The Central Consumer Protection Authority (CCPA) has fined Zepto Rs 7 lakh for using dark patterns, including drip pricing and basket sneaking, according to Livemint. Notably, the enforcement comes despite the company’s recent self-audit declaration asserting full compliance with the dark pattern rules.
The timing also intersects with a key strategic milestone for Zepto, as it recently received shareholder approval to convert into a public company ahead of a planned June 2026 initial public offering (IPO). The full enforcement order has not been published on the CCPA website yet.
Key Regulatory Findings
According to the order, the CCPA found that Zepto showed mandatory charges, including handling fees, only at the final checkout stage rather than at the beginning of the purchase flow. The regulator also observed that Zepto Pass, a paid add-on, appeared pre-selected during checkout without users giving explicit consent.
The authority concluded that these practices violated the Consumer Protection Act, 2019, and the Guidelines for Prevention and Regulation of Dark Patterns, 2023, which require platforms to collect clear affirmative consent and present all mandatory charges upfront. As a result, the CCPA directed Zepto to redesign its checkout flows, remove all default selections, ensure full price transparency, and submit proof of compliance within 15 days.
For context, this action represents the second enforcement under the dark pattern rules. The CCPA fined Rapido Rs 10 lakh earlier this year for misleading pricing and opt-in practices.
Wider Enforcement Context
Zepto’s penalty comes at a moment when the regulator has begun scrutinising compliance claims across the sector. Between November 24 and 28, the CCPA issued clarification notices to 15 e-commerce and quick commerce platforms after officials reportedly found continued use of dark patterns on their websites and mobile applications despite earlier compliance declarations.
According to Financial Express, the companies that received such notices include Amazon, Blinkit, Swiggy, Flipkart, MakeMyTrip, JioMart, BigBasket and Tata 1mg. The notices reportedly ask platforms to explain why tactics like drip pricing, forced action and subscription traps remain visible and what corrective measures they implemented after their internal audits. Depending on the responses, the regulator may issue further enforcement directions or penalties.
What Did Zepto Claim in Its Compliance Filing?
Earlier this year, Zepto submitted a self-declaration stating that it had reviewed its user interface, user experience and platform workflows and found no instances of any of the 13 prohibited dark patterns identified in the guidelines. The filing said the company maintains ongoing monitoring to prevent future violations.
However, the declaration did not include details on the audit methodology, sample scope, independent review, or specific user journeys examined. It also did…
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