76% of subscription services employ cunning, malevolent methods to entice users.
The US Federal Trade Commission (FTC) conducted a survey of 642 websites and apps and found that 76% of them employ "dark patterns" to trick users into making purchases. The study was conducted in cooperation with ICPEN and GPEN.
Various "dark patterns" were found throughout the FTC's inquiry. These broadly refer to strategies intended to conceal or impede the release of important information that could affect a consumer's choice to buy. The most common strategy, known as "sneaking practices," is withholding important information or disclosing it until after a transaction has been completed. Other typical tactics include the following:
Obstruction: making it challenging for people to locate crucial information or cancel subscriptions.
Nagging: constant reminders or messages urging viewers to sign up.
Forced Action: Demanding that consumers do specific steps in order to receive services, including upfront credit card information submission.
Leveraging user evaluations or testimonials to establish urgency and trust is known as social proof.
Push Notifications: Encouraging subscribers with regular alerts.
Interface Interference: Creating user interfaces that make it more difficult to decline subscription offers.
The FTC released a comprehensive 48-page study on the topic in September 2022, and this is their second report on the topic. The results highlight the widespread nature of these deceptive tactics, especially in light of the rising cost of subscriptions.
The survey underscores a rising worry regarding the ethical activities of even the most respected websites, even while many subscription services—particularly in the streaming space—offer beneficial possibilities for customers. If regulatory agencies like the FTC don't impose strict regulations, the sophistication and efficacy of these "dark patterns" could increase as artificial intelligence is increasingly incorporated into subscription services like YouTube Premium and Google One.