How deceptive online tactics are manipulating us

Australians are being manipulated online every day through digital tactics designed to trick them into handing over personal data, making unintended purchases and engaging with online platforms in ways they had never intended.

A new report by the University of South Australia reveals that these deceptive patterns—also known as “dark patterns”—are found in 95% of the world’s most popular apps, and more than 11% of major online shopping platforms.

They are widespread across social media, e-commerce and mobile applications, posing significant risks to consumers’ autonomy, privacy and financial security.

The report, commissioned by the Federal Treasury, highlights the deceptive patterns that influence and manipulate consumer behavior. It is titled “Patterns in the Dark: Deceptive Practices in Online Interactions,” and was prepared by IVE researchers Dr. James Baumeister, Ji-Young Park, Dr. Andrew Cunningham, Associate Professor Stewart Von Itzstein, Professor Ian Gwilt, Dr. Aaron Davis and Dr. James Walsh.

These include misleading countdown timers that create a sense of urgency, hidden fees, pre-selected consent options, and obstacles to unsubscribing from services and websites.

Lead author of the report, Dr. Baumeister from UniSA’s Australian Research Center for Interactive and Virtual Environments (IVE) says that deceptive patterns have become a major consumer protection issue, with Australians spending more time and money online.

“These tactics are designed to manipulate users into actions they wouldn’t normally take, whether it’s making an unintended purchase, giving away more data than necessary, or simply struggling to cancel an unwanted subscription,” Dr. Baumeister says.

The report reveals that no one is immune to deceptive patterns, but some groups are more vulnerable than others.

Older Australians and those with lower digital literacy are at higher risk, often failing to recognize misleading online tactics. Teenagers are also targeted through social media platforms, where deceptive engagement techniques keep them scrolling for hours longer than intended.

“The financial impact is substantial,” Dr. Baumeister says. “One in four Australians report difficulty understanding promotional price tags in physical stores and this issue is exacerbated online, with hidden fees and misleading sales tactics leading to unexpected costs.”

Report co-author, UniSA Enterprise Fellow Dr. Walsh, says companies are using artificial intelligence profiling to predict and manipulate user behavior with increasing accuracy.

“Fake reviews, manipulative cookie consent pop-ups, and misleading product recommendations are all being enhanced through AI technologies, making consumers even more vulnerable,” Dr. Walsh says.

The report argues that awareness alone is not enough to protect consumers. Regulatory reform and enforcement are urgently needed to curb deceptive practices and hold companies to account.

“While Australian consumer laws address some blatant deceptive patterns, many subtle tactics still fall through legal loopholes.

“We need a multi-faceted approach. Regulators must act, companies need to be held accountable, and consumers should be equipped with the knowledge and tools to protect themselves,” Dr. Walsh says.