Dating app Tinder has given the South Australian Government free advertising space this month to keep its campaign to combat sexual violence running, in what is an Australian first.

Key points:

  • The SA campaign has been running since December
  • It comes after an ABC investigation exposed predatory behaviour on the app
  • Tinder will continue to run the campaign for free until January 31

The SA Government campaign, called “See it for what it is. Sexual Violence”, was announced the month after ABC’s Four Corners and triple j Hack interviewed Australian women who had been sexually assaulted after using dating apps, including Tinder.

More than 400 people responded to Hack’s public callout about safety on dating apps — the majority said they had experienced sexual assault or harassment.

Many of the women called for Tinder, and other dating apps, to be more accountable for sexual violence that takes place after people connect on their platforms.

The South Australian campaign aims to raise awareness about predatory behaviour involved in sexual violence and to link victims and perpetrators with further information and support.

It features a series of images accompanied by different messages designed to show how “sexual violence affects people”, Human Services Minister Michelle Lensink said.

The ads, which pop up between Tinder swipes, first appeared on the app in December and have been viewed almost 1 million times.

The SA Government expects a further 750,000 views from the free advertising extension.

“Tinder have taken this up to promote our advertising campaign as part of their corporate social responsibility,” Ms Lensink said.

“Doing that through every means we have possible is part of the whole program to reduce violence in our community.”

‘Strong and unmistakable message’

Ms Lensink said Tinder’s pro bono offer was an Australian first and the ads were a new way of reaching younger South Australians.

SA Government ads highlighting predatory behaviour on dating apps.(Supplied: SA Government)

“This will support us to get the message out to as many South Australians as possible, and especially to young adults in our community, that all forms of violence are unacceptable — and there is help available,” she said.

“The ‘See it for what it is. Sexual Violence’ ads send a strong and unmistakable message that violence against women will not be ignored or overlooked and attitudes condoning it must change.”

Domestic and Family Violence Prevention Assistant Minister Carolyn Power said running the social media ads on such a widely-used dating app enabled “a vital reminder at a vital time”.

“Tinder provides the opportunity to meet new people in new places, often outside of your own social networks, which can come with its own risks,” she said.

“The ads encourage accountability and drive awareness on what is simply unacceptable behaviour, for any potential perpetrator or victim of sexual violence.”

Mark Buse, the head of government relations at Match Group which owns Tinder, said the company was “passionate” about its commitment to safety.

“As the world’s most popular app for meeting new people, Tinder has an important role to play in sparking positive, social change working with all levels of government,” he said.