Companies are Subtly Tricking Users Online with 'Dark Patterns'

CNN reports:

An 'unsubscribe' option that's a little too hard to find. A tiny box you click, thinking it simply takes you to the next page, but it also grants access to your data. And any number of unexpected charges that appear during checkout that weren't made clearer earlier in the process. Countless popular websites and apps, from retailers and travel services to social media companies, make use of so-called 'dark patterns,' or gently coercive design tactics that critics say are used to manipulate peoples' digital behaviors.

The term 'dark patterns' was coined by Harry Brignull, a U.K.-based user experience specialist and researcher of human-computer interactions. Brignull began noticing that when he reported to one of his clients that most test subjects felt deceived by an aspect of their website or app design, the client seemed to welcome the feedback. 'That was always intriguing for me as a researcher, because normally the name of the game is to find the flaws and fix them,' Brignull told CNN Business. 'Now we're finding 'flaws' that the client seems to like, and want to keep.'

To put it in the parlance of Silicon Valley, he realized it was a feature, not a bug....

Brignull, for his part, said he has spent time testifying as an expert witness in some class action lawsuits related to dark patterns in the UK. 'The scams don't work when the victim knows what the scammer is trying to do,' Brignull said. 'If they know what the scam is, then they're not going to get taken in — and that's why I've enjoyed so much exposing these things, and showing it to other consumers.'
The article notes that America's Federal Trade Commission 'is ramping up its enforcement in response to 'a rising number of complaints about the financial harms caused by deceptive sign-up tactics, including unauthorized charges or ongoing billing that is impossible cancel.''

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