_20240802034859_original_image_31.webp)
A recent study conducted by the ASCI Academy in collaboration with Parallel HQ uncovered the widespread use of deceptive patterns in popular Indian apps. The comprehensive report, ‘Conscious Patterns,’ analysed more than 12,000 screens from 53 apps across nine industries, revealing that 52 of these apps employed deceptive design practices.
Deceptive patterns, also known as dark patterns are manipulative UI/UX practices designed to mislead or trick users into actions they did not intend or want to take. The study highlighted that these patterns undermine user autonomy and informed decision-making. With the 52 apps collectively amassing over 21 billion downloads, the potential impact on consumers is vast and concerning.
The report identified 12 distinct deceptive patterns, with privacy deception emerging as the most prevalent, found in 79 per cent of the apps analysed. Other common deceptive patterns included interface interference (45 per cent), drip pricing (43 per cent) and false urgency (32 per cent). These four deceptive patterns accounted for 78 per cent of the total occurrences, indicating a systematic use of manipulative practices across the industry.
The study revealed that health-tech apps had the highest incidence of deceptive patterns, averaging 8.8 patterns per app, followed by travel booking apps with 7.2 patterns and ecommerce apps with 5.3 patterns per app. In contrast, the lowest incidences were found in streaming services, which averaged 1.8 deceptive patterns per app, and the gaming sector, with 2.4 patterns per app.
The report provided detailed insights into the prevalence of deceptive patterns in various sectors. For instance, health-tech apps were found to heavily rely on creating time-based pressure or false urgency, to rush users into making decisions. It was evident in 4 out of 5 health-tech apps analysed. Additionally, all ecommerce apps studied made it challenging for users to delete their accounts, a clear example of interface interference.
Delivery and logistics apps exhibited basket sneaking, a deceptive pattern where additional items are added to a user's cart without their explicit consent, four times more frequently than other sectors.
In response to the findings, the report suggests ethical design alternatives and introduces a scoring tool to promote more conscious UI/UX design practices. The Ethical Score Calculator is a tool for UI/UX designers and developers, allowing them to assess the ethical standing of their apps and websites by identifying the presence of deceptive patterns. The Gallery of Inspiration complements the tool by showcasing examples of compliant and fair design flows and patterns that could be adopted in future app development.
The study's findings align with recent regulatory efforts to address deceptive patterns in digital interfaces. In June 2023, the Advertising Standards Council of India (ASCI) released guidelines on deceptive patterns commonly used in advertising. Following this, the Department of Consumer Affairs (DoCA) issued guidelines in November 2023, categorising 13 deceptive patterns as misleading advertisements, unfair trade practices or violations of consumer rights.
