Authority for Consumers and Markets (ACM), Netherlands – Fake countdown timer spotter

The Authority for Consumers and Markets (ACM) in the Netherlands have developed a tool to detect misleading countdown timers. These timers are an example of a deceptive design (or dark) pattern where platforms or retailers give the impression that a limited period of time is available for a particular offer. This creates pressure to make a purchase by creating the illusion of scarcity. The use of timers in itself is not prohibited under Dutch law. However the timers must relate to a genuine limited sales period.

The ACM have built a tool in-house which is able to recognize the patterns that indicate a countdown timer is likely to be on a website, thus being able to scan many hundreds of websites for potential infringements. Launched in June 2023, the automated detection process identified 41 misleading countdown timers on retail websites across a wide array of sectors. Prohibited practices included: countdown timers that would simply restart after countdown ended or offers that would remain unchanged after the countdown timer ended.