India's Central Consumer Protection Authority (CCPA) has imposed a significant ₹10 lakh penalty on Roppen Transportation Services Private Limited, the operator of the popular ride-hailing platform Rapido. The fine stems from findings of misleading advertisements, unfair trade practices, and the use of "dark patterns" designed to pressure riders into paying higher fares before their rides were even confirmed.
Misleading Prompts and "Confirm Shaming"
The CCPA's investigation, part of a broader review of cab and bike-taxi aggregators in India, revealed that Rapido's app displayed deceptive prompts during the ride booking process. While a rider's booking was still being processed, messages such as "Higher the price, higher the chance of getting a ride" and "Captains aren't accepting at ₹60. Try adding +10, +20, +30" appeared.
The authority found that Rapido would initially quote a fare, but after a rider committed to that price, the app would then prompt them to pay more, claiming captains were not accepting the original amount. This tactic, labelled "Confirm Shaming" by the CCPA under its Guidelines for Prevention and Regulation of Dark Patterns, 2023, created a false impression that securing a ride quickly depended on additional payment. It also leveraged the rider's commitment, leaving limited room for negotiation.
The CCPA stated that this practice "created a sense of urgency and fear that the rider could lose the ride if they did not agree to pay more."
Pricing Slider Under Scrutiny for "Interface Interference"
Beyond the direct prompts, Rapido's "Set your price" slider also came under fire. The CCPA determined that its design and colour coding subtly influenced riders' pricing decisions. Increasing the price on the slider would display "higher chance of getting a ride" in green, while lowering it would trigger red or orange warnings. Furthermore, the slider offered more flexibility to increase the fare than to decrease it.
This manipulative design was identified as a second "dark pattern," termed "Interface Interference." The CCPA concluded that the visual cues and interface structure intentionally steered consumers towards selecting a higher payment amount, irrespective of the accompanying text.
"Tip" Cannot Be a Condition for Service
The regulatory body emphasized that the initial fare quoted to a rider already accounts for all relevant factors, including distance, time, traffic, and the amount payable to the captain. Consequently, there was no justification for Rapido to subsequently suggest additional payments before a service had even commenced.
The CCPA clarified that a tip is traditionally a voluntary payment made after a service has been rendered, not a prerequisite for receiving it. Rapido's argument that tipping was voluntary and its matching algorithm operated independently of additional payments was rejected. The authority highlighted that the timing and design of these prompts exerted undue pressure on riders when they were most reliant on the platform's service.