How to recognize it in the interface
01
Suggests the parent company’s products and omits alternatives.
Not this pattern: recommending its maker’s product as one labelled option alongside fair alternatives.
Same moment, different copy (illustrative example)
Before
“The best option is our Pro plan.”
Shows the pattern
After
“Three options fit, including our Pro plan. Note: we make Pro.”
The fair alternative
Design guideline
Shows alternatives and discloses any commercial tie.
Do
Shows alternatives and discloses any commercial tie.
Don’t
Don’t recommend your own products without alternatives.
Sources
01
European Union, 2022. Digital Markets Act, Regulation (EU) 2022/1925, Article 6(5) (self-preferencing in ranking). eur-lex.europa.eu ↗
02
Court of Justice of the European Union, 2024. Google and Alphabet v Commission (Google Shopping), Case C-48/22 P. curia.europa.eu ↗