Dark patterns: No entry zone for online players

THE DEPARTMENT OF consumer affairs on Thursday released draft guidelines for public consultation aimed at preventing and regulating dark patterns on online platforms, as they tend to deceive customers and manipulate their choices.

- JATIN GROVER

Simply put, dark patterns mean use of unfair practices by online platforms to mislead consumers, manipulating their decision-making through misleading advertisements, creating unnecessary fear among them to continue a subscription or product purchase, among other things.

The proposed guidelines have accordingly identified around 10 dark patterns, which are: false urgency, basket sneaking, confirm shaming, forced action, subscription trap, interface interference, bait and switch, drip pricing, disguised advertisement and nagging.

Once the guidelines are finalised and implemented, they will be applicable on all platforms offering goods or services in India, advertisers, and sellers. Stakeholders can send their comments on the guidelines till October 5.

False urgency means creating a sense of urgency or scarcity to mislead users into making an immediate purchase or take an immediate action.