New Delhi: PhysicsWallah has been fined ₹5 lakh by the Central Consumer Protection Authority (CCPA) for deploying dark pattern practices that allegedly influenced consumer decisions on its digital platform.
The regulator also imposed a penalty of ₹1 lakh on McAfee Software India Private Limited for using subscription renewal interfaces that were found to be misleading.
Both companies have been directed to discontinue such practices and ensure that consumers can make informed choices without pressure or manipulation.
The action was taken by the CCPA, headed by Chief Commissioner Nidhi Khare and Commissioner Shri Anupam Mishra, under the provisions of the Consumer Protection Act, 2019, the Consumer Protection (E-Commerce) Rules, 2020, and the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
PhysicsWallah Found Using Pre-Selected Donations and Misleading ‘Free’ Course Access
The CCPA took suo motu cognizance of certain practices on the PhysicsWallah platform and concluded that users were being influenced through interface designs that affected their ability to make free and informed decisions.
According to the findings, a donation of ₹10 to the PW Foundation was automatically selected during the checkout process and added to the total payable amount without explicit consumer consent.
Users were also presented with emotionally persuasive messages related to children’s education, healthcare, and marriages, encouraging them to retain the donation selection.
The authority further observed that courses promoted as “free” on the PhysicsWallah platform could only be accessed after users shared personal information, including their mobile numbers and email addresses.
During its examination, the CCPA found that the content available remained identical across user accounts, indicating that mandatory collection of personal data was not necessary for course access.
Also Read: Vajiram and Ravi IAS Study Centre Fined ₹7 Lakh by CCPA for Misleading UPSC Success Claims
Dark Patterns Identified on PhysicsWallah Platform
The regulator identified several dark patterns on the PhysicsWallah platform, including:
- Basket Sneaking – Automatic addition of a donation during checkout.
- Confirm Shaming – Emotional messaging discouraging users from removing the donation.
- Forced Action – Requiring users to share personal information before accessing courses advertised as free.
The CCPA observed that consumer consent cannot be presumed through pre-selected options and must always be obtained through a clear and affirmative action. It also stated that advertising courses as “free” without adequately disclosing mandatory registration and data-sharing requirements was misleading.
According to the authority, these practices amounted to unfair trade practices and interfered with consumers’ ability to make informed decisions.
The CCPA also noted that a significant portion of users on the PhysicsWallah platform are students, including minors, making the issue particularly important from a consumer protection perspective.
Provisions Violated by PhysicsWallah
The authority stated that PhysicsWallah violated multiple provisions under consumer protection laws, including:
- Section 2(9) of the Consumer Protection Act, 2019 – Impairment of consumers’ right to make free and informed decisions.
- Section 2(28) – Misleading advertisements related to “free courses” without disclosure of mandatory registration requirements.
- Section 2(47) – Unfair trade practices involving basket sneaking, confirm shaming, and forced action.
- Consumer Protection (E-Commerce) Rules, 2020 – Rule 4(9) relating to automatic recording of consent through pre-ticked checkboxes and Rule 4(3) concerning unfair trade practices.
- Guidelines for Prevention and Regulation of Dark Patterns, 2023 – Violations involving Basket Sneaking, Confirm Shaming, and Forced Action.
The CCPA directed PhysicsWallah to ensure that no dark patterns are deployed on any of its digital interfaces and imposed a penalty of ₹5,00,000.
McAfee Subscription Renewal Interface Found Misleading
In a separate matter, the CCPA examined McAfee Software India Private Limited’s subscription renewal process and found that consumers were not provided with a neutral choice while deciding whether to renew their subscriptions.
Users were presented with two prominent options – “Renew Now” and “Accept Risk”- which, according to the authority, portrayed non-renewal as a potentially risky decision.
The CCPA found that the phrase “Accept Risk” suggested consumers would be exposed to cybersecurity threats if they chose not to renew their subscription. The authority noted that such a claim could not be justified or guaranteed by the company.
It further observed that the design of the interface created pressure on consumers to continue their subscriptions.
Dark Patterns Identified in McAfee’s Renewal Process
The authority identified multiple dark patterns in McAfee’s subscription renewal interface, including:
- Confirm Shaming – Making consumers feel irresponsible for not renewing.
- Interface Interference – Providing greater visual prominence to the renewal option.
- Trick Question – Using confusing and emotionally loaded language rather than neutral wording.
- Forced Action – Failing to provide a clearly visible and neutral opt-out option.
The CCPA stated that consumers should be able to make subscription decisions freely, without fear-based messaging or misleading design elements. It concluded that the interface employed deceptive practices capable of influencing consumer decisions and constituting unfair trade practices.
Provisions Violated by McAfee
According to the regulator, McAfee violated:
- Section 2(28) of the Consumer Protection Act, 2019 – Misleading advertisement through fear-based representations regarding non-renewal consequences.
- Section 2(47) – Unfair trade practices involving deceptive and manipulative interface designs.
- Consumer Protection (E-Commerce) Rules, 2020 – Rule 4(3) relating to unfair trade practices and Rule 4(9) concerning explicit and affirmative consumer consent.
- Guidelines for Prevention and Regulation of Dark Patterns, 2023 – Violations involving Confirm Shaming, Interface Interference, Trick Question, and Forced Action.
McAfee Software India Private Limited has been directed to remove such dark patterns from its website, platform, application, and other digital interfaces and pay a penalty of ₹1,00,000.
CCPA Intensifies Action Against Dark Patterns
The Guidelines for Prevention and Regulation of Dark Patterns, 2023, were notified by the CCPA on November 30, 2023, following extensive stakeholder consultations.
The guidelines identify 13 dark patterns considered unfair trade practices, including Basket Sneaking, Confirm Shaming, Forced Action, Interface Interference, and Trick Questions.
To strengthen compliance, the CCPA issued an advisory on June 5, 2025, directing e-commerce companies and digital platforms to conduct self-audits and eliminate dark patterns from their interfaces.
The latest orders against PhysicsWallah and McAfee underscore the authority’s continuing efforts to promote a fair, transparent, and consumer-friendly digital marketplace.
The regulator reiterated that consumer consent must always be explicit, informed, and free from manipulative design practices.
