디지털 플랫폼의 다크패턴과 관련한 법적 검토 및 향후 정책방향에 대한 연구: 소비자 다크패턴 피해 유형 분석과 해외 입법례 비교를 중심으로

The phenomenon of dark patterns, representing deceptive marketing practices, is on the rise globally. However, in South Korea, there is a notable lack of definition and analysis regarding this concept. As the digital platform business develops, it is true that there are several studies in Korea, but an agreement has not yet been reached. This study delves into the nature and characteristics of dark patterns, examining whether regulations through the Electronic Commerce Act and the Act on the Consumer Protection in the Advertisement and Labeling can address these practices. Research 1 categorizes the types of dark pattern-related damages in Korea through case analyses, while Research 2 explores the legislative responses in the EU and the U.S. Based on these findings, this study proposes effective legal andsocial measures to combat dark patterns in Korea. It contributes significantly to enhancing consumer protection and fostering a fair trading environment in the digital realm. The insights and recommendations from this paper are expected to be invaluable for formulating policies related to digital platforms and online advertising in the future.