A prominent dating platform, eHarmony, is facing serious allegations from the Australian Competition and Consumer Commission (ACCC) regarding deceptive practices related to its membership costs and cancellation policies. The ACCC claims that the US-based company has been misleading customers about pricing, membership duration, and renewal processes since at least 2019.
Users can create free accounts and take an 80-question compatibility quiz, but their ability to view other members’ profiles is limited to blurred images, and they cannot engage in full communication. The ACCC argues that eHarmony presents itself as a “free dating” service across several of its webpages, despite customers encountering restrictions that hinder meaningful interaction without a premium membership.
The ACCC highlighted descriptions on eHarmony’s site that suggest users can enjoy free dating experiences, including slogans urging potential customers to “join free today”. However, the available free services are minimal, raising concerns about the accuracy of these marketing claims.
When customers opt for premium subscriptions, they believe they are purchasing access for periods of six, 12, or 24 months. The watchdog alleges this creates a false impression, particularly because users are caught off guard by auto-renewal practices, which charge higher rates at the end of their subscription term without adequate reminders. The conditions for auto-renewal are allegedly obscured in small print, misleading many users into believing they would not be automatically charged at renewal time.
The commission also asserts that eHarmony misrepresents the costs associated with subscription plans, as users may unknowingly incur an extra fee for monthly payments—amounting to an additional $3—beyond the advertised rates. This pricing strategy prevented users from accurately assessing the total costs involved when subscribing.
Moreover, allegations extend to misleading claims about cancelling subscriptions, with statements suggesting that a one-month subscription trial is available. The ACCC contends that cancellations are only possible with six, 12, or 24-month options, contradicting the site’s “try before you buy” messaging.
In response, eHarmony’s legal representative noted that a significant percentage of subscribers reportedly opt to disable auto-renewal, suggesting comprehension of the terms. Nevertheless, the ACCC maintains that eHarmony has failed to provide transparent pricing information and clear subscription options, which has ultimately led to consumer confusion.
The ACCC is pursuing legal action against eHarmony, seeking penalties, costs, and measures for consumer redress, as they argue these practices infringe upon consumer rights and regulations.