Dark patterns explained: How to spot and avoid deceptive UX

What are dark patterns?

Dark patterns, also known as deceptive user experience (UX) patterns, or Black UX, are deliberate design tactics that trick online users into making choices that aren’t always in their best interest. 

Chances are, you’ve encountered dark patterns – 97% of websites and apps in Europe use them. To make matters worse, they’re just one of a growing number of unfair commercial practices risking online consumer safety.

At times, these tactics seem harmless. You click yes to speed up the transaction and end up subscribed to a newsletter that you probably won’t read. No harm done. 

But if you’ve ever tried to cancel a service, only to find yourself stuck in a maze of confusing menus and guilt-tripping prompts, you know how frustrating, and potentially damaging, dark patterns can be. 

As digital services become woven into everyday life, the use of deceptive UX design has exploded. Increasingly, these designs nudge consumers in ways that boost the bottom line, but leave the individual worse off.

It’s important for consumers and businesses alike to understand dark patterns, as they can cause serious personal, financial and legal consequences.

Who dark patterns impact and why they work

Dark patterns exploit how the human brain processes information, triggering confusion and stress to push consumers into choices they wouldn’t normally make. 

By manufacturing urgency, these designs create a fear of missing out that prevents people from thinking clearly. They also nudge or pressure users into giving up control of their personal data and privacy. 

In one of the most high-profile cases, TikTok was fined €345 million by the Irish Data Protection Commission for using unfair design practices targeting children. In addition to employing improper age verification mechanisms, the app’s default settings pushed pop-ups steering children to choose a public account. 

Dark patterns affect everyone, but some groups, especially those lacking access to fair and inclusive services, are most at risk.

• Seniors may struggle with complex interfaces and small print.
• People with low digital literacy are less likely to recognise manipulative tactics.
• Children and teenagers are more susceptible to social proof, bright colours, and gamified tactics.
• Consumers under stress or money-related pressure are more likely to act quickly and overlook subtle traps.

Common examples of deceptive UX design patterns

While dark patterns take many shapes and forms, each is designed to steer users towards choices that benefit the business over the individual. 

The list below highlights some of the most common manipulative design tricks users encounter today.

Nagging

This tactic bombards users with repetitive prompts, pop-ups or notifications that push them towards a specific action, usually one that they’ve already declined. Over time, the constant interruptions chip away at users’ patience, making them give in just to stop the hassle.  

Social media apps, such as Instagram, are notorious for nagging users to turn on notifications and making it hard to permanently dismiss them. 

Image source: Pexels, cottonbro studio

Misleading discounts

Sometimes products or services are shown at a discount compared to an inflated, outdated, or even fake reference price, creating the illusion of savings. 

For example, a retailer might list an item at 50% off based on a price it never actually sold at, making the deal seem better than it really is and tricking users into buying something they wouldn’t have otherwise.

Roach motel (hard to cancel)

Designed to trap users and wear them down, the roach motel makes it easy to sign up but difficult to unsubscribe.  

In one of the most notable examples, e-commerce giant Amazon settled a USD 2.5 billion dollar lawsuit for using the roach motel to dupe millions of customers into signing up for Prime, while making the cancellation process deliberately difficult.

Image source, Adobe Stock

Disguised ads

Disguised ads intentionally blur the line between actual interface elements and sponsored material, editorial and sponsored material. 

For example, in-app notifications may resemble system alerts or helpful tips, but actually promote a product or service. In other common cases, fake download buttons don’t deliver the promised content, instead taking you to sponsored content or even malware.

Fake social proof

Not all five-star ratings are what they seem. Marketing teams, PR firms and individual sellers often post bogus online reviews or ratings to create a false sense of popularity or trust around their products. 

According to research shared by BEUC – The European Consumer Organisation – and its Spanish member OCU, up to 8.4% of products on Amazon and 6.2% of hotels on TripAdvisor use fake reviews. 

Known as astroturfing, entire platforms exist with the sole purpose of selling positive reviews to businesses looking to boost their image.

Image source: Adobe Stock

Drip pricing

Drip pricing is when extra costs appear after the user has started the purchase process. If you’ve ever bought an airline ticket convinced you were getting a deal, only to find the final price skyrocket once baggage, seat selection and services fees and taxes were added, then you’ve fallen victim to this common dark pattern.

Hidden costs

Hidden costs are a design trick that conceals unexpected fees, which are buried deep in the checkout process and only revealed at final payment. 

Ticketing platform Ticketmaster recently came under scrutiny, agreeing clearer prices after allegations of opaque pricing from both artists and consumers.

Image source: Adobe Stock

Hidden subscription

This pattern sneakily enrolls users into a recurring payment when they believe they’ve signed up for a free trial or made a one-time purchase.

Subscription information is often hidden in pages of fine print, making it hard to spot before the charges begin. Worse yet, sellers may claim that you knew about the subscription or even explicitly consented to it.

Fake urgency and fake scarcity

Dark patterns sometimes invent deadlines or stock shortages, sometimes known as scarcity cues, to exploit a fear of missing out, pressuring users into quick decisions without taking the time to think through the purchase. 

E-commerce platforms use countdown timers while booking sites use messages like “Only 10 minutes left to claim this deal!” or “Only 2 rooms left at this price!”

Image source: Adobe Stock

Confirmshaming

Confirmshaming is a type of dark pattern whereby guilt-inducing language manipulates or shames users into making a choice that benefits the company.

For example, a subscription upsell or charity donation prompt might include language like “No, I don’t want to save money” or “I don’t like helping those in need”.

Preselection

Preselection is when certain options, usually expensive or unfavourable extras, are selected by default, forcing the user to opt out. The EU’s Consumer Rights Directive, which entered into force in 2014, banned the use of preticked boxes in Europe.

Image source: Adobe Stock

Trick wording

With trick wording, deliberately complex or misleading language, like double negatives, baits users into compliance. Often appearing in the form of check boxes or pop-ups, language might resemble “Uncheck here if you do not wish to receive marketing emails”.

Sneak into basket

This is when extra products or services are added to a user’s shopping cart without their explicit consent. The result? Consumers unwillingly end up paying more. 

Like preselection, this practice is prohibited under EU consumer law. But it still appears in subtler forms, such as interfaces that make it confusing or awkward to refuse an extra.

Image source: Pexels, Ivan S

Are dark patterns illegal?

Multiple EU laws do address deceptive online techniques. However, Europe’s regulatory framework is fragmented and lacks a single, clear definition of dark patterns.

The Digital Services Act prohibits practices that distort or impair consumers’ ability to make informed choices, while the Unfair Commercial Practices Directive targets misleading or aggressive business-to-consumer practices.

Other laws like the AI Act and the Consumer Rights Directive also address deceptive UX design and associated risks, including in the financial services. 

Despite these rules, legal ambiguity, ever-evolving online tactics and the borderless nature of the internet have created gaps allowing many dark patterns to persist.

How to avoid dark patterns

Digital vigilance is key. By learning how to spot deceptive tactics online, you can make more informed decisions and avoid being taken advantage of.

1. Read slowly and carefully. Take your time when reading options and checkboxes. Pause and reread confusing language or ask someone you trust to double-check for you.
2. Scrutinise the final total. Before pressing pay, always review your basket or booking summary. Sneaky extras like accessories or subscriptions often appear at the last instant.
3. Question scarcity and urgency. Whenever you see “Deal ends in 10 minutes!”, stop and ask yourself if it’s genuine. Chances are, it’ll still be there after you do a quick comparison.
4. Check for preselected boxes. Don’t assume preselected boxes are in your best interest. These dark patterns can automatically sign you up for paid add-ons, so untick anything you didn’t actively choose.
5. Don’t be guilt-tripped into compliance. Ignore guilt-inducing language and pick the option that aligns with what you want. If it makes you feel like a bad person, it’s likely by design.
6. Persist through arduous cancellation processes. Roach motels and nagging rely on wearing you down. Stay patient and persistent. A few extra clicks are worth it to avoid another unwanted charge.
7. Do your research. Don’t believe social proof at first glance. Check multiple sources before trusting testimonials or five-star reviews.
8. Protect your data. Be mindful of what consent you give and opt out of unnecessary sharing. Avoid clicking accept all without reading what you’re agreeing to.

Towards a fairer digital marketplace

Dark patterns aren’t just design or marketing ploys aimed at boosting the bottom line. They manipulate and exploit consumers, cause real harm, and erode long-term trust and credibility. 

As the European Commission prepares the Digital Fairness Act to address unfair online practices, Finance Watch is calling for strong, binding rules to prevent dark patterns, protecting consumers and ensuring fairness in the digital retail marketplace. 

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