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.

 

[Veggiepatch]

My wife and I have purchased a few things from Bradford exchange. I think the key is many of these items advertised by Bradford are not just single items. They are sets, often five or more items per set. If you see something advertised be careful to read the brochure to make sure you understand what you are buying as in a set or single item. If you ring Bradford Exchange directly you are able to cancel any order at any time. Cheers.

Bradford Exchange are crooks. From the Australian Competition and Consumer Commission (ACCC) website:-

It is alleged that, in many cases, Bradford represented that it would send consumers a single advertised item, when in fact Bradford sent consumers multiple items subject to a subscription (in some cases up to 24 items) and charged them for those items.

Bradford also allegedly represented that, if consumers responded to the relevant advertisements, they would be treated as only agreeing to purchase the single item identified in the advertisement, when this was not the case.

Subsequent items in these collections were typically far more expensive than the originally advertised item, for example, costing $79.99 after the first item was priced at $29.99.

Bradford Exchange in Court over alleged misleading representations about subscriptions

The ACCC has instituted legal proceedings in the Federal Court against global retailer of coins and memorabilia The Bradford Exchange Ltd (Bradford) for allegedly making false or misleading representations in its advertising of collectable coins and ingots in breach of the Australian Consumer Law.

www.accc.gov.au

 

[mOiOz]

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.

Looks like your lucky number now, will change to four!

 

[Rochelle]

TEMU is one of the worst they are relentless and it's hard to break away as their prices are so good

Ñever had any problem with Temu. My only complaint is having to spend $50 before they accept your order.

 

[mylittletibbies]

Ñever had any problem with Temu. My only complaint is having to spend $50 before they accept your order.

Strange. I only have to spend $40.

 

[Rochelle]

Strange. I only have to spend $40.

Yes I know of others who pay less. Stops me buying too much, so maybe a good thing.

 

[Wombat2u2004]

I had a sister in law who worked at one of those places in Sydney as a telephone operator. She was told by her boss to put on a sexy voice and strip whatever money she could from those lonely men and women who phoned in regularly. She was told to try and sus them out as to how much money they had and go for it accordingly. She told me of a Sydney lady who couldn't get enough men. She paid a lot of money for constant meetings with new members.
Yep, those people know there is a real money making market for lonely people. It's big business.

 

[mylittletibbies]

Yes I know of others who pay less. Stops me buying too much, so maybe a good thing.

Unfortunately it hasn't stopped me. Two parcels delivered just a few minutes ago, about a dozen more to come.
Not all clothes though. New curtains, hallway runner, bedside mats, sheets, towels, new donna and cover, etc etc
Is there anything they don't sell.
I even buy my shampoo, make-up. etc