What are “dark patterns” and how to avoid their pitfalls?

Online selling sites are multiplying their ingenuity to entice buyers. The sale, especially the winter sale, which runs until February 6, creates special opportunities for platforms to display cascading lures and increase lures that can become real lures.

A sale, as we know, is a period during which consumers take advantage of price discounts to treat themselves and perhaps some products that are, normally, beyond the reach of their wallets. On their part, traders do not miss such opportunities to maximize their turnover and declutter the stalls or even liquidate stocks that are likely to deteriorate in the hangar. Marketers then multiply ads to achieve their objectives, and sometimes inaccurately.

While some fraudulent practices can be easily detected, this is often not the case for transactions offered online, especially through online sales sites. France Info, which looked into this topic, emphasizes the very improperly used marketing techniques that force the customer to validate a purchase without actually wanting to.

When a false ad creates a real crisis in your…

It is called “Dark Pattern”Translated into “Deceptive Design”. About that “Hard or deceptive Internet interfaces, text messages, presentations, or special features, intentionally designed to trick you into making choices you would not have made in their absence”, explains the Fraud Suppression Department (DGCCRF). In fact, it is an on-screen display that sometimes includes a countdown indicating the imminent end of a promotion, such as “Only 2h30 left to take advantage of up to -75% sale”. These can also be warnings about stocks that are going to sell, eg “Only Two Things Left”, or even default additions of products to the shopping cart. Then the customer gets caught up in the rush to buy at the risk of missing out on a deal and ends up with a very full basket without really wanting it.

“Part of these commercial strategies aim to create a state of emergency in the mind of the Internet user”, the economist Marianne Lumeau deciphers. So, at that moment, we don’t always make the most rational decisions”, she continues. But how to deal with these practices? Failure to rely on the law which, in addition, only sanctions Dark pattern Knowing what may qualify as deceptive or aggressive commercial practices “The line between legal and illegal technology is very fine”As Marianne knows Lumeau, it’s better advised to just avoid falling into the trap.

How to avoid difficulties during sales?

Basically, we should avoid giving in to urgency. “Even if you see a good deal, you should always take your time to compare on other sites and read the terms of sale carefully”Advises Cyril Brosset, an expert on new technologies. “If you think you can buy a product or service with one click, there’s probably a wolf somewhere.”, warns Marianne Lumeau. That said, it’s good to know that for regrettable online purchases, the rules generally apply “Right of withdrawal at least 14 days after the date of delivery”. In case of persistent dispute with the trader, the consumer always has the opportunity to disclose it in the box dedicated for this purpose on the government website. “Consumption Signal”.