Deceptive practices and online manipulation under scrutiny – Research Council of Finland awards nearly €590,000 to the University of Vaasa’s MisLead project

The Research Council of Finland has granted €589,966 in funding to the project Misleading consumers: Deceptive commercial practices in digital market spaces (MisLead), led by Associate Professor of Consumer Marketing Hanna Leipämaa-Leskinen from the University of Vaasa. The project brings together researchers from consumer research, communication studies, human–technology interaction, economics and law, all from the University of Vaasa.

Online scams are becoming more complex – and harder to define

Consumers are increasingly being misled when shopping online – sometimes through obvious scams, and sometimes through subtler and ambiguous commercial tactics, for example blurring the transparent marketing communication.

– Online consumer scams are growing rapidly both globally and in Finland. In addition to their increasing number, scams are also becoming more diverse and complex. This is why we urgently need more research on the topic, says Associate Professor Leipämaa-Leskinen.

The project examines both fraudulent websites and legitimate online stores that apply misleading strategies. The boundary between the two is often unclear.

– We study both. The core idea is to explore the diversity of deception and the blurred lines between what is illegal or unethical. In addition, we are interested to find out what kinds of roles consumers take as disseminators and non-disseminators of online scams, Leipämaa-Leskinen explains.

Fast fashion consumption driven by misleading influence

The MisLead project focuses particularly on fast fashion e-commerce. Fast fashion sales continue to grow, despite increasing awareness of the industry’s ethical and environmental shortcomings.

– We analyse misleading elements and practices in online stores, advertising, and social media communication in the context of fast fashion consumption. One reason for the growth in fast fashion lies in algorithmic calculation that push consumers to buy more, even when it goes against their values or best interests, says Leipämaa-Leskinen.

The project examines rhetorical, technological and gamification mechanisms used to influence consumers, as well as the links between such practices, consumer well-being and financial literacy. The research combines both qualitative and quantitative methods, including rhetoric analyses, eye-tracking studies, surveys, and interviews with consumers and technology developers.

Strengthening media literacy and recognising dark patterns

In addition to conceptual understanding, the project aims to produce concrete tools. These include a media literacy guide and a design tool to help identify so-called dark patterns – user interface features that are used to deceive consumers.

– We especially want to strengthen the digital media and financial literacy of young consumers. MisLead will help uncover the mechanisms behind deceptive commercial practices so they can be recognised and mitigated more effectively, says Leipämaa-Leskinen.

Multidisciplinary collaboration is essential

According to Leipämaa-Leskinen, understanding the complexity of digital deception requires insights from multiple disciplines. The project team includes researchers from consumer research, communication sciences, human-technology interaction, economics and legal studies.

– A multidisciplinary approach is essential in order to understand the market logic and the roles of different actors involved in sustaining and mitigating these practices, she concludes.