Publishers tend to think of this as “retention.” A study of 526 news organizations in the United States found that only 41% make it easy for people to cancel subscriptions online, and more than half trained customer service reps in tactics to dissuade customers who call to unsubscribe.
The Federal Trade Commission, meanwhile, recently made it clear that it sees the practice as 1) one of several “dark patterns that trick or trap consumers into subscriptions” and 2) straight-up illegal. The FTC vowed to ramp up enforcement on companies that fail to provide an “easy and simple” cancellation process, including an option that’s “at least as easy” as the one to subscribe.
2. To comply with the law, businesses must ensure sign-ups are clear, consensual, and easy to cancel. Specifically, businesses should provide cancellation mechanisms that are at least as easy to use as the method the customer used to buy the product or service in the first place.
— Lina Khan (@linakhanFTC) October 29, 2021