The regulatory spotlight on such violations in the US signals catching up with that of the EU/UK, with Asia lagging behind…
This year, the US Federal Trade Commission (FTC) took action against Amazon and Epic Games for using deceptive “dark patterns” to manipulate consumers. In March 2025, Epic Games was ordered to pay US$245m to settle charges that it tricked users, including children, into making unwanted purchases and made refunds difficult to find.
More recently in June this year, the FTC filed a complaint against Amazon, accusing it of designing a complicated cancellation process for Amazon Prime subscriptions, dubbed “Iliad” by the company itself, referencing the epic and arduous journey from the famous Greek poem.
These tactics are part of a broader pattern known as “roach motels” — where signing up for services is easy, but cancellation is deliberately difficult.
Dark patterns are too ubiquitous
Dark patterns refer to deliberately misleading user-interface designs that push consumers toward choices that benefit companies rather than users. Examples include obscuring opt-out buttons for data collection, fake scarcity cues like low-stock warnings, countdown timers to pressure purchases, and making cancellations difficult to discourage users from quitting subscriptions.
In the USA, state attorneys general have also sued Google for allegedly using dark patterns to obtain consumer location data without clear consent. These enforcement actions indicate growing regulatory concerns over such deceptive practices, with calls from consumer advocates and privacy experts for stronger laws explicitly banning dark patterns to protect users’ money and privacy. They argue the tech industry is unlikely to self-regulate against these manipulative designs.
Consumers are urged to be wary of dark patterns:
- Slow down and read carefully before consenting to purchases or subscriptions, especially checking how to cancel before signing up.
- Documenting and reporting dark patterns to watchdog organizations and regulators can help push back against these tricks.
- Public pressure and regulatory scrutiny may be essential to curb widespread dark pattern use and protect consumer rights in digital environments.
The FTC’s actions signal more enforcement ahead against shady online practices that disadvantage users.
