The misleading and greedy offers of e-commerce companies will be curbed

- The Central Consumer Protection Authority warned the companies from the notification

- Occasional

- Promotional discount advertisements displayed as part of a trap to drive the customer to the product must be stopped

'Buy smart phone at 50% discount'... 'Up to 80% discount on kitchen items'... 'Get TV-Fridge-Doorbell at half price'... 'Get 75% discount on clothes-shoes'... 'Buy a jacket today at the price of a T-shirt'... 'Get branded products at 32% of the original price'...

Such ads are found everywhere in e-commerce apps. At the time of Diwali and December sales, there are such advertisements that people leave everything else for two hours and sit down to see those items. Even if you don't need it, buy something from it. Many a times, the product looks so good that even though it is not desired, the mind of the customers is enticed. But when the parcel is delivered it comes to know that 'the product is not as seen'. This happens especially in clothes and shoes. Feeling cheated when opening the parcel.

Unexpected offers are available when Big Billions Day or any such offers are going on. A phone worth 60 thousand is available for 35-40 thousand and the interface is visible on the mobile screen in the homepage or similar section of the e-commerce app. The correct offer is notified when we start the buying process. Accordingly, in which the discount of 15 thousand has been talked about, there is a benefit of barely a thousand rupees. Suppose there is a greedy advertisement that you can get a phone worth 60 thousand for 35 thousand. There is an option to donate the old phone. It is written that the old phone will be deducted up to 15000. When you read its conditions, you understand that the phone should not have any scratches. Will need a phone box. The camera should be working fine. The display should not change. The display should work fine. These and many other such conditions exist. If your phone meets those conditions, 15 thousand out of 60 thousand will be deducted. 45 thousand remained to be given. If you have a credit card of a particular bank, then five thousand will be deducted. In addition, three thousand after festival discounts. Another two thousand in the special offer. All in all, you can get a phone worth 60,000 for 35, but this benefit is hardly available to anyone except the discerning customers.

Deceptive advertisements of discounts on the interface at first glance lead customers to the product and then confuse them with related products. Consumers reach for branded t-shirts rather than searching. It says - only five t-shirts left. Buy today. A customer who has come to find a TV will eventually get stuck in a few limited period offers and buy a T-shirt. In sum, if not one of his pockets, then the money goes for another product. In short, misinformation prompts the customer to take quick action. This method of attracting customers is technically called 'dark pattern'.

The cycle of offers continues since the popularity of e-commerce companies in the country has grown exponentially. The central government was receiving widespread complaints that consumers were being confused by giving wrong information in the interface. The Central Consumer Protection Authority (CCPA), a regulatory body working under the Ministry of Consumer Affairs, has issued a notification to e-commerce companies to stay away from dark patterns. According to the notification published under the name Guidelines for Prevention and Regulation of Dark Patterns, all platforms of goods and services have to follow these new guidelines. E-commerce companies will be fined if a complaint is received for violating it. Under the Consumer Protection Act, action will be taken against the platforms that break the rules. If such complaints are raised continuously, the authority will have the power to suspend the license.

Well, the offers of e-commerce companies are for the convenience of customers. No such trick will work if the customer is clear about his requirement. If the customer is self-conscious about what, how and how much he wants, he will avoid getting stuck in greedy advertisements. However, not all consumers have that awareness. At such a time, this step of the central government is necessary and timely against the greedy dark pattern tricks of the platforms to protect the interests of the consumers.