“We swipe left, and reverse,” said the California Second District Court of Appeal in a unanimous Jan. 29 ruling against Tinder’s age-based pricing for its premium subscription service.
The service, Tinder Plus, charged customers above the age of 30 $19.99 per month beginning in 2015, while users under 30 paid $9.99 or $14.99 per month.
Rosette Pambakian, a spokesperson for Tinder, justified the pricing model on market research showing people under 30 were less financially secure.
“Younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger,” Pambakian said in an email obtained by the court.
Allan Candelore, the plaintiff in the lawsuit, claimed the dating service was violating California’s Unruh Civil Rights Act and the Unfair Competition Law. The appellate court concurred with Candelore, ruling Tinder made generalizations regarding the income of 18 to 30-year-olds compared to their older counterparts and thus were discriminating individual users based on age — a personal characteristic similar to those defined under the Unruh Act.