SeaWorld’s $1.5M Class Action: A Dark Pattern Case Every Business Should Study.

INTRODUCTION:

It started with a Simple pass:

Imagine buying an annual pass to an amusement park. The process is fast, clean, and easy. A one-time online payment, confirmation in your inbox, and you're all set for a year of access.

But months later, after you've forgotten about the pass, your bank alerts you: SeaWorld has charged your card again. No renewal reminder. No approval. No notice. Just an automatic payment, quiet, unexpected, and without consent.

You try to cancel, but the process is unclear. You search for answers, but there’s no simple way out. You thought it was a one-time pass? Nope. It was a subscription trap built right into the flow.

That’s the foundation of a $1.5 million class action lawsuit against SeaWorld, triggered not by what they sold, but how they designed the user journey.

This is a classic case of a “hard to cancel” #darkpattern; easy to enter, hard to exit. A design that quietly overrides user choice and turns consent into a revenue tactic.

What Really Happened: The Case Against SeaWorld

n early 2023, two San Diego residents filed a lawsuit against SeaWorld, claiming the company charged them for annual pass renewals without proper notice or consent. They argued that SeaWorld failed to disclose the automatic renewal terms during purchase and made the cancellation process confusing and difficult.

As the case unfolded, it became clear this wasn’t an isolated issue. More than 141,000 California residents had purchased SeaWorld San Diego annual passes online after February 28, 2019, and were automatically renewed without receiving proper notification.

The lawsuit accused SeaWorld of violating California’s Business and Professions Code, which prohibits deceptive business practices; including hiding renewal terms or making cancellation intentionally complex.

While SeaWorld denied any wrongdoing, the company agreed to a $1.5 million class action settlement to avoid further litigation. The settlement was preliminarily approved in April 2025, with a final hearing scheduled for August 15, 2025. Eligible users will be identified from SeaWorld’s records and will receive automatic compensation; no claim form required.

The Dark Patterns Behind the Pass:

Dark patterns are deceptive by design. In this case, the manipulation came in three forms:

• Hidden Terms: SeaWorld allegedly buried renewal details in fine print during the online purchase.
• No Affirmative Consent: Users were not explicitly asked to agree to auto-renewal.
• Friction by Design: Cancelling was deliberately difficult, involving unclear navigation steps.

What felt like a one-time purchase became a recurring subscription, with no informed consent and no exit.

SeaWorld’s Legal Mistake:

SeaWorld’s subscription practices clashed with key consumer protection laws designed to ensure clarity and choice, especially in California and across the U.S.

Here’s what the law requires, and where SeaWorld allegedly fell short:

• Affirmative Consent: Before charging for renewals, users must actively agree. SeaWorld was accused of auto-renewing passes without obtaining clear, express consent, a direct legal violation.
• Clear Terms: Subscription details like renewal dates, pricing, and payment methods must be clearly displayed. Instead, SeaWorld reportedly buried these in fine print during checkout.
• Easy Cancellation: Cancelling a subscription must be straightforward. In this case, users described the process as confusing and difficult, delaying their ability to opt out.

These aren’t just good UX principles; they’re legal standards under the California Business and Professions Code and the #FTC Act (Section 5). Failing to meet them can result in lawsuits, penalties, and regulatory action.

The Bigger Picture: What Every Business Should Learn:

SeaWorld’s case highlights a broader issue in digital commerce: forced continuity, where users are unknowingly enrolled in auto renewing subscriptions. This often involves dark patterns like prechecked boxes, missing renewal reminders, and confusing cancellation flows that make opting out difficult.

Globally, regulators are taking notice. In the U.S., the FTC has flagged these patterns as violations of Section 5 of the FTC Act. Enforcement is increasing. So is user backlash.

To avoid legal risk and build long-term trust, subscription-based businesses should follow five essential principles:

• Use active opt-ins: Ask for clear, affirmative consent before enrolling users.
• Send renewal reminders: Keep users informed before charging again.
• Disclose everything clearly: Be upfront about pricing, terms, and auto-renewal.
• Make cancellation easy: Design exits that are quick and intuitive.
• Track consent: Keep records of how and when users gave permission.

Making Subscription Design Fair: How FairPatterns Helps

At FairPatterns, we've created an AI solution that makes digital compliance easy and swift. Our technology finds dark patterns and other digital violations and fixes them with fully tested compliant designs that are easy to integrate online.

our solutions provide:

• Finds digital violations 100 times faster than humans - identifying problematic consent forms across websites and apps
• Fixes them with fully tested compliant designs that are easy to integrate online - providing ready-to-use solutions
• AI Agent helps operational teams creating new designs without new digital violations - preventing issues before they happen
• End-to-end, practical solution for digital compliance - covering detection, fixing, and prevention.

Final Thought: The Real Cost of the Ride

SeaWorld may be a theme park, but this ride came with a surprise drop. What seemed like a fun one-time pass ended up as an ongoing charge, hidden behind legal jargon and complex exits.

That’s the cost of ignoring consent: lawsuits, bad press, and lost trust.

💫 Regain your freedom online.

𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐰𝐢𝐭𝐡 𝐮𝐬 𝐭𝐨 𝐞𝐦𝐩𝐨𝐰𝐞𝐫 𝐲𝐨𝐮𝐫 𝐮𝐬𝐞𝐫𝐬 𝐚𝐧𝐝 𝐛𝐮𝐢𝐥𝐝 𝐭𝐫𝐮𝐬𝐭.

https://www.fairpatterns.com/contact-us