SINGAPORE: After feedback from the Competition and Consumer Commission of Singapore (CCCS), travel platform Agoda has rolled out significant modifications to its website and mobile application. These changes come in response to concerns that some features could potentially mislead consumers.
Key Changes Implemented by Agoda
- Best Match Changes: The label ‘Best Match’ has been changed to ‘Our Picks’, clarifying that these results reflect Agoda’s recommendations rather than purely user preferences.
- Agoda Preferred Badge: Agoda has revised its explanation of the ‘Agoda Preferred’ badge, now highlighting that some properties pay a premium for this designation, ensuring increased transparency.
- Search Result Ranking: The platform now makes it clear that the ranking of accommodation listings is influenced by payments made by providers, not just user search criteria.
- Cheapest x-star Stay Label: Agoda removed the ‘cheapest x-star stay’ label to prevent consumer confusion over pricing.
- Countdown Timer Adjustments: The booking countdown timer has been standardised, extending the time limit from five to twenty minutes to reduce user pressure when making decisions.
CCCS’s Role
According to the CCCS, these adjustments are essential for fostering a fair online marketplace. They emphasised that misleading features or ‘dark patterns’ could be considered unfair trade practices under Singaporean laws, potentially attracting enforcement actions.
CCCS CEO, Alvin Koh, stated, “This is part of a series of actions we will take to improve the online commerce environment… We will educate consumers on recognising these misleading practices and how they can protect themselves.”
Public Response
The public and consumer advocacy groups have welcomed these changes. Consumers Association of Singapore (CASE) president Melvin Yong echoed support for CCCS’s proactive efforts, stating that awareness of ‘dark patterns’ is crucial for consumer protection in the digital age.
For those experiencing issues with potential unfair practices, the public can report to the Consumers Association of Singapore at 6277 5100 or online.