The origin of dark and deceptive patterns

During our research for this post it has become obvious that a lot of the work defining this conversation has been done by Dr. Harry Brignull who coined the term “dark patterns” in 2010. Dr. Brignull remains a strong voice for digital ethical practices.

It’s time to list some of the most common dark patterns out there. At the end of this post there’s a quiz which will allow you to test your newfound knowledge while using tech industry terms.

Why YOU are the product

To understand why dark patterns exist it’s essential to grasp how the vast majority of social media, apps, and websites make money. While you use products from Google to Instagram without paying directly YOU are the actual product as the real product being sold is not the service itself, but your attention and data.

Websites and apps primarily make money through advertising by first drawing in large numbers of users and keeping them engaged. They collect data on these users’ behaviors, preferences, and demographics, which allows them to offer targeted advertising opportunities. Advertisers pay to display their ads — ranging from banner ads to sponsored content. The platforms then earn revenue every time an ad is displayed, clicked on, or leads to a specific action like a purchase, leveraging user engagement to turn views and clicks into profit.

As a result websites and apps try to keep you on their platforms as long as possible. The longer you scroll on Instagram or TikTok the more money you are worth to them.

It’s time to list some of the most common dark patterns out there. At the end of this post there’s a quiz which will allow you to test your newfound knowledge while using tech industry terms.

1. Infinite scroll and auto-play

These are features that keep you hooked and scrolling or watching videos longer than you meant to

There is not an internet user on the planet who hasn’t used the infinite scroll feature pioneered by Aza Raskin while working at Humanized in 2006.

You can’t beat the infinite scroll so it’s just a question on when you give up, fall asleep or perhaps die. Why is this as related? Because the more time you spend scrolling the more you are worth to advertisers.

Raskin grew so concerned with the negative impact of modern technology that he co-founded The Center for Humane Technology who are behind the documentary The Social Dilemma.

2. Ads masquerading as content

Ads that look like regular content, tricking you into clicking without realizing. Native advertising is sneaky especially when it’s not branded as “sponsored” or “promotional”. Casual users won’t even recognize that a piece of content is advertisement. This is one of the most common dark patterns out there.

Just take a look at the two CNN pages below.

Side by side the two CNN screenshots are almost identical and given equal importance. The dark pattern here is the lack of clear labeling that one section is pure advertisement and the other is actual news. More honest and transparent media companies clearly label their native advertisements.

This can be particularly hard to distinguish from regular posts. Although platforms like Facebook and Instagram require sponsored posts to be labeled, the tags used ("Sponsored," "Promoted") can sometimes blend seamlessly with the post's design.

3. Misdirection

Tricks you into focusing on certain options that help the platform, like sharing your data, while hiding the privacy-friendly choices or making it tricky to navigate through the online check-in on Delta Airlines.

It's not immediately obvious that the grey "no thanks..." is the way to check in without upgrading. Delta obscures that choice and makes it more inviting to press the bright red button which makes you upgrade to first class.

4. Bait and Switch

Bait and switch is when you get tricked with low prices on cool products but then they tries to sell you something pricier or lower quality. It's like being lured in with a great deal, only to find out they're pushing a totally different item once you're ready to purchase.

5. Sneak into Basket

Like adding extra items to your cart without asking, some social media apps might sign you up for emails or alerts you didn’t choose.

6. Privacy Zuckering

Named after Facebook’s CEO, it's when you're fooled into sharing more personal info than you planned, thanks to confusing settings or tricky wording.

7. Hidden Costs

Think unexpected charges for extra features or services on social media that you didn't know about upfront. Certain categories of websites and apps are notorious for using hidden costs including travel booking sites, e-commerce platforms, event ticketing websites, and mobile games and apps.

Look at the example below using Airbnb.

8. Forced Continuity

When your free trial ends and you suddenly find yourself paying for a subscription without a heads-up or an easy cancel button. This can be particularly annoying as it could be virtually impossible to claim any money back.

The Best Buy example above is a great example of how sites can set you up in a way that you forget about a "free trial" or where you have entered payment details like a credit card to get access to a free service.

9. Roach Motel

A "roach motel" refers to a design strategy used by some websites and apps that makes it very easy for users to get into a situation, like signing up for a service, but notoriously difficult to get out, such as cancelling a subscription.

This pattern exploits the user's initial ease and willingness to sign up by hiding or complicating the cancellation process, often burying it under multiple layers of menus, requiring navigation through confusing interfaces, or even forcing users to make a phone call or send an email to cancel.

10. Confirmshaming

This passive-aggressive marketing technique makes you feel bad for choosing an option, like opting out of a feature with a guilt-tripping message like “no, I don’t care about my privacy” or “no, I don’t want to look my best”.

These tactics manipulate you into doing things that benefit the platform, often at the cost of your time, attention, or privacy. There’s a growing push to recognize and regulate these shady practices to keep digital spaces more user-friendly and less manipulative.

Complete the quiz below to test how well you can define the various dark patterns.

**Be the antidote **

It’s time to stop being a sucker and at the whim of social media and technology companies and stand for a better and more respectful world where tech and social media actively contribute to the world getting better.

Don’t be an unaware victim and start to exercise your power as a consumer. Claim your power and spend less time on various feeds. Social media and technology are here to stay, and make sure that you are the one in charge and not your whims or advertiser agendas. And. let the companies know exactly how you feel through feedback features and yes, you guessed it, social media.

Don’t leave it to governments to decide on what’s good or bad for you. Europe's GDPR and the California Privacy Act are examples of governments seeking to use policy to provide privacy and consumer rights.

Take control of your tech and social media usage and claim your power back. At the end of the day the tech and social media companies of the world are nothing without you.