Dark Patterns in Marketing

Recently Service New South Wales released an email called “Dark Patterns: Know the Tricks”. It outlined the kinds of online marketing tactics that are considered manipulative or deceptive. You can read it here. Some of what they shared is, frankly, dreadful - things no ethical business should ever engage in. Other parts are more nuanced, and some I’ve experimented with myself in my business.
Since I run Bhakti Rose and Bhakti Business through Kajabi, an online course platform, I wanted to offer my perspective: commercial, ethical, and yogic.

Where I Agree Completely

Hidden costs, confusing cancellation processes (‘forced continuity’), and fake activity notifications are all examples of practices I don’t—and won’t—use. They are not only unethical but also create distrust, which is the opposite of the relationship I want to build with my clients. I’m also not a fan of website ‘sales’ pages that don’t disclose a price.

In Kajabi, I set up clear pricing pages, my subscription terms are transparent, and if you want to leave a program you can. It’s as simple as that. My approach is that you should know exactly what you’re paying for, when, and why.

The Grey Areas

Where things get trickier is around scarcity cues, countdown timers, and urgency-based marketing. I’ll be honest: I’ve used these before. For example, when I run a live training, I sometimes include a timer on the sales page to show when doors close. From a business perspective, this is true—my programs start on a set date and I can’t let people in afterwards.

Is it manipulative? I don’t think so, because the deadline is real. But I also see how, if overused, it can become stressful or pressuring for customers. This is where discernment comes in.

Confirm shaming is another area worth reflecting on. I personally dislike those ‘No thanks, I prefer to fail’ style opt-outs. You won’t find that kind of language in my business. But I do use pop-ups inviting people to join my mailing list or offering a free resource. The difference is in tone: I want to invite, never shame. I also don’t believe my offerings are the only way someone can succeed. There are many ways to succeed!

Data and Consent

On data grabs—Kajabi does ask for names and emails, because that’s how the system works. I don’t ask for more than I need, and I store that information securely. Ethically, I don’t believe in gathering data for the sake of it. If I request your email, it’s so I can send you something valuable you’ve signed up for and I never, ever share it with other companies or collaborators.

A Yogic Lens on Marketing

From a yogic perspective, the yamas and niyamas (ethical principles) guide my approach. Satya (truthfulness) is about being transparent with my community. Aparigraha (non-hoarding) reminds me not to grab at data or money out of fear, but to trust in generosity and flow.

At the same time, yoga teaches us that the world is full of dualities. Business is no different—we are constantly balancing commercial realities with our values. To me, integrity doesn’t mean rejecting all marketing strategies; it means using them with honesty, clarity, and alignment (see my previous blog post about my publishing journey with Amazon for more on that).

My Bottom Line

I want women who join my courses or buy my books to feel respected, informed, and empowered—not tricked. That means:

• Clear pricing.
• Real deadlines, not fake urgency.
• Opt-ins that feel like genuine invitations, not shaming.
• Respect for your data.

It also means being open about the reality that online business platforms like Kajabi come with certain baked-in tools. Some of those tools can be misused. I choose, wherever possible, to use them in ways that feel clean and yogic.

In the end, my business is not just about making sales. It’s about building trust and community. And that means navigating the online marketing world with awareness—avoiding what feels manipulative, and embracing what supports both growth and integrity.

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