What Are Dark Patterns?

Now, let's clarify what we mean by "dark patterns." There has been considerable effort from dedicated individuals in this field, notably Dr. Harry Brignull, who has been raising awareness since 2010 through his website Deceptive Patterns. He defines dark patterns as:

"Tricks used in websites and apps that make you do things you didn't intend to, such as making a purchase or signing up for something."

Imagine declining a date with a celebrity—it's technically possible, but for most, it feels nearly insurmountable. Companies leverage this knowledge, as highlighted by a European Union study that examined the prevalence of dark patterns during online shopping.

The study revealed that 97% of popular websites and apps used by EU consumers featured at least one dark pattern. The most common ones included:

1. Hidden Information/False Hierarchy

   This tactic involves misleading the presentation of crucial information necessary for informed decision-making. Critical details may be obscured in fine print or structured in a confusing manner, leading users to overlook essential terms. Airlines, for instance, are notorious for this practice. Have you ever seen a flight advertised for an astonishingly low fare, only to be blindsided by additional costs for luggage and priority boarding?

Fascinating Aida has created a catchy song that humorously addresses this issue.

2. Preselection

   Preselection is a method where choices, such as automatic enrollment in email newsletters, are pre-checked, compelling users to manually change these settings if they disagree. This often leads users to inadvertently accept additional subscriptions they did not intend to agree to. The power of default settings was notably demonstrated by the NHS in the UK when they switched to an "opt-out" system for organ donation, leading to a significant increase in consent rates.

For more on the NHS campaign for organ donation, check out the following video.

3. Nagging

   Nagging refers to persistent prompts encouraging users to perform specific actions, such as subscribing to a newsletter or upgrading a service. This is often executed through intrusive notifications that disrupt the user experience, pressuring users to comply just to stop the interruptions.

Examples of annoying notifications include:

• Someone viewed my LinkedIn profile (unless it’s Bill Gates, I’m not interested)
• A Facebook friend has posted a photo (Does anyone still use Facebook?)
• Updated terms and conditions (I didn't read them the first time)

Ending this discussion on nagging, I pose a simple question—have you called your mother recently? If not, you should!

4. Difficult Cancellations

   This dark pattern complicates the cancellation of services, often by hiding the option or requiring users to navigate multiple pages, endure long hold times, or fill out surveys. By making cancellations cumbersome, companies can extend your subscription longer than intended. Amazon is often cited as a prime example of this tactic with its Prime membership service.

Here’s a visual representation of the cancellation process.

5. Forced Registration

   This method requires users to create an account or provide personal information before accessing a service. Forced registration not only restricts users from exploring a product without commitment, but it also allows companies to collect user data without delivering immediate value in return.

For example, while reading a New York Times article, I was prompted to register and provide payment details, illustrating this practice.

Addressing Dark Patterns

These five examples are just a glimpse into the world of dark patterns; Dr. Brignull identifies at least 15 distinct types on his site. It’s crucial to note that these tactics often operate in tandem.

So, how do we navigate a landscape designed to confuse and potentially lead us to spend more than intended?

The technology that distracts and misleads us may be modern, but the struggle against distraction is an age-old challenge. This is why a quote from the Bhagavad Gita resonates deeply with me:

"From wherever the mind wanders due to its flickering and unsteady nature, one must certainly withdraw it and bring it back under the control of the self."

It’s easy to feel powerless against a system designed to extract money from us. However, conceding to this would mean relinquishing control over our lives—an essential aspect of our well-being.

When I encounter a dark pattern that pressures me into spending, I follow three steps:

1. Pause — I assess whether the purchase is necessary. Rushed decisions often lead to regret.
2. Mark Important Dates — I keep track of when free trials end or subscriptions renew to avoid unexpected charges.
3. Consider External Judgment — I imagine how my mother would perceive my spending choices. As a trained accountant, her perspective often curbs my impulses.

This fear of judgment illustrates an important truth: considering how others view us can deter poor financial decisions.

What Can Be Done?

Google adopts the philosophy of "Focus on the user and all else will follow" in its design principles. I wish governments would embrace a similar mindset: "Focus on the citizen and all else will follow."

For too long, a hands-off approach has dominated government actions, especially regarding technology. As Ronald Reagan famously said: "The nine most terrifying words in the English language are: 'I'm from the government and I'm here to help.'"

Though this may seem controversial, perhaps it’s time for governments to intervene, particularly given the information asymmetry at play. Dark patterns hinder fair competition by obscuring the information consumers need to make informed choices.

Governments in India, the USA, and the European Union have begun to implement regulations to combat the worst abuses, but more action is needed, along with increased awareness of this issue. The incentives to maintain the status quo are strong, even if they are detrimental to the general populace.

In conclusion, I envision a world where unsubscribing is as straightforward as subscribing. I am more than just a user or consumer; I’m a human trying to navigate a digital landscape that often seems designed to trip me up. Now, if only I could find that elusive button to cancel my gym membership.