Dark Patterns: Brain Games Played To Exploit The Consumer

Bakyashree V, Sastra Deemed University

Rasi Kaviya K, Sastra Deemed University

ABSTRACT:

Dark patterns seem like a maze from which we can never escape, getting in is effortless, but walking out would be much more challenging. Our days never function normally without social media apps but the question is are we using them or are they using us? “Dark Patterns” is a subtle way that all apps and websites exploit us by making us do things that we don’t intend to do. This article will provide a detailed and peculiar view of dark patterns and ways to protect the consumer from getting exploited who falls prey to these hidden methods. Dark patterns have become a manipulative tactic where a user interface manually tricks one into making choices that impair the capacity of the consumer to act rationally which also gives the user interface the ability to reap wealth without much effort. This article provides a wide view of the various dark tactics used by the website and also examines whether judicial regulations need to be framed to govern the use of dark patterns terming it as Unfair trading practices and also regulating according to the recommendation made by ASCI. The report will also discuss the actual threat that this pattern is possessing, and also about the excess profit that are been gained by these patterns which the consumers are unaware of. The article will also discuss who should be made liable for those acts and enlightens the way to protect the consumer from such exploitation.

Keywords: Dark Patterns, Consumer, threat, ASCI, Deceptive