Disguised advertisement or action
Sponsored result imitates an organic recommendation
A fictional marketplace gives a paid placement the same typography and ranking treatment as organic results, with “sponsored” hidden in a tooltip.
Individual HTML example · Interface interference
Fake close control opens another promotion
A fictional app draws an “×” in the corner of an upgrade ad, but tapping it opens the purchase page instead of dismissing the ad.
This is an original fictional comparison. It depicts no real company and is not a legal finding or safe harbour.
Fake close control opens another promotion
A fictional app draws an “×” in the corner of an upgrade ad, but tapping it opens the purchase page instead of dismissing the ad.
Limited upgrade. The familiar close symbol is wired to the upgrade route.. ×. Close promotion
Optional upgrade. Close dismisses the dialog; the upgrade button names its destination.. Close promotion. ×. What happens next, expanded: Activating “Close promotion” produces the outcome stated on the control.
Why the first version can mislead: The presentation changes what the user can notice or predict at the pricing decision. The problematic state shows: “The familiar close symbol is wired to the upgrade route.” Its influence should be tested by comparing the consequence and usability of “×” with “Close promotion”. The user activates a commercial action while reasonably expecting to close the message.
What a fairer design does: Make the close control perform only dismissal and label any purchase action separately.
Show annotated differences (2)
Potentially problematic version
- Close promotionIn “Fake close control opens another promotion”, this element shows how disguised advertisement or action can shape the decision.
Neutral alternative
- What happens next, expanded: Activating “Close promotion” produces the outcome stated on the control.In “Fake close control opens another promotion”, this element keeps the clearer alternative visible at the same decision point.
Review questions (3)
- Do “×” and “Close promotion” receive comparable prominence and explain their consequences before activation?
- Can the dialog be dismissed, what action does each control trigger, and what later state confirms or contradicts “Visual or semantic cues mimic another content or control type”?
- What neutral rendering or comprehension result would falsify the classification, particularly in light of “ordinary external link with an accurate label”?
Complete pattern context
How this example relates to Disguised advertisement or action
A promotional or biased action is presented as ordinary content or as a different control, causing interaction under a mistaken understanding. The label describes a recurring design mechanism; whether a particular implementation is harmful or unlawful depends on the complete journey, audience, evidence and rules within scope.
The full guide explains inclusion and exclusion criteria, harms, fair design principles, evidence questions and the relevant EU legal information layers. The example page isolates one scenario so it can be shared and discussed without reproducing the complete library on one page.
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Ticket and travel pass presented as one package
A fictional ticket seller offers a concert ticket only through a control that also adds a city travel pass, although the travel component is separately deliverable and not required for entry.
Bundled options
Support and migration locked into one plan
A fictional service offers a core plan only as a bundle with premium support and data migration, while implying those extras can be removed later although no controls exist.
Sources and provenance for this example
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