Why in the News?
The Advertising Standards Council of India (ASCI) has released a report highlighting the use of deceptive dark patterns in Indian apps.
Key highlights of the ASCI Study:
- The ASCI report aims to raise awareness among marketers and designers about the ethical implications of these deceptive patterns.
- The study analyzed 12,000 screens across 53 leading Indian apps in 9 different industries.
- The report identified the use of one or more of 12 deceptive patterns in most of these apps.
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What are Deceptive Dark Patterns?
- These practices use elements of digital choice architecture, particularly in user interfaces.
- The goal is to manipulate or impair consumer autonomy, decision-making, or choice.
- These patterns are often subtle, directing users toward decisions that may not align with their true preferences.
- As a result, they compromise the ability of users to make informed choices.
Examples of Deceptive Patterns:
|
Description |
Example |
| Interface Interference |
Directs users to specific choices using visual tricks. |
Highlighting preferred options with bright colors. |
| Confirm Shaming |
Uses guilt to push users toward certain actions. |
Options like “Upgrade now” vs. “I don’t want a smarter software.” |
| Basket Sneaking |
Adds unwanted items to cart without consent. |
Automatically adding a donation to the shopping cart. |
| Privacy Deception |
Tricks users into sharing more personal data. |
Requiring unnecessary personal info during signup. |
| Drip Pricing |
Reveals extra fees late in the purchase process. |
Adding hidden charges at checkout. |
| Subscription Trap |
Leads to unintended subscriptions without clear notice. |
“Free trial” that auto-renews to a paid plan. |
Importance of Ethical Design
- Raising Awareness: Marketers are encouraged to study the guidelines issued by ASCI and the Department of Consumer Affairs to avoid unethical practices.
- Conscious Patterns Website: Marketers can use resources like the Conscious Patterns website to test their apps and obtain a “conscious score” to ensure that their apps balance business needs with user interests.
- Digital Responsibility: As the digital world evolves, ethical design practices are crucial for building and maintaining trust with customers.
- Marketer and Designer Roles: Both marketers and app designers need to be vigilant about pursuing ethical design to create safe and trustworthy online environments.
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