Japan targets ‘dark patterns’ with proposed subscription regulations

Japan's Consumer Affairs Agency is moving toward legal regulations to combat ‘dark patterns’—deceptive website designs and interfaces intended to trick consumers into unintended purchases or subscriptions. The agency has released an interim report aiming to submit a bill to the next ordinary Diet session to amend the Act on Specified Commercial Transactions.

Common deceptive tactics include ‘interface interference,’ where low introductory prices are prominently displayed while restrictive long-term contract terms are hidden in small print, and ‘obstruction,’ which makes canceling services intentionally difficult. A notable example involved DAZN, which faced criticism after users discovered that a advertised monthly rate was actually part of a non-cancelable annual contract.

Consumer protection centers have reported increasing disputes where customers believe they are ordering a one-time trial product, only to be billed for expensive recurring subscriptions. In one instance, a consumer was charged a 9,000 yen difference for attempting to return a supplement after being misled by an advertisement. Authorities advise consumers to take screenshots of final confirmation screens and verify cancellation terms before completing transactions.