Match Group, the company behind popular dating apps like Tinder, Hinge, and The League, faces a proposed class action lawsuit alleging that its platforms are engineered to foster addiction rather than facilitate genuine connections, according to legal documents filed on Wednesday.
The lawsuit contends that Match Group's "predatory" business model deceives users seeking love by employing algorithms that encourage excessive usage of its apps, ultimately driving profits for the company. The plaintiffs argue that Match's algorithmic design incentivizes "compulsive use" and lures users into paying substantial subscription fees.
In the complaint lodged in federal court in San Francisco, the plaintiffs assert that Match incorporates features aimed at gamifying its platforms, effectively turning users into unwitting participants in a psychological game where elusive rewards are deliberately withheld. This strategy, they claim, contradicts Match's marketing slogan of apps "designed to be deleted."
Match Group swiftly dismissed the allegations, labeling the lawsuit as baseless. The company emphasized its commitment to facilitating real-world interactions and asserted that its business model prioritizes user engagement over advertising metrics.
Match CEO Bernard Kim reiterated the company's dedication to innovation and user experience, citing the integration of artificial intelligence to enhance app functionality during an investor briefing. However, the lawsuit draws parallels to similar legal actions against tech giants like Google, Facebook, TikTok, and Snapchat, accusing them of knowingly fostering addictive behaviors among users, particularly minors.
While dating apps have become increasingly popular avenues for meeting romantic partners, the lawsuit raises concerns about the long-term impact of such platforms on users' well-being. Citing a Pew Research Center survey from July 2022, which found that a significant portion of adults in committed relationships met through dating apps, the plaintiffs argue that successful matches could lead to reduced app usage, undermining revenue for Match Group.
The lawsuit also highlights alleged deceptive practices by Match, such as encouraging users to "like" an unlimited number of profiles, which often result in unfulfilling interactions characterized by "breadcrumbing" or "ghosting." These patterns, the plaintiffs argue, perpetuate feelings of loneliness, anxiety, and depression among users.
The legal action seeks damages for users who subscribed to Tinder, Hinge, or The League over the past four years, as well as revised warnings about the risks of addiction and the removal of deceptive marketing language from Match's platforms.
The case, titled Oksayan et al v Match Group Inc., is pending in the US District Court for the Northern District of California under docket number 24-00888.
