Dark Patterns

July 4, 2023

In the world of digital interfaces, the term “dark patterns” has gained significant attention. Coined by Harry Brignull, a renowned user experience designer, dark patterns refer to deceptive tactics employed by websites and apps to manipulate user behavior.

Understanding Dark Patterns

Dark patterns are user interface design choices deliberately created to mislead or trick users into making decisions they may not have intended to make. They exploit psychological biases and play on users’ emotions to achieve the desired outcome. An example of a dark pattern is encountered when users struggle to close annoying advertisements due to the intentionally small ‘X’ mark.

Exploring Manipulative Techniques

Confirm shaming is a dark pattern that employs guilt to pressure users into conforming to a particular belief or viewpoint. Subscription traps make it easy for users to sign up for a service but deliberately difficult to cancel or quit. These patterns exploit users’ inertia and reluctance to go through complicated processes.

Legislation to Combat Dark Patterns

To protect consumers from the manipulative effects of dark patterns, several countries have implemented regulations. The United States and the United Kingdom have passed legislation to curb dark pattern practices. California, for instance, banned dark patterns that hinder consumers from exercising their data privacy rights. In the UK, guidelines were issued to prohibit companies from using “nudges” to influence underage users’ privacy settings.

Notable Actions and Fines

Companies engaging in dark patterns have faced legal consequences. Trivago, a part of the US-based online travel firm Expedia Group, was fined AUD44.7 million by an Australian court for falsely presenting hotel rooms as the cheapest available. Such actions demonstrate the increasing scrutiny of authorities towards companies using deceptive tactics.

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