ASCI Academy Launches Ethical UI/UX E-Learning Course to Curb Dark Patterns
Course aims to help organisations align with ASCI codes and evolving regulatory frameworks
Chennai: ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has launched a new e-learning course titled “Ethical UI/UX Designs: Building Consumer Trust”. Developed in collaboration with Hindustan Unilever Ltd (HUL), the course is designed for digital marketers, e-commerce companies, product managers and UI/UX designers.
The launch comes at a time when regulatory scrutiny around unethical digital practices—commonly known as dark patterns—is intensifying in India and globally. With the government taking strong action against deceptive online design practices, the course seeks to equip professionals with a deeper understanding of how interface design influences consumer decision-making, while reinforcing ethical standards, transparency and trust in line with ASCI’s codes and applicable laws.
Dark patterns such as hidden fees, forced actions and basket sneaking have been under the scanner. An independent survey by LocalCircles revealed that of 26 major digital platforms that claimed to be free of dark patterns, 21 continued to use one or more prohibited deceptive design tactics, even after self-certification. This highlighted the urgent need for clearer understanding and adoption of ethical design alternatives.
The 40-minute e-learning programme consists of three modules. The first introduces the fundamentals of UI and UX and explains how design choices shape user behaviour. The second module decodes deceptive design patterns, while the final module examines the impact of dark patterns on consumer trust and presents ethical, compliant alternatives.
Manisha Kapoor, CEO and Secretary General, ASCI, said, “As Indian advertising’s ethical compass, we are deeply committed to compliance training. While we have been working closely with authorities to sensitise both consumers and industry on dark patterns, this course translates intent into action. It demonstrates that ethical and compliant user interfaces can work effectively for advertisers while helping them build long-term consumer trust and brand credibility.”
Dr Vivek Mittal, Executive Director – Legal and Corporate Affairs, HUL, said, “We welcome the initiatives of the Department of Consumer Affairs to curb dark patterns in e-commerce and reaffirm our commitment to responsible business practices. Consumer trust lies at the core of HUL’s philosophy. Through capability-building initiatives and alignment with regulatory expectations, we aim to set benchmarks in ethical design and consumer-centric practices.”
Participants who successfully complete the course and assessment will receive a certificate of completion, recognising them as professionals equipped to design trustworthy, compliant and consumer-centric digital experiences.
