The Centre plans to implement norms to combat 'dark patterns' in online ads. These measures aim to achieve the following: 1. Enhance user transparency: The new norms would require advertisers to provide clear and accurate information about their products or services to users, ensuring that they make better-informed decisions. 2. Prevent deceptive practices: The guidelines would help curb manipulative tactics employed by advertisers, such as misleading or false information, hidden costs, or unclear terms and conditions, shielding users from deceptive practices. 3. Protect user privacy: The measures would emphasize the protection of user data. Advertisers would be required to obtain explicit consent before collecting or utilizing any personal information, safeguarding user privacy. 4. Promote fair competition: By eliminating 'dark patterns,' the norms aim to create a level playing field for all advertisers, preventing unfair advantage for those utilizing deceptive strategies, and fostering healthy competition. 5. Improve online experience: Implementing these measures would contribute to a better overall user experience, minimizing frustration, and providing a more transparent and trustworthy online environment. Overall, the introduction of these norms is intended to create a more ethical and user-centric online advertising ecosystem.