The popular dating app Tinder is under fire this morning after it emerged the platform is charging young gay and lesbian users and people over 30 more for its premium service.

Those in the 30 to 49-year-old age bracket paid 48% more than younger users – a £24 difference.Over-50s paid 46% more – a £23.19 difference – on average for a 12-month Tinder Plus subscription. Initially accused Tinder of hiking prices for gay and lesbian users, but it has since backtracked on this.

However, a Tinder spokeswoman told City A.M. “it is categorically untrue that our pricing structure discriminates in any way by sexual orientation. Any reporting or inference is patently false.”

“We have never factored in sexual orientation, gender identity, or any other demographic characteristic to our pricing,” she stressed. “This grouping has recklessly misrepresented our pricing practices.”

An ICO spokesperson said: ‘Organisations must use personal data lawfully, fairly and transparently. That means organisations must only use people’s data in ways they would reasonably expect, and be clear with people about why they need their personal data and what they will do with it.

It is occasionally justifiable under UK law to offer age-based price variations for the same product or service, such as discounts to over-65s or students, where it can be shown there is a legitimate basis for this.

Tinder’s terms of use and privacy policy did not make users aware of “such vastly different pricing”, instead referring only to processing individuals’ data to “deliver and improve” its services, to help keep users safe and to provide them with advertising that may be of interest.

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