Dark patterns in online gambling: A scoping review and classification of deceptive design practices

Dark patterns are online platform design features that influence consumer behaviour to the advantage of the interface designer. In online gambling, such designs may exacerbate gambling-related harms, particularly among vulnerable consumers. This study aims to provide the first scoping review of dark patterns in online gambling.

Following established scoping review frameworks, we systematically searched databases and grey literature using terms related to dark patterns and online gambling. The review protocol was preregistered.

Included articles (n = 16) addressed a variety of gambling-related dark patterns: hidden gambling management tools, inducements with complex conditions, minimum balances required to withdraw funds, unnecessary frictions involved in closing an account, high defaults in stake, deposit, reality check and deposit limit settings, and urgency-based gambling prompts. To address inconsistent terminology across studies, we synthesised existing literature by mapping identified dark patterns to a transdisciplinary framework, providing greater conceptual clarity and direction for future research.

The potential for harm from dark patterns is evident, yet evidence on behavioural impacts is limited, hindered by restricted access to proprietary gambling operator data. Research in this area is sparse and fragmented, often using inconsistent terminology. Future studies should empirically investigate the influence of dark patterns on consumer behaviour, especially among vulnerable populations, and evaluate safer design alternatives. We recommend mandating gambling operators to collaborate with researchers to assess platform safety, and shifting the burden of proof onto operators to demonstrate that their platforms prioritise consumer safety and foster responsible gambling environments.