ASCI Academy, the learning and development arm of the Advertising Standards Council of India (ASCI), has introduced a new e-learning programme focused on ethical UI/UX design, reflecting the growing concern around deceptive digital practices. Titled Ethical UI/UX Designs: Building Consumer Trust, the course is designed for digital marketers, product managers, designers and e-commerce professionals, and has been developed in collaboration with Hindustan Unilever (HUL).
The launch comes at a time when regulators in India and globally are tightening scrutiny on “dark patterns” – design tactics that manipulate user behavior and influence decisions unfairly. Despite multiple platforms claiming self-certification, recent findings, including an independent LocalCircles survey, indicate that many digital interfaces continue to deploy one or more prohibited practices.
Structured as a concise 40-minute programme, the course is divided into three modules. The first explains the fundamentals of UI and UX and how design choices shape user decision-making. The second focuses on identifying deceptive design patterns commonly seen across digital platforms. The final module explores the long-term impact of such practices on consumer trust and outlines ethical design alternatives aligned with ASCI’s codes and existing regulatory frameworks.
Manisha Kapoor, CEO and secretary general of ASCI, emphasised that ethical compliance is no longer optional. She highlighted that the course translates industry conversations around dark patterns into actionable guidance, helping brands create compliant and consumer-friendly digital experiences while strengthening long-term credibility.
Echoing this sentiment, Dr Vivek Mittal, executive director, Legal and Corporate Affairs at HUL, reaffirmed the company’s commitment to responsible business practices and consumer protection, positioning ethical design as central to building trust.
Participants who successfully complete the course and assessment will receive a certification, recognizing their understanding of compliant, consumer-centric digital design practices.
