The Dark Patterns

Abstract

The purpose of the research is to provide consumers with better information about whether advertisements seen on the Internet or even on television can deceive them, and how they can reduce and eliminate this. I think it is important to understand the process of determining dark patterns and the significance of the problem during research. Furthermore, it is necessary for readers to be able to analyse the factors necessary to define the research problem: past information and forecasts, user behaviour, economic and legal environment, and the marketing and technological capabilities of companies in the online environment, as well as to be able to define the problem, develop the approach, and understand emerging problems and conflicts.