Understanding Dark Patterns: Exploring their Use and Impact on Internet Users
The internet landscape is evolving, impacting the way users interact with digital platforms. One such disturbing evolution is the rise of “Dark Patterns” or “Deceptive Patterns”. This phenomenon manifests when internet-based companies manage to coax users into agreeing to certain conditions or clicking links with deceptive intent. As a result, users’ inboxes are deluged with unwanted promotional emails, making it unduly challenging to unsubscribe or request deletion.
Decoding Dark Patterns
In essence, Dark Patterns are unethical UI/UX (user interface/user experience) designs. They exploit stylistic elements to deceive or mislead users, inducing actions which they usually wouldn’t subscribe to. Meanwhile, this benefits the company or the platform leveraging these deceptive designs. By deploying these patterns, the digital platforms rob users of their right to obtain comprehensive information about the services they utilize and their power to control their browsing experience.
These patterns can assume several forms. Some common examples include creating baseless urgency through countdowns for online deals, hidden costs concealed within fine-print conditions, ads masquerading as real news stories and celebrity endorsements, mandatory account creation for finalizing transactions, auto-playing videos, and silent credit card charges post free trial periods. There are also less conspicuous examples, like the use of dull colours to obscure critical user-oriented information.
Dark Patterns and Corporate Usage
Prominent social media companies and tech giants like Apple, Amazon, Skype, Facebook, LinkedIn, Microsoft, and Google are known to use dark or deceptive patterns. These manipulations downgrade the user experience to their benefit. For instance, Amazon faced severe backlash in the European Union due to its convoluted multi-step process for cancelling an Amazon Prime subscription. In response, Amazon made its cancellation process simpler for customers in European countries in 2022.
The use of dark patterns isn’t limited to e-commerce platforms. LinkedIn users often encounter unsolicited, sponsored messages from influencers. Disabling this option is a complex process requiring familiarity with the platform’s controls. Platforms like Instagram use deceptive patterns as well, embedding sponsored video ads within reels and stories that users choose to view, taking them by surprise with a tiny “sponsored” label.
The Dark Side: User Impact
The implementation of dark patterns significantly deteriorates the experience of internet users. They become more susceptible to financial manipulation and data exploitation by big tech firms. These deceptive designs confuse users, introduce online hurdles, complicate simple tasks, and trick users into signing up for unwanted services or products. In many cases, they end up spending more money and divulging more personal information than they initially intended.
The Future of Dark Patterns
The prevalence of dark patterns goes beyond laptops and smartphones. A report by the Federal Trade Commission (FTC) has warned that as augmented reality (AR) and virtual reality (VR) platforms and devices gain traction, dark patterns are likely to persist in these new channels as well. Therefore, it is crucial for internet users to educate themselves to identify and recognise dark patterns. This will enable them to opt for user-friendly platforms that value their rights to choice and privacy.