Can a Website Lie? The Ethics of Design Choices That Manipulate Users

Websites are designed to guide, inform, and persuade—but what happens when design crosses the line from persuasion to manipulation? Many online experiences subtly nudge users towards actions they might not have taken otherwise. From misleading pricing structures to confusing opt-out options, deceptive design tactics—often called “dark patterns”—are more common than many realise.

But where do we draw the line? When does persuasive design become unethical? And how can businesses create compelling digital experiences without compromising trust?

Explore how ethical website design practices can enhance user trust and long-term success.

Contents

• What Are Dark Patterns in Web Design?
• Common Deceptive Design Tactics
• The Psychological Impact of Manipulative UX
• Ethical vs. Unethical Persuasive Design
• How Businesses Can Prioritise Ethical Design
• FAQs on Ethical Web Design

What Are Dark Patterns in Web Design?

Dark patterns are deceptive design techniques that trick users into making unintended decisions. These tactics exploit cognitive biases, creating experiences that serve the business at the expense of the user.

Coined by UX designer Harry Brignull, the term “dark patterns” describes a range of unethical strategies, from sneaky subscriptions to misleading urgency tactics. While these methods may increase short-term conversions, they often erode trust and damage brand reputation over time.

But how prevalent are these manipulative tactics? A Princeton University study found that over 11% of e-commerce websites use dark patterns, influencing everything from purchases to personal data sharing.

Common Deceptive Design Tactics

How do websites manipulate users? Here are some of the most common unethical UX tactics:

• Hidden Costs & Drip Pricing

A user selects a product at an attractive price, only to discover extra fees—taxes, shipping, or mandatory add-ons—revealed at checkout. This technique exploits the “sunk cost fallacy,” making users feel too committed to abandon their purchase.

• Forced Continuity

Many subscription services offer free trials but make cancellation difficult. Users often realise they’ve been charged only after the first payment is deducted—sometimes without a clear way to unsubscribe.

• Misleading Scarcity & Urgency

Have you ever seen messages like “Only 2 rooms left at this price!” or “10 other people are viewing this item”? While sometimes genuine, these urgency tactics are often exaggerated to pressure users into making immediate purchases.

• Trick Questions in Forms

Checkboxes designed to confuse users—such as “Uncheck this box if you do not want to receive marketing emails”—are deliberately crafted to increase sign-ups by relying on user oversight.

• Confirmshaming

This tactic uses guilt to pressure users into agreeing with an action. Example: A pop-up asks, “Do you want to save money?” with options: “Yes, sign me up” or “No, I like wasting money.”

These strategies are designed to benefit businesses but often leave users frustrated, deceived, or even financially harmed.

The Psychological Impact of Manipulative UX

Why do dark patterns work? They exploit well-documented psychological biases that shape human decision-making.

• Loss Aversion

Users are more afraid of losing something than gaining something of equal value. That’s why messages like “Deal expires in 5 minutes!” push users into rushed decisions.

• Decision Fatigue

When overwhelmed with too many choices, users often go with the default option—even if it’s not in their best interest. This is why many websites pre-select add-ons or auto-enrol users in recurring payments.

• The Authority Bias

People tend to trust what appears official. A countdown timer, a fake “high demand” alert, or a fabricated testimonial can create a false sense of credibility.

While these tactics exploit human psychology, ethical design leverages the same principles in ways that benefit both the user and the business.

Ethical vs. Unethical Persuasive Design

Where is the line between persuasion and manipulation?

Ethical Design	Unethical Design
Clear, honest pricing	Hidden fees at checkout
Easy opt-in and opt-out	Difficult cancellations
Genuine urgency	Fake scarcity tactics
User-controlled choices	Pre-checked boxes and forced actions
Transparent policies	Misleading terms and conditions

Persuasive design is not inherently unethical. Encouraging users to take action—whether subscribing to a newsletter or making a purchase—is an essential part of business. The key is informed consent—ensuring users understand their choices and are not misled into decisions they wouldn’t normally make.

How Businesses Can Prioritise Ethical Design

A business’s long-term success depends on trust. Ethical design doesn’t just align with good values—it improves user satisfaction, reduces customer complaints, and strengthens brand loyalty.

• Be Transparent with Pricing & Terms

• Show all costs upfront—no hidden fees.
• Make cancellation as easy as sign-up.
• Use clear, simple language in terms and conditions.

• Make User Control a Priority

• Give users genuine choices (no forced opt-ins).
• Use clear labels, not misleading button text.
• Allow easy navigation without aggressive pop-ups.

• Use Honest Persuasion, Not Deception

• If you use urgency, make it real—don’t create artificial countdowns.
• If showcasing testimonials, ensure they’re authentic and verifiable.
• If offering discounts, make sure they are genuinely time-limited, not a permanent sales tactic.

FAQs on Ethical Web Design

• What is the difference between persuasive and manipulative design?

Persuasive design guides users toward actions that benefit them, while manipulative design misleads or pressures users into decisions they wouldn’t have made freely.

• Are all urgency tactics unethical?

Not necessarily. If urgency reflects real-time availability (e.g., limited stock), it is ethical. However, fake countdowns and misleading scarcity messages are deceptive.

• How can businesses ensure ethical UX practices?

Businesses should prioritise transparency, give users control, and test their designs to ensure they’re enhancing—not exploiting—the user experience.

• What are the consequences of using dark patterns?

Beyond damaging trust and brand reputation, dark patterns can lead to regulatory fines and legal action. Increasingly, consumer protection laws are targeting deceptive design tactics.

• Can ethical design still drive conversions?

Yes! Ethical design fosters trust, leading to higher customer retention, positive word-of-mouth, and sustainable long-term success.

Conclusion

A website may not “lie” in the traditional sense, but deceptive design choices can manipulate users into unintended actions. While dark patterns might provide short-term gains, they erode trust, increase churn rates, and invite regulatory scrutiny.

The future of digital experiences belongs to brands that prioritise transparency, ethical persuasion, and user empowerment. Businesses that embrace honest design will build lasting customer relationships—while those relying on deception risk being left behind.