The California government has banned local companies from using so-called “Dark Patterns” on their websites – interface tricks that can mislead users. Business Insider writes about it. 

Dark patterns are various interface tricks used by developers to control user behavior. This term was coined in 2010 by interface specialist Harry Brignull, who launched the site of the same name. He included the complication of unsubscribing, manipulating the user’s attention to distract him, and more.

The law banning the use of “dark patterns” came into effect on March 15. The authorities have set aside a 30-day window for companies to get their sites up and running. The government will fight against non-compliance with the law by filing lawsuits and fines for unfair competition.

“California is one of the foremost places to protect privacy on the Web. This safeguard ensures that consumers are not confused or misled when trying to exercise their privacy rights. “– said state attorney general Xavier Becerra (Xavier Becerra).

Speaking to the publication, Brinnul said the current law is a step forward in protecting the privacy of California consumers. He also expressed the hope that this experience will be taken over by other states of the country.

In 2019, researchers at Princeton and Chicago Universities conducted a study on the use of the aforementioned tools. Experts have found that approximately every tenth site uses “dark patterns”. For example, they display a countdown timer for stocks ending. This presumably shames customers into making purchases.