ASCI Academy launches ethical UI UX course amid dark pattern scrutiny

ASCI Academy, the training arm of the Advertising Standards Council of India, has launched an e-learning course titled ‘Ethical UI/UX Designs: Building Consumer Trust’. Developed in collaboration with Hindustan Unilever Ltd, the course responds to increasing regulatory scrutiny around deceptive interface design practices, commonly referred to as dark patterns.

For marketers, e-commerce platforms and product teams, the course positions UI and UX not merely as design functions but as strategic levers that influence consumer behaviour and brand trust. Its launch comes at a time when regulators in India and globally are tightening oversight on misleading digital practices.

The relevance of the course is underscored by findings from an independent LocalCircles survey. Of 26 major digital platforms that publicly stated they were free of dark patterns, 21 were found to still be using at least one prohibited tactic, including drip pricing, forced action prompts and basket sneaking. This occurred even after self-certification, highlighting the gap between intent, understanding and execution.

Structured as a 40-minute programme, the course comprises three modules. The first introduces the fundamentals of UI and UX and explains how design choices shape user decisions. The second module decodes deceptive design patterns, offering clarity on what constitutes non-compliance. The final module examines the long-term impact of dark patterns on consumer trust and outlines ethical alternatives that align with ASCI’s codes and regulatory frameworks.

From a marketing and advertising lens, the course reflects an industry shift where compliance and ethics increasingly intersect with brand strategy. Poor interface practices no longer pose only legal risks; they also undermine consumer confidence and long-term brand equity.

Manisha Kapoor, CEO and secretary general, ASCI, said the organisation has been focused on compliance training and consumer sensitisation around dark patterns. She added that the course demonstrates how ethical and compliant interfaces can work in favour of advertisers by strengthening trust and credibility.

Dr Vivek Mittal, executive director, legal and corporate affairs, HUL, said the company welcomed initiatives aimed at curbing dark patterns and reaffirmed its focus on responsible business practices. He noted that capability-building and regulatory alignment are essential to setting benchmarks in ethical, consumer-centric design.

Participants who complete the course and assessment receive a certificate of completion, recognising them as professionals equipped to create compliant and trustworthy digital experiences. For agencies and brands, the programme serves as both a risk-mitigation tool and a strategic investment in sustainable digital marketing practices.