How to spot Weight Loss Scams #2

Today we take a look at ‘dark patterns’ in the weight loss space. What are they and how can avoid falling prey to sharp practice?

The weight loss industry is rife with promises of quick fixes and miraculous transformations and it can be hard to tell the charlatans apart from those that do have your best interests at heart. In this highly competitive space, even some of the larger, well-known companies employ tactics to get you onto their weight loss programme, before you're lured onto another.

There's a shadowy side to weight loss that employs deceptive tactics known as "dark patterns" to lure consumers into signing up quickly and parting with their hard-earned money. In this article, we'll shed light on how some weight loss providers employ dark patterns online to exploit the vulnerability of individuals seeking a healthier lifestyle.

Understanding Dark Patterns

Dark patterns are design elements and psychological techniques deliberately crafted to manipulate users into taking actions they might not otherwise choose. These practices exploit cognitive biases and emotions to drive users towards a desired outcome, often to the detriment of the user.

15 Dark Patterns to watch out for in the Weight Loss Space

When considering purchasing a weight loss programme, watch out for the following dark patterns. Some are of course more serious than others, I bet you’ve seen plenty of these already, in the weight loss space, and elsewhere.

#1 Opaque Pricing: Increasingly, it's hard to find out what a programme costs until you've handed over your data, or filled in a questionnaire or quiz. This means you are already invested in the product before you find out how much it's going to cost you so will be more likely to buy it than had you been able to compare pricing upfront.

#2 Personalised Pricing: You may be offered a price that’s ‘just for you’ perhaps based on data you've been asked to hand over like your weight goals, age, etc. This is problematic because you don’t know what everyone else is paying or whether you’re paying more or less.

#3 False Urgency: Many weight loss websites employ countdown timers, flashing messages, or pop-ups that create a sense of urgency. They pressure people into making impulsive decisions by making them believe that they must act quickly to secure a limited-time offer.

#4 Hidden Costs: Some weight loss providers bury additional costs deep within the fine print, making it difficult for people to spot them during the sign-up process. The danger here is that you may unknowingly commit to expensive subscriptions or hidden fees.

#5 Misleading Testimonials and Reviews: Fake testimonials and reviews are commonly used to build trust and credibility. Weight loss providers may fabricate success stories to lure potential customers into believing that their program is effective. Look out for images that don't seem real.

#6 Opt-Out Confusion: Dark patterns often make it hard for users to opt-out or cancel regular subscriptions. The process may involve multiple steps, convoluted instructions, or hidden links, frustrating users who want to unsubscribe.

#7 Scarcity Tactics: Weight loss websites frequently promote scarcity by claiming that a product is running out or that only a limited number of spots are available. This creates a fear of missing out (FOMO), compelling consumers to take immediate action.

#8 Pre-Selected Options: During sign-up, dark patterns often pre-select additional products, services, or subscription tiers for users. Unless users actively opt-out, they end up paying for extras they may not need.

#9 Difficulty in Contacting Support: Legitimate weight loss programs provide customer support channels for enquiries and assistance. Dark patterns may hide or make it extremely challenging for users to reach out for help, leaving them feeling trapped.

#10 Manipulative Language: The use of persuasive language that preys on people's insecurities and emotions is common in dark patterns. Weight loss providers may use phrases like "Say goodbye to your fat forever" or "This is your last chance."

#11 Obfuscated Cancellation: Some providers hide the cancellation option deep within their websites, requiring users to navigate a maze of pages before finding it. This discourages users from cancelling their subscriptions.

#12 Misleading Imagery: Dark patterns sometimes use misleading images that exaggerate weight loss results. Before-and-after photos may be edited or manipulated to create unrealistic expectations.

#13 Lack of Contact Information: Reputable companies provide contact information for customer support. If you can't find a way to reach them, it's suspicious.

#14 No Money-Back Guarantee: Legitimate programs usually offer a refund policy. Avoid those that don't stand behind their product.

#15 Missing Privacy Policy: Ensure the website has a clear privacy policy. Scammers may sell your personal information to other companies.

How to avoid dark patterns

Not all weight loss providers engage in these practices, but it's crucial to be vigilant and informed. Sometimes you will even see dark patterns employed by reputable, large and well-known companies. There’s a fine line between clever marketing and dark patterns and sharp practice, so make sure you’re happy with what’s on offer before proceeding.

When considering a weight loss program or product, take your time to read the fine print and understand the terms and conditions, especially if you’re signing up to a monthly or annual subscription. By being aware of deceptive tactics, you can make more informed decisions and protect yourself from falling prey to dark patterns in the weight loss space.

If you’re unsure, wait. Even if you think you’ve found the perfect thing, sleep on it and come back to it the next day when you’ve had a chance to reflect.

About the Author

Katie is a weight loss expert and the driving force behind Weight Loss Buzz. Before founding her own business, she led Digital Policy at Which?, the renowned Consumers’ Association, where she helped to protect consumers and their personal and health data online.

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