A California court decided on Monday that dating apps and online dating services will no longer be able to offer discriminatory pricing based on age.
Services can not, for example, demand higher payment from users above the age of 30.
The change will likely affect the pricing of Tinder Plus – one of the premium tiers which helped Tinder boost revenue in 2017.
Tinder Plus is currently $9.99 or $14.99 for users under 30, and $19.99 for users aged 30 or over.
Tinder claims that its research has shown customers under 30 have less money, and would be less able to afford the higher rate.
Pricing may be tied to social policies, the court noted, such as children’s’ tickets and senior tickets at cinemas.
Using the actual age of a consumer as the justification for charging a higher rate, however, is characterised as “prohibited arbitrary discrimination” under California law.
Consumers must be considered as individuals, not as members of a group of a certain age, sex or gender.
In 1985, the Supreme Court ruled that “ladies’ nights” at bars amounted to unlawful discrimination. The court referenced this ruling in its decision.
If Tinder was allowed to discriminate on the basis of age-related income averages, the judge noted, then the same logic could apply to food shopping or any other area of consumer spending.
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