Dating apps do not follow excellent privacy practices and collect more data than ever to track GenZ users, according to a new study by Mozilla. Researchers examined dating apps on privacy terms in 2021. In the latest report, they noted that dating apps have become more data hungry and intrusive.
The organization studied 25 apps and tagged 22 of them as "Not Included in Privacy" – the lowest score in Mozilla's assessment. Mozilla only gave a positive review to Lex, owned and managed by Queer, while Harmony and Happn received a reasonable rating.
Mozilla stated that 80% of apps may share or sell your personal data for advertising purposes. The report mentioned that apps like Bumble have restrictive privacy clauses that may sell your data to advertisers.
"We use services that help improve marketing campaigns. . . Under specific privacy laws, this may be considered as the sale or sharing of your personal information with our marketing partners," a pop-up window within the app states, as cited by Mozilla.
The report mentioned that most apps, including Hinge, Tinder, OKCupid, Match, Plenty of Fish, BLK, and BlackPeopleMeet, have precise geolocation of users. Apps like Hinge collect background location data even when the app is not in use.
"The collection of your geographical location may occur in the background even when you are not using the services if the consent you have given us explicitly allows such collection. If you deny us the permission to collect your precise geographical location, we will not collect it, and our services relying on precise geolocation may not be available to you," stated Hinge's policy.
The Murky Role of Data Brokers
Dating apps claim to collect a substantial amount of data to find better matches for users. However, if this data ends up with data brokers, there are severe implications. Last year, the Washington Post reported that a Catholic group based in the US purchased data from Grindr to monitor a few members.
It should be noted that Grindr – which received one of the lowest ratings under Mozilla's review – has a history of privacy and security flaws.
"If dating apps think people will continue to divulge their most intimate data – basically, everything except their mother's maiden name – without finding love, they are disrespecting their users. Their aggressive privacy practices are breaking deals," said Zoe MacDonald, a researcher and one of the report's authors, in a statement.
Data analytics from data.ai show stagnant downloads of dating apps. Separately, data from a Pew study published last year indicate that only three out of ten adults have ever used a dating site or app – a statistic that has remained unchanged since 2019. Last month, the New York Times published a report stating that dating app giants Match Group and Bumble have lost over $40 billion in market value since 2021.
Companies are now looking for new ways to engage potential dates, including experiments with artificial intelligence-driven features. A matching group already stated during its third-quarter earnings this year that it plans to leverage artificial intelligence. In March, Platformer reported that Grindr plans to introduce an AI chatbot capable of engaging in explicit sexual language.
Mozilla stated that apps are already using artificial intelligence to adapt algorithms. With the advent of generative AI, researchers are not sure if dating apps will provide adequate privacy protections for users.
Mozilla's privacy researcher, Misha Rykov, stated that as dating apps collect more data, they must protect this data from exploitation.
"To create stronger matches, users need to write compelling profiles, fill out numerous interest and personality surveys, matches and magic charms, share photos and videos – the entire experience depends heavily on the amount of information people share. Thanks to this, dating apps must protect this data from exploitation," he noted.
Earlier this year, Mozilla also edited a group of AI bots that can serve as romantic partners and found some serious concerns about the security practices and data sharing of these bots.
