Companies that operate e-commerce sites or mobile apps are likely familiar with an online design practice known as digital dark patterns. However, they may not be aware of the Federal Trade Commission (FTC)’s evolving position on such practices, certain of which the FTC has consistently found to be unlawful.. A recent FTC report on the subject (“FTC Report”) offers important insights on common digital dark pattern practices and warns that aggressive enforcement action is likely. Background What are Digital Dark Patterns? Companies employ dark patterns because they have proven to be highly effective. Essentially, consumers are tricked into doing things they most likely would not have done if a full and proper disclosure had been made. Moreover, because dark patterns are purposely designed to be subtle or hidden, it can be difficult for consumers to spot them. The FTC Report Findings The FTC Report focuses on four types of dark patterns that are likely to result in enforcement action. Dark patterns that induce false beliefs, resulting in a consumer being misled about what they are doing, include: The FTC Report advises companies ensure they do not create false beliefs or otherwise deceive consumers by asking a simple question of whether consumers have an accurate understanding of the material terms of the transaction. The FTC Report also clarifies that companies will be responsible for the net impression conveyed by the design, and not just the veracity of certain words in isolation. If a company becomes “aware that a particular design choice manipulates consumer behavior by inducing false beliefs,” the FTC Report recommends that the company should proactively remediate the problem. Dark patterns that hide or obscure material information from consumers include: The FTC Report advises that companies targeting a specific audience, such as children, older adults, or native speakers of other languages, take into consideration how their design choices will be perceived by these groups. For example, if a business primarily markets to older adults, it should avoid design elements that may be harder for older consumers to perceive, such as featuring important information at the periphery of the screen or in a light color. Disclosures made with poor color contrast, such as a white-text disclosure on a yellow background, are similarly problematic. Dark patterns that trick a consumer into paying for goods or services that they did not want or intend to buy include such practices as: In response to this category of dark patterns, Congress passed the Restore Online Shoppers’ Confidence Act (“ROSCA”) in 2010. ROSCA prohibits a seller from charging for goods and services sold over the internet through use of a “negative option” feature unless the seller: The FTC Report notes that acceptance of a general Terms of Service or similar document that contains unrelated information does not constitute affirmative, unambiguous consent to a particular purchase. Rather, the report suggests that a company must obtain informed consent from consumers before charging them by, at a minimum, ensuring that their consent procedures include an affirmative, unambiguous act by the consumer and avoiding placement of key purchase terms in Terms of Service or a similar document, or in hyperlinks, pop-ups, or drop-down menus. With respect to cancellation, the FTC Report advises that cancellation mechanisms must be at least as easy to use as the method the consumer used to buy the product or sign up for the service; and if a telephone number is offered, it must be properly staffed. Dark patterns involving design elements that obscure or subvert consumers’ privacy choices include user interfaces that: The FTC report encourages companies to be good stewards of consumer personal information, to include data minimization measures in any business plan, and to collect only data that is necessary to provide the service being requested by the consumer. In this respect, the FTC Report advises companies to: Conclusion Don Levy is a Partner with Outside GC’s California-based team. Don is a seasoned transactional and commercial attorney with deep experience in the Internet/e-commerce, SaaS, communications (wireless and satellite), semiconductor, software, mobile device, market research, and entertainment/media. As a former legal and business executive, Don helps technology companies efficiently and creatively navigate complex legal issues in dynamic environments. Don can be reached at [email protected].
In April 2021, the FTC held a public workshop on digital dark patterns, exploring “whether user interfaces can have the effect of obscuring, subverting, or impairing consumer autonomy and decision-making.” Their findings are contained in the FTC Report released last month.
Digital dark patterns are online design, wording, and layout elements that leverage people’s cognitive biases to improperly influence their conduct or prevent them from making informed decisions. Most anyone who has used mobile apps, websites, or is an e-commerce consumer has encountered some of these manipulative design practices, which include such tactics as pre-checked boxes, terms of acceptance (e.g., “I accept”) in really small font size, pre-filled shopping carts, pre-approval for offers when that is not the case, time or quantity limits when none really exist, hidden subscriptions, and vague or confusing language. More subtly, even colors, shapes, and screen location can unfairly manipulate a consumer’s response.
In its report, the FTC explains that dark patterns can be found in e-commerce, cookie consent banners, children’s apps, subscription sales, and more. Likewise, some dark pattern techniques can be more effective on mobile apps, which consumers increasingly rely upon as a primary means of engagement. The FTC Report also notes that we can expect to see new forms of dark patterns deployed in the emerging fields of AR (augmented reality) and VR (virtual reality). Appendix A to the FTC Report provides a helpful compilation of types of common digital dark patterns and Appendix B provides some examples of dark patterns.
The FTC Reports concludes with a warning of future action against any company that uses dark patterns in violation the FTC Act, ROSCA, the TSR, TILA, CAN-SPAM, COPPA, ECOA, or other statutes and regulations enforced by the FTC. If your company currently uses such design practices, it may make sense to review them in light of the specific recommendations contained in the FTC Report. If you have questions about the FTC’s position on dark patterns or other e-commerce issues, please contact Don Levy at [email protected].
This publication should not be construed as legal advice or a legal opinion on any specific facts or circumstances not an offer to represent you. It is not intended to create, and receipt does not constitute, an attorney-client relationship. The contents are intended for general informational purposes only, and you are urged to consult your attorney concerning any particular situation and any specific legal questions you may have. Pursuant to applicable rules of professional conduct, portions of this publication may constitute Attorney Advertising.