The truth about why you can't cancel your subscriptions

You've finally decided to cancel that subscription.

But where's the cancel button? Why are you asked again if you're sure? Why are you clicking through multiple screens? And why do you have to call to cancel when signing up was one click?

If this sounds familiar, you're not alone. These tricks are called dark patterns - deceptive website and app features that nudge us into choices we don't want to make.

The scale of dark patterns

Consumer Policy Research Centre (CPRC) research shows 83% of Australians have faced negative consequences from dark patterns.

Chandni Gupta, CPRC's deputy CEO and digital policy director, says dark patterns come in many forms.

"It could be a cancellation process so difficult you give up, countdown timers that pressure you into deals that appear again the next day, or pre-ticked boxes to share your personal data," she says.

Subscription traps top the list. CPRC found:

• Almost half of consumers spent more time than expected trying to cancel.
• One in three felt pressured to keep a service they didn't want.
• One in ten gave up entirely, continuing to pay for something useless.

CPRC estimates if every consumer lost just $5 in unwanted subscriptions, Australians would be collectively out of pocket around $46 million a year.

"In a world where so much of what we do is online, people shouldn't have to accept this as the norm," Gupta says.

Gaming features hit kids hardest

The impact is sharpest in online gaming, where loot boxes, microtransactions and gambling-like designs target children. It's little wonder the industry is booming.

Young people are especially vulnerable - those under 30 are 65% more likely than average to overspend online, having never known a digital world without these tactics.

"Our research shows almost half of Australians who play online games have lost money, more than half had their privacy compromised, and nearly two-thirds said it took a toll on their wellbeing," Gupta says.

"Bright visuals, scarcity cues and pressure-inducing notifications are deliberately designed to keep players engaged and spending," she adds.

ACCC warns of systemic risks

The Australian Competition and Consumer Commission (ACCC) has flagged how widespread these tactics have become.

Its Digital Platform Services Inquiry published in June found manipulative designs are now systemic across digital markets.

Surveys showed almost three-quarters of Australians had encountered "potentially unfair practices" when shopping or signing up for services online.

The regulator warned such tactics erode trust and distort competition, with fair-play businesses often losing out to those that profit from deception.

The CPRC welcomed the inquiry's spotlight on gaming. "Having the regulator name these practices as unfair is an important step towards change," Gupta says.

Calls for unfair trading laws

Most Australians (82%) think there should be an independent dispute resolution body to handle complaints with digital platforms, according to the ACCC.

The watchdog has also recommended mandatory codes of conduct for high-risk sectors such as app marketplaces and ad tech.

For CPRC, the priority is an "unfair trading prohibition" - a law to hold businesses accountable for deceptive practices across the economy.

"This isn't new," Gupta says. "The EU, US and UK have had these protections for decades. They give governments flexibility to act as practices evolve. Australians deserve the same."

The federal government has committed to introducing protections, though details are still unclear.

Beyond the fines

Regulation, Gupta argues, must go further than financial penalties.

"Many companies using these tactics have deep pockets, and fines can simply become a cost of doing business," she says.

"Real accountability means making sure businesses treat their customers with care and respect."

One option is data disgorgement - forcing companies to delete the data, algorithms or products built on illegal practices.

"It's like financial disgorgement: if you earned it unfairly, you don't get to keep it."

How to protect yourself

While reform is debated, the CPRC says consumers can take steps to stay savvy online:

• Test cancellations early: cancel during the free trial. Most platforms still give access until the end date.
• Track subscriptions: use reminders so you're not stung by automatic renewals.
• Ignore countdown timers: sales and discounts are rarely one-off.
• Cut email clutter: unsubscribe from marketing emails to stop pressure offers.
• Set spending limits for kids: use gift cards instead of linking credit cards to games.

The eSafety Commissioner website also has some great advice for parents on gaming and children.

"Most importantly, report it," Gupta says.

"Every complaint to your local MP, state fair trading regulator or the ACCC adds weight and evidence, making it harder for the Government to ignore the case for change."

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