The Central Consumer Protection Authority (CCPA) has levied a fine of ₹5 lakh on the ed-tech company Physics Wallah Limited. This action follows findings that the platform engaged in deceptive website practices known as dark patterns, specifically through the use of a pre-ticked donation checkbox that added ₹10 to the total payment amount for courses unless manually unchecked by users.
The decision was issued on June 1 by CCPA Chief Commissioner Nidhi Khare alongside Commissioner Anupam Mishra. The CCPA initiated the case suo motu, addressing allegations that Physics Wallah’s practices constituted unfair trade practices, misleading advertisements, and violated consumer rights, both on its website and mobile application.
Violation of Consumer Rights
An investigation revealed that Physics Wallah employed a pre-selected checkbox labeled “Donate for PW Foundation” during the checkout process. This automated addition of ₹10 to transactions was active from February 14, 2024, to December 24, 2025, generating approximately ₹2.47 crore from over 21.36 lakh users during this timeframe.
The CCPA underscored that the mere visibility of the donation amount did not rectify the legal breach, emphasizing that Rule 4(9) necessitates explicit and affirmative consumer consent. The Authority classified the practice of automatically embedding additional financial obligations into the transaction process as a type of manipulative interface design prohibited under consumer protection laws.
Emotional Manipulation and Confirm Shaming
Further scrutiny revealed that the messaging associated with the donation option, accessed via “Know More,” utilized emotional appeals by highlighting the donation’s support for marriages, children’s education, healthcare, and the welfare of disadvantaged communities. The CCPA found that this approach, coupled with the pre-ticked donation, could evoke feelings of guilt or moral obligation, inhibiting consumers from making impartial choices. This was categorized under the ‘confirm shaming’ dark pattern as per the Guidelines for Prevention and Regulation of Dark Patterns, 2023.
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Misleading ‘Free’ Content
The CCPA also criticized Physics Wallah for promoting certain educational content as “free,” while requiring users to disclose personal information such as mobile numbers and email addresses, and mandatorily create an account to access it. The Authority dismissed comparisons with government platforms like DIKSHA and SWAYAM, noting that Physics Wallah failed to justify the necessity for personal information collection when providing free content.
Upon independent examination, the Authority found that the so-called free courses, including videos and study materials, were uniform across different accounts, lacking any personalization or tailored learning paths that might warrant the collection of personal information.
Response and Compliance Measures
In defense, Physics Wallah argued that the donation feature was transparent, optional, and prominently displayed, asserting that no transaction proceeded without the user’s confirmation of the total amount. They also stated that the pre-ticked donation feature was removed to comply with guidelines. However, the CCPA maintained that the removal of this feature post-notification did not exempt Physics Wallah from accountability for prior violations.
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In addition to the ₹5 lakh penalty, the CCPA instructed Physics Wallah to ensure that no dark patterns are present on any of its platforms, websites, applications, or digital interfaces. The company is required to submit a compliance report within 15 days upon receiving the order. Legal representation for Physics Wallah was provided by Advocates Prashant Mishra and Rahul.
[Read Order]
