Match Group, the tech giant behind popular dating apps Tinder and Hinge, faces a proposed class action lawsuit filed in California federal court on Valentine's Day. Plaintiffs accuse the company of intentionally designing its platforms to be addictive, prioritizing profits over fostering genuine romantic connections, as claimed in their marketing.

The Allegations

According to the complaint, Match Group utilizes sophisticated algorithms and addictive game-like features to keep users ensnared in a "perpetual pay-to-play loop." The lawsuit alleges that the company's practices violate consumer protection and false advertising laws, misleading users about the true nature of their apps.

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Plaintiffs Burak Oksayan, Jack Kessler, Andrew St. George, Bradford Schlosser, Andrew Karz, and Jami Kandel assert that Match Group harnesses powerful technologies and hidden algorithms to create addictive platforms. These designs allegedly undermine users' ability to disengage, transforming them into addicts who continuously purchase costly subscriptions to access premium features.

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The lawsuit claims that Match Group employs "dopamine-manipulating product features," such as push notifications, to manipulate users into gambling for psychological rewards. It alleges that 98% of the company's revenue comes from subscriptions and in-app purchases, highlighting the financial incentive behind the addictive design.

False Marketing Promises

Critically, the plaintiffs challenge Hinge's motto, "Designed to be Deleted," as deceptive. They argue that Match Group employs deliberate psychological manipulation to coerce users into prolonged app usage, contradicting the promise of facilitating meaningful relationships.

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The plaintiffs seek to represent a nationwide class of users who purchased subscriptions in the last four years, along with specific state classes. The lawsuit cites violations of various consumer protection laws, breach of warranty, and unjust enrichment among other claims. Relief sought includes injunctive measures, damages, and attorney fees.

Seeking Justice

Attorney Ryan Clarkson of Clarkson Law Firm PC condemns Match Group's practices, stating that while the company promises to help users find love, it delivers addiction and its associated mental health challenges. Match Group has not yet responded to requests for comment.

Conclusion

As the lawsuit unfolds, it raises crucial questions about the ethical responsibilities of tech companies in the realm of dating apps. With the proliferation of digital connections, the case underscores the importance of transparency and accountability in ensuring users' well-being and fostering genuine relationships.

The consumers are represented by Ryan J. Clarkson, Bahar Sodaify, and Kelsey J. Elling of Clarkson Law Firm PC. Counsel information for Match Group was not immediately available.

The case is Burak Oksayan et al. v. Match Group Inc., case number 3:24-cv-00888, in the U.S. District Court for the Northern District of California.