What are “dark patterns” in consent and unsubscribe design?

Dark patterns are deceptive design choices that manipulate users into actions they didn't intend or wouldn't choose with full understanding. In email marketing, dark patterns appear in consent collection (tricks to get people signed up) and unsubscription (friction to prevent people from leaving). While some dark patterns may be technically legal, they undermine trust and increasingly attract regulatory attention as manipulative practices.

Common dark patterns in consent collection include: pre-checked subscription boxes (assuming consent unless unchecked); confusing double negatives ("uncheck this box if you don't not want emails"); hidden checkboxes (consent controls that are hard to see or find); bundled consent (forcing marketing consent to access services); trick questions (misleading wording that confuses users); and visual misdirection (making the "agree" button prominent while hiding the "decline" option).

Dark patterns in unsubscription include: buried unsubscribe links (tiny text, low contrast, hard to find); multi-step processes (requiring login, multiple confirmations, waiting periods); guilt-tripping language ("You'll miss out!" "We'll be sad!"); fake errors (unsubscribe "failing" repeatedly); roach motels (easy to subscribe, nearly impossible to unsubscribe); and required explanations (demanding reasons before allowing opt-out). These tactics may retain subscribers temporarily but generate complaints, damage reputation, and increasingly trigger regulatory enforcement. Dark patterns trade user trust for short-term metrics. They umight keep people "subscribed" but create resentful, disengaged contacts who hurt your program more than they help.