LOS ANGELES, CALIFORNIA – Dating apps like Tinder and Hinge are facing a class-action federal lawsuit filed in California on Valentine’s Day, alleging that they are intentionally designed to be addictive. The lawsuit claims that hidden algorithms encourage users to stay on the apps and “gamify dating,” contrary to their stated purpose of facilitating genuine connections and relationships. Six plaintiffs argue that these apps, owned by Match Group which also includes Match.com, OkCupid, Hinge, and Plenty of Fish, have created a business model that thrives on cultivating a sense of addiction and driving costly subscriptions.
The lawsuit specifically targets Hinge and challenges its marketing tagline, “designed to be deleted.” The plaintiffs argue that this language is false advertising, as the app is not actually designed with the intention of being deleted. Another point of contention is the premium versions of these dating apps, which contribute significantly to Match Group’s revenue. The lawsuit seeks unspecified damages for individuals who have used the paid versions of these apps in the past four years. Additionally, it calls for the inclusion of warning language about the risks of addiction and for Hinge to remove its “designed to be deleted” slogan.
Match Group has responded to the lawsuit by calling it “ridiculous” and without merit. The company disputes the claims that their business model is built on generating advertising or engagement metrics. They affirm their commitment to getting users to go on actual dates and to move away from the apps. Match Group maintains that those who criticize their intentions do not fully understand the purpose and mission of the dating app industry.
Psychologist and relationship coach Jo Hemmings provides an alternative perspective, suggesting that the responsibility for using dating apps lies with the user and not the apps themselves. Hemmings acknowledges that these apps are designed to make money, and the strategy of prioritizing user engagement is a standard practice for any business seeking to attract and retain customers.
The outcome of this lawsuit could have significant implications for the dating app industry, as it raises questions about the ethics and intentions behind these platforms. The allegations of intentionally fostering addiction and deceptive advertising challenge the credibility and integrity of Match Group and its associated apps. As the case progresses, it will be interesting to see how the court addresses these concerns and whether any changes or regulations may result from the outcome.