Dark Patterns: Websites Make It Hard to Cancel Subscriptions

A study by brand insights agency C & R Research found that 42% of consumers say they are paying for a service they no longer use. Even worse, the same study found that consumers underestimate their monthly subscription spending by an average of $133. Ouch. That's over $1,500 a year for unused services—a quick way to tank any budget.

So, once you take stock of what you're paying for and decide to get rid of what you're no longer using, it should be easy to cancel, right? Well, not always. And that's usually by design.

What are dark patterns?

Some websites and apps use manipulative tactics called "dark patterns" to keep you subscribed. These sites might hide cancelation options or the unsubscribe button, force you to click through multiple screens, or make the online "cancel" button dim but the "continue" button a bright color.

Websites use these deceptive practices to manipulate your behavior, often because they want something from you, whether it's your personal data, your money, or both.

Here are six common dark patterns you'll encounter online:
 
Bait-and-switch. This occurs when you intend to do one thing, but a different, usually less desirable, action happens instead. For example, you click a button to close a pop-up ad, only for it to launch a download instead.

Confirmshaming. This technique guilt-trips you into opting in by using shaming language if you decline. For example, a subscription pop-up with options like "Yes, I want to save money" and "No, I prefer to waste money."

Disguised ads. These are advertisements designed to resemble other types of content or navigation, tricking you into clicking on them, and are extremely common on mobile apps. For example, a pop-up window appears while you are using an app or playing a game that appears to give you a few options, like "Subscribe" or "Shop Here." However, none of these options give you a way to close the ad, and the small close option, which is often translucent and hard to see, appears after a few seconds.

Roach motel. As the old commercial says, "Roaches check in, but they don't check out!" This pattern makes it easy for you to sign up for a service or subscription, but very difficult to cancel if you change your mind. For example, subscribing to an email newsletter might be easy, but unsubscribing requires navigating through multiple steps and pages.

Hidden costs. Extra charges are revealed only at the last step of the checkout process. You might add items to your cart only to find unexpected fees, such as high shipping or handling charges, during checkout. These are also commonly called "junk" fees.

Forced continuity. This tactic makes it difficult to cancel a subscription that automatically renews. Often, the option to cancel is buried deep within account settings or will require you to contact customer service by phone, where you'll undoubtedly sit on hold for a while.

Dark patterns are, unfortunately, widespread. A recent Princeton study of over 11,000 shopping websites found deceptive patterns on 10% of them, including well-known companies like Lending Club and Vizio.

Certain industries are more prone to using dark patterns, including:

E-commerce. Online retailers often use techniques like junk fees and forced continuity.

Social media. Platforms may use privacy-invading tactics to collect more of your data.

Gaming. Free games frequently use manipulative designs to encourage in-app purchases.

How to detect and resist deceptive patterns

Awareness is key. Once you know what to look for, you will spot these patterns and can avoid them. Here are some helpful tips:

Be skeptical - Generally, if an offer seems too good to be true, it is.

Read the fine print - Always check the details before making a purchase, clicking on an ad, or checking a box.

Check the source - Verify the credibility of the website or app. Google a site's claims to see what others say and check online reviews.

Opt out - Whenever possible, opt out of unnecessary data sharing.

Use tools - Use browser extensions and apps that block ads, trackers, and cookies.

Report - Report deceptive practices to consumer protection agencies like the Consumer Financial Protection Bureau.

Regulatory help may be on the way

The Federal Trade Commission (FTC) has proposed a rule called the "Click to Cancel" rule, which would require companies to make it easier for consumers to cancel subscription services.

Essentially, the new rule would require companies that sell subscriptions to make canceling the service as easy as it is to sign up. For example, if you join online, then you can cancel on the same website in the same number of steps. It would also require companies to send an annual reminder to customers before their automatic renewal date.

Click to Cancel would also require companies to:

Make the cancelation method simple and available through the same method used to initiate the charge.

Provide clear information about a deal.

Get consumers' consent to continue.

The Click to Cancel rule would apply to a variety of subscription services, including cosmetics, software, newspapers, and gym memberships. The uniform regulation could bring welcome change for consumers inundated with monthly charges.
 

Remain steadfast when canceling

When you're ready to cancel your unused services, be sure to recognize emotional triggers.

Maybe you want to cancel a music streaming service, only to be reminded of everything you'll be missing before you quit—like personalized playlists and offline listening. Then there's the low-price offer often dangled in front of you to keep you from leaving: "Elaine, we're so sorry to see you go. How about three more months at half price?"

The Click to Cancel rule would require companies to ask consumers whether they want to learn about additional offers before making such pitches.

Take charge

While regulations may make canceling subscriptions easier in the future, it's up to you to take control now. Take stock of where your money is going and cancel any unused services to stop wasting money.