Online choice architecture
Find out about the Competition and Market Authority (CMA)'s work to tackle potentially harmful online selling practices.
The design of websites and apps affects how people make decisions when shopping online (this is called ‘online choice architecture’ or OCA). Some of these changes can be good for consumers, as they can:
-
make our experience smoother or more intuitive
-
pick out relevant products for us
-
simplify the overwhelming amount of information available
However, some designs can also cause harm if designed in a way that weakens competition or doesn’t benefit consumers. These can include:
-
pressure selling
-
hidden charges
-
subscription traps
Practices like these are sometimes called ‘dark patterns’ or ‘sludge’.
Under consumer protection law, businesses are responsible for being clear, honest and transparent with consumers. The CMA and other authorities can play a crucial role in understanding how the effects of OCA may be harmful to consumers, and taking action to help.
Find out more about our new guidance on price transparency and getting consent when selling online, as well as how the CMA is using its new powers to tackle poor online and sales practices.
Guidance for businesses and web designers
Our guidance on designing online content so that it is clear and transparent applies to you if you:
-
own or manage a business that has an online shop
-
design or manage a website or app that sells goods and services to consumers
-
work in related roles including legal, marketing, content design or development
Our guidance explains what ‘urgency claims’ can look like and how to tell if they infringe consumer law.
Read our blog post, co-written with the Information Commissioner’s Office, on what you can do to stop using harmful design practices.
Information for researchers
The CMA has published research into how OCA can undermine consumer choice and control over personal information.
Updates to this page
-
Link to open letter to online businesses on urgency claims published.
-
First published.