Dark Patterns: How Websites Are Designed to Influence Your Spending
Quick Answer
What Dark Patterns Are
"Dark patterns" is a term used by researchers and regulators to describe design choices that influence user decisions in ways that favour the business over the user. The term was coined by UX researcher Harry Brignull in 2010 and has since been adopted by the FTC, CFPB, and European consumer protection authorities.
The FTC's 2022 Bringing Dark Patterns to Light report documented dark patterns across e-commerce, subscription services, and cookie consent flows.
Common Dark Patterns in Online Shopping
| Dark Pattern | What It Looks Like | FTC or Regulatory Action? |
|---|---|---|
| Drip pricing | Price displayed without mandatory fees; full cost only revealed at checkout | FTC has cited this as deceptive pricing under the FTC Act |
| Pre-ticked boxes | A subscription or add-on is pre-selected by default; you must uncheck it to opt out | Addressed in FTC Click-to-Cancel rule (2024) |
| Confirm-shaming | Cancel button is labeled "No thanks, I hate saving money" to make declining feel irrational | FTC has referenced this in enforcement complaints |
| Urgency cues | Countdown timers or "only 2 left" messages that may not reflect actual inventory or deadline | FTC Act covers false urgency claims if inventory or deadline is fabricated |
| Hidden unsubscribe | Cancel button is buried, requires calling a phone number, or is not accessible online if you signed up online | FTC Click-to-Cancel rule requires cancellation be as easy as signup |
| Bait-and-switch offers | Advertising one price or product and presenting a different offer at checkout | FTC Act prohibits this |
| Interface interference | Key information (such as the "add to cart" button vs. "add to wishlist") designed to cause accidental purchases | Regulatory attention increasing in EU and U.S. |
The FTC Click-to-Cancel Rule (2024)
The FTC's Click-to-Cancel rule, finalized in October 2024, directly addresses subscription dark patterns. It requires that:
- If you can sign up online, you must be able to cancel online
- Companies must clearly disclose all subscription terms before charging
- Cancellation must be as easy as signup; obstacle-filled cancellation flows violate the rule
This rule is enforceable and companies found in violation can face civil penalties.
How to Identify Dark Patterns While Shopping
At checkout: Review the full order summary before confirming. Check for pre-selected add-ons, insurance, or subscriptions.
On subscription offers: Read any "if paid in full" or "offer ends in" language carefully. Look for the cancellation process before signing up.
On product pages: "Only 3 left" and countdown timers may or may not reflect actual inventory. For non-urgent purchases, the item is typically available the next day.
In cookie consent banners: "Accept all" buttons are typically larger and more prominent than the option to manage or decline cookies. Both options are required to be available under current regulations.
How to Report Dark Patterns
| Agency | Website / How to File |
|---|---|
| FTC | ReportFraud.ftc.gov, 1-877-382-4357 |
| CFPB (for financial products) | consumerfinance.gov/complaint, 1-855-411-2372 |
| State attorney general | usa.gov/state-consumer, some states have specific deceptive design enforcement |