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Tag: ASCI Academy

  • Identified an average of 2.7 deceptive patterns per app

    ASCI Academy & Parallel HQ study reveal deceptive patterns in apps

    ASCI Academy, in collaboration with Parallel HQ, a leading design firm, have unveiled a report highlighting the prevalence of deceptive patterns in popular Indian apps. Dark patterns are deceptive UI/UX practices that can mislead or trick users into doing something they originally did not intend or want to do. The report titled ‘Conscious Patterns’ is a study of patterns found to be deceptive in top Indian apps. The study revealed that 52 out of the 53 analysed apps employ deceptive design practices. Industry body Nasscom has partnered with ASCI and Parallel to highlight various challenges and practical solutions in this space.

    The report identifies 12 distinct deceptive patterns, including privacy deception, interface interference, drip pricing, and false urgency, which are popularly used in online interfaces. Privacy deception emerged as the most prevalent deceptive pattern, observed in 79% of the apps analysed, followed by interface interference (45%), drip pricing (43%), and false urgency (32%). The results highlight the urgent need for more conscious effort in app development. In June 2023, ASCI released guidelines on deceptive patterns that are mainly used in advertising. Further, the Department of Consumer Affairs (DoCA) released its guidelines for 13 deceptive patterns in November 2023. According to the guidelines, the use of any of these prescribed dark patterns amounts to a misleading advertisement, an unfair trade practice, or a violation of consumer rights.

     

    Key Findings of the Report:

    Four deceptive patterns accounted for 78% of the total occurrences – privacy deception (24%), drip pricing (19%), interface interference (18%), and false urgency (17%).

    > 80% of apps exhibited deceptive patterns in the settings/ profile section.

    All e-commerce apps studied made it difficult for users to delete their accounts.

    Some health-tech apps—4/5, relied on creating time-based pressure (false urgency) to rush users into making decisions.

    Basket sneaking was four times more prevalent in delivery and logistics apps as compared to other sectors.

    The three sectors with the highest deceptive patterns per app were health-tech at 8.8, travel booking at 7.2, and e-commerce at 5.3.

    The lowest incidences of deceptive patterns per app were observed in streaming services at 1.8 and in the gaming sector at 2.4.

     

    To empower UI/UX designers and developers, the report introduces an Ethical Score Calculator, a valuable tool that allows professionals to assess the ethical standing of their apps and websites by identifying the presence of deceptive patterns. Complementing this resource is the Gallery of Inspiration, which showcases examples of flows and patterns that may be more compliant and fairer to consumers. These alternatives could be actively considered in the future development of apps.

    The event commenced with an opening note from Namrata Bachani, Director of the ASCI Academy. Following her introduction, Robin Dhanwani, founder of Parallel, guided participants through the key findings of the report, which analysed 12,000 screens from 53 top apps available in India. The report summary can be accessed here. The entire study, including the ethical score calculator and the gallery of inspiration, can be accessed at www.consciouspatterns.in

    The webinar also featured a panel discussion with esteemed panellists, including Rohit Kumar Singh, former Secretary of the Department of Consumer Affairs, Ashish Agarwal, VP and Head of Public Policy at Nasscom; Robin Dhanwani, Founder of Parallel,  and Manisha Kapoor, CEO and Secretary General, who moderated the discussion.

    Said Manisha Kapoor, CEO & Secretary General of ASCI: “Deceptive patterns harm consumer trust and transparency in the digital ecosystem. With just the top 53 apps being downloaded over 21 billion times, the consumer exposure to deceptive patterns across apps, websites, and other digital interfaces is mind-boggling. We urge organisations to follow conscious design principles that protect the consumer’s right to make an informed choice. The gallery of inspiration and the score calculator are important resources for organizations that wish to get it right. We are extremely grateful to Parallel for being our knowledge partner and to Nasscom for supporting us in the wide dissemination of these findings and resources.”

    Added Robin Dhanwani, Founder, Parallel: “As tech professionals deeply committed to design, at Parallel we understand the profound impact ethical practices have on user experiences. Our research uncovers the subtle yet widespread presence of deceptive patterns in Indian apps, highlighting the need for a shift towards more transparent design practices. By championing ethical design, we not only build user trust but also drive innovation that honours consumer autonomy. I hope this report encourages makers to rethink growth strategies and put user-first thinking as the foundation of their products in the coming future.”

  • Designed to support content creators be compliant with the ASCI code

    ASCI Academy launches ‘Responsible Influencing E-learning Course’

    ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has introduced the ‘Responsible Influencing Course’ e-learning certification, designed to support content creators be compliant with the ASCI code and the law, and uphold ethical standards and transparency in the influencer marketing industry.

    The two-hour course is broken into 21 small snippets which cover diverse topics. These include, shaping change by embracing self-regulation as an influencer, the power of transparency in embracing authenticity, decoding core concepts of influencer marketing, providing a nuanced understanding of the ASCI code and guidelines with relevant case examples. Additionally, the course addresses regulatory and platform-specific guideline requirements. A dedicated section focuses on the power of disclosures addressing issues like who should disclose, how and why to disclose and the specific requirements for disclosures. There are other interesting topics like influencer archetypes, brand engagement checklist, and more, ensuring an overall engaging and exciting learning experience.

    Said Manisha Kapoor, CEO and Secretary General of ASCI: “With so many young and new content creators, it is an exciting time for the advertising industry. It is important that consumer and brand trust remains high in this exciting channel of communication. We want to support influencers to stay on the right side of advertising regulations and codes, so that they are able to keep themselves safe, and have a long and sustained career. With increased scrutiny on influencers and content creators, it is important that they build familiarity with the rules and regulations that surround advertising. The course simplifies the regulatory landscape, and influencers who take the course can be more confident in their endorsements. We also expect brands to prefer creators who have shown their commitment to honest influencing by doing this course.”

  • If knowledge and awareness could solve the world's problems, we won't have crime, writes Sanjeev Kotnala

    ASCI Academy: Knowledge is not enough for Compliance

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaI welcome the news. The Advertising Standard Council of India has announced the launch of ASCI Academy. It aims to make marketers, brand custodians, agencies, and other people in the ecosystem more responsible and progressive. It talks of a greater understanding of the guidelines. Working with greater consciousness. And a higher degree of compliance. It will offer a consumer education programme. This will hopefully make consumers better aware of the guidelines, and, may be, it will push for better reporting and complaints – leading to higher compliance! As per reports and notes, it will undertake research in current and new areas that impact consumer interest!

    And I think there is a short certification course for interested people.

    The guidelines have been there on site. The site has always remained updated. The consumer and marketers are engaged in evolving guidelines. There is absolute transparency in working. However, one would like access to what are the advertisers really saying to the objections raised. There is a focus on enhanced speedy resolution of complaints. Still, some limitations prevent further tightening of the process.

    The idea of being more preventive than corrective is a welcome stance.

    The theory and wish to impact at the point of ad creation is a good thought!

    The target to train 100,000 current and future marketing professionals, advertising agency personnel, people in the field of communication and consumers is an absolute pleasure to hear.

    There is a wishful thinking of all this leading to a shift towards a deep culture of responsibility. And expecting that to be the norm is oversimplifying things.

    This is a reaction to what NS Rajan (Chairman ASCI) and Manisha Kapoor (CEO and Secretary ASCI) said in the press note.

    I love the initiative and know that the intent is right. But it is wishful thinking.

    We would have seen the difference long ago if only KNOWLEDGE was enough for the compliance.

    It is hard to believe, and I am absolutely sure that the brands that currently do not follow the guidelines or err on their judgment, behave not responsibly and progressively do not do so for the lack of understanding.

    They do this despite the knowledge.

    In fact, they work around the guidelines and knowingly flout the norms.

    Do I have a solution to offer? NOT REALLY.

    One is confident that unless flouting of the guidelines leads to some penalty affecting the revenue and brand image, the guidelines’ adherence will remain a dream.

    Unless the brands know their image is at stake if they fail in their responsibility. Nothing will happen.

    Nothing will change unless the people at the top don’t drive the change and be accountable. The surprising part is that the top knows about the guidelines, knows the expectation, and turns a blind eye – look to the other side when their department and teams knowingly test the guidelines. This the academy cannot change, so my belief in change is shaky. Offering ASCI Academy programmes online, in person, and hybrid may help numbers. But I fail to see it helping compliance.

    I am sure the industry partners will ensure compliance at their end. Their teams are well-educated and aware of the guidelines. They are big advertisers, and one can expect responsible behaviour from them.

    A lot may depend upon supporting partners like the I&B Ministry and the Department of Consumer Affairs. Maybe they could help with compliance.

     

    However, if knowledge and awareness could solve such problems, we won’t have crime. And knowledge is not enough for guidelines compliance or responsible and accountable behaviour.