Linguistic Dead-Ends and Alphabet Soup: Finding Dark Patterns in Japanese Apps

Dark patterns are deceptive and malicious properties of user interfaces that lead the end-user to do something different from intended or expected. While now a key topic in critical computing, most work has been conducted in Western contexts. Japan, with its booming app market, is a relatively uncharted context that offers culturally- and linguistically-sensitive differences in design standards, contexts of use, values, and language, all of which could influence the presence and expression of dark patterns. In this work, we analyzed 200 popular mobile apps in the Japanese market. We found that most apps had dark patterns, with an average of 3.9 per app. We also identified a new class of dark pattern: “Linguistic Dead-Ends” in the forms of “Untranslation” and “Alphabet Soup.” We outline the implications for design and research practice, especially for future cross-cultural research on dark patterns.