DAZN's "Soccer-Only Plan" Sparks Outrage Over Misleading Pricing for World Cup Viewers

With the FIFA World Cup 2026 kicking off, the sports streaming service "DAZN," which will live stream all matches, is facing online backlash, with the pricing display of its "DAZN SOCCER (soccer-only plan)" becoming a point of contention.

DAZN is highlighting the low price of "980 yen per month" for this plan, but in reality, it is an annual plan that cannot be canceled mid-term, with a total payment of 26,340 yen. In response, SNS has been flooded with criticisms such as "I was tricked" and "Isn't this a dark pattern?"

Let's take a closer look at the complex pricing structure behind this commotion and what is being criticized, based on information from the official website and voices from SNS.

The Pitfall of "980 Yen Per Month" -- Users Who Only Want to Watch During the World Cup Are Confused

DAZN currently offers two main plans for watching all World Cup matches. One is "DAZN Standard," which allows viewing of all content, including premium sports worldwide. The other is the limited-time DAZN SOCCER, specialized for soccer content.

On the registration screen for the World Cup campaign, the monthly plan for DAZN Standard (1980 yen per month for the first three months) and the annual plan for DAZN SOCCER (980 yen per month for the first three months) are displayed side-by-side.

For those who only want to watch during the World Cup period, choosing the monthly plan allows cancellation after the tournament ends. For example, a two-month usage would cost a total of 3960 yen (1980 yen x 2 months). However, the "980 yen" figure for the annual plan is designed to catch the eye on the screen. Since both plans state "All World Cup Matches," it's easy to decide, "I can watch the same World Cup, so I'll go with the cheaper 980 yen plan." This is a major pitfall.

In reality, there is only an annual plan, and mid-term cancellation is not possible. While the first three months cost only 980 yen per month, the price returns to the regular 2600 yen per month from the fourth month, resulting in a total payment of 26,340 yen for the year.

Intentional Design for Guidance? What "Dark Patterns" Are Being Pointed Out

The reason why many users on SNS are expressing anger is the suspicion that this pricing plan presentation is a dark pattern that deceives consumers. Dark patterns refer to UI design techniques on websites and apps that guide users to unconsciously make choices that are disadvantageous to them.

In the case of DAZN, the following two elements are cited as typical examples of dark patterns and are being pointed out.

First, the misuse of visual hierarchy. While the most attractive price of "980 yen" is greatly emphasized, important contract conditions such as "it is an annual contract," "it cannot be canceled mid-term," and "the total amount will be 26,340 yen" are laid out in small print, making them difficult to understand at a glance.

Second, the illusion created by presenting choices side-by-side. By placing "1980 yen (monthly plan)" and "980 yen (annual plan)" next to each other, it creates a誘導 structure that leads users to mistakenly believe that "980 yen is the better deal." Normally, users considering a single month of use for a subscription service would look for a monthly plan, but there are voices on SNS saying that the design is intended to make them overlook the contract period restrictions due to being distracted by the low price.

Overly Complex Plan System and Payment Method Restrictions

Behind the current issue is the fact that the plan system itself has become overly complex.

Currently, DAZN has five base plans: the free "Freemium," the "Global" plan at 980 yen per month, the Standard basic plan, the specialized SOCCER plan, and the "BASEBALL" plan. Furthermore, options vary depending on the payment method. For example, the payment methods for the SOCCER plan are limited to credit cards, PayPal, Google Pay, etc., and mobile carrier payments are not available.

Also, users who use indirect payment methods such as DAZN for docomo, Amazon IAP, or through Apple's App Store face different and more complex conditions than direct contract users when changing plans or using the "pause" function mentioned later. This complexity poses a significant hurdle in correctly choosing a plan that suits oneself.

Hurdles in Cancellation Procedures and the Pitfall of "Pause"

The difficulty of cancellation (withdrawal) from the contract system has been pointed out for some time.

There is a pause function that allows users to suspend their service for up to six months. However, this function is not available to all users. Users paying through Apple, Amazon IAP, Google Play app in-app purchases, or through affiliated services like DAZN for docomo, as well as users on annual plans (including lump-sum and monthly payments), cannot use this pause function.

In other words, if you mistakenly contract the annual plan, which is the subject of the current problem, you cannot even stop payments by pausing and have no choice but to continue paying for one year. Reports on SNS indicate that even when contacting customer support to request cancellation due to a mistaken contract, the requests were rejected.

Real-time Reactions on SNS -- Anger, Resignation, and Analysis...

According to data from Yahoo! Real-time Search, the reactions on SNS (X) regarding this matter are overflowing with negative voices.

There are endless angry voices and damage reports such as "I tried to pay 980 yen to watch the World Cup and was charged 26,340 yen" and "I was completely tricked." There are also many posts expressing confusion, such as "Should I just cancel the credit card I use for payment?" Voices calling for the Consumer Affairs Agency and the Fair Trade Commission to take action, and opinions questioning whether this violates the Premiums and Representations Act or the Act on Specified Commercial Transactions, are also emerging.

On the other hand, there is also a certain number of calm analyses and self-responsibility arguments. Voices like "It's your fault for not reading the terms and conditions carefully before signing up" and "It's not fraud because it says annual plan," as well as posts analyzing the business structure from a UI design perspective, such as "DAZN has been using dark patterns against soccer fans for a long time, but it's difficult for general users who are registering for the first time for the World Cup to avoid this trap" and "From a business and marketing perspective, this is a treasure trove of learning."

Self-Defense Measures Required of Consumers

This commotion regarding the pricing display, where the reality of "20,000 yen for the year" was hidden behind the attractive figure of "980 yen per month," is a prime example that questions the boundaries of corporate morality in an era where subscription services are rampant. How far can companies go in marketing that exploits consumer psychology?

Although the display is confusing, as long as it states "annual plan," it may be difficult to immediately label it as "fraud." However, it is clear from the SNS reactions that many users feel "tricked" and their distrust towards the company is growing. It would not be an exaggeration to say that it could be called a "smokescreen."

Consumers, and those considering using the service, must protect themselves by carefully checking the contract period, total amount, cancellation conditions, payment method restrictions, and the voices of actual users before jumping at the immediate low price. Special care should be taken when subscribing to a service that takes advantage of temporary enthusiasm, such as during international sports events.

In particular, it is essential to check the impressions of others who have used the service. While not all opinions may be helpful, carefully review the real-world experiences and feedback, and refrain from contracting if there are any suspicious points or anything you are not satisfied with.