Almost forty percent of the 399 surveyed webshops used dark patterns to manipulate customers into making purchases. This is the opinion of the European Commission and consumer authorities of 23 EU countries. They want regulators to take action.
Met dark patterns means the European Commission manipulative techniques that tempt consumers into making choices that may not be in their best interest. Examples of dark patterns are fake countdown timers, luring customers to more expensive products or subscriptions through language or the visual design of a website, or hiding important information such as order costs, the composition of products or the availability of a cheaper alternative.
The European Commission says that 148 of the 399 websites surveyed use at least one of these forms of dark patterns. Among other the Dutch Authority for Consumers and Markets participated in this study. Concealing important information was used most often: 70 times. The European Commission also says that 23 websites concealed information to entice customers to take out subscriptions. During the research, the partners also looked at the apps of these webshops; dark patterns were used in 27 of the 102 apps studied.
According to the Commission, national supervisors will now contact the companies behind the webshops and apps because of the dark patterns found and take action where possible. The Commission also wants to write to some webshops and ask them to stop using the dark patterns. Finally, the Commission asks for feedback to investigate whether three European directives on consumer protection are still sufficient for web shops.
