"Buy Now 1+1, Almost Sold Out" 'Dark Patterns' Deceiving Consumers

Average of 11.3 Dark Patterns Found per Shopping Mall
Most Used Dark Pattern: 'Purchase Notification'

It has been revealed that deceptive practices using dark patterns are still rampant in major domestic online shopping malls. Dark patterns refer to online screen layouts designed to induce consumer misconceptions, mistakes, or irrational spending.

On the 6th, the Korea Consumer Agency announced that it identified 429 cases of dark patterns after investigating 76 websites and mobile apps from 38 domestic online shopping malls between April and August. This averages to 11.3 cases per shopping mall.

On the 6th, the Korea Consumer Agency announced that it identified 429 cases of dark patterns after conducting a survey on 76 websites and mobile apps from 38 domestic online shopping malls between April and August. This averages to about 11.3 cases per shopping mall.
[Photo source=Pixabay]

The most frequently used types of dark patterns in online shopping malls were 'notifications of other consumers' purchases' (71 cases), 'use of emotional language' (66 cases), and 'purchase time limit notifications' (57 cases).

These are pressure-type dark patterns that psychologically pressure consumers to perform or refrain from certain actions. While they do not inherently cause consumer harm, if deceptive acts such as false or exaggerated information are involved, they can be regulated under the "Act on Consumer Protection in Electronic Commerce, etc."

188 Dark Patterns with High Potential to Cause Consumer Harm

In cases of false discounts, there have been instances where a body lotion priced at 9,410 won each was labeled as "1+1" and sold for 26,820 won. Among these, the Consumer Agency pointed out that types such as pre-selection of specific options are not regulated under current laws, indicating the need for legal revision.

In addition to the aforementioned types, there were 188 dark patterns with a high risk of causing actual consumer harm. These included 37 cases of 'pre-selected specific options' where higher-priced products were pre-selected, and 34 cases of 'hidden information' that caused confusion by displaying minimum or maximum purchase quantities during the purchase selection stage.

There were also numerous cases such as 'bait sales' (22 cases), where consumers were lured with low prices but the product was actually unavailable; 'false recommendations' (20 cases), where reviews of products other than the one the consumer intended to buy were displayed; and 'false discounts' (15 cases), where discount information was falsely displayed to induce purchases.

In the case of false discounts, there was an instance where a body lotion priced at 9,410 KRW each was advertised as a "1+1" deal for 26,820 KRW.

The Korea Consumer Agency pointed out that types such as pre-selected specific options are not currently regulated by law, making it difficult to remedy consumer harm, and thus legal amendments are necessary.

Based on this investigation, the Consumer Agency plans to recommend that online shopping malls design screens so that consumers can easily understand and select transaction conditions, and conduct ongoing self-monitoring. Additionally, consumers are urged to carefully check product information displays and precautions before payment when using online shopping malls.

Earlier, in July, the Fair Trade Commission classified online dark patterns into four categories?deceptive, misleading, obstructive, and pressure types?with 19 subtypes, and announced a "Self-Regulation Guideline" containing explanations for each type and precautions for businesses and consumers.

This content was produced with the assistance of AI translation services.