Pinsent Masons provides a detailed analysis of the increasing regulatory scrutiny on "dark patterns" within the European Union. Dark patterns are interface designs that manipulate users into making decisions they might otherwise avoid. According to the article, the EU’s Digital Services Act, Digital Markets Act and the proposed AI Act collectively create a new legal framework targeting these deceptive practices, signalling that manipulative designs will no longer be tolerated.

The analysis explains that the European Commission has issued guidance to help platforms identify and avoid dark patterns, such as making it difficult to unsubscribe, using misleading visual cues and employing "trick questions". It advises businesses to review their online interfaces and customer journeys to ensure transparency and fairness. Failure to comply could result in significant fines and enforcement actions, reflecting a shift in how consumer protection law is applied to the digital environment.