• Ireland’s media regulator is investigating whether Meta (Facebook and Instagram) uses so-called dark patterns to manipulate users into choosing personalized feeds.
  • The investigation is based on Article 27 of the European Digital Services Act (DSA), which gives users the right to understand and modify social media algorithms.
  • A DSA breach could result in fines of up to 6% of Meta’s global annual revenue, amounting to up to €20 billion.
  • Dark patterns include techniques such as hidden decline buttons, false time pressure, ‘pay or OK’ models, and difficult subscription cancellations.
  • Meta is not alone; similar practices are used by many platforms and online stores.
  • The EU has banned such practices under the DSA, and users must not be deceived or prevented from making free choices.

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