The rapid growth of e-commerce has transformed the way consumers purchase goods and services. Online platforms now offer convenience, competitive prices and easy access to a wide range of products. However, along with these advantages, many digital platforms have adopted certain website and application designs that influence or manipulate consumers into making decisions they may not have otherwise taken. These deceptive design practices, commonly known as dark patterns, affect consumer choice by creating false urgency, hiding important information, making cancellation difficult, or adding unwanted products and services during the purchasing process. Recognising the increasing misuse of such practices, India introduced the Guidelines for Prevention and Regulation of Dark Patterns, 2023 under the Central Consumer Protection Authority (CCPA). While these guidelines mark an important step towards protecting consumers, several concerns remain regarding their enforcement, implementation and effectiveness. Existing consumer protection laws were primarily drafted to regulate traditional unfair trade practices and do not fully address the challenges posed by digital interface manipulation. This paper examines the concept of dark patterns and analyses the adequacy of India’s legal framework in regulating such practices. It evaluates the Consumer Protection Act, 2019, the Consumer Protection (E-Commerce) Rules, 2020, and the CCPA Guidelines, 2023. The paper also briefly compares India’s approach with regulatory developments in the European Union, the United Kingdom and the United States. Based on this analysis, the paper identifies existing legal gaps and suggests practical reforms to strengthen consumer protection in India’s growing digital marketplace. The study concludes that while India has taken a positive step by recognising dark patterns, stronger enforcement mechanisms and clearer legal obligations are necessary to ensure fair and transparent online commerce.