> Products that confusingly label “cancel” or “unsubscribe” > Some websites that are subscription-based hide the cancellation flow under a new name: “auto-rene

> Products that confusingly label “cancel” or “unsubscribe” > Some websites that are subscription-based hide the cancellation flow under a new name: “auto-renew” or “edit plan.” With Daily Harvest, Express VPN and Vimeo, there isn’t a button or area that says “cancel.” Instead a user has to look for “auto-renew” and turn off “auto-renew” payments, which effectively cancels the subscription. This kind of naming is confusing, adding unnecessary friction to the cancellation process. This particular case doesn't seem like a dark pattern to me, although it depends on how difficult they make it to find the feature. However, as far as the button label, there is no "cancel" button because seeing a button explicitly labeled "cancel" will make some users think that they are exiting the dialog rather than performing the action they desire. This would be poor UX, and I see nothing nefarious about not naming the button "cancel" exactly as stated in the blurb I quoted.