ASCI Guidelines On Dark Patterns And The Way Forward

INTRODUCTION:

While anyone who has been a consumer of goods/services on online e-commerce platforms would have encountered dark patterns, the probability that one would have realized such an encounter is nearly non-existent, hence the name of the phenomenon. This is exemplified when you are trying to order a food item on a food delivery application, and the actual price, inclusive of delivery fee, handling charges, taxes etc. is only shown to you at the last leg of the transaction, and not at the initial stage when you are selecting the food item. This hampers a consumer's ability to make a free and informed choice, at the time of selecting the items, and dilutes one's understanding of how much a particular item would end up costing you. The fact that such patterns not only exist, but are rampant and not easily discernable, is the very essence of the concern.