SAN FRANCISCO, California – A federal lawsuit filed in San Francisco on Wednesday alleges that the popular dating apps Tinder, Hinge, and The League are designed to hook users into compulsive behavior, ultimately prioritizing corporate profits over helping people find romantic partners.
The suit, which seeks class action status, claims that Match Group, the parent company of these dating apps, gamifies the services to create addictive, game-like design features that lock users into a pay-to-play loop. The lawsuit alleges that this strategy serves to maximize corporate profits at the expense of users’ relationship goals.
According to the complaint filed by six plaintiffs from various states, including New York, California, and Florida, Match Group’s dating apps are intentionally designed to erode users’ ability to disengage and keep them endlessly swiping in search of psychological rewards that the company deliberately makes elusive.
Moreover, the lawsuit accuses Match Group of violating state and federal consumer protection, false advertising, and defective design laws. The plaintiffs’ lawyers argue that the apps are not truly designed to help users find true love, as claimed in their marketing slogans, but rather to turn users into “addicts” who continue purchasing subscriptions and paid perks to boost the company’s revenue.
In response, a spokesperson for Match Group has vehemently denied the allegations, calling the lawsuit “ridiculous and without merit.” The company maintains that its business model is focused on getting people off the apps and onto actual dates, contrary to the claims made in the lawsuit.
The legal action against Match Group is part of a new wave of lawsuits challenging tech companies for their alleged impact on user behavior and mental health. This is reminiscent of similar lawsuits against other tech giants such as Google, Instagram owner Meta, and TikTok.
The lawsuit also draws on the insights of journalist Nancy Jo Sales and references her documentary “Swiped: Hooking Up in the Digital Age.” Sales’ work explores the addictive nature of dating apps and their potential impact on users’ behavior and mental well-being.
As the legal battle unfolds, it raises questions about the responsibility of tech companies in disclosing the potential addictive quality of their design features and the adequacy of warnings provided to users. This case could have implications for the wider tech industry and how platforms are held accountable for their impact on user behavior and mental health.
Moving forward, the lawsuit against Match Group and other similar legal actions could shape the future of how tech platforms are evaluated for their impact on societal and individual well-being. With the increasing scrutiny on the addictive nature of technology, this lawsuit may lead to a broader conversation about the responsibility of tech companies in protecting users from the potential harms of their products.