Dark patterns are manipulative design practices that deceive or coerce users into actions they would not otherwise take. In the context of cookies, they are techniques intended to boost consent rates through unethical means.
What are dark patterns?
Dark patterns (also known as "deceptive patterns") are user interfaces designed to mislead or manipulate users. In cookie banners, they are used to force consent without a genuinely informed decision.
Common dark patterns in cookie banners
- Asymmetric buttons – A large, prominent "Accept all" vs. a small grey "Settings" link
- Hidden rejection – Rejecting requires more clicks than accepting
- Pre-selected consents – Checkboxes are pre-ticked
- False urgency – "You must agree to continue"
- Confusing language – Double negatives, unclear wording
- Cookie wall – Blocking content without consent
Why are dark patterns a problem?
- They breach the GDPR – Consent is neither free nor informed
- They damage trust – Users lose trust in the brand
- Risk of fines – Regulators actively penalise these practices
- Invalid consent – The consent obtained may be legally invalid
How to avoid dark patterns
The cookie banner should have equally visible buttons for accepting and rejecting. Rejection should not require more steps than acceptance. Consentio offers an ethical cookie banner design that complies with the GDPR and respects users.