ASCI Academy launches e-learning course on ethical UI and UX design

New Delhi: ASCI Academy, the training arm of the Advertising Standards Council of India (ASCI), has launched an e-learning course titled Ethical UI and UX Designs: Building Consumer Trust, developed in collaboration with Hindustan Unilever (HUL).

The course is targeted at digital marketers, e-commerce companies, product professionals and designers, and comes at a time of increased regulatory attention on deceptive online practices such as dark patterns. It examines how interface design can influence consumer behaviour while outlining ethical alternatives aligned with ASCI’s codes and applicable legal frameworks.

The launch coincides with growing scrutiny of dark patterns in India and globally. An independent survey by LocalCircles found that 21 of 26 major digital platforms that had publicly stated they were free of dark patterns were still using one or more prohibited design tactics. These included hidden fees at checkout, forced action prompts and basket sneaking, even after self-certification, underlining gaps in understanding and compliance.

The 40-minute course is divided into three modules. The first introduces UI and UX concepts and explains how design decisions affect user choices. The second identifies and explains deceptive design patterns, while the final module examines their impact on consumer trust and presents ethical alternatives that support compliant digital practices.

Manisha Kapoor, CEO and Secretary General, ASCI, said, “As Indian advertising’s ethical compass, we are strongly focused on compliance training. While we have been working with the authorities to sensitise consumers and the industry about dark patterns, we are now putting words into action with this course. We strongly believe advertisers can make ethical and compliant user interfaces work for them, and the course will demonstrate that. It is geared to help the industry to build consumer trust in these times of dark patterns and support their long-term brand credibility.”

Vivek Mittal, Executive Director, Legal and Corporate Affairs, HUL, said, “We welcome the initiatives by the Department of Consumer Affairs to curb dark patterns in e-commerce and reaffirm our commitment to responsible business practices and consumer protection. Consumer trust lies at the core of HUL’s philosophy. By investing in capability-building and aligning with regulatory expectations, we aim to set industry benchmarks in ethical design and consumer-centric practices.”

Participants who complete the course and assessment will receive a certificate recognising their training in compliant and consumer-focused digital design practices.