The Hungarian Competition Authority (“GVH”) has found that most of the websites of airlines operating in Hungary (including low-cost airlines) and ticket price comparison websites, distort consumers’ choices through imperceptible methods. The GVH provided recommendations to the operators of these websites and to consumers in order for them to comply with consumer protection regulations.
The GVH conducted a comprehensive sweep to check whether these websites used “dark patterns” in their advertising and practices of selling tickets. Dark patterns are digital messages and user interfaces that can pressure consumers into making undesirable choices without being noticed.
The most common distortions highlighted by the GVH were psychological pressure regarding limited offers (e.g., “only 2 tickets available at this price”), manipulation of perception (e.g., some offers are highlighted in striking colours, while cheaper, simpler solutions are harder to spot), misleading wording, an overload of information which can confuse and distract consumers, and the concealment of important information and choices (e.g., especially when choosing a seat, where the lack of information can leave consumers feeling that they will not have the option to do so later or will have to pay more).
The GVH recommends the businesses concerned to avoid demanding messages and commercial practices, to present their choices in a way that is equally noticeable and clearly worded, and ensure that the information is transparent and easy to understand by structuring it appropriately.
At this stage, the GVH has only made suggestions on eliminating unlawful practices, however, if these do not lead businesses to take appropriate steps to ensure consumer protection regulations, the GVH may initiate competition control proceedings.
#legalnews #GVH #airlines