Why are e-comm users turning extra cautious? How to avoid dark pattern attacks?

On one hand, e-commerce companies are seeing a surge in business, while on the other hand, the use of dark patterns is also on the rise. Open any app or website, and you will find dark patterns being employed in one form or another.

What exactly are these dark patterns?

Dark patterns are tricks designed to mislead customers. Examples include hidden fees, subscription traps, and automatically adding items to your shopping cart. These selling tactics are collectively known as dark patterns, a term commonly used for consumer internet companies. These include those that sell products or services exclusively online.

Consumer internet companies are extensively using tactics like hidden fees and subscription traps. This frustrates users while using these apps or websites. You can understand the extent of these dark patterns from a report by the International Consumer Protection and Enforcement Network (ICPEN). According to the report, at least 76% of websites and apps worldwide use at least one dark pattern, and 67% use more than one.

In October 2023, the Central Consumer Protection Authority (rn ) identified 13 different dark patterns. Some of these are causing the most distress to users. Let’s look at a few of them:

1. Forced Action:  This dark pattern involves compelling users to enter payment details to access a free trial. According to the ICPEN report, 6 out of 10 consumer internet companies force users to provide credit card or UPI details to access a so-called free trial.
2. Subscription Traps: Subscription traps frustrate many users. 81% of websites use automatic renewal, while 70% do not provide clear information on how to cancel subscriptions. This means while it is easy to subscribe to an app or service, canceling it is often difficult, leading to continued charges.
3. False Urgency: This tactic creates a false sense of urgency, suggesting that an item is running out or is available for a limited time. This tricks users into making purchases without thinking through their actual need for the item.

Why is it important to avoid these dark patterns?

Avoiding dark patterns is crucial because they encourage you to buy products or services you don’t need. This can be detrimental to your financial health. The only effective way to avoid falling for these tactics is through awareness. Stay alert while using such sites and apps, and be extra cautious if you encounter any dark patterns. Shop with intention and avoid succumbing to pressure.

By understanding and recognizing these dark patterns, you can make more informed decisions and protect yourself from manipulative practices.