A recent US military advertisement that appeared on Tinder, a popular dating app, has sparked a heated debate. The ad, featuring images of US warplanes and a direct warning against taking up arms against the US or its allies, was part of a broader psychological operations campaign by Central Command (Centcom). The intention was to influence perceptions and counter what the US government considers misleading narratives from adversaries in the Middle East, particularly Iran. However, the decision to place such an explicit military message on a platform primarily known for social and casual interactions has raised eyebrows and drawn criticism.
The ad, which included a warning that the US 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. While the ad’s appearance on Tinder might seem unconventional, it underscores a broader trend of the US military utilizing 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 expressed skepticism about the effectiveness of this approach. Timothy Kaldas, Deputy Director of the Tahrir Institute for Middle East Policy, questioned the ad’s impact 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.
The Tinder ad is part of a larger campaign by the US military’s psychological operations or military information support operations, designed to influence foreign audiences and counteract adversarial narratives. These operations are intended to bolster US strategic objectives by shaping perceptions and disrupting the influence of rival powers. In recent years, the US military has faced increased scrutiny over its information operations. In 2022, a Pentagon review revealed the use of fake social media accounts to spread misinformation, some linked to Central Command, sparking concerns about covert operations and potential violations of US law. This led to tighter regulations and increased oversight, requiring higher-level approvals for such campaigns.
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, suggested targeting platforms more frequented by the intended demographic, such as private Facebook groups or Telegram channels. He also emphasized 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. This incident highlights the ongoing debate surrounding the use of social media in military operations, raising questions about targeting, effectiveness, and the ethical implications of utilizing platforms primarily intended for personal interactions to deliver sensitive political messages.
