Dating apps aren't adhering to good privacy practices and are collecting more data than ever to lure Gen Z users, a new Mozilla study says. Researchers reviewed dating apps in 2021 from a privacy perspective. A recent report pointed out that dating apps are becoming more data-hungry and cumbersome.
The organization examined 25 apps and labeled 22 of them “privacy-free,” or the lowest grade in Mozilla's terminology. Mozilla only gave a positive rating to Lex, which is owned and operated by Queer, while Harmony and Happn received fair ratings.
Mozilla said 80% of apps have the potential to share or sell personal data for advertising purposes. The report notes that apps like Bumble have vague privacy terms and could potentially sell your data to advertisers.
“We use services that help us improve our marketing campaigns. Under certain privacy laws, this may be considered selling or sharing your personal information with our marketing partners.” Mozilla points out that it's mentioned in an in-app popup.
The report notes that the majority of apps, including Hinge, Tinder, OKCupid, Match, Plenty of Fish, BLK, and BlackPeopleMeet, were collecting precise location information from users. Apps like Hinge collect location data in the background when the app is not in use.
“Collection of geolocation information may occur in the background even when you are not using the Service, if the permissions you have given us expressly permit such collection. If you decline our permission to collect your precise geolocation information, we may not collect your precise geolocation information and you may not be able to use our services that rely on your precise geolocation information.'' is stated in the policy.
The insidious role of data brokers
Dating apps claim to collect large amounts of data to find better matches for users. However, if that data ends up in the hands of a data broker, there are serious consequences. Last year, the Washington Post reported that a U.S.-based Catholic organization had purchased data from Grindle to monitor some of its members.
Notably, Grindr, which received one of the lowest ratings in Mozilla's review, has a record of violations in its privacy and security practices.
“If dating apps think people will continue to hand over their most intimate data (basically everything but their mother's maiden name) without finding love, they are underestimating their users. Their predatory privacy practices are a deal-breaker,” Zoe McDonald, a researcher and one of the report's authors, said in a statement.
Dating app downloads are slowing, according to data from analytics firm data.ai. Separately, data released last year by Pew Research found that only three in 10 adults have ever used a dating site or app. This number has remained unchanged since 2019. Last month, the New York Times published a report on the use of dating apps. Major companies Match Group and Bumble have lost more than $40 billion in market value since 2021.
Companies are now turning to new ways to engage with potential daters, including experimenting with AI-powered features. Match Group has already announced plans to leverage AI in this year's Q3 2024 results. In March, Platformer reported that Grindr was planning to introduce an AI chatbot that could use sexually explicit language.
Mozilla says the app already uses AI to match algorithms. With the advent of generative AI, researchers are unsure whether dating apps can adequately protect user privacy.
Misha Rykov, a privacy researcher at Mozilla, said that as dating apps collect more data, they have an obligation to protect that data from being misused.
“To build stronger matches, users must write compelling profiles, fill out numerous interest and personality questionnaires, rate and engage their matches, and share photos and videos. Experience “The whole thing depends a lot on how much information people share. This advantage requires dating apps to protect this data from misuse,” he said.
Earlier this year, Mozilla also evaluated a number of AI bots that could serve as romantic partners and found significant concerns regarding the security and data-sharing practices of these bots.