Ever signed up for a subscription and found it nearly impossible to cancel? You’re not alone. The Federal Trade Commission (FTC), in collaboration with international consumer protection networks, recently released a study revealing that many subscription services use sneaky tactics to keep you hooked. These tactics, known as dark patterns, are widespread and designed to manipulate your decisions, often without you even realizing it.
The Sneaky Tactics of Subscription Services
The study analyzed 642 websites and apps offering subscriptions and discovered some startling statistics. Nearly 76% of these services used at least one dark pattern—a manipulative design trick—and almost 67% employed more than one. But what exactly are dark patterns, and how do they affect you?
What Are Dark Patterns?
Dark patterns are clever design techniques that subtly push you to take actions you might not want to. They can put your privacy at risk or trick you into spending money. These tactics are especially prevalent in subscription services, where the goal is often to keep you subscribed and paying for as long as possible.
Types of Dark Patterns Found
The FTC study identified several types of dark patterns commonly used by subscription services. Understanding these can help you recognize and avoid them.
Sneaking
One of the most common dark patterns is sneaking. This involves making it hard to turn off auto-renewal during the sign-up process. Imagine signing up for a service, only to find out later that your subscription renews automatically, and turning it off is a hassle. About 81% of the studied sites and apps used this trick. Additionally, 70% of these services didn’t clearly explain how to cancel a subscription, and 67% didn’t provide the deadline to avoid the next charge.
For example, you might sign up for a streaming service with a free trial, only to find out later that the auto-renewal was activated by default. When you try to cancel, you’re met with vague instructions or hard-to-find cancellation options. This lack of transparency can lead to unwanted charges and a frustrating user experience.
Obstruction
Obstruction makes it difficult or tedious to cancel a subscription or bypass a free trial offer. You might find the “X” to close the offer is grayed out or hard to see, making it frustrating to exit. This tactic is designed to wear you down, so you eventually give in and continue with the subscription.
For instance, some fitness apps require you to navigate through multiple screens and confirm your decision several times before allowing you to cancel. This deliberate complexity can discourage users from completing the cancellation process.
Nagging
Nagging involves repeatedly asking you to take an action the business wants. For instance, some apps continually prompt you to upload your contacts, even after you’ve declined multiple times. This relentless pestering can wear you down, making you more likely to give in.
An example of nagging is seen in social media apps that repeatedly ask you to enable notifications or connect your account to other services. Despite declining multiple times, the prompts keep appearing, creating an annoying and persistent user experience.
Forced Action
Forced action requires you to complete certain steps to access specific features. An example is having to enter your payment details for a free trial. The study found that 66.4% of the sites required this step. This tactic pressures you into providing information you might not want to share, often leading to unexpected charges if you forget to cancel.
For instance, many online news outlets offer free trials but require you to enter your credit card information upfront. If you forget to cancel before the trial ends, you’re automatically billed for a subscription.
Social Proof
Social proof leverages the power of the crowd to influence your decisions. Subscription services might show how many others are signing up to convince you to do the same. About 21.5% of the examined sites used social proof to nudge users toward subscribing.
E-commerce sites often use social proof by displaying messages like “10 people are viewing this product” or “5 items left in stock.” For subscription services, similar tactics might include showing how many people have recently subscribed or how popular the service is.
Creating Urgency
Creating urgency is another tactic, often seen on e-commerce sites where you’re alerted to low stock, pushing you to check out quickly. Subscription services might use similar tricks to rush your decision.
For instance, a fitness app might display a countdown timer for a special offer, creating a sense of urgency to subscribe before the deal expires. This pressure can lead you to make hasty decisions without fully considering your options.
Interface Interference
Interface interference encompasses a variety of design tricks that push you toward decisions beneficial to the business. For instance, 22.5% of the sites pre-selected longer or more expensive subscription plans. Another 38.3% used visual cues to highlight options that favor the business, such as placing them prominently on the page. There’s also “confirmshaming,” which involves guilt-tripping you into a decision with language like “I don’t want to miss out, subscribe me!”
Another example of interface interference is using misleading button placements or colors to trick you into clicking on options that benefit the business. For instance, the “continue” button for a more expensive plan might be brightly colored, while the “cancel” button is grayed out and harder to see.
The FTC’s Involvement and Future Actions
The FTC conducted this study as part of the International Consumer Protection and Enforcement Network’s (ICPEN) annual review. The FTC will lead ICPEN for the 2024-2025 term. The study included input from 27 authorities in 26 countries and followed descriptions of dark patterns set by the Organization for Economic Cooperation and Development. However, determining the legality of these practices is up to individual governments.
The FTC’s ongoing efforts to investigate and report on dark patterns highlight the importance of protecting consumers from manipulative design tactics. By shedding light on these practices, the FTC aims to encourage more transparency and fairness in how businesses operate.
A Look Back at Previous FTC Actions
This isn’t the first time the FTC has tackled dark patterns. In 2022, they released a report highlighting dark patterns across various industries, including e-commerce and children’s apps, showing the widespread nature of these manipulative designs. The report detailed how these patterns are used in cookie consent banners, app permissions, and more, emphasizing the need for consumer awareness and regulatory oversight.
Moving Forward
As consumers, it’s crucial to be aware of these tactics. The more we understand about dark patterns, the better we can navigate online services and protect our privacy and wallets. And with the FTC’s continued focus on these practices, hopefully, we’ll see more transparency and fairness in how subscription services operate.
So, what can you do to protect yourself? First, be vigilant when signing up for any subscription service. Read the terms and conditions carefully, and look for any auto-renewal clauses. If a service makes it difficult to cancel, document your attempts and reach out to customer support for assistance. You can also report deceptive practices to the FTC or your local consumer protection agency.
Secondly, consider using tools and browser extensions that can help identify and block dark patterns. These tools can alert you to potential manipulations and provide guidance on how to navigate tricky interfaces.
Lastly, advocate for stronger consumer protection laws and support organizations working to hold companies accountable for using dark patterns. By staying informed and proactive, we can collectively push for a more honest and transparent digital landscape.
Wrapping Up: Navigating the Maze of Dark Patterns
Dark patterns in subscription services are a significant issue that affects millions of consumers worldwide. The FTC’s recent study sheds light on the prevalence of these manipulative tactics and underscores the need for continued vigilance and regulatory action. By understanding and recognizing dark patterns, we can better protect ourselves and promote a fairer online marketplace. Stay informed, and don’t let dark patterns dim your online experience.
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