Why Online Consumers Are Turning Cautious? Learn How Internet Companies Use Dark Patterns
Why Online Consumers Are Turning Cautious? Learn How Internet Companies Use Dark Patterns
Growing frustration as deceptive online tactics undermine user trust and convenience
Consumers are increasingly upset with the online shopping experience due to the pervasive use of dark patterns by internet companies. “Every app I visit has some form of dark pattern,” a consumer complains. “I can’t find a single safe app that lets me pay only for what I want.”
Dark patterns refer to manipulative or deceptive tricks—such as hidden fees, subscription traps, and sneaking items into online baskets—that get users to perform actions they would not have otherwise done. The term was coined by Harry Brignull, a UK-based UX designer, in 2010. Common dark patterns include false urgency, where e-commerce sites display fake scarcity to trigger quick purchases. “Only two items left in stock,” they say, prompting immediate action.
Urban Indian consumers frequently describe their experiences with dark patterns using words like “stupid,” “annoyed,” “cheated,” and “stressed.” Even savvy users fall into these traps, making online transactions increasingly stressful.
A recent report by the International Consumer Protection and Enforcement Network (ICPEN) reveals that 76% of sites and apps worldwide use at least one dark pattern, and 67% use more than one. In October 2023, the Central Consumer Protection Authority (CCPA) in India identified 13 dark patterns, including false urgency. Notorious patterns include basket sneaking, where items are added to the cart without user consent, and confirm shaming, which uses guilt-inducing language to push users into buying.
A consumer behaviour specialist from Bengaluru recounts falling victim to basket sneaking on Urban Company’s app, where a 6-month membership plan was added to his cart without his consent. “I feel less confident using any app now,” he says, highlighting the need for constant vigilance.
More sinister patterns include forced actions, which make users take unrelated steps, such as entering credit card details to access a free trial. Subscription traps are also common, with 70% of sites lacking clear cancellation information.
Despite guidelines from the Advertising Standards Council of India (ASCI) and attention from regulators, consumer-driven actions against dark patterns remain limited and public awareness is still low. A Mumbai-based content creator and marketing consultant realized he was a victim of interface interference, where relevant information is obscured in fine print.
Smaller players often resort to dark patterns like drip pricing, revealing extra costs only after purchase confirmation. One consumer recalls ordering a cake online, where additional fees were revealed at checkout.
A recent survey by a community-based social network found that 52% of Indian consumers encounter hidden fees while using online payment platforms. Product makers are becoming more adept at misleading users, says a Hyderabad-based product designer. “Dark patterns aren’t exclusive to the digital world, but they are easier to exploit there.”
In a related incident, a product designer, encountered a subscription trap while trying to cancel her Audible subscription. “You have to go to the main site on a desktop to cancel it,” she recalls. Amazon, Audible’s parent company, claims to prioritize customer trust and compliance with applicable laws.
Companies like Amazon have faced scrutiny for using dark patterns. The European Commission directed Amazon to simplify Amazon Prime’s subscription-cancellation processes in 2021. Recently, the EU criticized X’s blue checks as deceptive dark patterns, and the US Federal Trade Commission fined Epic Games $245 million for tricking users into paying unwanted charges.
Product designers note that dark patterns are often introduced to show quick results to leadership, not to deceive customers. However, for consumers, these patterns make technology stressful and cumbersome, counteracting the convenience technology aims to provide.
