On Valentine’s Day, a lawsuit was initiated in San Francisco by six individuals against Match Group Inc, the Dallas-based entity behind several popular dating apps, as reported by CBS News. The legal action, outlined in a 58-page document, accuses these platforms, including Tinder and Hinge, of engineering addiction among their users. The plaintiffs argue that these applications have drastically transformed the landscape of social interaction, effectively replacing centuries of traditional romantic pursuits with technological means.
The complaint articulates concerns over the ease of seeking connections via online dating, highlighting the substantial emotional and financial tolls on users. It contends, “The truth is the apps are designed to be addictive,” suggesting that the allure of these platforms is not coincidental but a deliberate design choice.
According to the plaintiffs, Match Group promotes its services as conduits to real-world relationships, all the while covertly maximizing user retention and monetization. The lawsuit accuses the company of deploying psychologically manipulative features, akin to gambling, to foster dependency on their platforms. This strategy, they claim, includes the use of “push notifications” and rewards to incentivize continuous engagement, thereby bolstering subscription revenue and prolonged app usage.
In response to these allegations, Match Group dismissed the claims as baseless. A spokesperson for the company told The Guardian, “This lawsuit is ridiculous and has zero merit. Our business model is not based on advertising or engagement metrics. We actively strive to get people on dates every day and off our apps. Anyone who states anything else doesn’t understand the purpose and mission of our entire industry.”
The lawsuit involves individuals who have been subscribers to both Tinder and Hinge, further emphasizing the direct impact of the alleged practices on consumers.
