Yongwoo Lee Proposes 'Dark Pattern Prevention Act' Against Consumer Deceptive Marketing

Assemblyman Lee Yong-woo Proposes Amendment to the Electronic Commerce Act

Lee Yong-woo, Democratic Party of Korea lawmaker. / Photo by Dong-joo Yoon doso7@

[Asia Economy Reporter Koo Chae-eun] Lee Yong-woo, a member of the Democratic Party of Korea, has introduced a bill called the "Dark Pattern Prevention Act," an amendment to the Electronic Commerce Act that prohibits e-commerce businesses from deceiving consumers and interfering with their decision-making. "Dark patterns" are user interfaces (UI) cleverly designed to deceive users. They have been criticized for undermining consumers' independent purchasing decisions and freedom of choice.

According to Lee Yong-woo's office on the 15th, the "Partial Amendment to the Act on Consumer Protection in Electronic Commerce," which he introduced as the main proposer on the 14th, prohibits e-commerce operators or telemarketing businesses from interfering with consumer decisions, thereby strengthening the protection of consumer rights.

Lee stated, "Consumers have the right to make rational choices with all information transparently disclosed," adding, "Consumers should not be subjected to deceptive marketing."

Similar legislation is being proposed overseas as well. In April, the European Parliament passed the Digital Services Act (DSA), which regulates deceptive web designs that induce users to click on online content against their will. Additionally, in 2019, the U.S. Senate introduced the Deceptive Experiences To Online Users Reduction Act (DETOUR Act).

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