By Clicking This Checkbox, You Agree That You Have Clicked On This Checkbox

I worked in ad tech for a while. When the chief creative officer was reviewing designs for a website that included a sign-up form, his feedback was:

Chief Creative Officer: “It should have a checkbox.”

Me: “What should the checkbox be indicating? What text would accompany it? What behavior on the form differs if it’s checked or not?”

Chief Creative Officer: *Condescendingly.* “It’s a little box that, when clicked, a checkmark appears.”

Me: “Yes, I know what it is. I’m asking what the user is confirming when checking it and what happens if they do or don’t check it.”

This $250,000+ salaried executive had no idea what I was asking.

Chief Creative Officer: “Look, forms need checkboxes to look official, so just put one on there!”