A ban on fake reviews and hidden fees in the UK just made ethical UX a legal requirement, not just a nice-to-have. We explore why building trust by design is now a competitive edge and the future of product strategy.
In the world of digital product design, trust has always been our most valuable asset. At Infinum, we’ve long believed that good design should empower, not deceive. That belief just received a major boost from UK lawmakers.
In a landmark move, the UK government has officially banned fake reviews and hidden fees through the Digital Markets, Competition and Consumers Bill. Under the new rules, businesses must:
- Take reasonable steps to ensure customer reviews are genuine.
- Show the full price of a product or service, including all mandatory fees, upfront, not just at checkout.
This isn’t a minor policy tweak; it’s a pivotal shift in the digital landscape. Regulators now have the power to fine companies up to 10% of global turnover for manipulative or misleading user experiences.
This is a clear signal to product teams that UX is no longer just about usability. It’s also about responsibility.
Why this changes the role of digital product teams forever
By outlawing shady practices, this legislation redefines the responsibilities of digital product teams.
For years, ethical UX has been treated as an internal value, something designers and researchers advocated for out of principle, building digital products around these values not because they had to but because they knew it was better for users and business.
However, many designers and developers had no option but to optimise for business goals that didn’t always align with user needs. Stakeholders pushed for higher conversions, longer sessions, or more sign-ups, even when those outcomes relied on grey-area tactics.
This legislation finally levels the playing field, as brands that have relied on misleading tactics are now facing consequences, and design decisions carry legal and reputational risk.
This fundamentally shifts how product teams must operate:
- UX and compliance are no longer separate conversations; they need to be built together, from the ground up.
- Trust isn’t just a brand promise; it’s a system requirement.
- Every part of the user journey, from reviews to checkout, is now a regulatory surface area.
For many businesses, this is a much-needed turning point.
Dark patterns will evolve, and so must we
Coined by Harry Brignull in 2010, the term “dark patterns” refers to interfaces that manipulate users into decisions they didn’t intend, such as signing up for a subscription or sharing personal data.
Some of the worst offenders are now banned, but others will adapt. We’re already seeing manipulative practices evolve:
- Confirmshaming: “No thanks, I don’t like saving money.”
- Obstruction: Making cancellations or opt-outs nearly impossible.
- Nagging: Pop-ups or modals that disrupt user flow to force action.
These aren’t just bad UX; they’re becoming risk factors.
Infinum deploys best practice design in every product; we use journey mapping, UX audits, and design systems to ensure we build honest, user-first experiences.
Users are getting smarter, and less forgiving
Users, especially younger ones, are more digitally literate than ever and far less tolerant of deception.
A 2022 study by the Norwegian Consumer Council found that:
- 97% of users encountered at least one dark pattern during account creation flows.
- 74% felt manipulated when they discovered misleading UX after the fact.
Users now expect experiences that are not only usable but also trustworthy by design. This creates a major opportunity: brands that lead with transparency will stand out. Just like eco-labels or ethical sourcing in retail, we may soon see “ethically designed” badges or trust certifications in digital products.
The brands that win in the next decade will be those that say: “Here’s what we offer. Here’s what it costs. Here’s why it matters.”
Success metrics will shift, from clicks to confidence
One of the most damaging effects of dark patterns is that they can inflate short-term metrics while hiding long-term costs.
Some examples:
- A deceptive free trial form increases sign-ups but also refund requests.
- Hidden fees boost average basket size but destroy repeat customer trust.
- Tricky opt-in forms grow email lists but reduce actual engagement.
Now, companies must reframe how they measure performance. At Infinum, we guide clients to shift focus to:
- Lifetime value, not just revenue per session
- User retention and loyalty, not just conversion
- Clarity and consent, not just opt-in volume
This is more aligned with long-term growth, better user relationships, and the new legal environment.
This is a defining moment for UX
The UK’s ban on fake reviews and hidden fees isn’t the end of dark patterns, but it marks the end of pretending they’re harmless.
For product teams, the signal is clear: You’re now responsible for the ethical integrity of your digital experience. And for the first time, there are consequences when you get it wrong.
At Infinum, we are proud to already operate at this standard, designing and building digital products that earn trust by default. And we’re ready to help others do the same. Reach out for our expert advice.
