동의 배너와 다크 패턴: EU의 최신 시행 동향

Consent banners and dark patterns have become a focal point for privacy regulators across the European Union. As digital platforms increasingly rely on user data for monetization and personalization, concerns have grown around how consent is collected and whether it’s truly informed and freely given. Regulators are now taking a closer look at the mechanics of consent banners and the manipulation tactics embedded within them—known as dark patterns.

In recent years, enforcement actions have surged as the EU moves to uphold the principles of the General Data Protection Regulation (GDPR) and the ePrivacy Directive. With the rise of sophisticated user interface designs that nudge users toward accepting tracking or sharing personal data, the spotlight is firmly on how these interfaces are constructed and what constitutes lawful consent. This article explores the latest enforcement trends, the legal context, and what it all means for platform operators and digital marketers.

The Legal Framework for Consent Banners and Dark Patterns

GDPR and ePrivacy: Setting the Rules

The GDPR sets the standard for what constitutes valid consent: it must be freely given, specific, informed, and unambiguous. Meanwhile, the ePrivacy Directive complements these rules, especially in the context of electronic communications and cookie usage. Consent banners fall squarely within this intersection.

Dark patterns—design practices that trick users into making decisions they wouldn’t otherwise make—are particularly problematic under the GDPR. Whether it’s hiding the “reject” button, using emotional language to encourage acceptance, or presenting choices in unequal visual formats, these patterns undermine genuine user autonomy.

Key Regulatory Guidance

The European Data Protection Board (EDPB) and national data protection authorities (DPAs) have issued specific guidance on consent mechanisms. These include:

• Equal prominence for “accept” and “reject” options.
• No pre-ticked boxes or default settings.
• Easy and accessible ways to withdraw consent.

Platforms using manipulative interfaces to gather consent are now at high risk of investigation and enforcement.

How Consent Banners and Dark Patterns Are Being Regulated

Rise in Investigations and Sanctions

Since 2022, there has been a significant uptick in enforcement actions related to consent banners and dark patterns. Authorities in France, Germany, Ireland, and others have levied fines and issued corrective orders to major tech companies and local businesses alike.

In 2022, the French data protection authority CNIL fined Google and Facebook a combined €210 million for making it more difficult to reject cookies than to accept them. Similarly, the Norwegian DPA fined a dating app for using misleading language and default settings that steered users toward consent.

These cases set important precedents, signaling that regulators will no longer tolerate consent banners designed to exploit user psychology.

Joint Investigations and Cross-Border Coordination

Given the cross-border nature of many digital platforms, European DPAs are increasingly working together. Under the GDPR’s one-stop-shop mechanism, lead supervisory authorities are taking the initiative to address violations that impact users in multiple countries.

For instance, Ireland’s Data Protection Commission (DPC), as the lead authority for many tech giants, has launched multiple investigations into whether consent banners meet the legal threshold—especially in mobile apps and websites with complex tracking infrastructures.

The Role of the European Commission

In parallel, the European Commission has voiced support for stricter regulation of dark patterns, aligning with broader efforts to protect consumers online. The Digital Services Act (DSA), which came into force in 2024, explicitly bans certain manipulative interfaces, reinforcing the GDPR’s principles with additional consumer protections.

Common Types of Dark Patterns in Consent Banners

Visual and Structural Asymmetry

One common tactic is making the “accept all” button more prominent than the “reject” or “manage settings” options. This can include using brighter colors, larger buttons, or placing options in hard-to-spot corners of the screen.

Forced Continuity and Ambiguity

Platforms often present banners with vague language or confusing structures. Users may be led to believe they must accept cookies to access content, even when alternatives are available.

Misleading Language and Emotion

Consent banners sometimes use emotionally charged or guilt-inducing language to push users toward acceptance—phrases like “support us by accepting cookies” or “help keep this service free” are classic examples.

Hidden Settings

Consent mechanisms may include buried opt-out settings, requiring multiple clicks to refuse consent. Regulators have ruled that such friction undermines the principle of freely given consent.

Impact on Businesses and Platform Design

Legal and Reputational Risk

Companies that fail to redesign their consent banners face not only hefty fines but also reputational harm. Consumers are becoming more privacy-aware, and platforms that ignore usability and transparency risk alienating their user base.

Regulatory penalties can reach up to 4% of a company’s annual global turnover under the GDPR. Additionally, class actions and civil litigation are becoming more common, adding another layer of exposure.

The Need for Privacy-Centric UX

UX and legal teams must now work together to create interfaces that are both compliant and user-friendly. Designing consent banners that truly empower users rather than coerce them is key.

This includes:

• Offering clear choices with equal visual weight.
• Using plain language to explain data practices.
• Providing easy access to settings for withdrawal or modification of consent.

Shifting Toward Standardization and Best Practices

Emerging Industry Standards

Industry bodies, such as the Interactive Advertising Bureau (IAB) Europe, have launched frameworks like the Transparency and Consent Framework (TCF) to help standardize consent across digital advertising. However, these frameworks have also faced criticism and regulatory scrutiny. In 2023, the Belgian DPA declared that the IAB’s TCF did not comply with the GDPR, emphasizing that technical standards must also respect legal principles.

New Tools and Technologies

Privacy tech solutions are emerging to help companies manage consent in a compliant way. Consent management platforms (CMPs) now include features like A/B testing for banner designs, automated audit logs, and real-time user preference updates.

However, simply installing a CMP isn’t enough—platforms must ensure these tools are configured in line with regulatory expectations.

What Comes Next: Future of Enforcement in the EU

A Focus on Behavioral Targeting

As regulators continue to focus on consent banners and dark patterns, particular attention is being paid to behavioral advertising. The widespread use of tracking technologies and user profiling means that obtaining genuine consent is more critical than ever.

규제 당국은 데이터가 수십 개의 제3자에게 공유되는 경우가 많은 광고 기술 생태계에서 조작적인 동의 흐름을 더욱 강력하게 단속할 가능성이 높습니다.

DSA의 역할 증대

디지털 서비스 법(Digital Services Act)은 투명성 의무 및 감사 요구 사항을 포함하여 초대형 온라인 플랫폼(VLOP)에 대한 보다 엄격한 규칙을 도입합니다. 이러한 플랫폼에서 사용하는 동의 배너는 특히 추천 시스템 및 콘텐츠 조정과 관련된 방식에서 더 높은 기준을 충족해야 합니다.

소송 및 집단적 구제

대표 소송 지침의 시행으로 인해 사용자 및 소비자 권리 단체는 이제 집단적 구제 조치를 시작할 수 있습니다. 이는 동의 수집 시의 작은 침해라도 비준수 패턴이 확인되면 주요 소송의 대상이 될 수 있음을 의미합니다.

결론: 윤리적인 동의 경험 구축

동의 배너와 다크 패턴에 대한 관심이 커지면서 EU의 디지털 정책 환경에 더 큰 변화가 나타나고 있습니다. 이는 사용자 자율성, 투명성, 윤리적 설계를 우선시하는 변화입니다.

기업에게 이는 단순한 규정 준수 문제가 아니라 신뢰를 구축할 기회입니다. 조작적인 관행을 버리고 사용자 중심 설계를 수용함으로써 플랫폼은 사용자 만족도를 높이는 동시에 규제 요구 사항을 충족할 수 있습니다.

모든 클릭이 중요한 시대에서 사용자의 선택 권리를 존중하는 것은 법적 의무 이상으로 비즈니스에 필수적인 요소입니다. 시행 추세가 계속 진화함에 따라 기업은 동의 전략이 법적으로 옹호 가능할 뿐만 아니라 윤리적으로도 건전한지 확인해야 합니다.