What are the disadvantages of dark patterns?
- According to the Department of Consumer Affairs, dark patterns have a negative impact on consumers shopping in the digital market.
- They are designed in such a way that they entice users to buy.
- These often trick users into making unwanted purchases, including surprise payments, subscription scams, and privacy violations.
What is a Dark Pattern?
Dark patterns are pricing designs and strategies created to trick customers into choosing options they don’t actually want. This is generally done by creating an illusion of cheapness, leading them to buy.
The Guidelines for Prevention and Regulation of Dark Patterns, 2023, notified on 30 November 2023, identify and prohibit 13 dark patterns including:
- False Urgency
- Basket Sneaking
- Confirm Shaming
- Forced Action
- Subscription Trap
- Interface Interference
- Bait & Switch
- Drip Pricing
- Disguised Advertisements
- Nagging
- Trick Wording
- SaaS Billing
- Rogue Malwares_ ( as per ministry of consumer affairs)
The guidelines, issued under the Consumer Protection Act 2019, form a key part of the government’s strategy to build a transparent, trustworthy, and consumer-centric digital marketplace.
