CCPA penalises Zepto, FirstCry over dark patterns and drip pricing at checkout

India's consumer watchdog is enforcing dark-pattern and drip-pricing rules, fining Zepto INR 7 lakh for hidden fees and a default Zepto Pass, and FirstCry INR 2 lakh for misleading MRP-plus-GST pricing. The action flags stricter checkout-transparency obligations across 13 identified dark patterns for retailers.

— Filed Fri, 10 Jul, 2026, 10:26 IST · Source ET Brand Equity · Updated

CCPA is enforcing India's dark-pattern and drip-pricing rules on e-commerce, penalising Zepto (INR 7 lakh) for hidden fees and default Zepto Pass, and FirstCry (INR 2 lakh) for misleading MRP-plus-GST pricing, signaling stricter checkout-transparency obligations for retailers.

Why this matters

The penalty lands as Zepto scales India's $83B quick commerce market and eyes an IPO, adding regulatory scrutiny alongside investor resistance to its $10B valuation ask.

Retail-company signals are accelerating, up +699600% QoQ.

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