A dating site’s headline number of members, and the pool of people who can see a profile, are central to why someone joins. UK consumer authorities have looked at whether those claims can mislead. This article summarises the Competition and Markets Authority (CMA) summary of undertakings given by Venntro Media Group in 2018, the CMA case page and the CMA’s “dos and don’ts” for providers. The undertakings bind that company alone and are not an admission of any breach, but the CMA published its guidance for the whole sector, and the case page says it sent warning letters to 14 other leading dating websites and apps. The material dates from 2018 and does not constitute legal advice.
One profile, several sites
The CMA raised concerns about how personal information is shared between dating sites in a network. Under the undertakings, the provider promised to tell consumers, clearly and before they become members, which network they would be joining, that a member’s profile may be accessible through additional dating sites in that network, and to give a link to a list of those sites. It also promised to say whether members can control how widely their profile is shared and, if so, how much control they have. The provider promised that a member’s personal data would only be shared with other members in the same network.
Cross-registration, in which a member of one site is offered registration on another, was to use a two-stage process, and cross-registration to a casual dating site had to state clearly that it is a casual dating site. The consumer advice says the same thing from the user’s side: check whether the dating website you are joining shares profiles with other sites, which sites your profile will appear on, and whether your permission is sought first.
Claims about the number of members
The undertakings state that claims about numbers of members, total or new, must not be misleading. In particular, totals must not overstate the number of members by including members attributable to additional dating sites unless that is made clear, or members who have not been active for three months or more. Claims about the number of messages exchanged must likewise not overstate the messages being sent on the dating site or network. The provider guidance repeats the point, saying claims about how many members a service has should be based on the number of regular users and not on historical figures for all current and previous users.
Profiles created by the provider
The government’s provider guidance also says businesses should not mislead customers by creating their own dating profiles to communicate with them without making it clear and prominent that these profiles are provider-generated. It adds that providers should not require customers to accept that they may communicate with profiles generated by or on behalf of the provider, unless customers are told about the practice in a timely and clear manner and the relevant profiles are identified as such. The guidance frames this as a rule for providers. Neither the guidance nor the undertakings say that any particular site does this.
Search filters and visibility
The undertakings also cover a search function that lets members list some members more prominently or exclusively. The provider may offer it but must make clear that it works only as a search and is not a means of blocking other members from seeing the profile of the member performing the search. The provider guidance also says businesses should explain what filters and search functionality are available.
Ending membership and deleting data
The undertakings commit the provider to letting members control and delete their personal data more easily. The interaction on the site was to allow deletion of a profile during the process of ending membership, the provider was to explain why and for how long any personal data is retained, and it was to give each member a personal data guarantee including commitment to compliance with data protection laws. The provider guidance says businesses should not make it difficult for customers to delete their data when they cancel. A practical guide to using data rights is on this site in how to request a copy, ask for deletion and move your dating app data.
What a user can check
None of this makes a site trustworthy or untrustworthy on its own. The CMA materials do suggest questions a user can ask before joining:
- Which company operates the site, and does the terms page say so?
- Does the site belong to a network, and is there a list of the other sites where a profile may appear?
- What does the membership figure count, and does it distinguish active members from past ones?
- Does the site say whether some profiles are generated by the provider?
- Is there a clear way to delete the profile and data when leaving?
A membership figure on a sign-up page says nothing by itself about whether a particular profile belongs to a real, active person. Practical checks on a specific profile are covered in this site’s guides to profile red flags and reverse image search, and to the limits of verification badges.
Frequently asked questions
Does the CMA say dating sites use fake profiles?
No. The guidance sets out what providers must do if profiles are provider-generated, and the undertakings concern membership claims and data sharing. They do not find that any site created fake profiles.
Do these rules apply to every dating app?
The undertakings bind one company. The CMA’s dos and don’ts are addressed to all providers and rest on consumer protection law, which the case page says has since been updated by the Digital Markets, Competition and Consumers Act 2024.
The bottom line
The CMA’s work on online dating shows what consumer regulators expected of providers in 2018: tell users about networks and profile sharing before they join, do not inflate membership or message figures, label provider-generated profiles, and make data deletion straightforward. Users can turn those expectations into questions to ask before joining. The outcomes bind a single company, and the guidance predates the 2025 change to unfair-practice law, so current terms and the operator’s own policies should be read directly.
Sources
- Competition and Markets Authority, “Summary of undertakings provided to the CMA: Venntro Media Group Limited” (2018)
- Competition and Markets Authority, “Online dating services” (case page)
- Competition and Markets Authority, “Online dating: consumer law advice for business”
- Competition and Markets Authority, “Online dating: what to look out for”