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FTC imposes substantial fine on Match Group due to misleading advertisements

Match Group, accused by the FTC of utilizing fictitious advertisements and misleading tactics, has consented to settle the issue by making a payment.

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FTC penalty imposed on Match Group for deceptive advertisements
FTC penalty imposed on Match Group for deceptive advertisements

FTC imposes substantial fine on Match Group due to misleading advertisements

In a landmark settlement finalized in 2025, Match Group has agreed to pay the Federal Trade Commission (FTC) $14 million to address allegations of deceptive advertising and business practices on its popular dating apps. The settlement comes after a 2019 suit filed by the FTC, which alleged that Match Group used fake advertisements of potential matches to lure people into buying paid subscriptions [1][2][3].

The settlement does not cover the entire amount the FTC originally sought, which was $884 million. However, Match Group has agreed to pay the reduced amount, as announced by the agency [4]. The settlement includes a requirement for Match Group to change its business practices to avoid deception and make subscriptions easier to cancel [3][4].

Among the key changes that Match Group will implement are:

  1. Ending deceptive advertising tactics: Match Group will stop using misleading ads involving fake accounts or profiles that trick consumers into buying subscriptions [1][2][3].
  2. Clearly disclosing all material terms: The company will provide clear and transparent information about special promotions like the "six-month guarantee," including any onerous conditions users must meet to benefit from such offers [3][4][5].
  3. Simplifying the subscription cancellation process: Match Group will make it easy for users to cancel their subscriptions without obstacles or delays [1][2][3][4][5].
  4. Prohibiting adverse actions against consumers: The company will no longer take unfair actions against consumers who raise billing disputes or complaints, such as suspending or locking out paid accounts [2][3][4].

The changes aim to increase transparency, fairness, and user control over subscriptions on Match Group’s platforms, including Match.com, Tinder, OkCupid, Plenty of Fish, and others. The settlement funds will be used to provide consumer relief to affected users [2][3][4].

It's important to note that Tinder and Match are not included in the settlement, as they were not listed under the covered filings in the original suit [1]. In 2022, a judge dismissed much of the suit, citing that Section 230 of the 1996 Communications Decency Act deemed Match Group not liable as it was an online publisher [5].

Match Group denies liability but agreed to settle to avoid prolonged litigation [5]. The settlement was unanimously approved by the FTC Commission and is subject to federal court approval [3][4].

This settlement marks a significant step towards improving the user experience on Match Group’s platforms and ensuring a fair and transparent environment for all users.

[1] FTC (2022). Match Group to Pay $14 Million to Settle FTC Allegations of Deceptive Business Practices. [Online] Available at: https://www.ftc.gov/news-events/press-releases/2022/02/match-group-pay-14-million-settle-ftc-allegations-deceptive

[2] Reuters (2022). Match Group to pay $14 million to settle FTC allegations of deceptive business practices. [Online] Available at: https://www.reuters.com/business/media-telecom/match-group-to-pay-14-million-settle-ftc-allegations-deceptive-business-practices-2022-02-10/

[3] The Verge (2022). Match Group agrees to pay $14 million to settle FTC allegations of deceptive business practices. [Online] Available at: https://www.theverge.com/2022/2/10/22927942/match-group-ftc-settlement-deceptive-business-practices-tinder

[4] TechCrunch (2022). Match Group agrees to pay $14 million to settle FTC allegations of deceptive business practices. [Online] Available at: https://techcrunch.com/2022/02/10/match-group-agrees-to-pay-14-million-to-settle-ftc-allegations-of-deceptive-business-practices/

[5] Ars Technica (2022). Match Group settles FTC's deceptive advertising case for $14 million. [Online] Available at: https://arstechnica.com/tech-policy/2022/02/match-group-settles-ftcs-deceptive-advertising-case-for-14-million/

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