Fake close buttons that trick users put deceptive online ads under scrutiny

Forced app redirects and deceptive ad tactics are raising questions over digital consumer protection under the Internet Transactions Act.

If you’ve ever tried to close an online advertisement only to have a shopping app open instead, you’ve experienced one of the internet’s most frustrating advertising tactics.

Aggressive digital advertising tactics that force application redirects are drawing scrutiny from Philippine consumers and testing the bounds of the country’s digital trade regulations.

Users on Reddit are expressing frustration over pop-up banners with fabricated close buttons, advertisements disguised as native system notifications, and automatic redirects to e-commerce platforms without even tapping their screens.

In user interface design, these mechanics are classified as “dark patterns.” These are features engineered to manipulate users into taking unintended actions, such as opening an e-commerce app when attempting to close a window.

The use of these tactics is tied to the structure of programmatic advertising and affiliate marketing.

Independent website publishers and third-party ad networks rely on click-through rates and app launches to generate commission-based revenue.

As publishers compete for advertising revenue, some ad networks have adopted increasingly aggressive techniques to boost clicks and app opens.

This financial structure incentivizes the use of more aggressive tactics to secure affiliate payouts.

However, under Republic Act No. 11967, or the Internet Transactions Act of 2023, the state mandates rules against unfair trade practices and misleading online advertisements.

The Department of Trade and Industry (DTI) prohibits digital business practices that deceive, manipulate, or unfairly pressure consumers.

Advertisements that mimic system alerts or employ fake navigation buttons could fall under rules covering digital misrepresentation.

The law also establishes liability across the digital supply chain. It raises regulatory questions regarding the shared accountability of e-commerce platforms, ad brokers, and website publishers when deceptive mechanics are used to drive traffic.

In the absence of strict platform-level enforcement of ad network compliance, consumers have largely resorted to third-party browsers with built-in ad-blocking capabilities to bypass these redirects.

While ad-blocking browsers can help reduce unwanted redirects, the issue has also prompted calls for stricter enforcement against deceptive online advertising practices under the Internet Transactions Act.