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Dark Pattern Examples and FTC Fines

Learn from real enforcement cases. These companies paid millions for deceptive design practices that your website might be using right now.

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Largest Dark Pattern Fines

The FTC has imposed some of its largest penalties in history for dark pattern violations. These cases show that no company is too large to face consequences, and the practices that triggered enforcement are common across thousands of websites.

Epic Games (Fortnite)

$245M (2022)

Deceptive button placement in the Fortnite item shop led to unwanted purchases, especially by children. The confusing interface made it too easy to buy items accidentally, and the refund process was inadequate.

Amazon (Alexa/Ring)

$25M (2023)

Amazon made it extremely difficult to cancel Alexa subscriptions, requiring multiple steps and confusing navigation. The company also retained children's voice recordings and geolocation data in violation of COPPA.

ABCmouse

$10M (2020)

Hidden auto-renewal terms locked parents into ongoing charges they did not expect. The cancellation process was deliberately made difficult, requiring phone calls during limited hours and navigating multiple retention screens.

10 Types of Dark Patterns

The FTC and consumer protection agencies around the world have identified these categories of deceptive design. Our scanner checks for all 10.

  1. Pre-checked subscriptions

    Checkboxes that are selected by default, signing users up for services, newsletters, or add-ons they did not actively choose.

  2. Hidden cancellation

    Burying the cancel button deep in account settings, requiring phone calls, or adding unnecessary steps to prevent users from leaving.

  3. Confirm-shaming

    Using guilt-tripping language on decline buttons, such as 'No thanks, I don't want to save money' instead of a simple 'No thanks.'

  4. Hidden fees

    Charges that only appear at the final checkout step after the user has already invested time in the purchase process.

  5. Deceptive buttons

    Making the option the company prefers visually prominent while making the user's preferred option small, gray, or hard to find.

  6. Fake urgency

    Countdown timers that reset when the page reloads, 'only 2 left in stock' messages that never change, and other fabricated scarcity signals.

  7. Roach motel

    Making it very easy to sign up for a service but nearly impossible to leave. The signup is one click; the cancellation requires five screens and a phone call.

  8. Forced continuity

    Charging users after a free trial ends without clear prior notice, or making it difficult to turn off auto-renewal before the trial expires.

  9. Trick questions

    Using double negatives or confusing wording so that users accidentally consent to things they intended to decline. 'Uncheck this box to not receive emails.'

  10. Visual misdirection

    Using size, color, and positioning to draw attention away from important options like privacy settings, fees, or opt-out buttons.

How to Protect Your Business

The best defense against an FTC enforcement action is proactive compliance. Start by running an automated dark pattern scan on your website to identify existing issues. Review your checkout flow, subscription signup, and cancellation process from the perspective of a first-time user who wants to leave.

Simplify your cancellation process so it takes the same number of steps as signing up. Remove any pre-checked boxes, hidden fees, or guilt-tripping language from your interface. Set up regular scanning to catch issues introduced by design changes or new features. Keep records of your compliance efforts -- documented good faith goes a long way if regulators ever come calling.

Use our free dark pattern scanner for a quick check, or follow the FTC compliance checklist for a thorough review. Visit our full Dark Pattern Scanner page for more about our scanning engine and how it works.

Frequently Asked Questions

What is the largest dark pattern fine ever?
The largest FTC dark pattern fine to date is $245 million, imposed on Epic Games in 2022 for deceptive practices in Fortnite. The FTC found that Epic used confusing button placement in the item shop that caused players, especially children, to make purchases they did not intend. The settlement also included requirements to change the game's purchase interface.
Can I get fined for dark patterns even if they were not intentional?
Yes. The FTC does not require proof of intent. If your website's design has the effect of deceiving or manipulating consumers, you can face enforcement action regardless of whether the dark pattern was deliberately designed. This is why automated scanning is important -- you may have dark patterns in your checkout or cancellation flow that were introduced unintentionally by a design update or A/B test.
What types of businesses are most at risk for dark pattern fines?
E-commerce companies, subscription-based services, and SaaS businesses face the highest risk because they typically have complex checkout flows, recurring billing, and cancellation processes. However, any business with a website that collects payments or user consent is potentially at risk. The FTC has pursued companies across gaming, education, social media, and retail.
Are dark pattern laws only enforced in the United States?
No. The European Union's Digital Services Act and the UK's consumer protection regulations also target dark patterns. California's CPRA includes specific provisions against deceptive consent interfaces. Many countries are adopting similar frameworks. If your website serves users in multiple jurisdictions, you need to comply with the strictest applicable standard.
How do I prove my website does not have dark patterns?
Regular automated scanning provides documented evidence of compliance over time. Run periodic dark pattern scans and save the reports. If you are ever investigated, showing a history of proactive scanning and remediation demonstrates good faith. You should also document your design review process and any changes made in response to scan results.