A recent report from global consumer protection groups has revealed that many subscription services use “dark patterns” to manipulate customer behavior when it comes to subscriptions and personal data. Dark patterns are tactics used in online interfaces to steer or deceive consumers into making choices that may not be in their best interest. The International Consumer Protection and Enforcement Network (ICPEN) and the Global Privacy Enforcement Network (GPEN) conducted international research efforts to uncover these practices.
ICPEN’s review of 642 websites and mobile apps with subscription components found that almost 76 percent of them used at least one dark pattern, with nearly 68 percent using multiple dark patterns. One common dark pattern identified was sneaking, where negative information is hidden or made difficult to find. Additionally, 81 percent of platforms with automatic subscription renewals made it challenging for consumers to opt-out of auto-renewal, a tactic known as interface interference. Forced action, where customers are required to provide information to access certain functions, was also prevalent in subscription services.
The companion report from GPEN focused on dark patterns that could lead users to compromise their privacy. Over 1,000 websites and apps were surveyed, with more than 89 percent using complex language in their privacy policies to confuse users. Interface interference was another issue, with 57 percent of platforms making the least protective privacy option the easiest to select. Emotionally charged language was also used by 42 percent of platforms to influence user decisions.
These reports highlight how subtle cues in online interfaces can impact consumer decisions, potentially leading to unintended consequences. While it’s unclear whether these dark patterns are used in illegal ways, they underscore the importance of digital literacy in navigating online services safely. Being aware of these tactics can help consumers make more informed choices and protect their personal information online.
