The NDD certification system, a new framework for dark pattern countermeasures, will be in full swing from October 2025, ushering in an era in which corporate value is determined by the “integrity” of web design.

Have you heard of the “dark pattern” problem on the Internet?
It refers to the design of websites that induce users to make unintended choices when purchasing products or services, signing up for subscriptions, or providing personal information, etc. In recent years, the problem has become increasingly serious.
In order to combat this problem, the Association for Dark Pattern Solutions has established the “NDD (Non-Deceptive Design) Certification System” to evaluate and certify the “integrity” of websites.

Prior to the start of certification screening in October 2025, the following initiatives will be launched on July 15, 2025.
First, businesses will voluntarily inspect the design of their websites using a self-assessment checklist to obtain NDD certification.
After certification is obtained, this is a certificate of trust that can be displayed on the website. There will also be a new Dark Pattern Hotline, which will provide a means for consumers to report dark patterns when they discover them.

A UI/UX designed to encourage behavior not originally intended by the user, and refers to all online designs that guide consumers in a manner favorable to the business.
Examples include application screens that induce subscription purchases and cookie banners that effectively force consent.

The de facto compulsion to obtain cookies as a gateway to fraudulent personal information is a malicious example of a dark pattern, and is subject to legal control overseas.
In Japan, although there are no laws and regulations at this time, it is commonplace for honest companies to provide a UI/UX that allows users, especially the elderly and children who are not familiar with IT, to easily refuse cookie requests.

The evaluation process of the NDD certification system consists of the following three steps
1. preliminary assessment by the business using the “Self-Assessment Check Sheet
2. initial assessment by an accredited assessment organization
3. final assessment by the Corporate Assessment Bureau of the Association for Dark Pattern Measures

Websites that meet certain standards by confirming honest design from a third-party perspective are awarded the “NDD Certification Mark” with a tamper-resistant function.