We have all likely encountered situations similar to this one: the last online subscription was renewed without warning, and the unsubscribe form is more difficult to locate than a needle in a heap of hay. These actions are referred to as “dark patterns” and frequently lead to clients being confused and irritated. Businesses frequently employ these structural procedures and behaviors to persuade people to perform particular actions. Why is it even worth mentioning that this method is also growing more and more prevalent in online marketing?

Dark patterns should be avoided, according to consumer advisory centers in Germany and Europe. They are hard to define, even yet they are actually forbidden. Therefore, consumers are frequently exposed to businesses’ opaque activities without any recourse. However, businesses also expose themselves to danger since it is easy to conflate deceit with persuasion, which can affect legal certainty and reputation.

Where does deception start and conviction end?

The term dark pattern was coined in 2010 by UX designer and researcher Harry Brignull, who defined dark patterns as user interfaces designed to induce people to take actions they would not otherwise have intended. Good UX design is clearly different from this: it improves the user experience by providing intuitive and helpful navigation. A signup button, such as one for a newsletter, is a famous example to demonstrate this difference:

• Aesthetically pleasing: UX design: A vibrant button with the words “Register now” as the call to action
• Dark pattern: A button that is identical to others but solely uses the phrase “Find out more” to promote itself as a call to action

By employing dark patterns to boost lead generation, enhance conversions, or even gather user data covertly, some businesses seek to obtain a competitive edge. They use psychological factors including social pressure, time constraints, and FOMO (fear of missing out) to do this. Dark patterns are therefore intentional tactics rather than UX errors. However, short-term conversion boosts might have long-term detrimental effects on a brand’s reputation and trust.

Other instances of dark pattern practices in online marketing

Users find it challenging to identify certain techniques as unethical due to their widespread use. Here are a few instances that ought to raise red flags.

1. Trick Questions (Misleading Opt-ins)

Example: The newsletter box is already checked when a user signs up for a service, or the phrasing is so unclear that users unintentionally accept it (“I don’t want to miss any exclusive offers”).

Why is this practice a problem? Consumers are deceived into signing up for unsolicited marketing emails.

2. Confirmshaming

Example: A pop-up asks you to download an e-book, with two options:

“Yes, I want to learn better marketing strategies!”

“No, I’d rather do without success.”

Why is this behavior problematic? Those who refuse are made to feel guilty. This stifles free will and is manipulative.

3. Scariness & Urgency Manipulation (False Time Pressure)

Example: “There are only 3 spots left for our exclusive webinar!” In actuality, however, there are an infinite number of spots accessible.

Why does this practice pose a problem? Users are to be pushed into impulsive decisions by artificial time pressure.

Best practices – transparency as a competitive advantage

Dark patterns might result in short-term success, but over time, they harm brand reputation and client loyalty. More than ever, users are critical and are becoming more aware of manipulative strategies. Those who prioritize openness, fairness, and a satisfying UX instead will win over customers’ trust and loyalty.

A sincere marketing plan does not imply a lack of promotional activities. Instead of employing deceptive tactics to coerce consumers into acting, it is about persuading them in a courteous and genuine manner. Businesses that prioritize open communication, equitable design, and privacy-friendly procedures enjoy long-term success and favorable word-of-mouth.

Do you want to make your marketing strategy more transparent and user-friendly? We would be happy to help. Send us an email at vibes@hbi.de, and we will work with you to develop a strategy that is convincing – without any manipulative tricks.

Conclusion

Simple marketing techniques are founded on long-term, carefully considered tactics, which aren’t always meant to be constructive. Psychological tactics are frequently employed to convince users to register, make purchases, and other actions against their will. Businesses should oppose these devices and successfully apply their marketing strategy through moral means instead. In addition to being morally right, transparency and fairness also benefit businesses by boosting consumer confidence. Therefore, rather than using deceptive tactics to force short-term revenues, businesses that wish to succeed in the long run should rely on sustainable and user-friendly marketing strategies.

About the author 

Kilian Schätzke

Communication Advisor at HBI Communication Helga Bailey GmbH

Kilian Schätzke has been supporting HBI in the areas of PR and marketing since 2024.
As a Communication Advisor, his responsibilities include the creation of professional articles & the conceptualization of social media postings.
Furthermore, Kilian is involved in directly assisting our client work.

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