These patterns exploit our natural cognitive shortcuts, how we respond to colour, placement, and wording to push users toward consent that’s not truly informed or freely given.

Beyond being unethical, these tactics can violate laws like the EU GDPR and Nigeria’s Data Protection Act (NDPA), both of which require clear, affirmative, and voluntary consent.

Common Cookie Dark Patterns and How to Fix Them

1. No “Reject” Button

Problem:

Some cookie banners only display a large “Accept All” button while hiding or omitting the “Reject All” option. This manipulates users into consenting by default and prevents them from refusing as easily as they can accept.

Fix:

• Always include a clearly visible “Reject All” button alongside “Accept All.
• Both options should be equally prominent and accessible on the first banner layer.
• “Settings” should be an optional link for users who want detailed choices.

2. Pre-Checked Cookie Categories

Problem:

Non-essential cookie options (e.g., analytics, marketing) are often ticked by default, automatically opting users in without explicit consent. This creates the illusion of choice when none exists.

Fix:

• • Pre-check only strictly necessary cookies required for core site functionality.
  • Ensure all optional cookies remain off by default until the user actively opts in.

 3. Notice-Only Banners

Problem:

Some websites show banners that merely state, “We use cookies to improve your experience. By continuing to browse, you consent”, implying consent through use. This approach denies users any genuine opportunity to refuse or configure cookies.

Fix:

•  Provide explicit options — “Accept All”, “Reject All” and “Manage Preferences”.
• Do not rely on implied consent from continued browsing
• Make consent an active and informed action.

4. Deceptive Link Design

Problem:

“Reject” or “Manage preferences” appears as a tiny hyperlink, while “Accept” is displayed as a large, colorful button. This design visually nudges users to accept cookies and hides the refusal option.

Fix:

• • Present both “Accept” and “Reject” as buttons of equal size, shape, and visibility.
  • Avoid using font size, placement, or hyperlink styles that downplay rejection choices.

5. Color or Contrast Bias

Problem:

“Accept All” is highlighted with bright colors (like green or blue), while “Reject” fades into the background with dull or grey tones. This visual bias guides users subconsciously toward acceptance.

Fix:

• • Use neutral colors that give equal visual weight to all options.
  • Avoid using contrast, brightness, or animation to emphasize consent over refusal.

6. Mislabeling Cookies

Problem:

Websites sometimes categorize advertising or analytics cookies as “essential” or “functional”. This misrepresentation misleads users about what data is actually necessary for site operation.

Fix:

1. Accurately categorize cookies into clear groups such as:

• Strictly Necessary (for core functionality)
• Functional/Preferences
• Analytics/Performance
• Marketing/Advertising

2. Describe each category in plain language and disclose data sharing with third parties.

7. Manipulative Language

Problem:

Some banners use emotional or persuasive language such as “Help us improve your experience” or “Support us by accepting cookies”. This emotionally pressures users to consent rather than allowing a neutral choice.

Fix:

• • Use objective, straightforward language explaining what cookies do.
  • Avoid emotional appeals, guilt, or encouragement.
  • Example: “We use cookies to analyze site traffic and improve functionality. You can accept or reject non-essential cookies”.

8. Complex or Legalistic Text

Problem:

Cookie notices filled with lengthy, technical, or legal jargon discourage users from reading or understanding what they’re consenting to. This makes it impossible for users to make an informed decision.

Fix:

• Keep cookie notices short, clear, and easy to read.
• Use plain, conversational language and bullet points for readability.
• Provide a link to the full cookie policy for detailed information.

9. Cookie Walls

Problem:

Some sites block access to content unless the user clicks “Accept All”. This coerces consent by making access conditional on agreeing to non-essential cookies.

Fix:

• • Ensure users can still access essential content even if they reject optional cookies.
  • Only restrict access when cookies are truly necessary for a requested service.
  • Offer alternatives such as a “basic access” mode or subscription options.

The Bottom Line

Dark patterns don’t just erode user trust, they can also breach the law.

Every time a website hides the “Reject” button, buries settings behind multiple clicks, or uses manipulative language to steer users toward consent, it undermines the very foundation of data protection principles; transparency, fairness, and freely given consent.

Building transparent and user-friendly cookie banners isn’t just about ticking a regulatory box under the Nigeria Data Protection Act (NDPA) 2023, the General Application and Implementation Directive (GAID) 2025, or even global frameworks like the GDPR. It’s about demonstrating that your organization values honesty, autonomy, and respect for personal data.

True compliance goes beyond meeting technical requirements, it reflects organizational integrity and ethical design.

When users see that you respect their right to choose, you’re not just complying with the law, you’re building long-term trust and credibility.