A new study commissioned by the EU Commission has found that a majority of the most popular websites and apps in the European Union use manipulative design elements and psychological tricks, known as “Dark Patterns,” to influence consumer behavior. These techniques include hidden information, false hierarchies, nagging, pre-selection, forced registrations, and problematic cancellations. The most well-known example is the cookie banner, where the privacy-unfriendly option is highlighted in color, while the privacy-friendly alternative is displayed inconspicuously. The study analyzed 45 websites and 30 apps, including Google, Amazon, Facebook, and TikTok, among others.
E-commerce platforms primarily use countdown timers to create a sense of urgency and encourage users to make a purchase. Health and fitness apps and websites are more likely to use nagging and coercion techniques. The study also found that the average consumer has limited awareness of Dark Patterns. The use of these manipulations can result in financial losses, cognitive and psychological stress, loss of autonomy and privacy, and negative impacts on competing companies that do not use these tactics.
In addition to analyzing online offerings, the study also conducted behavioral experiments to examine the neurophysiological and psychological reactions to Dark Patterns and their effects on decision-making. The researchers found that Dark Patterns, combined with personalization, can influence decision-making, particularly among seniors and those with lower levels of education. The use of these manipulative techniques raises ethical concerns and highlights the need for greater transparency and consumer protection measures.
