Electronic Thesis and Dissertation Repository

Thesis Format

Integrated Article

Degree

Doctor of Philosophy

Program

Media Studies

Supervisor

Burkell, Jacquelyn

Abstract

Privacy dark patterns are user interface (UI) design strategies intended to influence users to make choices that reduce their online privacy. This integrated article dissertation documents privacy dark patterns on social networking sites (SNSs) popular with teen users, assesses how teens perceive and respond to these tactics, and critically evaluates the efficacy of privacy regulation across different jurisdictions in protecting individuals from manipulative interface design.

Privacy dark patterns on SNSs popular with teens were documented by recording and content-analyzing the process of setting up an account on five sites (Snapchat, TikTok, Instagram, Twitter, and Discord) for evidence of UI design strategies that undermine users’ institutional and/or social privacy. In total, three major types (Obstruction, Obfuscation, and Pressure) and 10 subtypes of privacy dark patterns were identified, including a pattern that has not been documented in prior research (False “Private” Account). Teen perspectives of privacy dark patterns were obtained by holding four virtual focus groups with Canadian teens aged 13-17 (n=38) on the topic of social media design. This study found that teens can identify privacy dark patterns and strategies for resistance when explicitly asked to set up a private social media account for a popular SNS (TikTok, Twitter, or Instagram) and look for design tactics that could influence their choices. However, teens reported low awareness of how social media design could influence their behaviour prior to taking part in the focus groups and failed to identify dark patterns that operated by giving certain options greater visual salience than others. Finally, three regulatory frameworks (the Personal Information Protection and Electronic Documents Act, the California Consumer Privacy Act, and the General Data Protection Regulation) were evaluated for their efficacy in protecting individuals from the effects of privacy dark patterns. This analysis found that less explicit and extensive protection is afforded to users against Obstruction and Pressure dark patterns compared to Obfuscation tactics, especially in a Canadian regulatory context. This research can inform the development of educational and regulatory countermeasures to dark patterns that support teens in making conscious and informed choices about the collection and use of their personal data.

Summary for Lay Audience

Dark patterns are interface design strategies that influence people to make choices that benefit online services. A subset of these tactics known as “privacy dark patterns” are deployed to reduce people’s online privacy. This dissertation documents privacy dark patterns on popular social media platforms, investigates how teens experience these manipulative tactics, and assesses how effectively privacy regulation in Canada, the United States, and the European Union protects people from manipulative interface design.

The first part of the project involved recording and analyzing the process of setting up an account for five social media platforms popular with teen users (Snapchat, TikTok, Instagram, Twitter, and Discord). In total, 10 privacy dark patterns were identified and organized into three major categories by their primary mode of influence: Obstruction, Obfuscation, and Pressure. These patterns were often used in combinations that complemented and reinforced one another. The second part of the project consisted of holding focus groups with Canadian teens aged 13-17 on the topic of social media design. This study found that teens can identify a number of privacy dark patterns and strategies for resisting these patterns when asked to set up a private social media account (on TikTok, Twitter, or Instagram) and look for design tactics that could influence their choices. However, teens reported low awareness of how social media design could influence their behaviour before taking part in the focus groups. They also did not identify dark patterns that made certain options more salient (e.g., larger, more colourful, higher contrast, or more centrally located) than others. The last part of the project involved evaluating and comparing three regulatory frameworks from Canada, the United States, and the European Union by how effectively these frameworks protect people from privacy dark patterns. This analysis found that, overall, people are less protected from Obstruction and Pressure dark patterns than from Obfuscation tactics, especially within Canada. The project ends with a discussion of the implications of this research for the development of educational and regulatory countermeasures to privacy dark patterns.

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