다크패턴과 소비자보호에 관한 소고 - 다크패턴의 개념 및 유형에 대한 비교분석을 중심으로 -

In the context of product purchase, consumerʼs ʻʻrational decision-makingʼʼ is a very important factor. Therefore, if a means is used to hinder consumer decision-making by providing insufficient information to consumers, causing confusion, or inducing them, it will be hindered by ʻʻrational decision-making.ʼʼ The ʻʻquick explanation and small fontʼʼ of insurance company advertisements that have been a problem for a long time can be seen as one example of the above. This phenomenon is also explained by the term ʻʻdark pattern,ʼʼ and as the online market expands, various types of dark patterns are emerging and causing new problems. The behavior of companies can be seen differently depending on the type and size of the company. In the past, it was often used as a marketing strategy for customer acquisition, but it can also be seen as a deception that leads consumers to make unfavorable (or unwanted) decisions. Therefore, the Fair Trade Commission of Korea conducted research and developed policy directions in response to the expansion of the dark pattern issue. In this article, we will review the literature that summarizes the concept and types of dark patterns, examine cases where dark patterns have been a problem in overseas and Korea, and analyze which factors have been recognized as dark patterns that harm consumers. Additionally, the Fair Trade Commission of our country, which is in the process of establishing related guidelines, examines how dark patterns are classified and especially compares the classification of dark pattern types by the FTC and the Fair Trade Commission. Lastly, in the conclusion, we briefly suggest how dark patterns, which are on the boundary between marketing ʻstrategyʼ and ʻconsumer deceptionʼ, should be regulated and researched in the current classification of the Fair Trade Commission.ʼʼ