A lawsuit filed against Match Group Inc in a federal court in the Northern District of California by six users of popular dating apps Tinder and Hinge, is looking to expose the addictive nature of these applications. 

In the 58-page complaint, the plaintiffs argue that dating apps have significantly altered social dynamics and replaced traditional courtship with technologically-driven interactions. According to them, dating apps owned by Match Group utilise manipulative techniques to keep users engaged and subscribed.

The lawsuit against Match Group underscores growing concerns about the impact of technology on human behaviour and relationships. As dating apps continue to shape modern social interactions, questions regarding their ethical and psychological implications remain at the forefront of public discourse.

The complaint claims that Match’s apps manipulate dopamine levels in the ‘gamification’ of its products, effectively turning users into ‘gamblers’ in pursuit of psychological rewards, with tactics such as push notifications and incentive rewards. 

A Match Group spokesperson responded to the lawsuit, calling it “ridiculous and has zero merit,” according to CBS, who originally broke the news. 

“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,” said the spokesperson. 

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Match Group is a dominant player in the dating industry, with eight of the top online dating brands under their name, including Tinder, Hinge, Plenty of Fish, OkCupid, Match, and Pairs. According to them, 40% of all relationships in the US start online, and half of them began on one of its products.

Match’s revenue in 2023 was up 6% to $3.3 billion (£2.6bn). Of that, Tinder and Hinge accounted for more than 70% of total revenue, with the lion’s share being attributed to Tinder. Despite the revenue gains, there was a 5% loss of users who purchase services through the apps.