Dark Patterns in Online Advertising

About Dark Patterns: 

• The term ‘dark patterns’, coined by Harry Brignull in 2010, is a user interface that has been crafted to trick or manipulate users into making choices that are detrimental to their interests. 
• Dark patterns cover a wide range of deceptive tactics.

Some Techniques used in dark patterns: 

• Forced Action: Consumers are forced to take actions they may not want to, such paying up for a service in order to access material, in this case.

• Shaming:  It uses guilt to persuade customers to comply. It belittles or disparages customers for holding opinions that differ from its own.

• Basket Sneaking: when websites or apps add extra products or services to the shopping cart without obtaining user consent.

• Subscription Tricks:  This strategy makes it simple for customers to subscribe to a service but challenging for them to cancel it, frequently by concealing the cancellation option or taking several steps.

• Bait and Switch:  It refers to the practise of marketing one good or service while providing another, frequently of lesser quality.

• Hidden charges: This strategy involves withholding additional charges from customers until after they have already made a decision to buy.

Way ahead:

The government seeks to stop misleading practices and protect user interests by forming a task force and working to create recommendations. This action is consistent with initiatives made by nations like the US and the UK.

It is critical to educate consumers about dark patterns and give them the tools they need to identify and stay clear of the deceptive practices used by websites and apps.

Why in news?

Centre to issue norms against ‘dark patterns’ in online advertisements.