We’ve all experienced a ‘subscription trap’. Niki May Blane explains the digital tactics designed to make you pay, and why it’s time to end the greed.
Once upon a time, an online service would provide a fair exchange – you pay us money, we provide a service. But now, more often than not, there’s a catch. Buying something online has become more like walking through a digital minefield. You have to tread very carefully, because every tickbox is designed to trick you. You have to squint very closely – because somewhere in the small print is a minute clause that will tie you into payment for life. Whether you make it out unscathed is more often than not the result of good fortune, rather than the careful execution of scrutiny. With increasingly busy work, social and family lives, we simply don’t have the time to dissect every interaction…and businesses know it. There’s a greed epidemic in the digital world, and it needs to end.
It’s a digital trap!
A real (and infuriating) example experience
I recently joined a food subscription service during a particularly tempting Black Friday sale. I signed up to get an introductory offer of a selection of high-protein meals which advertised itself as a one-off offer, not tied to a subscription. The food arrived and it was, sadly, rather disappointing (rubbery sausage and cubed potato anyone?!). Then I received an email about my ‘subscription’ – crap! The link to ‘manage my subscription’ went to a 404. I hastily logged on to my account via my web browser. My account said there were no previous orders and gave me no way to manage any subscription. I went on the chatbot, it sent me in circles. I called the phone number – there actually was one! – but the line was dead. OK. I’ve done all my due diligence, I thought. The email was likely sent to all customers, and my belief that I didn’t have a subscription was correct, surely. But then another payment came out. Oh come on! Another half day spent seeking contact, and I finally found an email address. I diligently detailed my entire experience. They actually responded (result!) and they agreed to cancel the subscription, but not to refund the second payment. Theft. Greed…and for me, genuine anger!
Digital experience is hitting new moral lows
I’ve worked in digital content for over 20 years, and throughout those years, I’ve learnt the fine art of creating digital experiences through user-focused content design. The aim is to create an experience that makes it as simple and pleasing as possible for the customer (‘user’) to complete the action they are seeking to complete. If you run a digital store, your aim is to make it easy for customers to purchase; as a service provider, your aim is to make it simple to find the information users need and book your service. This isn’t trickery, this is giving users what they want easily. It’s a practice that is in service of the customer, understanding that this will lead to loyalty and advocacy, helping to grow your brand.
But there are a growing number of businesses who are implementing increasingly deceptive practices to tie customers them into subscriptions and then giving no easy or clear way out – with deliberately difficult digital experiences (I’ll call them DDDEs).
The rise of the subscription era
To understand the origins of the subscription era, we can look to SaaS and the Cloud. The Cloud, in all its glory, is rightfully seen as a solution to backwards, clunky and expensive legacy software programmes and the storage challenges that come with increasingly large data sets. Cloud applications and Software as a Service provide regular, real-time updates and endless offsite data storage, saving hardware and IT infrastructure costs. But they also gave rise to the digitally-managed subscription model. All services that are run digitally now have a subscription element, from online meal kit orders, to monthly book clubs and mindfulness subscriptions. You name a subscription, and it probably already exists. Subscriptions can be convenient, when implemented on the customer’s terms. But when these subscriptions are designed to lull you in and then rip you off, they can do a lot of damage.
Poor customer experience and the very real threat of 'bad juju'
When companies prioritise profit over customer experience, it doesn’t take long for frustration to build. Poor digital practices — like hiding cancellation options or making customer support inaccessible — create a toxic relationship between businesses and their customers. While these practices might lead to short-term financial gain, they ultimately result in long-term brand damage.
Negative customer experiences spread quickly. In today’s digital world, a single bad experience can be shared across social media, online forums, and review platforms, damaging a company’s reputation faster than any marketing campaign can repair it. Customers expect transparency and fairness, and when those expectations aren’t met, it creates distrust. Worse still, it fosters a feeling of helplessness in customers, making them less likely to engage with your brand again — or recommend it to others.
Beyond the practical implications, there’s also the issue of integrity. Companies that use deceptive practices to trap customers are essentially saying that their profit matters more than ethical business conduct. This leads to ‘bad juju’ — the idea that unethical actions eventually come back to bite you. Customers are becoming more savvy, and they’re increasingly voting with their wallets. A business that operates unethically may see short-term success, but it risks alienating a growing population of conscious consumers.
A digital deception checklist:
Here are some of the common tactics I’ve seen used to trap customers in subscriptions:
- Subscriptions through card payments – Making it harder to cancel payments.
- Small print – Hiding crucial information in hard-to-read text.
- Tickboxes – Pre-ticked boxes that sign you up to more than you bargained for.
- Deliberately blocking access to your details – Ensuring customers can’t easily find their subscription details.
- Failing to provide notification of renewals – Not alerting customers when a payment is about to be taken.
- Using dead links or non-functional chatbots – Providing unhelpful contact options that lead nowhere.
These tactics in more detail…
Ever noticed there are no more direct debits?
You would think that with a regular payment, a direct debit would be the simplest way to run a subscription. It would also be the fairest, giving the customer equal rights to cancel at any time. Swap to a card payment, however, and suddenly it’s very difficult for a customer to cancel any upcoming payments without going through the company’s own processes. Step 1 to creating the DDDE, therefore, is to take control of the payments. The majority of online businesses now take card payments instead of bank details, leaving customers with no choice other than dealing directly with the company they are in dispute with if they wish to cancel a payment.
Lurking in the small print
Small print is the classic method of concealing important terms and conditions. By burying crucial information in long, dense paragraphs or tiny font sizes, businesses can hide the true cost or commitment required from customers. The assumption is that customers won’t read through the fine details, making it easier for companies to impose hidden fees or unfavourable terms. This lack of transparency damages trust and leaves customers feeling duped when they realise what they’ve signed up for.
Tickbox trickery
Pre-ticked boxes are another sneaky tactic. They rely on customers not noticing that they’ve inadvertently agreed to something, whether it’s a recurring subscription or an upsell. Ethical businesses should ensure that all tickboxes are opt-in rather than opt-out, making it clear that the customer is actively choosing to sign up rather than being automatically enrolled. This practice respects the customer’s autonomy and helps build trust.
Hide and seek subscriptions
Some businesses deliberately make it difficult for customers to access their account details or manage their subscriptions. This might include hiding account management options deep within the website, requiring multiple steps to cancel a subscription, or even locking customers out of their accounts. These barriers create frustration and distrust, and they send a clear message that the business values profit over customer satisfaction. Ethical companies should make it easy for customers to manage their own accounts, fostering a sense of control and partnership.
No news or notification of renewals
A failure to notify customers of upcoming renewals is a particularly underhanded tactic. Customers are often caught off guard when a payment is taken without prior warning, especially if they’ve forgotten about the subscription or assumed it was a one-off payment. Ethical businesses should always provide clear, advance notice of renewals, giving customers the opportunity to cancel if they no longer wish to continue the service. This simple step shows respect for the customer and helps avoid negative surprises.
Using dead links or non-functional chatbots
Dead links and useless chatbots are the digital equivalent of being put on hold indefinitely. Customers looking for help are sent in circles, unable to find the assistance they need. This lack of effective customer support not only creates frustration, but also leaves customers feeling abandoned and powerless. Ethical companies should prioritise real, accessible customer service options, ensuring that customers can easily find help when they need it. A helpful customer support experience can turn a negative situation into a positive one, building loyalty in the process.
But everyone else is doing it, why shouldn’t we?
Businesses often argue that shady practices are justified because they are common in the industry, and many of the outlined practices are becoming commonplace. But just because something is widespread doesn’t make it right. In fact, the businesses that go against the grain and treat their customers with respect are the ones that build loyalty and positive word-of-mouth.
When you trick a customer into a subscription they don’t want, you might earn a few extra payments in the short term, but you’ve lost their trust forever. Ethical business practices are more sustainable – you earn the trust of your customers, and in turn, they become advocates for your brand.
An alternative ethical checklist:
Here’s how businesses can, instead, run ethical subscription services that foster trust and partnership:
- Clear terms and conditions – Make it easy for customers to see what they’re signing up for.
- Opt-in tickboxes – Ensure customers actively choose to subscribe, rather than being automatically enrolled.
- Direct debit payment options – Allow customers to manage their payments via their bank.
- Easy cancellation processes – Provide a simple, one-click cancellation option.
- Transparent renewal notifications – Send a reminder before the next payment is due.
- Accessible customer support – Provide real human support that can resolve issues quickly.
Why ethical practices are good for business
In a world where trust is a precious commodity, businesses that adopt ethical practices stand to gain long-term loyalty from their customers. By treating customers fairly and transparently, you’re not just doing the right thing – you’re also setting yourself apart from competitors and creating a positive brand image. On another note, immoral practices are far more likely to fall foul of legislation and regulatory compliance now and in the future. Maintaining a strong moral compass can help avoid any painful financial or even legal penalties.
At Big Bee Content, we believe that the future of digital business lies in ethical practices that prioritise the customer’s experience and build trust. We work with brands that want to make a difference and lead by example, proving that ethical business is not only possible, but profitable.
Let’s end the era of digital greed and start building partnerships based on trust.
About the Author
Niki May Blane is founder of Big Bee Content – our ‘Queen Bee’.
Having worked cross-sector for 20 years in digital content production, she is a passionate storyteller and user advocate.
She loves coffee, talking content, and having cuddles with her two adorable children.
