UI/UX deployed by digital platforms could manipulate consumer choices: ASCI
The observation was made by the regulatory body in a discussion paper titled ‘Dark Patterns in Advertising’
The Advertising Standards Council of India (ASCI) has said UI/UX deployed by digital platforms could manipulate consumer choices and consumption patterns to the detriment of consumer interest.
The observation was made by the regulatory body in a recently published discussion paper titled ‘Dark Patterns in Advertising’.
ASCI had invited public feedback and comments on the recommendations of the discussion paper to extend its self-regulatory code on objectionable ads to cover dark patterns too.
Now, ASCI has extended the deadline for the feedback until the 16th of January 2023 based on requests it has received from a few organizations.
As per ASCI, “A dark pattern is a user interface that has been crafted to trick or manipulate users into making choices that are detrimental to their interest - such as buying a more expensive product, paying more than what was initially disclosed, sharing data or making choices based on false or paid-for reviews, and so on. E-commerce companies spend millions of dollars in designing user interfaces and navigation paths that eventually lead to more business. Every day, technology offers new ways of engaging with consumers. However, when these are done in a way that steers the consumer to choices that are prejudicial to their interest, a line is crossed. User experience designer Harry Brignull coined the term "Dark Patterns" in 2010 to describe such practices.”
