Lawsuit Filed Against Match Group for Its "Addictive" Dating Apps

A federal lawsuit was filed in a San Francisco court against Match Group, alleging that the dating app company creates apps that hook users with promises of love, and then push people to pay money to keep swiping.

According to NPR, the lawsuit was brought by six plaintiffs in New York, California, and Florida, alleging that Match Group “gamifies” its apps to “transform users into gamblers locked in a search for psychological rewards that Match makes elusive on purpose.”

Match Group owns popular apps Tinder, Hinge, Match, OkCupid and The League, among others.

The lawsuit goes on to claim that Match Group’s apps are designed to turn users into addicts who keep swiping; and keep purchasing subscriptions and paid features to be able to keep searching for matches. The plaintiffs also claim that the company has violated state and federal consumer protection laws and engaged in false advertising.

According to NPR, the lawsuit states: "Match intentionally designs the platforms with addictive, game-like design features, which lock users into a perpetually pay-to-play loop that prioritizes corporate profits over its marketing promises and customers' relationship goals.” They also called out “hidden algorithms” in their claims.

The allegations state that it’s Match Group’s goal to keep people on its apps and spending money, rather than encouraging them to match and leave the platforms because they found love. Interestingly, a recent Pew Research study has estimated that more than ten percent of couples in the U.S. met through online dating, so apps do seem to be having a positive effect.

Match Group has dismissed concerns about the lawsuit. A spokesperson for the company told NPR: "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."

Still, there’s a wave of lawsuits against social media and tech companies for creating addictive platforms designed to keep people engaged and spending money. Mark Zuckerberg of Meta just participated in a Congressional hearing about the harms posed to young people using the company’s platforms, which have affected their mental health. At one point, he acknowledged and apologized to the parents of children who were victims of these apps.

According to Reuters, the plaintiffs are hoping this leads to a class action lawsuit. Their filing seeks unspecified damages for people who paid to use Tinder, Hinge or The League in the last four years, apps specifically mentioned in the lawsuit. It also seeks new warnings about the risks of addiction and removal of some marketing language.