ASA highlights rulings on Dark Patterns under the UK advertising code
The Advertising Standards Authority (ASA) has published a blog post discussing how it has addressed 'Dark Patterns' in past rulings under the CAP Code. The post examines key concerns related to choice structure, choice pressure, and choice information presentation, highlighting cases where misleading design decisions in third-party reward programmes and subscription services breached the Code. While features like countdown timers and scarcity indicators are not inherently problematic, advertisers must ensure claims are genuine, verifiable, and not used to manipulate consumer behaviour.