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

Aug. 28, 2024, 7:37 a.m.

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A recent U.S. military advertisement, cautioning against armed conflict with the United States and its allies, has surfaced on Tinder, sparking considerable debate and raising questions about the platform's suitability 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 intention 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 a direct military message on Tinder, a dating app known for its social and casual interactions, has taken many observers by surprise.

Tinder, which popularized the phrases “swipe right” (to accept a match) and “swipe left” (to decline), 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 presence on Tinder highlights a broader strategy by the U.S. military to leverage digital platforms for targeted outreach. The aim was to discourage young, disaffected men in the Middle East from supporting or participating in violence against U.S. interests and allies.

However, experts have voiced concerns about this approach. Timothy Kaldas, Deputy Director of the Tahrir Institute for Middle East Policy, questioned the ad's effectiveness and the reasoning behind its implementation, suggesting it may be more of a forceful tactic than a carefully planned strategy.

Background and Broader Context

This ad is part of a larger initiative by the U.S. military's psychological operations, or military information support operations, which are designed to influence foreign populations and counter opposing narratives. These operations are intended to advance U.S. strategic goals by shaping perceptions and undermining the influence of rival powers.

Advertisement In recent years, the U.S. military has faced scrutiny over its information operations. In 2022, a Pentagon review of covert military psyops revealed the use of fake social media accounts to spread misinformation, some of which were linked to Central Command.

These activities were part of a wider effort to counter foreign influence, but they led to stricter regulations and heightened oversight. The review resulted in more stringent policies governing the use of covert operations and required higher-level authorization for such campaigns.

Criticism and analysis

Critics argue that placing a military ad on a dating app like Tinder may 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 ideal platform for this type of message.

Paruchabutr recommended focusing on platforms popular with the target audience, such as private Facebook groups or Telegram channels, instead of relying solely on advertising. He emphasized the need for a consistent, long-term strategy for these campaigns, rather than isolated advertising efforts.

The Pentagon has emphasized that its information operations must adhere to US laws and Department of Defense regulations. The military's approach to information campaigns has progressed, with recent initiatives focusing on enhanced accountability and oversight.

The Tinder ad, with its prominent Centcom branding and direct message, stands in contrast to the more discreet operations previously used.