DARK PATTERNS
1. Context
Some Internet-based firms have been tricking users into agreeing to certain conditions or clicking a few links. The unsuspecting users would not have accepted such terms or clicked URLs (uniform resource locator), but for the deceptive tactics of tech firms. Such acceptance and clicks are flooding the inboxes of the users with promotional emails they never wanted.
2. Dark Patterns
- A dark pattern is a user interface crafted to trick or manipulate users into making choices detrimental to their interests.
- The term 'Dark Patterns' was coined by user experience designer Harry Brignull in 2010.
- By using dark patterns, digital platforms take away a user's right to full information about the services they are using and their control over their browsing experience.
3. Types of Dark patterns
Several kinds of dark patterns exist in the online space, and many have been identified as causing some consumer harm.
ASCI has recognized four dark patterns and these are the proposed areas of extension to the ASCI code on misleading ads.
Drip Pricing-It is a pattern when the total price is only revealed at the very end of the buying process.
Bait and switch- It is a pattern that occurs when a user takes an action expecting one outcome but instead is served an outcome they didn't want.
False urgency- It is a dark pattern that refers to misleading information on quantities of a particular product.
Disguised advertising- It is a pattern when an advertisement mimics editorial content.
4. Some examples of companies use Dark Patterns
- Social media companies and Big Tech Firms such as Apple, Amazon, Skype, Facebook, LinkedIn, Microsoft, and Google use dark or deceptive patterns to downgrade the user experience to their advantage.
- Amazon came under fire in the EU for its confusing, multi-step canceling process for Amazon Prime Subscriptions. After communication with consumer regulators, Amazon this year made its cancellation process easier for online customers in European countries.
- In social media, LinkedIn users often receive unsolicited, sponsored messages from influencers. Disabling this option is a difficult process with multiple steps that require users to be familiar with the platform controls.
- As Meta-owned Instagram pivots to Video-based content to compete against TikTok, users have complained that they are being shown suggested posts they did not wish to see and that they were unable to permanently set preferences.
- Another dark pattern on the application is sponsored video ads getting scattered between reels and storied users originally opted to view, tricking them for several seconds before they can see the small "sponsored" label.
- Google-owned YouTube nags users to sign up for YouTube Premium with pop-ups, obscuring the final seconds of a video with thumbnails of other videos- a way of disrupting what should have been an otherwise smooth user experience.
5. Disadvantages of Dark Patterns
- Dark patterns endanger the experience of Internet users and make them more vulnerable to financial and data exploitation by Big Tech firms.
- Dark patterns confuse users, introduce online obstacles, make simple tasks time-consuming, have users sign up for unwanted services/products and force them to pay more money or share more personal information than they intended.
- These include "baseless" countdowns for online deals, conditions in fine print that add on to costs, making cancellation buttons hard to see or click, making ads appear as news reports or celebrity endorsements, auto-playing videos, focusing users to create accounts to finish a transaction, silently charging credit cards after free trails end, and using dull colors to hide information that users should know about.
- The FTC report has warned that as Augmented reality (AR) and virtual reality (VR) platforms and devices grow in usage, dark patterns will likely follow users to these new channels as well.
- Internet users who can identify and recognize dark patterns in their daily lives can choose more user-friendly platforms that will respect their right to choose and privacy.
For Mains
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For prelims: Dark patterns, Cyber security, IT Act.
For Mains:1. What are Dark Patterns? How do companies use Dark patterns and illustrate them with some examples? (250 Words)
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Source: The Hindu
