How manipulation works on the Internet

Many actors try to attract attention on the Internet. But this is not always done properly. This also applies when so-called dark patterns are used. We explain what these are and how you can protect yourself from manipulation on the Internet.

Many websites on the Internet are all about staying on the site for as long as possible. Manipulative tactics, so-called dark patterns, are often used to achieve this.

These often follow a similar pattern. We'll tell you which dark patterns lurk on the internet and how you can protect yourself from manipulation.

What are dark patterns?

The Federal Association of Consumer Organizations (VZBV) describes dark patterns as “manipulative designs or processes.” These are intended to get users to take a certain action on the Internet.

Dark patterns are often used to obtain your personal information or to trick you into signing subscriptions and other contracts.

One of the best-known examples is the cookie settings pop-up window on websites. These are often designed to entice you to click on the largest and most prominent button. This will allow all cookies.

Those who want to restrict or change these settings often have to deal with the fine print. In addition, this information can be difficult to find or websites can present it in a cumbersome way.

Websites and apps are designed instinctively

Dark patterns exploit human habits, as many websites and apps are now designed to be very intuitive.

That's why designs are often used that appeal to precisely these intuitive reactions. Information is not presented in a neutral way, but rather in a way that serves the interests of a shop or platform.

“If you visit websites frequently, for example, you have learned to recognize colored text as a button and know that this will trigger an action,” the VZBV explains these behavioral patterns. Dark patterns then exploit precisely these “to bring about desired actions that you may not have intended to take at all.”

More examples of dark patterns

In addition to cookie settings, there are other well-known dark patterns that are often used on websites. For example, when registering for newsletters. The VZBV shows the following example for newsletter registration: “I do not want to subscribe to the newsletter.”

It is assumed that users are more likely to overlook the “not” at this point and not tick the box because they do not want to subscribe to the newsletter. It is worth taking a close look at the wording.

Another popular dark pattern is so-called “confirm shaming”. Users are given options, but phrases like “I don’t like offers” when unsubscribing from the newsletter suggest that they are missing out on something.

The consumer advice center advises not to feel guilty in such cases. It is also advisable not to click buttons too quickly. As with newsletter wording, it is important to read the texts carefully and check the options.

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