(Credit: Getty Images/Oscar Wong)
This Valentine's Day, dating app parent company Match Group was hit with a proposed class-action lawsuit for allegedly violating state laws in California, New York, Georgia, and Florida over claims that Match apps like Tinder and Hinge "manipulate" users and reward "compulsive use."
Match Group—which owns Tinder, Hinge, Match, The League, OkCupid, and a slew of other apps—is accused of designing its apps to be "addictive" and "game-like" in a way that traps users in a "perpetual pay-to-play loop that prioritizes corporate profits over its marketing promises and customers' relationship goals," according to the complaint obtained by PCMag.
The plaintiffs are seeking at least $5 million and one dollar in damages under the proposed class-action, according to the legal documents.
The six plaintiffs residing in the aforementioned states argue that Match's apps aren't "designed to be deleted," like Hinge's slogan, but are actually designed to be addictive. All six of the plaintiffs bought subscriptions for either Tinder, Hinge, The League, or some combination of the three between 2022 and 2023.
"Match has designed, developed, and advertised psychologically manipulative product features to drive user addiction," the lawsuit claims.
Plaintiffs allege that Match Group has violated California's False Advertising Law, Georgia's Deceptive Trade Practice Law, and Florida's Deceptive and Unfair Trade Practices Act, among others. The suit also alleges that Match Group committed negligence by design and also failed to warn users about what its apps offer.
The plaintiffs argue that Match's apps are "gamified," with push notifications that prey on user fears of "missing out." They also claim that paid subscriptions "further enable compulsive use, thereby exacerbating a vicious cycle of addiction reinforcement."
The suit cites a 2023 eHarmony study that found that 90% of respondents said they believe they are "addicted" to dating apps.
Plaintiffs argue it's Match Group's job to warn users about the apps' allegedly "addictive" natures.
Match Group denied the claims in a statement to Reuters. "This lawsuit is ridiculous and has zero merit," Match said. "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."
PCMag has reached out to Match Group for comment.