GS Paper 4
Syllabus: Code of Conduct/Code of Ethics
Source: BS
Context: The Advertising Standards Council of India (ASCI) has released guidelines on dark patterns in digital advertisements, urging companies not to mislead customers through omission, exaggeration, implication, or ambiguity.
What are Dark patterns?
Dark patterns refer to deceptive design patterns that prompt users to purchase without giving explicit consent.
Types of dark patterns in advertisements:
| Dark Pattern | Description | Example | Ethical Issues |
| Drip Pricing | Increasing the price of a product after customers commit to buying | Showing a low initial price but adding extra charges at checkout | Deceptive pricing practices, lack of transparency |
| Disguised Ads | Designing ads to resemble other content | Placing an ad that looks like a news article or social media post | Misleading users, blurring the line between content and advertising |
| Bait and Switch | Replacing a selected product with a similar, less desirable one | Adding a popular item to the cart and replacing it with an inferior product before checkout | Misrepresentation, misleading customers |
| False Urgency | Creating a sense of limited availability or time-sensitive offer | Displaying a countdown timer or “limited stock” message to pressure immediate purchase | Manipulating consumer behaviour, creating artificial urgency |
| Hidden Costs | Concealing additional charges or fees | Not disclosing shipping or handling fees until the final checkout | Lack of transparency, misleading pricing |
| Sneaking | Adding extra items or services to a customer’s purchase without clear consent | Automatically including a subscription or add-on during the checkout process | Lack of informed consent, exploiting user behaviour |
About the guidelines ( it is self-regulatory and will be effective from September 1)
- Aim: To improve transparency and protect user autonomy.
- Incomplete price representations and offering alternative products or services would be considered misleading.
- Advertisers are also required to clearly differentiate between organic and paid ads on their platforms.
- ASCI plans to develop guidelines on advertisements making green claims and crowdsourcing platforms in the future.
- Department of Consumer Affairs will also soon release its own guidelines on dark patterns.
Significance of the guidelines: These guidelines will require businesses to create communication and systems that respect user autonomy, improve transparency, and encourage well-informed choices
About ASCI:
The Advertising Standards Council of India (est. 1985; HQ: Mumbai) is a voluntary self-regulatory organization of the advertising industry in India. ASCI is registered as a non-profit company under section 25 of the Company Act.
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Do you think commercial advertisements need to be ethical? Comment.(250 words)
