Black Friday is here and as such retailers have launched tempting sales and deals to mark the occasion.
Many people will likely have done their research and are ready and raring to snap up the best bargains – but those who aren’t after anything specific might find themselves spending money they hadn’t planned to, and buying things they didn’t really need.
This could be due to what is known in the online shopping industry as ‘dark patterns’, which are sneaky tactics companies use online to drive sales.
At one point or another, you’ve likely fallen for one of these tricks. But thankfully experts have shed light on some of the most common ones, so you know when a site is trying to ‘manipulate’ you and can protect yourself.
According to The DPO Centre (Data Protection Officers), dark patterns are clever design tricks used on websites and apps to subtly manipulate your choices.
‘They might make you think a product is about to sell out, or rush you with a countdown timer that creates a false sense of urgency,’ the experts explain.
‘The goal is simple: to get you to buy something, sign up for a service, or give away your personal information without having the proper time to consider what you’re doing.’
Examples of these tricks include text displayed near an item’s price which says something like ‘only two left in stock’. Alternatively it might say ‘hurry, offer ends in two minutes’.
This messaging is often designed to make shoppers believe they have to act fast to avoid missing out, even when there is no rush.
But it’s not just obvious signs like these that you have to keep an eye out for.
You might find yourself hit with unexpected charges if you don’t read the full small print for purchases and subscriptions online, as sometimes the total cost can be buried in lengthy terms and conditions, or hidden elsewhere on a website.
And things can get even trickier if you try and cancel a service you no longer want to pay for, with some sites requiring customers to jump through various hoops to end a subscription.
The upside is that in the UK there are strict laws in place to protect consumers from these kinds of tricks. The UK’s Digital Markets, Competition and Consumers Act 2024 (DMCCA) aims to stop businesses from misleading or pressuring consumers online.
How to protect yourself when shopping online
If you’re keen to make informed decisions when shopping online and avoid falling for dark patterns, the team at The DPO Centre have shared a few top tips for protecting yourself:
- Read everything carefully before clicking on anything, so you know what you’re agreeing to. If a deal seems too good to be true, it probably is and it’s more likely to be a ploy to get you to get you to buy quickly.
- Reread instructions before clicking any buttons or options. When we’re in a hurry, the eye is drawn to bright, bold colours and important words like ‘continue’ and ‘cancel’. You might assume that a ‘cancel’ button would cancel your subscription, but the text above it might read something along the lines of ‘If you don’t want to continue with your cancellation, click cancel’ – meaning your subscription continues.
- Check your options: If a website is pushing you towards a particular choice, like signing up for a subscription, take a moment to look for alternatives that might be less obvious.
- Review your settings: Take control of your personal information by reviewing the privacy settings on websites and apps. Look for easy ways to opt out of data sharing.
The experts add: ‘While companies and their website designers have a responsibility to be honest with their customers, dark patterns are surprisingly common in the online world, and they’re not always easy to spot. With a little vigilance and understanding of what to look out for, you stand a better chance of being able to make smarter, more informed choices when shopping online.
‘Wherever you’re browsing, always look for clear and transparent information about purchases and how a website will be making use of your data, and don’t allow yourself to be rushed into decisions. By staying informed, you can shop online with confidence.’
This article was first published on November 21, 2024.
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