Dark patterns or deceptive patterns is a trading practice wherein apps or websites make users or buyers do things that they do not intend or wish to do. For example, lets say you are buying an egg from an online grocery platform. Now you intend or wish to buy only one or two eggs priced at 12 rupees or 13 rupees. But you would then be given three options to add to your cart. That is, Buy two eggs for 12 rupees, Buy 6 eggs for 24 rupees, Buy 10 eggs for 36 rupees, saying special offer.
So instead of buying just two eggs you would be lured to buy more, which you did not originally intend or wish to do.
Another type of dark pattern is confirm shaming. An example could be from the hospitality industry. Lets say you are booking a hotel room from a travel aggregator. Now the aggregator will put up a pop up ad saying “25 people are seeing this same page right now just like you. Book this hotel room right now and avail 15% discount, otherwise you might have to pay more as there is only one room left. So What are you waiting for Hurry!” This is basically shaming the user or making him or her guilty for not making the purchase or confirm to a particular view.
Seeing all these different dark patterns used by e-commerce companies. The government has asked them to not use such unfair trade practices that deceive customers or manipulate their choices. It has set up a 17 member task force to prepare guidelines to protect consumers.
The Ministry of Consumer Affairs has identified nine types of dark patterns used by e-commerce companies. These include,
(i) False urgency-That is creating a sense of urgency or scarcity to pressure consumers into making a purchase.
(ii) Basket Sneaking- Adding additional products or service without customer consent
(iii) Confirm shaming-Using guilt to make consumers adhere, criticising consumers for not confirming to a viewpoint.
(iv) Forced action-Forcing a customer to take an action that they may not want to take
(v) Nagging-Persistent criticism, complaints and request for action.
(vi) Subscription traps-Which is easy to sign up for a service but difficult to quit.
(vii) Bait & Switch- Advertising a certain product, but delivering another, often of lower quality.
(viii) Hidden costs-Hiding additional costs until consumers are committed to make a purchase
(ix) Disguised ads- That is ads designed to look as news articles or user generated content.
With India’s digital economy set to become a 1 trillion dollar market by 2030, it is important for the government to safeguard consumer interest. And consumers on their part should educate themselves on the tricks used by apps and websites to influence their decisions.
