The Digital Personal Data Protection (DPDP) Act, 2025 is set to change how digital products are designed in India, and one of the most significant shifts it brings is the end of dark patterns. Dark patterns are design tactics that subtly influence users to take actions they may not fully intend. These are not always obvious at first glance, which is what makes them so effective. They can take the form of pre-selected consent boxes, confusing wording that leads users to say “yes” without realising it, options that are made deliberately hard to find, pop-ups that nudge users repeatedly until they give in, or layouts that present the preferred choice brightly and hide the alternative. Over the years, these patterns became widely used by companies that wanted higher sign-ups, more data, or quicker conversions.
The DPDP Act clearly signals that these design choices are no longer acceptable. It emphasises that consent must be informed, clear, unambiguous, and freely given. This means that any design that pushes, confuses, or pressures the user goes against the spirit of the law. It is not enough for companies to simply remove the most obvious dark patterns.
The entire approach to how users interact with data permissions must be rethought. When a user is asked to share information, they should be able to understand why it is needed, what it will be used for, and how to decline if they are not comfortable.
This change requires organisations to revisit the basics of their user experience design. Instead of seeing consent as a technical requirement tucked into the end of a sign-up journey, brands now have to integrate clarity into the core of the interface. Designers will need to choose language that is simple and free from legal jargon. Product teams will need to ensure that declining a permission is just as easy as accepting it. Developers will have to create systems where users can modify or withdraw their consent without friction. These are not small adjustments; they represent a shift in how digital teams approach product building.
One of the challenges businesses may face is the mindset shift away from
conversion-focused optimisation. For years, companies measured success by how many users clicked “Allow” or completed a sign-up. Dark patterns helped make those numbers look good, but they did not always reflect genuine user intent. As these patterns are phased out, brands may initially see fewer permissions granted or slower onboarding. However, this should not be seen as a loss. Instead, it provides more accurate signals about what users truly want and expect. When companies understand this honestly, they can build better, more relevant products.
The DPDP Act also creates an opportunity for stronger collaboration between design, legal, engineering, and privacy teams. Clear consent flows require accurate explanations, and these explanations must be aligned with the organisation’s data practices. Legal teams will have to guide what information must be disclosed, while designers translate that information into a simple, user-friendly format. Privacy teams will need to ensure that user choices are respected across the product. This cross-functional approach ensures that the organisation does more than meet the minimum requirement. It helps embed privacy into the product’s DNA.
Alongside compliance, there is a wider benefit that many brands tend to overlook: privacy-focused design can become a driver of trust. When users see that a company
communicates transparently, provides real choices, and respects their decisions, it creates a positive impression that extends far beyond a single interaction. Trust is not built through big declarations but through small, consistent actions. Something as simple as explaining why a permission is needed or making an opt-out visible contributes to a relationship where users feel in control. Over time, this can become a meaningful differentiator, especially in a digital environment where people are increasingly cautious about how their data is used.
Brands that make privacy a core part of their design approach will be better positioned for long-term success. They will have more engaged users who feel comfortable sharing information when it is genuinely required. They will face fewer complaints, fewer drop-offs due to confusion, and fewer reputational risks. In a market where consumers discuss privacy more openly and regulators are becoming more active, this clarity matters.
