Key facts
- Japan plans to introduce regulations against websites employing 'dark patterns'.
- These deceptive interfaces aim to trick users into subscriptions or significant purchases.
- A recent survey indicated 37.5% of Japanese consumers encountered dark patterns online.
- The term 'dark patterns' is increasingly being replaced by 'deceptive design patterns'.
- Japan's Consumer Affairs Agency has previously identified such practices on numerous e-commerce sites.
Japanese authorities are preparing to introduce regulations aimed at combating 'dark patterns' on websites, which are deceptive user interface designs that manipulate consumers into making unintended purchases or subscriptions. This initiative comes as a significant portion of Japanese online shoppers, approximately 37.5%, report encountering such misleading practices in recent months.
The term 'dark patterns' is evolving, with 'deceptive design patterns' becoming the preferred terminology, aligning with legal and industry standards. This shift is partly influenced by significant enforcement actions, such as Amazon's September 2025 settlement with the U.S. Federal Trade Commission (FTC) for $2.5 billion, addressing issues related to Prime auto-enrollment and cancellation friction. The settlement covered about 35 million users, with $1 billion in civil penalties and $1.5 billion in customer refunds.
In Japan, the Consumer Affairs Agency conducted an audit in April 2025, identifying dark patterns in 45 out of 102 e-commerce sites examined. Common issues included preselection (45 sites), fake hierarchy (39 sites), and fake social proof (39 sites). Following these findings, the agency initiated discussions in November 2025 to establish legislation against these practices.
These deceptive tactics are increasingly recognized as a legal risk for businesses. The Japan Fair Trade Commission (JFTC) hosted an international symposium in March 2025, featuring discussions on the current landscape of dark patterns, regulatory trends in Japan and abroad, and the role of competition policy in addressing them. Experts like UX designer Harry Brignull, who coined the term 'dark patterns,' and policy analysts from organizations like the OECD, participated in these discussions.