Dark patterns are interfaces and designs that deceive users into making choices that might not be ideal for them.
Marketers that use deceptive activity notifications, confirm shaming and misdirection to mislead users, are at risk of fines and bad press. Forrester’s data shows that such tactics not only erode customer trust but create a negative impact on loyalty as well.
Brands need to ensure their designs nurture customer relationships and not resort to cheap tricks. Companies that have bad data ethics also struggle with attracting and retaining good talent.
Retailers will also need to be careful about how tools like real-time bidding (RTB) currently use customer data. UK’s ICO has already flagged RTB for violating three different provisions of the GDPR. This might make other regional regulators have a look at RTB in jurisdictions as well.
[4 minute read]