---
title: "Dark patterns – deceptive design explained | Sweet Lava"
description: "Dark patterns push users into choices they wouldn't knowingly make: hidden costs, pre-ticked consents, traps in cancellation. See examples and the risks."
url: https://sweetlava.eu/en/glossary/dark-patterns/
lang: en
alternate_pl: https://sweetlava.eu/pl/slownik/dark-patterns/
---

UX & product design 

# What is Dark patterns?

Dark patterns (deceptive design patterns) are interface elements designed to push users into decisions they would not make with full knowledge: pre-ticked consents, costs hidden until the last checkout step, a subscription easy to start and hard to cancel.

The most common patterns already have names. "Roach motel": entering a service takes a minute, leaving requires a phone call during office hours. Confirmshaming: a decline button worded to embarrass ("No, I prefer overpaying"). False urgency: countdowns and "only 2 left" messages with no basis in actual stock. Hidden costs: delivery and fees added only at the final checkout step.

Beyond the reputational damage, legal risk is growing: EU law, including the Digital Services Act (DSA), explicitly bans deceptive interfaces, and consumer protection authorities fine companies for practices such as fake promotion countdowns or obstructed subscription cancellation.

**Why it matters for business:** dark patterns lift results short-term and you pay for them later: in returns, complaints, public reviews and customers who felt cheated. Hunting for these spots is a standing part of an [e-commerce UX audit](https://sweetlava.eu/en/blog/ecommerce-ux-audit/), because some conversion "optimisations" turn out to be debt weighing on the brand.

## Related services

- [ E-commerce development & online stores → ](https://sweetlava.eu/en/services/e-commerce/)
- [ UX audits & UX/UI design → ](https://sweetlava.eu/en/services/ux-ui-ax/)

## Related articles

E-commerce · 19 July 2026

## [ E-commerce UX audit – what we check and what it costs ](https://sweetlava.eu/en/blog/ecommerce-ux-audit/) 

Traffic but no sales? A UX audit of an online store shows where conversion leaks – from the listing to the checkout. We explain what it covers, what it costs and what you get in the report.

## Related terms

- [CRO (conversion rate optimization)](https://sweetlava.eu/en/glossary/cro/)
- [UX (user experience)](https://sweetlava.eu/en/glossary/ux/)
- [UX audit](https://sweetlava.eu/en/glossary/ux-audit/)

## Want to know where your product loses users?

A UX audit ends with a prioritised list of fixes, each with a rationale. Scope and quote within a few days.

[ Get in touch ](https://sweetlava.eu/en/contact/?source=glossary-dark-patterns)