Match Group Fined $14M for Deceptive Dating Site Practices
Match Group Inc. and Match Group LLC have been fined $14 million by the Federal Trade Commission (FTC) for deceptive advertising practices and problematic billing procedures on their dating site, Match.com. The settlement follows a probe into the company's marketing tactics and subscription processes.
The FTC's investigation revealed several issues. Between 2013 and mid-2018, a significant portion of Match.com's daily registrations, up to 30%, were scammers using the platform for fraudulent activities like romance scams and phishing attempts. Moreover, Match Group's cancellation process was found to be confusing, leading consumers to believe they had canceled subscriptions when they hadn't, resulting in unwanted renewals.
Under the settlement, Match Group must pay $14 million in consumer redress. They are also required to clearly disclose guarantee requirements, provide simple cancellation mechanisms, and refrain from retaliating against consumers who file billing disputes. This enforcement action is part of a broader trend in subscription service regulation, with Google recently updating its dating advertising policies to enhance content quality and certification requirements for dating service advertisers.
Match Group Inc. has agreed to the settlement, acknowledging the FTC's findings. The company will pay $14 million and implement changes to its advertising practices and billing procedures. This action serves as a reminder for companies offering subscription-based services to review their marketing materials, cancellation processes, and billing dispute procedures to ensure they comply with consumer protection requirements.
