Trust · Dark patterns
People can't easily say no to cookies or marketing
The law requires an equally clear way to say no, and pre-ticked boxes don't count as consent. You could be fined, and it feels sneaky.
- Applies to
- every page
- Typical severity
- medium
- Effect on conversions
- medium
- Effort to fix
- Quick to fix
What to look for
Pre-ticked marketing or data-sharing boxes, or a cookie banner with a prominent Accept but no equally visible Reject.
What good looks like
Consent boxes are unticked and the cookie banner offers Reject as clearly as Accept.
How to fix it
Leave marketing boxes unticked, and make the 'Reject' cookie button as easy to see as 'Accept'.
Based on
- UK GDPR and PECR (ICO guidance)
- UK CMA guidance on online choice architecture (dark patterns)
Related checks
TrustPressure messages like 'only 2 left' look fakeFake-looking urgency puts people off. The law treats misleading urgency as unfair, and you could be fined.TrustYour 'no thanks' wording makes people feel guiltyButtons like 'No, I don't like saving money' annoy people and make your business look pushy.TrustThere are no reviews or recommendations on your pagePeople want to see that others chose you and were happy. Without that, many will pick someone who shows it.
Does your site pass this check?
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