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Amazon is being challenged by consumer watchdogs in Europe and the US over its use of manipulative “dark pattern” design to promote its Prime service.
The Norwegian Consumer Council (NCC) found that cancelling a subscription required scrolling through six pages and making several complex choices.
It has filed a legal complaint with Norway’s consumer protection authority claiming the design breaches EU law.
Amazon rejected claims the process was unfair or difficult.
In the US, consumer watchdog Public Citizen is