Many business models thrive on ingeniously deceptive and manipulative digital products. Not because they have to; mostly because dark patterns have become such an accepted norm. But what happens when ad-blockers, cross-browser tracking protection and data regulation (e.g. GDPR & CCPA) become a norm, too? That's when an honest, ethical design could be a competitive advantage. To grow a sustainable business, we need to learn how to leave dark patterns behind.

https://www.smashingmagazine.com/2020/03/ethical-design-handbook-release/