Purpose E-commerce companies use dark patterns to manipulate customer decisions to survive in the crowded online market and make profit. Although some online customers are aware of the dark patterns, they cannot overcome such manipulations. Therefore, the purpose of this study is to identify and model the barriers to overcoming dark patterns using total interpretive structural modeling (TISM). Design/methodology/approach Barriers to overcoming dark patterns were identified from the extant literature and were validated by a panel of 18 domain experts. In (...) the modeling phase, TISM technique was used to identify the relationships between the barriers and assign priority to the barriers. Finally, the barriers were plotted and classified into three categories. Findings User unawareness, trust in brands and normalization of aggressive marketing were found to be the highest priority barriers. Whereas, designer bias, user fatigue, short-term user benefits and design complexity were identified as the most challenging barriers because they have least dependence over the other barriers. Research limitations/implications Because TISM results are based on the opinion of domain experts, other statistical techniques could be applied for validation. Practical implications This study would educate online customers, while assisting online user communities and regulatory bodies to devise strategies to overcome dark patterns. Additionally, business managers could use the study’s findings to encourage designers to embrace ethical design methods as a competitive advantage. Originality/value This study contributes to the research as it is first of its kind to examine the link between dark pattern barriers. (shrink)