Dark Patterns and what you need to know about them

They are often used on online platforms, shopping websites and apps, and in emails and SMS. Some common dark patterns include:

• hidden costs – extra costs consumers only find out about towards the end of their purchase, or which are made less obvious

• scarcity cues – designed to create a fear of missing out, which pushes users to make rushed decisions about buying or spending more than they planned

• trick questions – used to make choices that are in the business’s interests and not necessarily the consumers

• forced continuity - subscriptions that are easy to sign up to, but hard to get out of

• disguised advertisements or clickbait – ads that look like a news headline or link, designed to attract attention so consumers click through to online content

Shopping online can be cheaper and more convenient for you. However, make sure you understand your rights before you click ‘pay now’.