Litigation was in the air this Valentine’s Day when online dating conglomerate Match.com, the parent organisation of Tinder and Hinge, found itself accused of encouraging addictive behaviour in a class action filed in Northern California.
“Over the past decade, MatchGroup’s application-based dating platforms have altered social reality,” plaintiff Oksayan et al remarked in the filing.
“A millennium of traditional courtship has been replaced by technology. Striking up an in-person conversation with a stranger cannot compete with the convenience of swiping left or right on a profile, and no person could engage with a hundred potential partners in person in a matter of minutes.”
Plaintiffs accused Match of intentionally designing its apps with “addictive, game-like design features which lock users into a perpetual pay-to-play loop that prioritises corporate profits over its marketing promises and customers’ relationship goals.”
Match employs features "to gamify the platforms to transform users into gamblers locked in a search for psychological rewards that Match makes elusive on purpose," according to the complaint.
Not too dissimilar to accusations thrown at Facebook, Twitter and other social media apps, Oksayan et al believe Match employs “dopamine-manipulating product features” in order to monopolise users’ attention.
The plaintiffs have accused Match’s array of dating apps of causing harm to mental health.
They pointed to a survey conducted by eHarmony that found that nine in ten singles believe they are addicted to dating apps, and that half of users admit to checking their apps last thing before going to bed, while two-fifths check their apps as soon as they wake up.
Match’s business model “ensures that addiction increases earnings”, said the plaintiffs.
Plaintiffs are seeking $5 million in damages due to violations of the California Consumer Legal Remedies Act, the California False Advertising Law and other statutes.
"This lawsuit is ridiculous and has zero merit," Match said in response to the suit. "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."