Dark Patterns in Marketing: How to Avoid Online Shopping Manipulation

Marketing has always had the ability to make us desire things we never knew we wanted. It’s designed to tap into our psychology, nudging us to spend money and acquire products or services. But with the rise of online shopping and digital platforms, marketing tactics have evolved into something more covert—something that is now referred to as dark patterns.

These dark patterns aren’t just about making you want something; they’re crafted to make you spend more than you originally planned, often without realizing it. In this article, I’ll walk you through some common dark patterns, helping you recognise them so you can protect yourself from falling into their traps during online shopping.

1. Hidden Costs

One of the most widespread dark patterns in online shopping is the introduction of hidden costs during checkout. You might think you're getting a good deal, but as you near the end of your purchase, extra charges like shipping fees, taxes, or pre-selected extras you didn’t ask for suddenly appear.

Another version of hidden costs is the “free trial” trap. You sign up for a service thinking it’s free, but you're automatically charged if you forget to cancel within the trial period. This tactic is designed to trap you into a subscription you don’t want or need.

Tip: Always set a reminder to cancel free trials before they expire, or you might end up with unwanted recurring payments.

2. Trick Questions

Trick questions are a sneaky tactic often used when you try to cancel a subscription. They present you with confusing or unclear options, making it difficult to complete the cancellation. For example, you might see two buttons: “Continue” and “Cancel,” but “Cancel” could stop the cancellation process, while “Continue” cancels your subscription. It’s deliberately confusing.

In some cases, companies force you to call customer service to cancel, as I experienced with a major news publication. I had to call a number in a different country to physically talk to someone via a 1-800 number. The representative did everything possible to prevent me from cancelling by offering discounts or gifts, making the whole process stressful.

3. Scarcity Tactics

Another manipulative marketing tactic is the use of scarcity cues. You’ve probably seen messages like “Only 2 left!” or “15 people are viewing this item right now!” These cues are meant to create urgency and pressure you into making a quick purchase decision, even if you aren’t sure about the product.

More often than not, these claims are exaggerated or outright false. They’re designed to manipulate your fear of missing out (FOMO).

Reality check: Take your time when shopping online. If you’re uncertain about a purchase, it’s usually better to wait than to act out of pressure.

4. Confirm shaming

Confirm shaming is when businesses use guilt or shame to pressure you into a purchase. Instead of offering a simple “Yes” or “No” option, they phrase the “No” in a way that makes you feel bad. For example, if an online store offers a discount in exchange for subscribing to their newsletter, the buttons might read: “Yes, I want to save money” vs. “No, I prefer paying full price.”

This tactic is designed to make you feel foolish or irresponsible for declining their offer.

Tip: Don’t let emotional manipulation push you into signing up for something you don’t want. Stick to your decision, and don’t feel guilty about it.

5. Data Grabbing

Sometimes businesses ask for more personal information than they need—a tactic known as data grabbing. You might be signing up for a newsletter and be asked for your full name, date of birth, or address. In most cases, they don’t need this information to provide the service. The extra data is often used for targeted marketing or sold to third parties.

Before you give away personal details, consider whether the company needs that information. If not, it’s a red flag.

6. Clickbait and Misleading Headlines

We’ve all fallen for clickbait—those sensational or misleading headlines designed to grab your attention and make you click. They might promise a shocking story or irresistible offer, but when you click, you’re taken to irrelevant content, usually packed with ads.

This is similar to the gossip magazines at checkout counters: the headlines are designed to lure you in, but the actual content rarely lives up to the promise.

Tip: If it sounds too good to be true, it probably is. Stay focused on legitimate websites and avoid getting sidetracked by clickbait.

7. Nagging and Pop-ups

Finally, there’s the constant nagging you experience on many e-commerce sites. You might be browsing without intending to buy, but before you leave, you’re hit with pop-ups saying, “Wait, don’t go!” or offering a discount if you sign up for their newsletter. Some websites even show a series of pop-ups, making it difficult to leave without engaging.

These tactics are designed to wear you down and pressure you into making a purchase or creating an account.

Stay Vigilant

These dark patterns in online marketing are designed to manipulate your decisions and trick you into spending more money or signing up for services you don’t need. Don’t fall for them. Be aware of these tactics, shop smart, and always take a moment to consider whether you’re being nudged into something you don’t want.

If you find yourself frequently encountering these manipulative tactics on a website, it might be time to take your business elsewhere. Remember, any company that tries to trick you isn’t interested in providing a positive experience—they’re interested in your wallet.

And sometimes, when you have the opportunity to strike back, you should. Contact them or leave a review that let's them know that you don't like their sales tactics. It will warn off other buyers and maybe force the company to change their approach to their customers.