ASCI Academy, the training arm of the Advertising Standards Council of India, has launched a new e-learning course aimed at promoting ethical user interface and user experience (UI/UX) practices in the digital space. Titled Ethical UI/UX Designs: Building Consumer Trust, the course has been developed in collaboration with Hindustan Unilever Ltd (HUL).
The course has been introduced at a time when regulatory scrutiny of so-called dark patterns ; deceptive digital design practices is increasing both in India and globally. These practices, which can include hidden charges, forced actions and misleading prompts, have drawn attention from authorities as well as consumer groups. According to ASCI, the 40-minute online course is designed for digital marketers, e-commerce firms, product professionals and designers. It seeks to explain how interface design can influence user decision-making and how certain design choices may impair consumer judgment. The programme also identifies common deceptive patterns and presents ethical and compliant alternatives in line with ASCI’s codes and existing laws.
The relevance of the course is underscored by findings from an independent survey conducted by Local Circles, which reported that 21 out of 26 major digital platforms continued to use at least one prohibited dark pattern even after declaring themselves free of such practices. ASCI said the course consists of three modules. The first introduces basic UI and UX concepts, the second decodes deceptive design practices, and the final module examines how dark patterns affect consumer trust while outlining ethical design approaches. Manisha Kapoor, Chief Executive Officer and Secretary General of ASCI, said the initiative is part of the organisation’s focus on compliance training and building long-term consumer trust. HUL Executive Director Dr Vivek Mittal said ethical design and consumer protection remain central to the company’s responsible business approach.
