India's consumer watchdog has tightened its scrutiny of deceptive online practices by penalising two well-known companies for using digital techniques designed to influence customer behaviour. The Central Consumer Protection Authority (CCPA) has levied a fine of Rs 5 lakh on PhysicsWallah and Rs 1 lakh on McAfee, directing both firms to discontinue practices that allegedly manipulated consumer decisions.
The action marks one of the latest efforts by regulators to curb the use of "dark patterns", interface designs that subtly pressure users into choices they may not otherwise make.
PhysicsWallah accused of using emotional pressure tactics
According to NDTV, the investigation found that PhysicsWallah had automatically added a Rs 10 donation to users' final bills during checkout without obtaining explicit consent. This practice, commonly referred to as "basket sneaking", resulted in additional charges being included by default.
Regulators further alleged that users attempting to remove the donation encountered emotionally charged messages related to children's education and welfare. The watchdog concluded that such prompts amounted to "confirm shaming", a tactic that uses guilt or social pressure to influence user decisions.
The authority also objected to the platform's handling of free educational content. While certain courses were promoted as free, users were reportedly required to provide personal details such as phone numbers and email addresses before gaining access. The regulator viewed this as a misleading practice that obscured the true conditions attached to the offer.
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McAfee pulled up for fear-based renewal messaging
According to NDTV, the consumer watchdog also found fault with McAfee India's subscription renewal process. According to the findings, users navigating the renewal page were presented with two options: "Renew Now" or "Accept Risk".
Authorities argued that the wording created unnecessary anxiety and implied that declining renewal would expose users to immediate cybersecurity threats. The regulator described this as interface interference, where the design of a digital platform nudges consumers toward a particular outcome by making alternatives appear unsafe or irresponsible.
The CCPA noted that consumers must be given clear and neutral choices when making purchasing decisions, especially for recurring subscriptions.
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Regulator signals tougher stance on online manipulation
According to NDTV, the action against the two companies reflects a broader push by Indian authorities to ensure transparency in digital commerce. As online platforms increasingly rely on behavioural design techniques to drive engagement and revenue, regulators have become more vigilant about practices that compromise informed consumer choice.
The watchdog emphasised that businesses must avoid hidden charges, emotionally manipulative prompts and misleading interface designs. Consumers, it said, should be able to make decisions freely without being subjected to psychological pressure or deceptive digital tactics.
The latest penalties serve as a warning to online platforms that user experience design cannot come at the cost of consumer rights and transparency.
