A lawsuit filed on Feb 14 against Match Group alleges that dating apps like Tinder and Hinge are intentionally designed with addictive features that keep users endlessly swiping without actually finding a date.
The class-action lawsuit, filed in federal court in the Northern District of California, claims that Match Group prioritizes profit over helping users find relationships by creating game-like features that lead to “compulsive” use of its dating platforms.
According to the lawsuit, users are enticed to purchase expensive subscriptions in an attempt to access special features that promise romance and matches, turning them into “addicts” of the app.
The lawsuit accuses Match of intentionally creating a business model that relies on generating returns through the monopolization of users’ attention, leading to expensive subscriptions and perpetual use of the app.
It was filed by six dating app users and seeks class action status, but representatives for Match have not responded to requests for comment.
While the lawsuit focuses on adults, it comes as tech companies are facing increased scrutiny over addictive features that harm young people’s mental health. Meta Platforms, the parent company of Facebook and Instagram, for example, is facing a lawsuit by dozens of states over the impact of Instagram and Facebook on youth mental health.
According to the lawsuit filed against Match Group, the apps employ recognized dopamine-manipulating product features to turn users into “gamblers” in search of psychological rewards that are deliberately made elusive by the company.
Overall, the lawsuit paints a picture of dating apps that prioritize keeping users engaged and paying for subscriptions over actually helping them find meaningful relationships.
Match Group has not publicly responded to the allegations as of now, but the lawsuit is likely to call attention to the way dating apps are designed and whether their features have unintended negative consequences.
It remains to be seen how this legal action will impact the dating app industry and whether it prompts changes in the way these popular platforms are designed and marketed to users.
