Uses claimed behaviour, approval or popularity among other people to accelerate or steer a decision.
This family contains 3 canonical practicesand 6 paired fictional interface examples. It is a learning and review structure, not a statutory category, regulator finding or conclusion that a particular interface is unlawful.
Begin with observable interface states and sequences. These signals are prompts to preserve evidence and ask better questions; they are not a shortcut to the elements of an Australian legal test.
Other people’s behaviour, approval or popularity is used to steer a decision.
The population, period, relationship or metric behind the claim is unclear.
Commercial placement or sponsorship resembles independent recommendation.
Fairer design
Principles for a more neutral choice
A fairer alternative should preserve the person’s intended task while making consequences, alternatives and changes of mind usable. It is a practical comparison, not a legal safe harbour.
Use social claims only with current, relevant and supportable evidence.
Disclose paid, employed or sponsored relationships at first exposure.
State the metric and period or replace popularity claims with factual product information.
Australian legal context
Apply the legal layer after identifying the mechanism
A taxonomy helps reviewers name and compare an interaction. Legal analysis still depends on the provision in force, the complete journey, the consumer context, evidence and the alleged detriment. Keep these layers separate in reports and release decisions.
Current law and enforcement
Existing ACL provisions, including misleading conduct and false-representation rules, may apply now where their own elements are satisfied. Do not describe current cases as enforcement of section 28B.
Enacted section 28B
From 1 July 2027, the general prohibition requires consumer-connected conduct that manipulates the consumer or unreasonably distorts the decision environment and causes, or is likely to cause, financial or other detriment. A family label alone satisfies none of those elements.
Regulations and guidance
Pending regulations or dedicated regulator guidance must be marked as pending until published and verified. They must not be silently converted into present duties, exclusions or regulator-approved design rules.
Editorial implementation guidance
Recognition signals, fair-design principles and evidence prompts on this page support product, design, engineering and legal review. They do not replace advice on a specific journey or certify compliance.
Review complete transitions rather than isolated screens. The same mechanism can change meaning when a person is comparing prices, confirming a purchase, managing an account or trying to leave a service.
Each guide provides a plain-language definition, inclusion and exclusion boundaries, at least two paired HTML examples, fairer alternatives, review questions, evidence prompts and a context-specific Australian legal-information map.
Editorial implementation guidanceSocial proof
Activity messages
Activity messages is a working label for this design mechanism: Claims about recent or current actions by other users are used to steer the decision, particularly where authenticity, timing or relevance is unsupported. This is editorial implementation guidance for Australian journeys, not a finding of unlawfulness. From 1 July 2027, a similar interface is relevant to ACL section 28B only if the complete consumer-connection, manipulation or unreasonable-distortion and actual-or-likely-detriment test is met. Current ACL rules require a separate assessment.
Popularity claims is a working label for this design mechanism: Aggregate popularity or approval is presented to steer a choice where the metric, population, period or basis is unclear or unsupported. This is editorial implementation guidance for Australian journeys, not a finding of unlawfulness. From 1 July 2027, a similar interface is relevant to ACL section 28B only if the complete consumer-connection, manipulation or unreasonable-distortion and actual-or-likely-detriment test is met. Current ACL rules require a separate assessment.
Testimonials or endorsements is a working label for this design mechanism: A named or attributed person's approval is used persuasively without sufficient authenticity, representativeness or relationship disclosure. This is editorial implementation guidance for Australian journeys, not a finding of unlawfulness. From 1 July 2027, a similar interface is relevant to ACL section 28B only if the complete consumer-connection, manipulation or unreasonable-distortion and actual-or-likely-detriment test is met. Current ACL rules require a separate assessment.
