Some things are difficult by design.
Consider Amazon. The company perfected the one-click checkout. But canceling a $119 Prime subscription is a labyrinthine process that requires multiple screens and clicks.
Or Ticketmaster. Online customers are bombarded with options for ticket insurance, subscription services for razors and other items and, when users navigate through those, they can expect to receive a battery of text messages from the company with no clear option to stop them.
These are examples of “dark patterns,” the techniques that companies use online to get consumers to sign up for things, keep subscriptions they might otherwise cancel or turn over more personal data. They come in countless variations: giant blinking sign-up buttons, hidden unsubscribe links, red X’s that actually open new pages, countdown timers and pre-checked options for marketing spam. Think of them as the digital equivalent of trying to cancel a gym membership.
There are plans in both the House and Senate to tackle dark patterns. And there’s movement at the state level, too. California strengthened its data privacy laws to include certain dark patterns and, in Washington State, lawmakers included similar language in a failed privacy bill of its own.