Dark patterns, when considered in the context of user interface and web design, encompass a range of deceptive techniques engineered to manipulate users into making choices that are contrary to their best interests. Such choices may include being coerced into paying more for a product than originally disclosed, sharing sensitive personal data, opting for expensive products over more affordable alternatives, or basing consumption decisions on falsified or paid reviews.

The draft guidelines provide a precise definition of dark patterns, describing them as "any practices or deceptive design patterns using UI/UX interactions on any platform designed to mislead or trick users into doing something they originally did not intend or want to do. This subversion or impairment of consumer autonomy, decision-making, or choice amounts to a misleading advertisement, an unfair trade practice, or a violation of consumer rights."

To further clarify these issues, the Advertising Standards Council of India (ASCI) introduced new rules effective from September 1, 2023, and the Department of Consumer Affairs has played a crucial role in providing additional clarity through its draft notification.

The draft guidelines have identified several specific dark patterns that need to be addressed. These patterns include:

1. False Urgency: Creating a false sense of scarcity or urgency to induce immediate purchases, often by falsely claiming limited stock or time-limited offers. For example, imagine you're booking a hotel room, and you see a message saying, "Only 2 rooms left! 30 others are looking at this right now." This is a classic example of false urgency, intended to nudge you into a quick decision.

2. Basket Sneaking: Adding unrequested items to a user's cart at checkout, increasing the total amount to be paid without their consent. You might be booking a flight ticket, and suddenly, travel insurance is added to your cart without asking for your permission. This practice is what we call "Basket Sneaking."

3. Confirm Shaming: Dark patterns like "Confirm Shaming" involve making users buy additional goods or subscribe to unrelated services to access what they originally intended to buy. For instance, you decide not to include insurance for your flight booking, and the platform tries to guilt-trip you with a message like, "I will stay unsecure." That's "Confirm Shaming" in action.

4. Forced Action: Forcing you to subscribe to a newsletter before you can purchase a product is a prime example of "Forced Action."

5. Subscription Trap: "Subscription Trap" is a process where platforms make it tough for users to cancel paid subscriptions. They might hide the cancellation option, ask for more payment details, or create confusing instructions.

6. Interface Interference: You might have seen a pop-up with a tiny, light-colored "No" option, while the "Yes" option is prominently highlighted. That's "Interface Interference" at play.

7. Bait and Switch: A common example of "Drip Pricing" is when you choose a flight ticket at a certain price, but the final amount is higher during payment.

8. Drip Pricing: A common example of "Drip Pricing" is when you choose a flight ticket at a certain price, but the final amount is higher during payment.

9. Disguised Advertisement: "Disguised Advertisement" is about masking ads as other types of content, like user-generated content or news articles.

10. Nagging: "Nagging" is the dark pattern where you're bombarded with requests or interruptions unrelated to your original intention. For example, those persistent requests to download an app, or platforms asking for your phone number in the name of security.