Next

Next requires users to tick a series of four checkboxes to opt out of marketing communications, but then requires users to leave the fifth checkbox unticked to opt out. If they are not paying close attention, they will opt in by mistake.

A presentation by Harry Brignull on Dark Patterns. Includes examples from Apple, Post-office.co.uk, Royal Mail, Santander, Quora, Twitter, The Ladders, JustFab, Next.co.uk and M&S.

The radio button for a free next directory is already checked, but if the user doesn’t read the fine print they will unknowingly consent to a credit check and having a credit account opened, which sends brochures 4x a year at a cost of £3.75 each.