On 10 July 2024, the International Consumer Protection and Enforcement Network (ICPEN), under the presidency of the United States’ Federal Trade Commission, announced the results of a review of dark patterns found on websites and apps. These findings were alarming: over 76% of websites examined used at least one dark pattern and nearly 67% used multiple possible dark patterns. These practices were classified according to descriptions from the OECD’s 2022 report Dark Commercial Patterns, which highlights the growing concerns about these practices and how they can harm consumers by steering, deceiving or manipulating them.

Here are six dark patterns to watch out for next time you are shopping online:

Imagine browsing an online store when you see a limited-time discount with a countdown timer urging you to act quickly. This creates a sense of urgency that might lead you to make a hasty purchase decision based on the fear of missing out, even if the deal may not be as limited as it seems.

Key details, such as the total cost or the specifics of a subscription, are often buried in lengthy terms and conditions or hidden deep within a website. This tactic takes advantage of consumers who may not thoroughly read the fine print, leading to unexpected charges or commitments.

Persistent prompts and pop-ups that repeatedly urge you to take specific actions, such as signing up for a newsletter or notifications or adding an item to your cart, can wear down your resistance over time. This relentless nagging can push you to make decisions you would not otherwise make.

A free trial can seem enticing, but it often transitions into a costly subscription trap. After the trial period ends, you may find yourself billed for a full-year subscription, with the cancellation process hidden in complex links and buried in the fine print.

Signing up for a new service might require you to register and share personal information, with default settings often configured to share data with third-party partners. These tactics are designed to collect as much data as possible, often without the consumer fully understanding the implications.

It is often easy to sign up for a service, but when it comes time to cancel, you might find yourself trapped in a maze of complex procedures, hidden buttons, or requirements to speak with customer service. These tactics make it significantly harder to exit a service than it was to enter.

As dark patterns proliferate on websites and apps, they present significant challenges to consumers worldwide. Online shoppers increasingly encounter various forms of dark patterns. Recognising these dark patterns is crucial for consumers to avoid making potentially harmful decisions. By staying informed and vigilant, we can collectively push for a digital marketplace that prioritises transparency, fairness, and ethical practices.

The OECD Consumer Policy Ministerial Meeting addressed these pressing issues by bringing together global leaders, policymakers, and stakeholders to discuss consumer protection in the digital age. The conference fostered international co-operation and development of strategies to combat dark patterns and other unfair practices in the digital marketplace. For more information, visit the OECD Consumer Policy Ministerial website.