Why on Tinder? US military ads warning 'not to take up arms' raise eyebrows

A recent U.S. military advertisement, warning against armed conflict with the United States and its allies, has appeared on Tinder, sparking considerable debate and raising questions about the choice of platform for such a sensitive message.

As per reports, the ad, which featured images of U.S. warplanes and a direct warning not to “take up arms” against the U.S. or its partners, was part of a broader psychological operations campaign by Central Command (Centcom).

The aim was to influence perceptions and counter what the US government considers misleading narratives from Iranian and other adversaries in the Middle East.

The decision to place such an explicit military message on Tinder, a dating app known for its social and casual interactions, has surprised many observers.

Tinder, which popularised the phrases “swipe right” (to approve a match) and “swipe left” (to reject), was an unconventional choice for a military information campaign.

The ad, which included a warning that the U.S. military was “fully prepared” to respond with F-16 and A-10 aircraft if necessary, was quickly removed by Tinder for violating its policies on violent and political content.

The ad’s appearance on Tinder underscores a broader effort by the U.S. military to use digital platforms to reach specific audiences. The goal was to dissuade young, disaffected men in the Middle East from supporting or engaging in violence against US interests and allies.

Experts, however, have criticised the approach. Timothy Kaldas, Deputy Director of the Tahrir Institute for Middle East Policy, questioned the ad’s effectiveness and the decision-making process behind it, suggesting it might be more of an “in-your-face” tactic rather than a well-thought-out strategy.

Background and Broader Context

This ad is part of a larger campaign by the U.S. military’s psychological operations or military information support operations, which aim to influence foreign audiences and counteract adversarial narratives. These operations are designed to bolster US strategic objectives by shaping perceptions and disrupting the influence of rival powers.

In recent years, the US military has faced scrutiny over its information operations. In 2022, a Pentagon review of clandestine military psyops revealed the use of fake social media accounts to spread misinformation, including some linked to Central Command.

These activities were part of a broader attempt to counteract foreign influence, but they led to tighter regulations and increased oversight. The review resulted in stricter policies governing the use of covert operations and required higher-level approvals for such campaigns.

Criticism and analysis
Critics argue that placing a military ad on a dating app like Tinder might not be the most effective way to reach its intended audience. Gittipong “Eddie” Paruchabutr, a retired Army psyops officer, pointed out that Tinder might not be the optimal venue for this type of message.

Instead, he suggested targeting platforms more frequented by the intended demographic, such as private Facebook groups or Telegram channels. Paruchabutr also stated the importance of integrating such campaigns into a continuous, long-term strategy rather than relying on one-off ads.

The Pentagon has stated that its information operations must comply with US laws and Department of Defense policies. The military’s approach to information campaigns has evolved, with recent efforts focusing on improving accountability and oversight.

The Tinder ad, with its clear Centcom branding and direct message, contrasts with the more covert operations previously employed.