IJARSAI International Journal of Advanced Research Scientific Analysis & Inferences
Volume 2, Issue 1, January-June, 2026
The Illusion of Authenticity: Visual Misrepresentation and Dark Patterns in
E-Commerce
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IJARSAI Int. J. Adv. Res. Sci. Anal. Infer.
Author(s):
Article Dates: Received: 20 February 2026 | Revised Submission: 10 May 2026 | Accepted: 15 May 2026 | Available Online: 25 May 2026
Abstract
Sreepriya S
Research Scholar
Department of Commerce
Sanatana Dharma College, Alappuzha
Affiliated to the University of Kerala, India
Email: sreepriyassivan@gmail.com
Article Dates: Received: 20 February 2026 | Revised Submission: 10 May 2026 | Accepted: 15 May 2026 | Available Online: 25 May 2026
Abstract
In contemporary digital marketplaces, visual content has emerged as the most influential medium shaping consumer perceptions and purchase decisions. While images, videos, and data visualizations enhance product understanding, their deceptive use has become a growing concern in e-commerce practices. This paper critically examines the phenomenon of misleading visuals in e-commerce, situating it within the broader framework of dark patterns—manipulative design strategies intended to exploit consumer cognition and behaviour. Drawing on existing literature and regulatory perspectives, the study highlights that a significant proportion of e-commerce platforms employ visually deceptive techniques, including ambiguous advertising, exaggerated product imagery, hyper-realistic renderings, and manipulated data visualizations. These practices leverage the inherent realism and persuasive power of visuals, often creating false expectations regarding product quality, size, performance, or value. The paper further analyses misleading visuals as an unfair trade practice, underscoring their ethical, legal, and economic implications. Consequences such as erosion of consumer trust, increased product returns, reputational damage, and regulatory sanctions are discussed in detail. Emphasizing the need for ethical accountability, the study advocates for visual transparency through accurate representation, disclosure of image enhancements, and the inclusion of authentic user-generated content. Ultimately, the paper argues that sustainable e-commerce growth depends on visual integrity and consumer trust rather than short-term gains derived from deceptive visual strategies.
Keywords: Misleading visuals; Dark patterns; E-commerce ethics; Consumer deception; Visual transparencyHow to Cite:
How to Cite:
S., Sreepriya. (2026). The illusion of authenticity: Visual misrepresentation and dark patterns in e-commerce. IJARSAI International Journal of Advanced Research Scientific Analysis & Inferences, 2(1), 78–86. https://doi.org/10.5281/zenodo.20423604
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