New Delhi: A recent study has unveiled a disturbing trend in India’s app landscape: the rampant use of deceptive design tactics, known as ‘dark patterns’, to manipulate users. Research conducted by Parallel, presented at an ASCI webinar, has brought this issue to the forefront, highlighting the urgent need for stricter regulations and ethical design standards.
What are Dark Patterns?
Dark patterns are sly design elements embedded within apps and websites that trick users into actions they might not otherwise take. These patterns exploit psychological vulnerabilities to benefit the business. Examples include ‘confirm shaming’, ‘drip pricing’, and ‘forced continuity’.
A Widespread Problem
A Parallel study analyzed 53 of India’s most popular apps, revealing that a staggering 52 employed at least one deceptive pattern. This underscores the severity of the issue.
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Manisha Kapoor, Secretary-General of ASCI, emphasized the complexity of regulating digital design due to its dynamic nature and the creativity involved in crafting these deceptive practices. She stressed the importance of promoting ethical design to ensure fair and transparent user experiences.
The Need for Regulation
Rohit Kumar Singh, former Secretary of the Department of Consumer Affairs, highlighted the ‘subscription trap’ as a particularly insidious dark pattern. He emphasized the need for clear and robust regulations to protect consumers. Singh also advocated for learning from other countries that have successfully curbed these practices.
The study revealed that new internet users are especially vulnerable to dark patterns due to their limited digital literacy. Moreover, decreasing attention spans make users more susceptible to manipulation.
A Collaborative Approach
Addressing dark patterns requires a collaborative effort involving industry, government, and consumer advocacy groups. Ashish Aggarwal, VP and Head of Public Policy at NASSCOM, acknowledged the industry’s role in combating dark patterns but warned about the potential misuse of AI to create even more sophisticated deceptive tactics.
Government regulations are crucial for establishing clear guidelines and enforcing compliance. Additionally, increasing consumer awareness and industry self-regulation are essential components of a comprehensive solution.
Key Findings of the Report
- Four deceptive patterns accounted for 78% of occurrences: privacy deception, drip pricing, interface interference, and false urgency.
- 80% of apps exhibited deceptive patterns in settings/profile sections.
- All e-commerce apps made it difficult to delete accounts.
- Health-tech apps frequently used time-based pressure tactics.
- Basket sneaking was more prevalent in delivery and logistics apps.
- Health-tech, travel booking, and e-commerce sectors had the highest incidence of deceptive patterns.
The Road Ahead
The webinar emphasized the importance of influencer transparency, incorporating digital literacy into school curricula, and consumer advocacy in addressing dark patterns. ASCI is working on new guidelines for influencer marketing to enhance disclosure standards.
As the digital landscape evolves, the battle against dark patterns is far from over. A concerted effort from industry, government, and consumers is essential to create a fair and transparent digital ecosystem.
