ASCI Study Finds Deceptive Design in Almost All Top Indian Apps

Almost all leading Indian apps are using deceptive design tactics that affect user autonomy and informed decision-making, according to a study released on Thursday. The Advertising Standards Council of India (ASCI) found that 52 out of the top 53 apps employ misleading UI/UX practices, potentially tricking users into actions they did not intend.

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The study, conducted with design firm Parallel HQ, revealed these problematic apps have been downloaded 21 billion times. It highlighted the significant impact on consumer behaviour due to such practices. The deceptive patterns identified include privacy deception, interface interference, drip pricing, and false urgency.

Prevalence of Deceptive Patterns

Privacy deception was the most common issue, found in 79% of the apps analysed. Interface interference was observed in 45%, drip pricing in 43%, and false urgency in 32% of the apps. These findings were detailed in an official statement from ASCI, the advertising industry's self-regulatory body.

Health-tech apps were particularly problematic, with four out of five creating time-based pressure or false urgency to rush users into decisions. E-commerce apps also made it challenging for users to delete their accounts. The study noted that deceptive patterns were most prevalent in health-tech, followed by travel booking and e-commerce sectors.

Impact on Consumer Trust

Deceptive patterns undermine consumer trust and transparency in the digital ecosystem. Manisha Kapoor, ASCI's secretary general and chief executive, stated, "We urge organisations to follow conscious design principles that protect the consumers' right to make an informed choice." This call to action aims to enhance consumer trust and transparency.

Interestingly, gaming and streaming services had the lowest instances of deceptive patterns per app. This suggests that some sectors are more prone to employing these tactics than others. The study's findings underscore the need for better regulatory oversight and ethical design practices across all digital platforms.

The study's examples illustrate how deceptive design can manipulate user behaviour. For instance, e-commerce apps complicate account deletion processes, while health-tech apps create false urgency to prompt quick decisions. These practices can lead to unintended actions by users.

The ASCI's findings highlight a critical issue in the digital landscape. With billions of downloads, these deceptive practices have far-reaching implications for user autonomy and informed decision-making. Addressing these issues is essential for maintaining a fair and transparent digital environment.

By adopting ethical design principles, organisations can help restore consumer trust. This involves creating interfaces that are straightforward and honest, allowing users to make decisions without undue pressure or manipulation. Such changes are crucial for fostering a healthier digital ecosystem.

The study serves as a wake-up call for app developers and regulators alike. Ensuring that digital platforms adhere to ethical standards will benefit both consumers and the industry as a whole. It is imperative that steps are taken to eliminate deceptive design practices from popular apps.