As a digital marketer, legal director, or head of UX, you understand the importance of obtaining user consent for data collection and processing. However, the way you design your consent interfaces can greatly impact user trust and compliance with privacy regulations. Dark patterns, which are deceptive design practices that manipulate users into making unintended choices, can undermine the validity of consent, damage your brand reputation, and lead to severe fines.

At FairPatterns, we advocate for ethical design principles and fairness by design to prioritize user trust and transparency.

To help you navigate this complex landscape, we’ve compiled five tips to avoid dark patterns in your consent interfaces.

What Are Dark Patterns?

Dark patterns are deceptive UX design practices that trick users into taking actions they might not otherwise take. These can range from hidden fees to unwanted subscriptions and, most commonly, misleading consent interfaces. Dark patterns can severely damage a company’s reputation, erode user trust, and damage the digital economy as a whole.

Understanding how to avoid dark patterns is crucial for any business that values long-term customer relationships and sustainable growth.

1. Embrace Transparency and Clarity

One of the most common areas where dark patterns appear is in cookie consent interfaces. Websites often use cookies to track user behavior and gather data, but users must be clearly informed and consent to this tracking. The catch here is that users often do consent, but without truly informed, and companies too often wrongly assume that this is better for their bottom line.

One of the key principles of fair patterns is transparency. Your consent interfaces should clearly explain what data is being collected, how it will be used, and who will have access to it. Avoid using vague or misleading language that may confuse users or hide important information.

Tip: Use plain language and provide a clear, concise, objective description of your data practices. Consider using visual aids like icons or infographics to make the information more accessible.

2. Simplify the Opt-Out Process

Making it difficult for users to opt-out of services or subscriptions is a common dark pattern known as the “roach motel.” This tactic traps users in a service by making it easy to sign up but challenging to leave.

How to Avoid Dark Patterns in Opt-Out Processes:

3. Ensure Consent is Informed and Voluntary

True consent is informed, voluntary, and unambiguous. Users should never feel coerced into agreeing to something because they don’t fully understand the implications or because they feel they have no other choice.

How to Avoid Dark Patterns in Gaining Consent:

4. Avoid Manipulative Design Techniques

Manipulative design techniques, such as confirmshaming (language that guilts the user out of declining) and sneak into basket (tricking users into purchasing more than they intend to), are designed to pressure users into making decisions they might not otherwise make.

How to Avoid Dark Patterns in Design:

5. Foster a Culture of Ethical Design

Creating fair and transparent interfaces goes beyond individual design choices; it requires fostering a culture of ethical design within your organization.

How to Promote Ethical Design:

Wondering what fair patterns look like in practice? Well, after 2 years of R&D, we’ve created a library of 23 fair patterns. Have a look at the dark versus fair patterns right here and let us know what you think!


Avoiding dark patterns in your consent interfaces is crucial for maintaining user trust, avoiding hefty fines and ensuring customer lifetime value. By prioritizing transparency, simplifying opt-out processes, ensuring informed and voluntary consent, avoiding manipulative design techniques, and fostering a culture of ethical design, you can create fair and user-friendly interfaces that respect and empower your users. In the end, transparency will strengthen your company’s customer relationships and bottom line.

At FairPatterns, we are committed to helping organizations adopt fair and transparent design practices. By following these five tips, you can contribute to a more ethical digital landscape and build stronger, more trustful relationships with your users. Together, we can make the internet a fairer place for everyone.