Dark patterns are tactics some businesses use to nudge, manipulate, or trick you into spending more money than planned or providing personal data that’s not needed. These tactics can be used in many situations, but the place consumers will see them most is online platforms, shopping websites and apps.
Common dark patterns include:
Hidden costs
Have you ever tried to buy something online, only to discover unexpected items in your cart?
Hidden costs are extra costs you only find out about towards the end of your purchase, or which are made less obvious. They can include pre-selected extras you may not want, and add-ons presented so you feel you must buy them.
Some hidden costs are even sneakier, such as a pre-selected free trial period for a service that renews automatically if you don’t cancel before it ends—charging your card for an ongoing membership.
Or the charge being added in a foreign currency - remember to check you are being charged in Australian Dollars before you purchase.
Scarcity cues
Hands up if you’ve ever experienced FOMO (fear of missing out)?
Scarcity cues are designed to create FOMO or a sense of urgency, which pushes you to make hasty decisions about buying. When you’re rushed you won’t take the time needed to compare prices or shop around and can end up spending more than you planned or buying things you don’t need.
Examples are countdown timers for shopping carts or notifications about discount prices and low stock, such as ‘Only 4 left’.
Forced continuity
Have you ever been tempted to sign up for a free trial or subscription?
Forced continuity refers to subscriptions that are easy to sign up to, but harder to get out of.
You may only have to provide basic details to subscribe for a product or service, but you may need to go through multiple steps online or even phone the company to cancel the subscription.
Forced continuity is sometimes combined with hidden costs.
False hierarchy
False hierarchy tactics are designed to nudge you towards the business’s preferred product or service they provide.
The business’s preference is generally displayed prominently using attractive colours, while the least preferred option can be presented in smaller font or in subtle or dull colours.
Data grabs
A data grab is when businesses ask you for more information than they need to process your request.
Have you ever had to provide your full name and postcode when subscribing to a newsletter? Or had to provide your date of birth for a purchase?
That’s a data grab and you should be concerned about what the business plans to do with your information and how securely they are storing it.
Activity notifications
Activity notifications tell you what other people are doing on a website or app, such as ‘Someone in North Adelaide just bought the You Beaut Swag’ or ‘15 people are currently looking at this hotel room’. These notifications will appear seconds apart and often be bundled with scarcity cues to create or enhance a sense of urgency.
The activity described may be fake, or they could be real purchases from within a long period of time which are set to repeat on the website, suggesting constant business.
Confirm shaming
Confirm shaming is loaded language designed to make you feel silly or worried if you don’t agree to buying a product or service. This dark pattern usually appears on subscription offers and larger purchases.
For example, an online shop you’re browsing might offer you a 10% discount on your next purchase if you subscribe to its newsletter. Instead of giving you ‘Yes’ or ‘No’ options, you’re faced with ‘I’d love a discount!’ and ‘No thanks, I prefer to pay full price’.
Similarly, you might be offered an after-purchase care plan and the options are to tick ‘Yes please, I’ll feel better knowing I have that protection’ or ‘No thanks, I’ll take my chances’.
Disguised advertisements
Disguised advertisements are often ‘clickbait’—a headline or link, which may be sensationalised or misleading, designed to attract your attention and make you click through to online content.
They are designed to look like genuine content or search results on a website that will instead redirect you to a product or service.
Redirection or nagging
Businesses use redirection or nagging tactics to continuously move you away from the task you want to complete, such as trying to leave their website after browsing without buying.
Redirection or nagging often appear as pop-ups to encourage you to subscribe or set up an account to receive a discount. In some cases, you may get a series of pop-ups, one after another.
What can you do?
Shopping online can be cheaper and more convenient for you. However, make sure you understand your rights before you click ‘pay now’.
Follow our tips to ignore the tactics, save money and avoid post-purchase regret:
- don’t be rushed to buy
- shop around by looking at other suppliers or options
- do your research to be sure the website is reputable and safe to use
- understand the trader’s refund policy
- read the fine print, including the terms and conditions, before you click ‘pay’
- budget and spend sensibly
- ask family and friends for supplier recommendations and do a quick search for reviews
- know when you’re entitled to a refund, repair or replacement
- look after receipts and keep your proof of purchase in case something goes wrong.
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