Nike social media ad banned for “dark pattern” tactics misleading consumers

The Advertising Standards Authority (ASA) has banned a Nike advert, which featured on social media last December showing a pair of the brand’s trainers with a caption reading "Now just £26 at Nike!", following consumer complaints.

When shoppers clicked through, they were diverted to trainers that were only available in older kids’ sizes, 3-6.

The ASA is now cracking down on such online ads, saying such “online choice architecture” misleads consumers in what is perceived as “dark pattern” tactics.

Brands and companies often create ways that prompt people to click on ads, but when they do click through key information is hidden or delayed – duping consumers into expecting to get a good deal.

Other tactics often used by brands for online ads also often include limited time on deals or limited supply, creating more pressure on consumers to buy.

The ad for the Nike trainers reportedly also featured an exploding head emoji - emphasising what a great deal was to be had.

According to a report by the BBC, Nike said the ad for its shoes had been created and published by online footwear marketplace The Sole Supplier, without any input from the brand itself.

However, Nike reportedly argued that any “reasonable consumer” would assume there would be a limit on availability in some way.

Children’s shoes do not warrant VAT, so the discounted price was even less of a bargain than what was presumed.