A lawsuit filed Wednesday in federal court accuses Match Group, the company behind popular online dating platforms like Tinder and Hinge, of intentionally building addictive features into its apps in order to maximize profits. The proposed class action lawsuit claims Match’s apps employ “dopamine-manipulating” design elements similar to gambling that encourage compulsive use and “lock users into a perpetual pay-to-play loop.”
Specifically, the lawsuit alleges Match’s dating platforms are filled with game-style features that transform finding potential romantic matches into a monetized game instead of genuinely connecting compatible singles. These features prioritize driving expensive subscriptions and constant app engagement over actually helping users find meaningful relationships, the lawsuit says.
Filed by six disgruntled dating app users seeking class action status, the lawsuit asserts Match’s entire business model is dependent on “addiction” and “monopolization of users’ attention.” It accuses the company of guaranteeing success by purposefully making certain features addictive to maximize profits instead of focusing solely on user needs.
The lawsuit comes as technology companies face mounting criticism regarding addictive product design, especially features that negatively impact mental health. While Match Group has yet to comment on the lawsuit allegations, the claims highlight growing legal and social concerns over companies that allegedly put business interests ahead of user well-being.
