In a twist that seems almost paradoxical given their purpose to connect people, several popular dating apps are now at the center of a legal storm.
The conglomerate, Match Group, which is behind well-known dating platforms such as Tinder and Hinge, is facing a class action lawsuit filed in San Francisco on the 14th of February, Valentine’s Day.
The Guardian reported that the lawsuit, which was initiated by six individuals, asserts that Match’s suite of apps “employ recognized dopamine-manipulating strategies” to make the apps more addictive, thereby increasing user engagement and, ultimately, profit for the company
This is not the first time that tech companies have been scrutinized for their business models, which are often accused of prioritizing engagement over the health of their users. However, the allegations against the Match Group are particularly noteworthy given the intimate and personal nature of the services they provide.
With millions of users worldwide seeking meaningful connections, the potential implications of apps fostering addictive behaviors are profound.
According to NDTV, the plaintiffs allege that the Match Group, by leveraging psychological tactics, has caused users to pay a “weighty price” – not just in terms of subscription fees and in-app purchases but also concerning their mental health.
The lawsuit specifically targets the mechanisms within the apps that are said to encourage continuous use, such as variable rewards systems that are likened to gambling.
In response to the allegations, a spokesperson for Match Group told USA TODAY that the, “Lawsuit is ridiculous and has zero merit.”
They also added in their statement that the company works hard “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.”
As this case progresses, the questions that lie unanswered are:
Will there be a shift towards more ethically designed apps that prioritize user health over engagement metrics? Or will the allure of profitability continue to fuel designs that border on addictive?
