Online dating has become a staple for those looking for love, companionship, or even a friendly chat.

For seniors, romance in your later years can be both exciting and daunting—especially when it comes to understanding what you're really signing up for.

One of the biggest dating applications, eHarmony, is now under the spotlight for all the wrong reasons.

The Australian Competition and Consumer Commission (ACCC) accused the United States-based dating site of misleading users about various features.

According to the ACCC, eHarmony has been less transparent with its users since 2019.

Seniors navigate a more complex situation when it comes to dating and romance. Image Credit: Pexels/cottonbro studio

The watchdog claimed that eHarmony's adverts online promoted itself as a 'free dating site for Australian singles'.

The site has encouraged many Aussies to join the website for 'free'.

However, as many users have discovered, the reality of free membership is far from what you might expect.

When signing up for eHarmony, users can complete their 80-question compatibility quiz to put them on the dating map.

Yet, after answering the quiz, users' options are pretty limited.

According to the ACCC, free members can only:

• View blurred profile photos of other members
• Like other people's profiles
• Send and receive a single reply to a premium member
• Use the 'icebreaker' feature
• Send a virtual smiley to other members

In other words, users can only look but can't really touch—at least, not in any meaningful way.

Constant communication with matches and full access to profiles are reserved for paying members.

So, while the site is technically 'free' to join, the whole experience is so restricted that many users feel compelled to pay if they want to connect with someone.

The ACCC claimed that when users sign up for a premium membership, they're led to believe that they're paying for a set period of six, 12, or 24 months.

However, at the end of that period, subscriptions are automatically renewed at a much higher price.

These subscriptions also do not come with a clear reminder.

Many users only discover this after being charged for another full term, with no easy way to get a refund.

Related information about auto-renewal has been buried in small grey text at the end of the subscription page rather than being front and centre for those who need the information.

Another bone of contention is the way eHarmony shows its subscription prices.

The site did not show the total minimum price users pay, especially for monthly subscriptions.

Users who want a 12-month plan and decide to pay in monthly instalments would be hit with an extra $3 per month.

Can you really 'try before you buy'?

eHarmony's marketing suggested that users can 'try before you buy' or 'start with a one-month subscription to give us a try'.

Yet, the shortest premium membership members can buy is a six-month subscription.

There's no true one-month option, and users cannot simply cancel after a month of using the app.

The ACCC argues that this is misleading, especially for those who want to dip their toes in the water before committing.

eHarmony has advertised several success stories on their website. Image Credit: eHarmony

What does eHarmony say?

With the ACCC's findings, eHarmony's legal team argued that most users turn off auto-renewal.

According to their site's data, four out of five users cancel the feature, signifying that people are reading and understanding the terms.

eHarmony also stated that information about subscription options and cancellations is available elsewhere on the site.

However, the ACCC is not convinced, and the case is now before the Federal Court with penalties, costs, and consumer redress on the table.

If you have been considering online dating, here are some tips to keep your wallet and your heart safe:

• Read the fine print: Always check the terms and conditions, especially around pricing, auto-renewal, and cancellation. If something isn't clear, reach out to customer service before signing up.
• Look for total costs: Don't just focus on the monthly price. Make sure you know the total amount you'll be charged, including any extra fees for paying in instalments.
• Set reminders: If you do sign up for a subscription, set a calendar reminder a few weeks before renewal. That way, you can cancel in time if you don't want to continue.
• Check for refund policies: Know your rights when it comes to refunds and cancellations. If you feel you've been misled, contact the ACCC or your state's consumer protection agency.
• Be wary of 'free' offers: If a site promises a free experience, dig deeper to see what's actually included. If it sounds too good to be true, it probably is.

For many seniors, online dating is an interesting way to meet new people and stay socially connected.

However, it's also a space where scams and misleading practices can catch people out.

eHarmony's case should be a reminder to stay vigilant, ask questions, and never be afraid to walk away if something doesn't feel right.

Learn more about relationships in your retirement years in this article:

• Love in later life: Navigating new romance, scams and the money talk after 60

Key Takeaways

• The ACCC accused dating application eHarmony of misleading Australian users by advertising its dating service as 'free'.
• The consumer watchdog alleged that eHarmony's premium memberships mislead users about the length and renewal of subscriptions, with many caught out by unexpected automatic renewals and higher costs.
• The ACCC claims that eHarmony also failed to display the minimum and total prices on its site clearly.
• The findings on the online dating site prompted the ACCC to seek penalties and compensation for affected customers.

Have you tried online dating? Have you had any experience with 'free' memberships only to face disappointment? We would love to hear your stories and tips in the comments section below.

 

[Gunpark]

I got caught a couple of years ago and it was too much money so I just let it slide. they threatened me with all sorts of things for some months later, but it didn't come to anything. Another similar scam is with Bradford exchange, once you order one thing they keep sending you something every month and trying to find a way to cancel is very difficult, so I just stopped paying for what they sent. Another heap of threats that came to nothing. These people must know they don't have a real leg to stand on.

 

[Robbo3006]

Nothing harmonious about this rip-off site.

 

[Veggiepatch]

I get regular emails from these jerks. Due to my email settings, they are sent directly to junk, never opened and permanently deleted.

 

[Phinix]

I got caught a couple of years ago and it was too much money so I just let it slide. they threatened me with all sorts of things for some months later, but it didn't come to anything. Another similar scam is with Bradford exchange, once you order one thing they keep sending you something every month and trying to find a way to cancel is very difficult, so I just stopped paying for what they sent. Another heap of threats that came to nothing. These people must know they don't have a real leg to stand on.

These sites might be free to join but if you want to communicate you have to pay a fee. The cost is per caricature not a word,

 

[novezar]

In many a case, where sites advertise females available to meet etc., the females don't exist.

Many a poor man has been stripped of a small fortune in these extremely shonky sites.

When you cant meet up with a female of choice, the "ARSEHOLES" who run these scams make every effort for you to join up to their "EXCLUSIVE" membership category,

Of course, at a much higher rate than what the poor guy has already been sucked in for.

They'll bleed you of your bank account if you give them a chance.

 

[Veggiepatch]

I have never paid for romance in any shape or form. But at the end of the day it cost me immensely, three marriages, three houses and three kids! And three is my lucky number!

Anyway, marriage is just a form of indirect prostitution and eventual extortion, thanks to the Family Law Courts.

 

[Macarj]

They are all scammers

 

[mylittletibbies]

I got caught a couple of years ago and it was too much money so I just let it slide. they threatened me with all sorts of things for some months later, but it didn't come to anything. Another similar scam is with Bradford exchange, once you order one thing they keep sending you something every month and trying to find a way to cancel is very difficult, so I just stopped paying for what they sent. Another heap of threats that came to nothing. These people must know they don't have a real leg to stand on.

Strange, I bought off Bradford Exchange a few years ago but didn't have this happen to me.
Did you perhaps buy one of a set and hence the reason for the other ones??
These mail order companies can be hard to deal with.
I bought one of the 30metre expandable hoses from Global Shop Direct. The inside section of the hose came away and shot up in the outer cover. There was no way to fix it.
I rang them and they told me to not worry about returning it and they sent me a replacement.
Good. No!! Same thing happened to the replacement. I asked for a refund. They apparently don't give refunds just replacements. When I queried their 3 year limited warranty they said it was six months. That's not what it says on their website. Perhaps the "limited" part means limited from 3 years to 6 months??
I said what if it happens again. They said return all three and they would consider a refund. Obviously I have already disposed of the first one when they said not to return it. They are also extremely heavy and would cost a considerable amount to return from Perth to Brisbane.
What are you supposed to do, just let them get away with it???
Seems to me all these websites, not just the romance ones are shonky.

 

[Rosi Gordon]

Wouldn't touch any online dating app. For sure there are more people especially women who are scammed then ones who have found true relationships.

 

[Vio Kot]

Strange, I bought off Bradford Exchange a few years ago but didn't have this happen to me.
Did you perhaps buy one of a set and hence the reason for the other ones??
These mail order companies can be hard to deal with.
I bought one of the 30metre expandable hoses from Global Shop Direct. The inside section of the hose came away and shot up in the outer cover. There was no way to fix it.
I rang them and they told me to not worry about returning it and they sent me a replacement.
Good. No!! Same thing happened to the replacement. I asked for a refund. They apparently don't give refunds just replacements. When I queried their 3 year limited warranty they said it was six months. That's not what it says on their website. Perhaps the "limited" part means limited from 3 years to 6 months??
I said what if it happens again. They said return all three and they would consider a refund. Obviously I have already disposed of the first one when they said not to return it. They are also extremely heavy and would cost a considerable amount to return from Perth to Brisbane.
What are you supposed to do, just let them get away with it???
Seems to me all these websites, not just the romance ones are shonky.

Oh thank you for mentioning this, I was planning to buy that hose, I appreciate your information

 

[Veggiepatch]

Strange, I bought off Bradford Exchange a few years ago but didn't have this happen to me.
Did you perhaps buy one of a set and hence the reason for the other ones??
These mail order companies can be hard to deal with.
I bought one of the 30metre expandable hoses from Global Shop Direct. The inside section of the hose came away and shot up in the outer cover. There was no way to fix it.
I rang them and they told me to not worry about returning it and they sent me a replacement.
Good. No!! Same thing happened to the replacement. I asked for a refund. They apparently don't give refunds just replacements. When I queried their 3 year limited warranty they said it was six months. That's not what it says on their website. Perhaps the "limited" part means limited from 3 years to 6 months??
I said what if it happens again. They said return all three and they would consider a refund. Obviously I have already disposed of the first one when they said not to return it. They are also extremely heavy and would cost a considerable amount to return from Perth to Brisbane.
What are you supposed to do, just let them get away with it???
Seems to me all these websites, not just the romance ones are shonky.

Your last sentence says it all!