South Korea Tackles Online Dark Patterns with Industry Self-Regulation

South Korea is taking a proactive approach to combat deceptive online practices known as “dark patterns” through a new voluntary code of conduct developed in collaboration with industry stakeholders. The initiative, spearheaded by the Fair Trade Commission (FTC), aims to foster a more trustworthy online transaction habitat by encouraging companies to self-regulate and prevent manipulative design choices that exploit consumers.

What are Dark Patterns?

Dark patterns are user interface (UI) and user experience (UX) designs intentionally crafted to trick users into doing things they might not otherwise do. These can include things like making it tough to cancel subscriptions, hiding important information, or using manipulative language to pressure users into making purchases. The U.S. Federal Trade Commission (FTC) provides a detailed overview of dark patterns and thier impact on consumers.

The Voluntary Code of Conduct

The voluntary code, developed with participation from 24 companies across various online sectors, focuses on eliminating several common dark pattern tactics. These include:

• Guaranteed Outcomes/False Urgency: Misleading users into believing a certain outcome is guaranteed or creating a false sense of urgency to rush decisions.
• Bait-and-switch: Offering one thing and then changing it to something less desirable.
• Hidden Costs: Concealing unexpected charges or fees during the purchase process.
• Confirmshaming: Guilting users into opting into something.
• Obstruction: Making it unnecessarily difficult to cancel a service or delete an account.

The FTC will work with participating companies to ensure compliance. This includes regular inspections, the development of betterment plans when needed, and requests for companies to address identified issues. Inspection results and improvement progress will be shared with the Korea Consumer agency to inform consumers and promote transparency.

incentivizing Self-correction

A key aspect of the initiative is a commitment to providing companies with an prospect to self-correct before facing formal corrective action. If a practice that was self-inspected and remedied under the code is later found to violate dark pattern-related laws, the FTC will generally issue a corrective advice first, unless there are extenuating circumstances.This approach aims to encourage proactive compliance and minimize needless penalties.

FTC’s Role and Future Outlook

The Fair Trade Commission emphasizes that this voluntary code is a first step. An FTC official stated that the commission will closely monitor the effectiveness of the self-regulatory measures in the market and continue to pursue policy efforts to solidify these standards. this includes possibly considering more formal regulations if the voluntary approach proves insufficient. The goal is to create a digital marketplace where consumers can make informed choices without being manipulated by deceptive design practices.

Key Takeaways

• South Korea is addressing online dark patterns through a voluntary industry code of conduct.
• The code targets common deceptive design tactics like false urgency, hidden costs, and confirmshaming.
• The FTC will monitor compliance and offer opportunities for self-correction before taking formal action.
• This initiative aims to build a more trustworthy online transaction environment for consumers.

Reporter Lee hwi-bin, vinyvin@nongmin.com