CCS flags fake visitor counts, bogus countdowns and false discounts that create artificial urgency and demand.

Singapore’s consumer watchdog has taken action against three online retailers for using “dark patterns” such as fake visitor numbers, fabricated timers and false discount claims to pressure shoppers into buying.

Misleading Features And Fake Activity
The Competition and Consumer Commission of Singapore (CCS) said Seager (Boarding Gate), Origin Sleep and Light In The Box used misleading website features to simulate high demand and urgency. Boarding Gate’s site showed “number of people viewing” and “number added to cart” figures that CCS found were randomly generated from source code, giving a false impression of real-time popularity.

Countdown Timers And Perpetual “Flash Sales”
Origin Sleep used similar “people viewing” claims and checkout countdown timers suggesting orders were reserved only briefly, implying purchases had to be completed before the timer expired. CCS found the timers and messages had no effect on availability. The firm also ran supposedly time-limited promotions that rolled on under changing labels—from “Flash Sale” to “Valentine’s Day Sale”, “CNY Sale”, “3.3 Mega Sale” and more—for almost two years.

False Scarcity And Non-Existent Discounts
Clothing retailer Light In The Box claimed products were “almost sold out” to signal scarcity, even though it operated on a made-to-order model with little or no standing stock; CCS said the labels were applied randomly. The site also displayed “discounted” prices against higher “original” prices that had never been offered, creating the illusion of savings that did not exist.

Responsibility For Templates And Undertakings
One retailer argued its design came from a third-party template, but CCS stressed businesses remain responsible for complying with consumer laws regardless of whether they use purchased templates or in-house designs. All three retailers have stopped the practices, given formal undertakings not to engage in unfair trade practices, and Light In The Box has removed misleading claims from its Singapore- and EU-facing sites and app.

Enforcement And Ongoing Review Of Dark Patterns
CCS chief executive Alvin Koh called dark patterns “insidious” and said the agency will continue firm action to protect consumer trust and honest competitors. The Consumers Association of Singapore (CASE) received 369 complaints about misleading claims and website features in 2025; president Melvin Yong said the latest enforcement shows Singapore’s commitment to tackling unfair practices and closing information gaps. The Consumer Protection Review Panel is also studying dark-pattern feedback and will submit recommendations in the second half of 2026.

The cases against Boarding Gate, Origin Sleep and Light In The Box show how easily online design tricks can distort consumer choices, from fake scarcity to never-ending “flash” deals. For Indonesians and Singaporeans, they highlight the importance of reading offers critically and reporting unfair practices so regulators can keep digital marketplaces transparent and trustworthy.

Sources: Straits Times (2026) , CNA (2026)

Keywords: Boarding Gate Seager, Origin Sleep, Light In The Box, Fake Scarcity, Misleading Discounts