Browse > Article
http://dx.doi.org/10.9716/KITS.2022.21.6.073

A Study on the Regulation of Consumer Deception Interface: Focusing on Dark Patterns  

Ji Hun, Lim (고려대학교 정보보호대학원)
Beop Yeon, Kim (고려대학교 정보보호대학원)
Hun Yeong, Kwon (고려대학교 정보보호대학원)
Publication Information
Journal of Information Technology Services / v.21, no.6, 2022 , pp. 73-89 More about this Journal
Abstract
After COVID-19, the percentage of digital consumption has soared. Meanwhile, as the online platform market grows in size and digital commerce is activated, controversy over the "dark pattern" that induces consumers to do unintended things online continues. Dark patterns are deceptive design patterns that cause consumer rights and financial damage and can result in damaging fair market competition. As a result, the need to regulate dark patterns is raised not only by overseas regulators but also in Korea, and there are growing calls for strengthening consumer protection against dark patterns, with amendments to related laws being proposed by the National Assembly. On the other hand, there is no agreed definition of dark pattern from a normative point of view, and there is a concern that even legitimate advertising marketing activities of companies may be regulated, so a review of dark pattern regulatory measures is required. In this study, dark patterns were reviewed from a normative point of view and appropriate regulatory measures were analyzed. In particular, the problem of the dark pattern can be applied in a way that the market regulates and controls itself in consideration of the characteristics of the online platform. This study reviewed the possibility of self-regulation for dart patterns and proposed the role of each subject.
Keywords
Dark Patterns; Dark Nudge; Consumer Deception; Consumer Protection; Digital Platform Regulation;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 강하영, 윤재영, "사용자 기만 디자인이 사용자 경험과 재구매 의도에 미치는 영향", Archives of Design Research, 제33권, 제3호, 2020, 191-208. 
2 개인정보보호위원회, 알기쉬운 개인정보 처리 동의 안내서, 2022, 11-26. 
3 계인국, "지능정보기술 규제의 현황과 법학적 도전규제정책에 대한 비판적 논의", 경제규제와법, 제14권, 제1호, 2021, 67-69. 
4 공정거래위원회, "전자상거래․온라인플랫폼 관련 해외 소비자정책동향", 2021.01.25., Available at https://www.korea.kr/news/pressReleaseView.do?newsId=156433412(Accessed Dec 5, 2022). 
5 곽현준, 전자상거래 등에서의 소비자보호에 관한 법률 일부개정법률안 검토보고, 제400회국회(정기회) 제2차 정무위원회, 2022, 8-9. 
6 국회의원 이용우 보도자료, "이용우 의원, 소비자 기만하는 다크패턴 소비자 보호 위한 법 마련에 박차가해야", 2022.10.07., Available at https://blog.naver.com/ywlee9501/222894494697(Accessed Dec 5, 2022). 
7 권세진, 이정훈, 이창무, "데이터 경제 시대에 있어서 웹 크롤링(crawling)의 법적 인식에 관한 연구", 한국산업보안연구, 제11권, 제3호, 2021, 86. 
8 김가영, 정애린, 김도현, "온라인 플랫폼의 규제에 따른 이해관계 분석과 정책적 시사점", 디지털융복합연구, 제19권, 제9호, 2021, 28. 
9 김태오, "온라인 플랫폼에 대한 경쟁규제와 전문규제", 법학연구, 제25권, 제1호, 2022, 17. 
10 박민수, 정필문, "온라인플랫폼 규제정책에 대한 경제학적 검토", 산업조직연구, 제30권, 제2호, 2022, 4-5. 
11 선지원, "규제 방법의 진화로서 자율규제의 실질화를 위한 연구", 행정법연구, 제64호, 2021, 101, 110-111. 
12 신민아, 윤재영, "사용자의 행동을 유도하고 방해하는 다크패턴 UX디자인에 관한 리뷰 분석", Journal of Communication Design, 제79권, 2022, 201-221. 
13 여준상, "넛지 마케팅은 억울하다", 머니투데이, 2022.07.13., Available at https://news.mt.co.kr/mtview.php?no=2022071210473173175(Accessed Dec 10, 2022). 
14 유영국, "온라인 거래상 다크패턴의 규제 방향에 관한 검토", 법학연구, 제30권, 제3호, 2022, 82. 
15 이승민, "온라인 플랫폼에 대한 합리적 규제 방안", 행정법연구, 제64호, 2021, 146-147. 
16 이승민, "한국에서의 온라인 플랫폼 규제의 현황과 쟁점", 경제규제와 법, 제15권, 제1호, 2022, 112. 
17 이원우, 경제규제법론, 홍문사, 2010, 46, 55-56. 
18 정영진, 김진오, 고경민, 전기홍, "다크패턴(Dark patterns, 눈속임 설계) 관련 규제 강화 움직임", 2022.05.11., Available at https://www.kimchang.com/ko/insights/detail.kc?sch_section=4&idx=24994(Accessed Dec 5, 2022). 
19 일간투데이, "이성만 의원, 다크패턴 방지 법안 발의", 2022.07.05., Available at http://www.dtoday.co.kr/news/articleView.html?idxno=545594 (Accessed Dec 10, 2022). 
20 전자신문, "플랫폼 업계 크롤링 법적 분쟁 앓이", 2022.04.07., Available at https://www.etnews.com/20220407000102(Accessed Dec 5, 2022). 
21 제20대 대통력직인수위원회, 윤석열정부 110대 국정과제, 2022, 64. 
22 조보민, 오선영, 이지영, 김은지, 윤재영, "구독 해지과정 내 다크패턴 디자인에 대한 사용자 인식 연구", 한국디자인학회 학술발표대회 논문집, 2022, 60-65. 
23 조희정, "온라인 광고 규제의 현황과 과제", 국회입법 조사처 이슈와 논점, 제271호, 2011, 3. 
24 주 OECD 대한민국 대표부, "소비자의 구매결정을 왜곡하는 온라인 다크패턴 대응방안 논의", 2020.11.30., Available at https://overseas.mofa.go.kr/oecd-ko/brd/m_20806/view.do?seq=221&srchFr=&srchTo=&srchWord=&srchTp=&multi_itm_seq=0&itm_seq_1=0&itm_seq_2=0&company_cd=&company_nm=(Accessed Dec 5, 2022). 
25 한국소비자원, 다크 패턴(눈속임 설계) 실태조사, 2021. 
26 한국소비자원, 신유형 소비자문제 (다크 넛지) 실태조사, 2019. 
27 황미진, 임은정, 2021 한국의 소비생활지표, 한국소비자원, 2022, 793. 
28 황성기, "ICT 분야에서의 자율규제", 공법연구, 제50집, 제3호, 2022, 39-40. 
29 116th Congress (2019-2020), "S.1084 - DETOUR Act", Available at https://www.congress.gov/bill/116th-congress/senate-bill/1084/text(Accessed Dec 5, 2022). 
30 Australian Competition & Consummer Commision (ACCC), Digital platform services inquiry - Interim report No. 3 - Search defaults and choice screens, 2021. 
31 Competition and Markets Authority(CMA), "Online Choice Architecture: How digital design can harm competition and consumers", 2022. 
32 Bosch, C., B. Erb, F. Kargl, H. Kopp, and S. Pfattheicher, "Tales from the Dark Side: Privacy Dark Strategies and Privacy Dark Patterns", Proc. Priv. Enhancing Technol, 2016, 237-254.    DOI
33 Brignull, H., "Dark Patterns", Available at http://darkpatterns.org/(Accessed Dec 5, 2022). 
34 Catherine Zhu, "Dark patterns - a new frontier in privacy regulation", 2021.07.30., Available at https://www.reuters.com/legal/legalindustry/dark-patterns-new-frontier-privacyregulation-2021-07-29/(Accessed Dec 10, 2022). 
35 Convertcart, "30 Best Examples of Nudge Marketing in eCommerce", 2022.12.06., Available at https://www.convertcart.com/blog/nudge-marketing-examples(Accessed Dec 10, 2022). 
36 European Parliament, "Digital Services: landmark rules adopted for a safer, open online environment", 2022.07.05., Available at https://www.europarl.europa.eu/news/en/press-room/20220701IPR34364/digital-services-landmark-rules-adopted-for-a-safer-open-online-environment(Accessed Dec 5, 2022). 
37 FTC, "Bringing Dark Patterns to Light: An FTC Workshop", 2021.04.29., Available at https://www.ftc.gov/news-events/events/2021/04/bringing-dark-patterns-light-ftc-workshop(Accessed Dec 5, 2022). 
38 FTC, "FTC to Ramp up Enforcement against Illegal Dark Patterns that Trick or Trap Consumers into Subscriptions", 2021.10.28., Available at https://www.ftc.gov/news-events/news/press-releases/2021/10/ftc-ramp-enforcement-against-illegal-dark-patterns-trickor-trap-consumers-subscriptions(Accessed Dec 5, 2022). 
39 Geronimo, L. D., L. Braz, E. Fregnan, F. Palomba, and A. Bacchelli, "UI dark patterns and where to find them: A study on mobile applications and user perception", Proceedings of the 2020 CHI conference on human factors in computing systems, 2020, 1-14. 
40 Gray, C. M., Y. Kou, B. Battles, J. Hoggatt, and A. L. Toombs, "The dark (patterns) side of UX design", Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 2018, 1-14. 
41 Greenberg, S., S. Boring, J. Vermeulen, and J. Dostal, "Dark patterns in proxemic interactions: a critical perspective", Proceedings of the 2014 Conference on Designing Interactive Systems, 2014, 523-532. 
42 Consumer Council of Norway(Forbrukerradet), Deceived by design: How tech companies use dark patterns to discourage us from exercising our rights to privacy, 2018. 
43 Conti, G. and E. Sobiesk, "Malicious Interface Design: Exploiting the User", In Proceedings of the 19th International Conference on World Wide Web, 2010. 271-280. 
44 Hausman, D., M. McPherson, and D. Satz, Economic analysis, moral philosophy, and public policy, Cambridge University Press, 2016.
45 ICPEN, "2019 Icpen Internet Sweep: Dark Nudge", 2019. 
46 Kellogg, S., "How US, EU approach regulating dark patterns", Iapp, 2020.12.01., Available at https://iapp.org/news/a/ongoing-dark-pattern-regulation/. 
47 Lewis, C., Irresistible Apps: Motivational design patterns for apps, games, and web-based communities, Apress, 2014. 
48 Mathis, K. and A. Tor, "Nudging-possibilities", Limitations and Applications in European Law and Economics, Vol.3, Springer, 2016. 
49 Mathur, A., G. Acar, M. J. Friedman, E. Lucherini, J. Mayer, M. Chetty, and A. Narayanan, "Dark patterns at scale: Findings from a crawl of 11K shopping websites", Proceedings of the ACM on Human-Computer Interaction 3.CSCW, 2019, 1-32. 
50 Mathur, A., J. Mayer, and M. Kshirsagar, "What Makes a Dark Pattern... Dark?: Design Attributes, Normative Considerations, and Measurement Methods", CHI '21: Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems, 2021, 3. 
51 National Commission on Informatics and Liberty (CNIL), Shaping Choices in the Digital World - From dark patterns to data protection: the influence of ux/ui design on user empowerment, 2020. 
52 OECD, "Roundtable on Dark Commercial Patterns Online - Summary of discussion", OECD DSTI/CP(2020)23/FINAL, 2021. 
53 Rinehart, W., "Detour Act Gives Sweeping Powers to FTC", 2019.04.15., Available at https://www.americanactionforum.org/insight/detour-act-gives-sweeping-powers-to-ftc/(Accessed Dec 5, 2022). 
54 Thaler, R. and C. Sunstein, Nudge, Yale University Press: New Haven, CT, 2008. 
55 Tkaczyk, J., "Digital Consumer: Trends and Challenges", The Impact of the Digital World on Management and Marketing, Warszawa, 2016, 353-365. 
56 Zagal, J. P., S. Bjork, and C. Lewis, "Dark patterns in the design of games", Foundations of Digital Games 2013, 2013.