DARK PATTERNS IN DIGITAL MARKETING AND CONSUMER MANIPULATION

Dark patterns in digital marketing are deceptive design techniques used to manipulate consumers into making unintended decisions, such as forced subscriptions, hidden charges, and misleading urgency tactics. This study examines the prevalence, awareness, and regulatory landscape of dark patterns in India, focusing on their use in e-commerce and online services. Through a quantitative survey, the research reveals that a significant portion of consumers frequently encounter dark patterns, yet awareness remains low, with only 2.9% of respondents fully understanding the concept. Despite the widespread use of deceptive practices, many consumers do not take action—only 26.5% report such tactics to authorities, while a large percentage simply ignore them or continue purchasing. The study also explores the legal and ethical challenges of addressing dark patterns in India. While the Consumer Protection Act (2019) and ASCI guidelines provide some regulatory framework. The lack of strict penalties allows businesses to continue using dark patterns without significant consequences. Additionally, the study identifies emerging trends in dark patterns, including personalized deception based on user data and AI-driven manipulation techniques. With advancements in 79 technology, businesses are adopting more sophisticated deceptive strategies, making consumer protection increasingly complex. To combat these issues, the research emphasizes the need for stricter regulations, ethical business practices, and consumer education initiatives. Encouraging corporate transparency, government intervention, and public awareness campaigns can help reduce unethical digital marketing practices and create a fairer online marketplace. This study contributes to the growing discourse on digital consumer rights and highlights the urgent need for comprehensive policies to address dark patterns in India.