Dark patterns: uma nova agenda regulatória para o Brasil?

Due to the harmful potential of dark patterns and international experience, this paper aims to investigate the necessity of including this subject in the Brazilian regulatory agenda. In this purpose, the text will address the damage potential of this practice and map the existing regulatory mechanisms applicable within the Brazilian legal framework, ultimately questioning "why regulate?" In this sense, the methodology employed will be explanatory research through the hypothetico-deductive method, based on bibliographic, legislative, and jurisprudential analysis. The results obtained reveal that dark patterns have extensive harmful potential to consumer rights, privacy, competition, and even the protection of minors. Furthermore, the fact that this type of choice architecture relies on the lack of adequate information availability and individuals' inability to process such information leads to market failures. These findings indicate that this practice undermines market allocative efficiency and fundamental rights, highlighting the need to address this issue within the Brazilian regulatory agenda.