In 2025 these new states are passing privacy laws that will target dark patterns:
Delaware, Iowa, Maryland, Minnesota, Nebraska, New Hampshire, New Jersey, and Tennessee.
Dark patterns are deceptive design techniques used in websites, apps, games, and advertisements to manipulate users into making decisions that may not be in their best interest. These tactics often prioritize business goals, such as increasing revenue or engagement, over user well-being. To be in compliance it’s best to avoid deceptive practices or “dark patterns”. In this guide we highlight nine common examples of dark patterns, from trick questions to sneaky advertising techniques, along with tips on how to spot and avoid them.
1. Trick Questions: Confusing the User
Trick questions manipulate users by framing choices in misleading ways.
Example in UX
A common scenario involves account sign-ups, where users encounter opt-in checkboxes phrased ambiguously, such as:
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- “Uncheck if you don’t want to receive promotional emails.”
Such phrasing forces users to double-check their decisions, often leading to unintended choices.
How to Spot This Dark Pattern?
Look for complex or double-negative phrasing in forms. Always read the fine print before proceeding.
2. Roach Motel: Easy In, Hard Out
The “roach motel” design makes it easy to sign up for services but incredibly difficult to unsubscribe or cancel.
Example in ioS and Android Apps:
Subscription-based platforms like streaming services often bury cancellation options deep within account settings or require users to contact customer support to cancel.
How to Spot It
Before signing up, check if cancellation details are readily accessible in the terms or FAQs.
3. Bait and Switch: Promising One Thing, Delivering Another
This tactic involves presenting an appealing option, only to substitute it with a less desirable one after user interaction.
Example in Games
Mobile games often advertise “free” in-app purchases or rewards but require users to complete onerous tasks or watch ads to unlock them.
How to Spot It
Be wary of “too good to be true” offers and read the terms for any hidden requirements.
4. Hidden Costs: Surprises at Checkout
Hidden costs emerge during the final stages of a transaction, often discouraging users from backing out after investing time in the purchase process.
Example in E-commerce
Retail websites sometimes reveal unexpected fees, such as high shipping costs, only at checkout.
How to Spot It
Before starting a purchase, check for a breakdown of potential costs or use tools like free shipping calculators.
5. Forced Continuity: Unwanted Subscriptions
With forced continuity, users unknowingly sign up for recurring subscriptions due to unclear or buried terms.
Example in Advertising
Free trial offers often transition automatically into paid subscriptions without a clear reminder.
How to Spot It
Read the fine print before starting a free trial, and set reminders to cancel if needed.
6. Confirmshaming: Guilt-Based Persuasion
“Confirmshaming” uses emotionally charged language to guilt users into making certain decisions.
Example in Apps
A pop-up might say, “No thanks, I hate saving money,” when declining an offer to subscribe to newsletters or premium services.
How to Spot It
Ignore emotionally manipulative language and focus on whether the offer aligns with your needs.
7. Disguised Ads: Blurring Content and Advertising
Disguised ads are designed to appear as regular content, tricking users into clicking them.
Example in Advertising
Search engines and social media platforms often embed ads that look identical to organic results or posts.
How to Spot It
Check for labels like “Sponsored” or “Ad,” typically in small, faint text.
8. Privacy Zuckering: Misleading Data Sharing Practices
Named after Facebook CEO Mark Zuckerberg, this tactic involves nudging users into sharing more personal information than intended.
Example in Privacy Policies
Social media platforms may enable multiple data-sharing settings by default or make it difficult to opt out.
How to Spot It
Carefully review and customize privacy settings after creating accounts.
9. Nagging: Constant Interruptions
Nagging involves repetitive pop-ups or notifications designed to wear down users into agreeing to something, such as enabling app notifications or subscribing to newsletters.
Example in Apps
Freemium apps often bombard users with ads for premium features, interrupting functionality until the user gives in.
How to Spot It
Identify repetitive patterns and disable non-essential notifications where possible.
Dark Patterns in Advertising
Advertising is rife with dark patterns designed to manipulate consumer behavior. Some common examples include:
- False Scarcity: “Only 3 items left in stock!” messages intended to rush decisions.
- Hidden Discounts: Promoting a sale but requiring users to spend beyond a threshold to unlock savings.
- Overpromising Benefits: Ads claiming products will deliver extraordinary results without evidence.
Dark Patterns in Games
The gaming industry is notorious for using dark patterns to drive revenue, often through in-app purchases or predatory monetization tactics.
Examples in Games
- Pay-to-Win Models: Offering competitive advantages only to players who spend money.
- Countdown Timers: Requiring players to wait unless they purchase currency to speed up the game.
- Addictive Features: Using psychological triggers, like unpredictable rewards, to keep players engaged.
Dark Patterns in Apps
Many apps employ manipulative tactics to increase engagement or revenue.
Examples in Apps
- Overwhelming Permissions: Asking for unnecessary access to personal data, like location or contacts.
- Invasive Onboarding: Requiring users to sign up with social media accounts instead of providing a guest option.
How to Avoid Dark Patterns
Checklist to Identify Dark Patterns
- Does the design use overly complex language?
- Are there hidden terms or fees?
- Is it difficult to reverse or cancel decisions?
- Are emotional triggers used to manipulate you?
Steps to Protect Yourself
- Always read privacy policies and terms of service.
- Use browser extensions or apps that flag manipulative designs.
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Stay skeptical of pop-ups, ads, or offers that seem overly persistent or emotionally charged.
How Businesses Can Avoid Using Dark PatternsFor businesses, ethical design is critical to maintaining user trust and avoiding regulatory scrutiny. Dark patterns can lead to legal consequences and reputational harm. Instead, companies should:
- Focus on Transparency: Ensure that all user interactions are straightforward and consent-based.
- Implement Usability Testing: Test designs with real users to identify potential confusion or manipulation.
- Adopt Ethical Standards: Follow guidelines from organizations like the Dark Patterns Tip Line.
