If you use online shopping websites or apps, you might have felt pressured to buy something and buy it fast. Some businesses use tactics, called dark patterns, to make you feel this way.

Consumer and Business Services have put together a list of dark patterns so you can look out for them next time you shop online.

Activity notifications

These pesky pop-ups that alert you to what other shoppers are doing. Notices like “24 people are viewing this painting”, are used to make you feel rushed into buying something. This tactic can work especially well if the product or service is limited edition or a one-off. A lot of the time, activity notifications are fake or based off real purchases recorded over a large period of time and used on repeat.

Confirm shaming

If you’ve ever felt shamed for not accepting a discount offer online, this is a dark pattern known as ‘confirm shaming’. Businesses use this tactic to convince you to give them personal details, by using deliberately worded cues instead of simple “yes’” or “no” options. For example, while browsing an online jewellery store, a pop up may appear offering “20% off your next order if you subscribe to our mailing list”. The response options are “Sign me up for this great offer” and “No thanks, I don’t want to save money”. You might feel silly pressing the “I don’t want to save money button”, but this is a loaded statement used by the business to manipulate you into feeling like you’ll be throwing away money if you don’t sign up.

False hierarchy

False hierarchy is when a product or service that the business prefers you to buy stands out from the rest. It might be displayed in bright or attractive colours and appear larger than other options. This tactic is often used to highlight the most expensive choice.

Redirection and nagging

Don’t let a business beg for your valuable attention. Some online shops are programmed to show repetitive pop-ups that convince you to keep shopping. If you’re about to leave without making a purchase, a notification might appear that asks “Are you sure you want to leave?”. Businesses use this tactic to make you doubt yourself, so you keep browsing and eventually make a purchase.

Scarcity cues

Have you ever bought something because you felt like you were going to miss out? Scarcity clues play on FOMO (fear of missing out) to cloud your decision making. Often used with activity notifications, they include low stock alerts, like ‘Only 2 left’ and countdown timers for shopping carts. If you come across this dark pattern, remember that it’s there to make you feel rushed. Slow down, stay calm, and don’t feel pressured to buy anything you don’t need.

Protect yourself against dark patterns

Shopping online is convenient, but it’s important to know when you’re being tricked into doing something. It’s not just money that you could lose.

Be mindful of handing out more personal information than you’re comfortable with. If you notice a dark pattern, ignore it and follow these tips instead.

• Don’t buy from the first site you click on, explore your options.
• If you feel yourself becoming rushed, stop and think about why.
• Find out if the retailer is reputable before you hand over any personal or bank details.
• Ask family and friends if they have any recommendations.
• Get to know the refund policy.
• Read the terms and conditions.
• Make sure the purchase will fit in your budget and spend responsibly.
• Keep the receipt or proof of purchase.