Every day, millions of online shoppers are at risk of falling victim to deceptive online practices known as “dark patterns” that trick users into making decisions that are not in their best interest. These tactics have become increasingly prevalent, with more than 40% of consumers experiencing negative financial consequences as a result, according to a recent survey. Retailers and brands must take action to combat these harmful practices and protect their customers.
A glossary of common dark pattern tactics includes bait-and-switch, confirm shaming, false hierarchy, forced enrollment, hidden costs, misdirection, nagging, the Roach Motel, pretend urgency, and sneaking. These tactics are used by a variety of retailers, including well-known brands like Fashion Nova, Land’s End, Etsy, and The RealReal. For example, some websites require users to create accounts and share personal information just to browse, while others use misleading advertising to lure consumers into making purchases they might not have otherwise chosen.
To combat dark patterns, retailers can implement practices such as using straightforward language, putting privacy messaging in clear view, employing consumer-friendly designs, explaining the consequences of actions, making the experience consistent across all channels, and making cancellations simple and hassle-free. By being transparent and honest with their customers, retailers can differentiate themselves from bad actors and build trust with consumers.
Dark patterns can tarnish the e-commerce experience for users and erode trust in online shopping. By adhering to ethical practices and prioritizing their customers’ well-being, retailers can ensure a positive and secure online shopping experience for all. It is essential for companies to take proactive measures to address dark patterns and protect consumers from deceptive tactics. Ultimately, the key to combating dark patterns lies in transparency, honesty, and putting the best interests of customers first.
