Consumer Triumph: Stores are being targeted for misleading countdowns.

Many webshops have received a message with the announcement to immediately stop misleading countdown timers. The Netherlands Authority for Consumers and Markets (ACM) warns web shops that use temporary and misleading offers.

It’s time to tackle webshops

Webshops that use false countdown timers to rush consumers into their purchasing decisions are now being dealt with by the Netherlands Authority for Consumers and Markets. Web shops use a kind of fake timer to give the impression that an offer will soon expire, while in reality it has not yet expired. This has been a thorn in the side of consumers and consumer organizations for some time now.

The Netherlands Authority for Consumers and Markets has announced that they will take stricter action against webshops that continue to use these misleading practices. If they fail to do so, the Authority for Consumers and Markets can impose fines.

Countdown timer

The idea of ​​countdown timers is to pressure the consumer to act quickly and perhaps impulsively and make the purchase before the offer expires. These timers are on web shops and are therefore used to give the impression that an offer will soon end. However, these timers are often fake and used in a misleading way to ‘force’ the consumer to make a purchase.

For example, various studies have shown that consumers are inclined to make a purchase more quickly if they feel that an offer is about to expire. This is especially true when the timer is presented as a kind of ‘unique opportunity‘. This gives the consumer the feeling that this offer should not just pass by. This therefore creates some time pressure and impulsiveness among consumers.

The dark patterns

There is plenty to say about sales techniques, but not all of them are completely correct, honest and transparent. So you have the so-calleddark patterns‘. These are design elements intended to trick or manipulate consumers into taking certain actions. Countdown timers are a good example of such darkpattern. Unfortunately, many webshops use this technique in a misleading way by starting the timer, enticing consumers to buy faster, but when this timer has expired it is possible that this timer will start again with perhaps a much cheaper product price.

Other sales techniques

There are various techniques that web shops use to entice consumers to make a purchase. And of course there is nothing wrong with temptation, the point is that consumers are not misled. Some examples are; creating scarcity and social proof. This refers to the idea that people tend to follow the actions of others when they are unsure about a certain decision. But personal recommendations, free shipping and discounts are also smart sales techniques.

It is important to note that some of these sales techniques may be misleading or manipulative. It is therefore important for webshops to remain honest and transparent about their marketing practices. This also creates more consumer confidence.