Amazon has been rapped by Britain's advertising watchdog after its baffling online payments page duped customers into signing up for an Prime subscription as they tried to pay for goods.
The trick, which falls squarely within the online category of "dark UX", was designed to confuse Amazon users into signing up for the £8/month (£96/year) service.
Several people complained after being confronted with the confusing payment options – and now Amazon has been ordered not to display the misleading boxes again.
As the Advertising Standards Authority (ASA) put it: "There was little incentive to cancel during the free trial period and no way of determining whether those who paid for Prime membership did so because they had intended from the outset to do so."
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