Activity messages
Randomised recent-purchase notification
A fictional store displays “12 people bought this in the last hour” using a random number unrelated to completed orders.
Example group · 6 comparisons
Social proof interface examples
Uses claimed behaviour, approval or popularity among other people to accelerate or steer a decision.
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Activity messages
Fabricated named signup notification
A fictional course page rotates messages such as “Mia from Berlin just enrolled” using invented names and locations rather than completed enrolments.
Popularity claims
“Most popular” has no defined metric
A fictional service labels its highest-margin plan “Most popular” without recording sales, selection period or the population being measured.
Popularity claims
Bestseller badge follows margin rather than sales
A fictional marketplace assigns “Bestseller” to whichever item yields the highest commission, regardless of units sold.
Testimonials or endorsements
Paid creator recommendation lacks disclosure
A fictional creator calls a skincare product a personal favourite and links to purchase without disclosing payment until the bottom of a collapsed caption.
Testimonials or endorsements
Employee review presented as independent expertise
A fictional software company publishes a five-star quote from its product manager under an “Independent experts recommend” heading.
Sources used across this example group
Evidence base
Sources
- Dark commercial patternsOrganisation for Economic Co-operation and Development · Secondary · checked 2026-09-14 · OECD Digital Economy Papers No. 336
- Unfair Commercial Practices DirectiveEuropean Parliament and Council of the European Union · Primary · checked 2026-08-09 · Directive 2005/29/EC; CELEX 02005L0029-20220528