HK consumer watchdog says majority of dating apps use private information for marketing

Majority of surveyed dating apps have used users’ personal information for marketing or advertising purposes by default, while only a few of which offered opt-out arrangements.

According to the latest survey by The Consumer Council, the Council staff downloaded and trialled nine dating apps that were relatively popular amongst Hong Kong consumers from October to December 2022.

The survey revealed that the personal data required at registration was largely the same across all apps, including name, gender, sexual orientation, date of birth, location, email address, phone number and more. Additional information on education level, occupation and interests could be submitted per users’ preference.

All nine dating apps pre-set permission to use account owners’ personal data for marketing or advertising purposes, but only eight had specified such use in their privacy policies, according to the survey.

The remaining one app stated that personal information provided by users would only be used for provision of services, design of events, reference for internal operations, and statistical use.

While the choice of words in the privacy statement was not directly linked with promotion and sales purposes, responding to the Council’s inquiry, the trader admitted that they were also included. Only three of the apps allowed users to opt out of the arrangement.

Despite both the terms and conditions and privacy policy could be lengthy, the Council suggested consumers to examine carefully as the use of dating apps may require disclosure of a large amount of personal data prior to registration. They should carefully examine the relevant terms to thoroughly understand the services provided and how their personal data is handled, so as to protect their own rights.

Different price disparities is also another key finding within the survey. The Council also found that one app offered different subscription plans according to the user’s gender, whereas two other apps, which were owned by the same parent company, might charge different prices for the same service plan basing upon various factors such as user age and place of residence, with a disparity in monthly fee as high as 42%, without clearly stating the principles behind. The Council believes this is an unfair practice as users might be charged a higher price unknowingly.

Virtual items can also be purchased on dating apps, with functions similar to those of subscription plans, such as “indicating your interest to other users” and “increased interaction with other users”, but were only for single use with prices ranging from $15 to around $252,200. 

The Council reminded consumers that dating involves compatibility and communication between the relevant parties, and is subject to factors such as opportunity, timing and personal affinity. Bearing in mind that subscription plans or virtual items might not guarantee more or better matches, consumer should carefully consider before buying.

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