Previous studies have shown that companies behind websites are using strategic ways of misleading and manipulating their users, often though a website information architecture. This type of behaviour is described in terms of dark patterns. The main reason behind these type of designs is to trick users into doing things that they may not have intended from the beginning, for example sharing personal data. Generation Z is due to their increasing number seen as one of the most important customer groups for ecommerce companies. Young people can be considered accustomed to the Internet and digital tools, but they still have a tendency to take risks and not understand the consequences due to the development they go through, and may therefore be particularly worthy of protection. Because of this, the pourpose of the studie was to examine whether e-commerce clothing companies take a responsible appoarch due to their young cosumers or use suspect ways to manipulate through structure, design and content. Five of the most popular e-commerce site in Sweden were observed through a document studie with a focus on aspects relevant to informations architecture. The results showed that all websites were using design in manipulative ways. These discoveries raises questions about whether it is ethical of companies to work in this way and if they care more about their own gain than their young user's integrity.