Dark Patterns In Online Shopping And How To Avoid Them

Imagine you’re browsing an online store and see a banner screaming, “Only 1 left in stock!” or a pop-up urging, “Buy now! Sale ends in 10 minutes!” These tactics often pressure us into making hasty purchases. Such manipulative design practices are called dark patterns. They are subtle, often deceptive strategies used by websites and apps to nudge consumers into actions they might not otherwise take.

Dark patterns can be disguised as innocent marketing tactics, but the consequences are dire: overspending, unwanted subscriptions, and the loss of personal data. The moment online shopping becomes a regular convenience, it's about time to know these tricks for every consumer.

What Are Dark Patterns?

Dark patterns are designed in websites or apps with malicious intent in making users make choices that better serve business interests rather than the user's interest. The practices range from a false sense of urgency to burying important information in fine print. Sweta of Delhi, recounts: "I signed up for a 'free trial' on an app, but the process of cancelling was very tough. I ended up paying months because they made it complicated for me to cancel them. It felt like some sort of trap".

Some of the most common dark patterns include: 

1. Countdown timers that compel you to buy now, often resetting back in if you refresh the page.

2. Hidden fees don't appear until checkout when you find yourself paying for things that cost you more than you thought to buy.

3. Sneaky subscriptions, where companies hide auto-renew clauses inside the terms or precheck boxes to sign you into services.

How to Detect and Avoid Dark Patterns

The best defence against dark patterns is awareness. Protect yourself in the following ways:

• Slow down: If a website wants you to make a hasty decision with countdowns or stock warnings, then don't. Refresh the page and ensure that it is real.

• Read the fine print: Before you sign up for that free trial or service, make sure to read the terms and conditions, especially about auto-renewals.

• Check your cart: Before checking out, check if there are any unwanted items or services that have been added to your cart.

• Using browser tools: Some add-ons like ad blockers will prevent some dark patterns such as cloaked ads or irrelevant pop-ups.

Sweta sums up with a positive message: "I have taken to keeping a specific mail for online shopping and now always double-check the subscription, which has made all the difference."

Steps by the Government

Realizing the damage caused by dark patterns, the Indian government has initiated guidelines under the Consumer Protection Act, 2019. Under the Draft Guidelines for Prevention and Regulation of Dark Patterns, 2023, defines dark patterns as: "deceptive user interface tactics that are likely to mislead consumers, impair consumer decision-making, or manipulate consumer autonomy".

Important measures

1. Prohibition on practices such as false urgency, where websites exaggerate scarcity to rush purchases.

2. No sneaking of extra items or charges without the consent of the consumer.

3. Prevent subscription traps, where the cancellation becomes difficult or is obscure.

4. Punishing the platforms for disguising ads masquerading as user-generated content.

These rules will be applicable to all online platforms selling goods and services in India and hence make the consumers better protected against manipulative practices.

The Power of Awareness

The first step to being safe is realizing that not all deals are as urgent or as good as they appear. Platforms thrive on the fact that most users do not stop to question pop-ups, alerts, or complicated terms. It takes a moment to think and double-check details to save you from those traps.

Sweta's tips ring true for many young online shoppers: "Shopping online should feel convenient, not like a game of dodgeball with pop-ups and hidden charges. Knowing about dark patterns helps you shop smarter and stress-free."

Dark patterns may be designed to trick us, but with vigilance and awareness, we can take control of our online shopping experiences. The next time a website pressures you to act fast or complicates your decisions, remember that you're in charge, not the algorithm.