Google’s dark patterns

Google’s being sneaky again. Last year I shared an article about research into ‘dark patterns’, sneaky user interface tricks that shopping websites use to catch us out. It seems the search advertising giant is getting in on the act now.

Google’s ads just look like search results now – The Verge
Last week, Google began rolling out a new look for its search results on desktop, which blurs the line between organic search results and the ads that sit above them. In what appears to be something of a purposeful dark pattern, the only thing differentiating ads and search results is a small black-and-white “Ad” icon next to the former. It’s been formatted to resemble the new favicons that now appear next to the search results you care about. Early data collected by Digiday suggests that the changes may already be causing people to click on more ads.

Indeed, when I search for pet insurance, I can hardly see any real search results without scrolling down.

Google made a big change to search results that makes it harder to distinguish ads from regular results, and people are calling Google out for it – Business Insider
This is not the first time Google has been accused of using manipulative design practices, known as “dark patterns,” to trick users into clicking on ads.

The Wall Street Journal reporter Rolfe Winkler said the Federal Trade Commission sent letters in 2013 to Google and other search engines saying the distinction between ads and organic search results had become “less noticeable to consumers.” In the letters, the FTC told the companies to “make any necessary adjustments to ensure you clearly and prominently disclose any advertising.”

I’d say those letters have been completely ignored, wouldn’t you?

Update 26/01/2020

A rethink.

Google backtracks on desktop search redesign blurring ads from organic results – Boing Boing
Google’s recently announced new redesign of desktop search results would have made ads pretty much look exactly like search results. Google is now backtracking, listening to the criticism, and trying a different visual approach.

Google backtracks on search results design – TechCrunch
The company acknowledged that its latest experiment might have gone too far in its latest statement and noted that it will “experiment further” on how it displays results.