The California Privacy Protection Agency (CPPA) has given another glimpse into its enforcement priorities. On September 4, 2024, the CPPA released its second enforcement advisory, this time on the subject of dark patterns.

A dark pattern is a “user interface designed or manipulated with the substantial effect of subverting or impairing user autonomy, decisionmaking, or choice.” Common examples include asymmetry in button design, such as making the “accept” button larger or more brightly colored, and confusing language such as double negatives. For more information on dark patterns, read our article on creating a compliant cookie-consent banner.

Under the California Consumer Privacy Act and most other data privacy laws, consent collected via a dark pattern is not considered valid. Further, businesses are prohibited from using dark patterns that interfere with consumers’ ability to submit privacy requests.

Michael Macko, the CPPA’s Deputy Director of Enforcement, emphasized that “dark patterns aren’t about intent, they’re about effect.” The Agency doesn’t have to prove that a business intended to create a dark pattern, it just has to prove that the dark pattern exists and has the effect of subverting or impairing consumers’ privacy rights. 

Macko has previously stated that enforcement advisories such as this one will be taken into consideration when determining how lenient the Agency is in its enforcement. That is, if the CPPA has issued an advisory on a certain topic, businesses are considered to be on notice and failure to take any action may lead to harsher punishment. 

With that in mind, dark patterns should be high on the list of things to check for in your organization's privacy compliance.

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