SINGAPORE - The Competition and Consumer Commission of Singapore (CCS) rapped three online retailers for using 'dark patterns' like fake visitor counts and false countdown timers to pressure consumers into purchases. Seager, which operates Boarding Gate, Light In The Box, and Origin Sleep, was called out for these deceptive tactics on May 18.
Dark patterns exploit mental shortcuts and psychological biases. For instance, scarcity cues and time pressure can trigger a fear of missing out. In the latest case, investigators had to comb through website code to confirm that Boarding Gate’s visitor counts were randomized.
Some dark patterns are relatively low impact, but others, like 'subscription traps,' can cause serious financial harm. The current environment of headline-driven anxiety over tariffs, conflicts, and shortages makes these tactics even more potent.
AI assistants and chatbots may turbocharge manipulation, potentially fine-tuning personalized 'limited offers' based on browsing history. Regulators have stepped up enforcement, but regulation alone isn’t enough.
Victor Seah, Director of the Behavioural Insights Centre of Excellence at Singapore University of Social Sciences, argues for a multi-pronged approach: businesses must self-regulate, consumers need education and vigilance, and shoppers should penalize deceptive designs by taking their business elsewhere.