By Makoto Mitsui

8:00 JST, August 2, 2025

Concerns are growing over “dark patterns” that manipulate consumers into making unintended choices on their computers and smartphones, prodding them to make purchases or sign contracts.

Examples of dark patterns include displaying countdown timers to pressure consumers into making decisions within a limited time frame or using vague and misleading phrases such as “low in stock” to stimulate purchasing desire. While some practices are legally regulated, many fall into a gray area. To avoid being deceived by tricky marketing tactics in the digital space, it is important for us to recognize that we may not always make decisions based on rational judgment.

The term “dark patterns” was coined in 2010. Harry Brignull, a British expert in web design and related fields, defined a dark pattern as “a user interface that has been carefully crafted to trick users into doing things, such as buying insurance with their purchase or signing up for recurring bills.” He urged consumers to be cautious.

Since then, researchers and government agencies have analyzed various types of dark patterns and the biases they exploit to influence behavior.

The Organization for Economic Cooperation and Development has categorized dark patterns into seven types. These........

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