The Central Consumer Protection Authority (CCPA) has imposed fines on PhysicsWallah Limited and McAfee Software India Private Limited due to the use of dark patterns that potentially manipulated consumer choices on their digital platforms. PhysicsWallah has been penalised Rs 5 lakh, while McAfee faces a fine of Rs 1 lakh. These measures are intended to ensure that companies adhere to consumer rights and operate with transparency in the digital marketplace.

In addition to the fines, the CCPA has directed both firms to eliminate these practices, thereby allowing consumers to make decisions that are informed and free from undue pressure. This regulatory action is rooted in the provisions of the Consumer Protection Act, 2019, along with the Consumer Protection (E-Commerce) Rules, 2020, as well as the recently established Guidelines for Prevention and Regulation of Dark Patterns, 2023.

The authority expressed concerns that the practices employed by the companies negatively affected consumers’ capabilities to make unhindered decisions. This situation is particularly troubling given that a significant proportion of users accessing these platforms are likely to be students, including minors.

Findings Related to PhysicsWallah

The CCPA initiated an inquiry into specific practices on the PhysicsWallah platform. During its investigation, the authority discovered that a donation of Rs 10 to the PW Foundation was automatically selected for users during the checkout process without explicit consent. This addition was included in the total payment amount, which could mislead consumers.

Additionally, the authority noted that users were presented with emotional appeals regarding children’s education, healthcare, and marriages, which further encouraged them not to unselect the donation. The investigation also revealed that courses labelled as “free” necessitated users to provide personal information, including their phone numbers and email addresses, before gaining access.

The CCPA concluded that these data collection measures were unnecessary, as the content remained uniform across different user accounts, thereby raising questions about the actual need for personal information to access the courses.

Dark Patterns and Regulatory Guidelines

Misleading advertising practices were also highlighted, particularly in regard to presenting courses as free without adequately informing users about necessary registrations or data-sharing prerequisites. These actions have been deemed unfair trade practices that compromise consumers’ ability to make informed choices.

In response to findings related to McAfee Software, the CCPA has mandated that the company ensure no dark patterns are employed on any digital interface it operates, including its website and applications. The regulatory body continues to focus on reinforcing compliance in the digital space to enhance consumer protection.

Ongoing Efforts by CCPA

The CCPA released the Guidelines for Prevention and Regulation of Dark Patterns on November 30, 2023, following discussions with stakeholders. The guidelines identify 13 types of dark patterns considered to constitute unfair trade practices, such as Interface Interference and Trick Questions.

To bolster adherence to these regulations, an advisory was distributed on June 5, 2025, encouraging e-commerce companies and digital platforms to conduct self-audits and remove any dark patterns from their systems. The recent financial penalties imposed on PhysicsWallah and McAfee underline the authority’s commitment to a fair and transparent digital environment, stressing the importance of explicit consumer consent free from manipulative tactics.

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