In March 2025, the European Commission published detailed guidelines for eliminating dark patterns, design patterns that unfairly induce users to act contrary to their intentions—for example, to consent, purchase, or cancel services. These practices have been present in the digital world for years, but now—under penalty of severe penalties—they must disappear from the interfaces of online stores and applications. This is the next step in enforcing the provisions of the Omnibus Directive and the Digital Services Act (DSA).

What are dark patterns and where do we find them?

Dark patterns are design tricks that exploit user psychology to influence decisions. Examples?

• The "accept all" button is larger than the "settings" button in cookies
• Automatically checked boxes when subscribing or adding products
• Messages like "only 1 item in stock!" have no basis in reality
• Difficult unsubscribe process (so-called roach motel)
• Hiding the real price by emphasizing, for example, promotions or partial costs
• Making it difficult to unsubscribe
• Encouraging actions that are not necessary for the purchase
• Hiding the information that a given price is only valid when purchasing multiple products
• Withholding key information about the product (e.g. contraindications)
• Artificially enlarging graphics and images to highlight irrelevant product features

The new guidelines make it clear that such activities are considered misleading practices and may be subject to financial penalties.

What will be the consequences for the digital world?

Changes in regulations require the redesign of many elements of online stores, payment systems, newsletters, and forms. Large platforms have already begun conducting UX audits, but the requirement also applies to small businesses. The EU has announced inspections, and sanctions could reach up to 4% of annual turnover. In practice, this means that compliance with the new rules is becoming a key element of running an online business—not only legally but also for brand image.

What are the benefits of eliminating dark patterns?

Eliminating manipulative design patterns isn't just a matter of regulatory compliance—it's also an investment in trust and long-term brand development. Here are the key benefits:

• Increased customer trust – transparency and honesty in the interface build brand credibility. Customers feel respected and are more likely to recommend the online store to others.
• Better user experience (UX) – no hidden catches and frustrations during the shopping experience translates into greater satisfaction, lower bounce rates and longer time spent on the site.
• Higher conversion in the long run – although dark patterns sometimes temporarily increase sales, transparency builds loyalty and repeat purchases, which brings real profits over the course of months and years.
• Reducing the number of complaints and returns – users make more informed decisions, which reduces unsuccessful purchases and the burden on customer service.
• Better brand positioning – online stores that do not use manipulation are perceived as more ethical and innovative, which favors their image in the media and the industry.
• Legal security – compliance with EU regulations (DSA, Omnibus) provides protection against financial penalties and regulatory inspections.

What should companies do in the digital world?

• Conduct an interface and content audit – check all customer touchpoints for compliance with the new guidelines.
• Ensure compliance with cookie policy and marketing consents – users must have real choice.
• Simplify cancellation and refund processes – the more transparent the process, the lower the risk of a complaint or penalty.
• Introduce training for the team – UX, marketing and legal departments should work together.
• Consult with an e-commerce advisor – for example, through an online store audit or interface analysis.

Will dark patterns disappear completely from the internet?

It's unlikely, but their number will certainly decrease significantly. The changes forced by the EU send a clear message: the digital world must be ethical, transparent, and user-friendly. Companies that adapt to the new regulations first will gain a competitive and image advantage. The coming months will be a period of intensive implementation, education, and testing of new UX design standards compliant with European law.

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