2.11 Avoid being manipulative or deceptive

Avoid using patterns, content, tools, or techniques that may artificially manipulate or deceive the visitor and waste energy.

Deceptive design patterns: Machine-testable
Avoid deceptive design or unethical coding techniques that manipulate users into taking actions that are not in their best interest. Examples include anti-right click, copy prevention, requiring an account to purchase, etc.
Advertisements: Human-testable
Select, present, and label advertisements and sponsorships transparently and only implement where these provide economic and ethical value without diminishing user experience.
Analytics and tracking: Machine-testable
Evaluate and remove unnecessary or unused analytics and tracking, including any operating without user consent.
Search Engine Optimization: Machine-testable
Focus on serving user intent through non-manipulative search and social media optimization. For example, do not misuse coding practices intended to support assistive technologies. This can include content with natural redundancy, or unhelpful or low-quality material designed only to manipulate search results.

Accessibility
Avoiding deceptive design patterns improves user experience for people using assistive technologies, as these can be especially disruptive when using a screen reader. This improves their trust and access to your content.
Conversion
Avoiding deceptive patterns can result in fewer complaints, reduce barriers, and improve conversion.
Environment
Avoiding deceptive design patterns reduces energy consumption because users do not waste time and energy trying to undo choices they never intended to make.
Performance
Using ethical, non-disruptive practices will accelerate the user journey and perceived speed and reduce unnecessary friction.
Privacy
Ensuring compliance with ethical privacy practices and avoiding dark and deceptive patterns reduces litigation risk. It also reduces data transmission between tracking and advertising services providers.