Over the past few decades, the e-commerce sector has evolved significantly. Consumers are making more online purchases than ever before. To battle growing competition, e-commerce retailers are modifying their online platforms such that it attracts customers, grabs their attention and nudges them towards completing the purchase by well designed user interfaces that influence users’ behaviour. It is not unusual for customers to add products to an e-com shopping cart, only to abandon the cart and move on to another website. This is potentially a loss to the seller, who then resorts to explicit, deceitful design choices that manipulate the user into proceeding with the purchase, or making choices that they might not have otherwise done. These are called ‘dark patterns’. ‘Dark patterns’ are used to manipulate customers into taking action, such as with triggering notifications about the scarcity of a product, urgency of sale, or social desirability of the product they might show interest in.

Section 2 (47) of Consumer Protection Act (CPA), 2019 defines Unfair Trade Practices as:

“A trade practice which, to promote the sale, use or supply of any goods or for the provision of any service, adopts any unfair method or unfair or deceptive practice”. Thus the term “unfair trade practices” describes dishonest, fraudulent, or unethical commercial practices. Misrepresentation, false promotion or representation of an item or service, fake free-gift or reward offers, deceptive pricing, and noncompliance with manufacturing standards are examples of unfair commercial practices. Since dark patterns are a form of misrepresentation and false promotion, these do come under the purview of the CPA.

Dark patterns typically use messages of the following types:

1. Urgency

A customer is continuously notified of the ending of a deal or sale, especially of those products that are of interest to them. There are two types of urgency patterns: countdown timers and limited time notifications. Often, the offer continues to be valid even after the time has run out. 

2. Misdirection-

Trick questions and “confirmshaming” are two examples of the visual, linguistic, and emotional manipulations that frequently lead to misdirections. Confirmshaming is a dark pattern that shames visitors who choose not to register or sign up. The first section of the image below is visually striking and designed to draw the user in. Subtle colours and a tone that suggests the visitor is foolish to not sign up are used in the design of the second section. 

3. Social proof

A dark pattern where a customer is goaded into buying through real or fake messages that another customer has just bought the same product.

4. Scarcity

This notification of limited availability and high demand pushes the user into purchasing a product. These pop up messages are also deceptive in many cases showing randomly generated low numbers of stock or out of stock messages. Advertising an appealing product and then revealing that it is out of stock can create disappointment in a buyer. The seller then quickly offers an alternative product.

5. Forced action

The user is forced to sign up and share their personal data (for example, their credit card details), before having access to all of its services. When the customer forgets to cancel at the end of the free trial period, they are automatically charged for their subscription. Sometimes cancelling the subscription is also made unnecessarily confusing and tedious.

6. Hidden costs

Adding a product to the cart at a reasonable price shown in the site, but when finally reaching the last step of checking out, the price shown is a lot more than the customer began with, with charges of shipping and taxes hidden at the beginning.

7. Disguised advertising

Advertisements that are disguised as other kinds of content or navigation, to attract customers. Influencer posts, sponsored reviews, and advertising as content are all examples of disguised advertising.

Influence on customers-

The Indian consumer is not immune to dark patterns, and as online commerce grows, this is an increasing area of consumer vulnerability.

*Harms to consumer autonomy – making choices based on false or paid-for reviews

*Personal consumer detriment

*Financial loss – such as buying a more expensive product, paying more than what was initially disclosed.

*Privacy harms – sharing data

*Psychological detriment and time loss

*Structural consumer detriment – having a cumulative impact on consumers collectively, even where they have imperceptible harms at the individual level.

*Weaker or distorted competition

*Less consumer trust and engagement

Legality of dark pattern:

*The legality of dark patterns is a complex matter as distinguishing between manipulation and fraudulent intent can be challenging.

*As of now, there are no specific regulations in place in most nations against dark patterns.

*Nonetheless, individuals who have experienced harm as a result of dark patterns may potentially seek compensation for damages.

*In 2022, Google and Facebook faced repercussions due to their cookie banners.

*These companies violated EU and French regulations by making it more difficult for users to reject cookies as compared to accepting them.

Addressing dark patterns:

*Guidelines from the European Data Protection Board were released in 2022 and offered designers and users of social media platforms practical guidance on how to spot and avoid so-called “dark patterns” in social media interfaces that are in violation of General Data Protection Regulation (GDPR) laws.

*The Department of Consumer Affairs and the ASCI have identified the issue and recently taken certain steps to handle the same.

*As of now, companies are being asked to desist from using such tactics in the e-market.

* Major Indian online marketplaces warn against engaging in “unfair trade practices” by implementing “dark patterns” in their user interfaces to influence consumer choice and infringe on “consumer rights” as stated in Section 2(9) of the Consumer Protection Act, 2019.

Conclusion:

With the growing use of e- platforms, a robust legal mechanism is a demand. To do this, new rules aimed against deceptive design practices may need to be introduced along with updated consumer protection laws and data protection legislation.

143 Replies to “E-commerce ‘’Dark Patterns’’ – An Unfair Trade Practice”

  1. by RobertHip 3 months ago

    Learn about the side effects, dosages, and interactions.
    generic lisinopril price
    Comprehensive side effect and adverse reaction information.

  2. by LorenzoREP 3 months ago

    Always stocked with what I need.
    where to buy cipro without prescription
    A model pharmacy in terms of service and care.

  3. by BryanPleks 3 months ago

    Read now.
    buying clomid for sale
    Medicament prescribing information.

  4. by BryanPleks 3 months ago

    Efficient, effective, and always eager to assist.
    buy generic cipro
    A pharmacy that takes pride in community service.

  5. by BryanPleks 3 months ago

    I value their commitment to customer health.
    can i purchase cheap cipro pills
    A pharmacy that truly understands international needs.

  6. by PatrickSpone 2 weeks ago

    http://semaglupharm.com/# FDA-approved Rybelsus alternative

  7. by PatrickSpone 2 weeks ago

    http://semaglupharm.com/# semaglutide maintenance dose every other week

  8. by BillySiz 2 weeks ago

    side effects of crestor generic: Online statin therapy without RX – Buy cholesterol medicine online cheap

  9. by AlbertoNeire 2 weeks ago

    Safe delivery in the US Semaglu Pharm jardiance and rybelsus

  10. by BillySiz 2 weeks ago

    atorvastatin lipitor: long term use of atorvastatin icd 10 – п»їBuy Lipitor without prescription USA

  11. by PatrickSpone 2 weeks ago

    https://semaglupharm.com/# Semaglu Pharm

  12. by BillySiz 2 weeks ago

    PredniPharm: Predni Pharm – Predni Pharm

  13. by PatrickSpone 2 weeks ago

    https://semaglupharm.shop/# rybelsus and farxiga

  14. by AlbertoNeire 2 weeks ago

    Predni Pharm PredniPharm can i order prednisone

  15. by BillySiz 2 weeks ago

    Predni Pharm: PredniPharm – Predni Pharm

  16. by PatrickSpone 2 weeks ago

    https://semaglupharm.com/# side effects of too much semaglutide

  17. by AlbertoNeire 2 weeks ago

    CrestorPharm CrestorPharm bempedoic acid vs rosuvastatin

  18. by BillySiz 2 weeks ago

    Lipi Pharm: FDA-approved generic statins online – LipiPharm

  19. by AlbertoNeire 1 week ago

    Semaglu Pharm FDA-approved Rybelsus alternative Semaglu Pharm

  20. by BillySiz 1 week ago

    Predni Pharm: PredniPharm – Predni Pharm

  21. by JamesMok 1 week ago

    https://semaglupharm.com/# Order Rybelsus discreetly

  22. by AlbertoNeire 1 week ago

    SemagluPharm SemagluPharm Semaglu Pharm

  23. by BillySiz 1 week ago

    apo-rosuvastatin 10 mg: Crestor Pharm – Crestor Pharm

  24. by AlbertoNeire 1 week ago

    generic prednisone online PredniPharm prednisone brand name canada

  25. by PatrickSpone 1 week ago

    https://semaglupharm.com/# SemagluPharm

  26. by BillySiz 1 week ago

    LipiPharm: Lipi Pharm – Affordable Lipitor alternatives USA

  27. by JamesMok 1 week ago

    http://crestorpharm.com/# Over-the-counter Crestor USA

  28. by AlbertoNeire 1 week ago

    USA-based pharmacy Lipitor delivery LipiPharm cost of atorvastatin

  29. by PatrickSpone 1 week ago

    https://semaglupharm.com/# Rybelsus online pharmacy reviews

  30. by BillySiz 1 week ago

    rosuvastatin 10 mg effet secondaire: is crestor hydrophilic or lipophilic – No doctor visit required statins

  31. by AlbertoNeire 1 week ago

    Over-the-counter Crestor USA Crestor home delivery USA Crestor Pharm

  32. by PatrickSpone 1 week ago

    https://semaglupharm.shop/# SemagluPharm

  33. by BillySiz 1 week ago

    PredniPharm: Predni Pharm – PredniPharm

  34. by AlbertoNeire 1 week ago

    atorvastatin 20 mg tablet Lipi Pharm Lipi Pharm

  35. by PatrickSpone 1 week ago

    https://semaglupharm.com/# SemagluPharm

  36. by JamesMok 1 week ago

    http://prednipharm.com/# prednisone online india

  37. by BillySiz 1 week ago

    PredniPharm: PredniPharm – buying prednisone without prescription

  38. by AlbertoNeire 1 week ago

    PredniPharm Predni Pharm prednisone 10 mg coupon

  39. by PatrickSpone 1 week ago

    https://semaglupharm.com/# SemagluPharm

  40. by BillySiz 1 week ago

    п»їBuy Lipitor without prescription USA: LipiPharm – LipiPharm

  41. by AlbertoNeire 1 week ago

    No doctor visit required statins Crestor Pharm crestor wiki

  42. by Roberttooff 1 week ago

    India Pharm Global: India Pharm Global – top 10 online pharmacy in india

  43. by Samuelepize 1 week ago

    India Pharm Global india online pharmacy online shopping pharmacy india

  44. by Roberttooff 1 week ago

    reputable mexican pharmacies online: Meds From Mexico – buying from online mexican pharmacy

  45. by Samuelepize 1 week ago

    Meds From Mexico Meds From Mexico buying from online mexican pharmacy

  46. by JamesRor 1 week ago

    http://indiapharmglobal.com/# India Pharm Global

  47. by Roberttooff 1 week ago

    canadian pharmacy oxycodone: canadian drug pharmacy – canadian discount pharmacy

  48. by Samuelepize 1 week ago

    canadian neighbor pharmacy Canada Pharm Global www canadianonlinepharmacy

  49. by JamesRor 1 week ago

    http://canadapharmglobal.com/# canada drugs online reviews

  50. by Roberttooff 1 week ago

    Meds From Mexico: mexican pharmaceuticals online – Meds From Mexico

  51. by Samuelepize 1 week ago

    buying prescription drugs in mexico online medicine in mexico pharmacies buying prescription drugs in mexico

  52. by Roberttooff 1 week ago

    ed drugs online from canada: precription drugs from canada – best canadian pharmacy online

  53. by Samuelepize 1 week ago

    canadian pharmacy meds review canadian pharmacy checker online canadian pharmacy review

  54. by Roberthom 1 week ago

    https://canadapharmglobal.shop/# canadian mail order pharmacy

  55. by JamesRor 1 week ago

    https://medsfrommexico.com/# mexican pharmaceuticals online

  56. by Roberttooff 1 week ago

    Meds From Mexico: Meds From Mexico – Meds From Mexico

  57. by Samuelepize 1 week ago

    mexican online pharmacies prescription drugs Meds From Mexico Meds From Mexico

  58. by Roberthom 1 week ago

    http://canadapharmglobal.com/# online pharmacy canada

  59. by Roberthom 1 week ago

    https://indiapharmglobal.shop/# India Pharm Global

  60. by JamesRor 7 days ago

    https://canadapharmglobal.shop/# online pharmacy canada

  61. by Roberthom 7 days ago

    https://medsfrommexico.com/# Meds From Mexico

  62. by Roberttooff 7 days ago

    mexican border pharmacies shipping to usa: Meds From Mexico – Meds From Mexico

  63. by Samuelepize 7 days ago

    my canadian pharmacy Canada Pharm Global legitimate canadian pharmacy online

  64. by JosephDrymn 7 days ago

    cbd oil pharma tgm para que sirve se busca farmaceutico Papa Farma

  65. by ClintonElade 7 days ago

    ge fullmakt apotek: apotek tippen – Svenska Pharma

  66. by RobertBip 7 days ago

    http://efarmaciait.com/# artrosilene cosa serve

  67. by JosephDrymn 6 days ago

    dr max app EFarmaciaIt italy farmacia

  68. by ClintonElade 6 days ago

    Svenska Pharma: kГ¶pa medicin online – Г¶ppettid apotek

  69. by JosephDrymn 6 days ago

    dove vedere ted 2 EFarmaciaIt tiche in gravidanza

  70. by ClintonElade 6 days ago

    kompresjonstГёy apotek: pГҐ nett – thc test apotek

  71. by RobertBip 6 days ago

    http://raskapotek.com/# ingefær te apotek

  72. by JosephDrymn 6 days ago

    Svenska Pharma beställ hem covid test Svenska Pharma

  73. by JosephDrymn 6 days ago

    EFarmaciaIt luvion 25 EFarmaciaIt

  74. by ClintonElade 6 days ago

    Svenska Pharma: vaccin apotek – Svenska Pharma

  75. by RobertBip 6 days ago

    http://svenskapharma.com/# tabletter med paracetamol

  76. by JosephDrymn 6 days ago

    Svenska Pharma Svenska Pharma apotek Г¶ronhГҐltagning

  77. by ClintonElade 6 days ago

    apotek diarre: apotek shampoo – halsfluss test apotek

  78. by JosephDrymn 5 days ago

    Svenska Pharma Svenska Pharma Svenska Pharma

  79. by ClintonElade 5 days ago

    normix cane forum: EFarmaciaIt – eskim generico

  80. by JosephDrymn 5 days ago

    Rask Apotek Rask Apotek Rask Apotek

  81. by ClintonElade 5 days ago

    Rask Apotek: Rask Apotek – morgenkГҐpe apotek

  82. by ClintonElade 5 days ago

    filter til hГёreapparat apotek: magnesium spray erfaringer – slim i halsen apotek

  83. by JosephDrymn 4 days ago

    Rask Apotek Rask Apotek apotek nettbutikk norge

  84. by ClintonElade 4 days ago

    farmaciia: ozempic 0 25 comprar – Papa Farma

  85. by HenrySef 4 days ago

    https://raskapotek.com/# lagerstatus apotek

  86. by JosephDrymn 4 days ago

    Rask Apotek sopp i huden apotek hudormer nese apotek

  87. by ClintonElade 4 days ago

    pipetter apotek: Rask Apotek – Rask Apotek

  88. by JosephDrymn 4 days ago

    tГёy munnbind apotek Rask Apotek Rask Apotek

  89. by AlbertFluop 4 days ago

    parapharmacie commande en ligne: Pharma Confiance – pharmacie grand homme

  90. by Williamthers 4 days ago

    Pharma Jetzt PharmaJetzt gГјnstigste internetapotheke

  91. by AlbertFluop 4 days ago

    Medicijn Punt: online doktersrecept – MedicijnPunt

  92. by Williamthers 3 days ago

    pharmicie pharmacie discount lens Pharma Confiance

  93. by Chriswaist 3 days ago

    http://pharmaconfiance.com/# Pharma Confiance

  94. by AlbertFluop 3 days ago

    generic viagra xlpharmacy: mutual of omaha rx pharmacy – Pharma Connect USA

  95. by AlbertFluop 3 days ago

    Medicijn Punt: medicijne – apotheek medicijnen bestellen

  96. by Williamthers 3 days ago

    Pharma Connect USA bay rx pharmacy Pharma Connect USA

  97. by AlbertFluop 3 days ago

    Medicijn Punt: apotheek online nederland – apotheek online bestellen

  98. by Williamthers 3 days ago

    Medicijn Punt medicijnen zonder recept Medicijn Punt

  99. by AlbertFluop 3 days ago

    medikamente aus holland bestellen: Pharma Jetzt – PharmaJetzt

  100. by Williamthers 3 days ago

    Pharma Confiance Pharma Confiance parapharmacie homГ©opathie

  101. by AlbertFluop 2 days ago

    Pharma Jetzt: Pharma Jetzt – apotheke.com online

  102. by Williamthers 2 days ago

    Medicijn Punt MedicijnPunt ons medicatie voor apotheken

  103. by AlbertFluop 2 days ago

    apothe online: PharmaJetzt – apotheek online

  104. by Williamthers 2 days ago

    Pharma Confiance Pharma Confiance pharmacir de garde

  105. by EdwardSes 2 days ago

    https://pharmaconfiance.shop/# comprimé ketoprofene

  106. by AlbertFluop 2 days ago

    MedicijnPunt: MedicijnPunt – online apotheke

  107. by Williamthers 2 days ago

    logo biogaran pharmacie autour de chez moi pharmacie de garde 33

  108. by EdwardSes 2 days ago

    https://pharmaconfiance.shop/# phie des drakkars

  109. by AlbertFluop 2 days ago

    PharmaConnectUSA: ribavirin online pharmacy – Pharma Connect USA

  110. by Williamthers 2 days ago

    mijn apotheek online apotheek recept de apotheek

  111. by Chriswaist 1 day ago

    https://pharmaconnectusa.shop/# viagra pharmacy 100mg

  112. by EdwardSes 1 day ago

    https://pharmaconnectusa.com/# rx options pharmacy help desk

  113. by AlbertFluop 1 day ago

    MedicijnPunt: apotheker medicatie – Medicijn Punt

  114. by Williamthers 1 day ago

    PharmaJetzt medikamente kaufen online apotheke mit rechnung

  115. by AlbertFluop 1 day ago

    PharmaConnectUSA: clindamycin online pharmacy – atarax online pharmacy

  116. by Williamthers 1 day ago

    MedicijnPunt internet apotheek Medicijn Punt

  117. by Chriswaist 20 hours ago

    https://pharmajetzt.com/# medis medikamente

  118. by AlbertFluop 19 hours ago

    Pharma Connect USA: Urispas – Promethazine

  119. by Williamthers 18 hours ago

    medicijnen aanvragen apotheek apteka amsterdam Medicijn Punt

  120. by Melvinhex 17 hours ago

    sams club pharmacy: Pharma Connect USA – PharmaConnectUSA

  121. by AlbertFluop 12 hours ago

    Pharma Confiance: discount pharmacy – Pharma Confiance

  122. by Williamthers 12 hours ago

    online apotheke ohne rezept Pharma Jetzt online apo

  123. by Williamthers 6 hours ago

    MedicijnPunt apotheek nederland Medicijn Punt

  124. by AlbertFluop 6 hours ago

    lamisil online pharmacy: pharmacy selling cytotec – Pharma Connect USA

  125. by Williamthers 21 minutes ago

    PharmaConnectUSA flomax online pharmacy PharmaConnectUSA

Leave a Reply

Your email address will not be published. Required fields are marked *

This field is required.

This field is required.