Disguised advertisement or action
Sponsored result imitates an organic recommendation
A fictional marketplace gives a paid placement the same typography and ranking treatment as organic results, with “sponsored” hidden in a tooltip.
Individual HTML example · Interface interference
Fake close control opens another promotion
A fictional app draws an “×” in the corner of an upgrade ad, but tapping it opens the purchase page instead of dismissing the ad.
This is an original fictional comparison. It depicts no real business and is not a regulator finding, statutory category or legal safe harbour.
Fake close control opens another promotion
A fictional app draws an “×” in the corner of an upgrade ad, but tapping it opens the purchase page instead of dismissing the ad.
Limited upgrade. The familiar close symbol is wired to the upgrade route.. ×. Close promotion
Optional upgrade. Close dismisses the dialog; the upgrade button names its destination.. Close promotion. ×. What happens next, expanded: Activating “Close promotion” produces the outcome stated on the control.
Why the first version can mislead: The presentation changes what the user can notice or predict at the pricing decision. The problematic state shows: “The familiar close symbol is wired to the upgrade route.” Its influence should be tested by comparing the consequence and usability of “×” with “Close promotion”. The user activates a commercial action while reasonably expecting to close the message.
What a fairer design does: Make the close control perform only dismissal and label any purchase action separately.
Show annotated differences (4)
Potentially problematic version
- The familiar close symbol is wired to the upgrade route.Why this state matters: The presentation changes what the user can notice or predict at the pricing decision. The problematic state shows: “The familiar close symbol is wired to the upgrade route.” Its influence should be tested by comparing the consequence and usability of “×” with “Close promotion”. The user activates a commercial action while reasonably expecting to close the message.
- Close promotionReview prompt: Do “×” and “Close promotion” receive comparable prominence and explain their consequences before activation?
Neutral alternative
- Close dismisses the dialog; the upgrade button names its destination.Fairer design: Make the close control perform only dismissal and label any purchase action separately.
- What happens next, expanded: Activating “Close promotion” produces the outcome stated on the control.Review prompt: Can the dialog be dismissed, what action does each control trigger, and what later state confirms or contradicts “Visual or semantic cues mimic another content or control type”?
Review questions (3)
- Do “×” and “Close promotion” receive comparable prominence and explain their consequences before activation?
- Can the dialog be dismissed, what action does each control trigger, and what later state confirms or contradicts “Visual or semantic cues mimic another content or control type”?
- What neutral rendering or comprehension result would falsify the classification, particularly in light of “ordinary external link with an accurate label”?
Complete practice context
How this example relates to Disguised advertisement or action
A promotional or biased action is presented as ordinary content or as a different control, causing interaction under a mistaken understanding. This is a design and research taxonomy for learning and evidence review, not a statutory offence label or an automatic finding that an interface is unlawful.
The full guide explains inclusion and exclusion criteria, potential harms, fairer design, evidence questions and separate Australian legal information layers. The example page isolates one scenario so it can be shared and discussed without reproducing the complete library on one page.
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Sources and provenance for this example
Evidence base
Sources
- Dark commercial patternsOrganisation for Economic Co-operation and Development · Secondary · checked 2026-09-14 · OECD Digital Economy Papers No. 336
- Competition and Consumer Amendment (Unfair Trading Practices) Act 2026Federal Register of Legislation · Primary · checked 2026-09-14 · C2026A00064