Tinder has launched a “menprovement” campaign aimed at nagging men into being better behaved when using the app.
It has launched a series of emojis that are “designed by the women of Tinder” and cannot be used by men.
The dating app has also commissioned a series of videos aimed at cajoling men into being nicer when using the app.
This new feature is called Tinder Reactions and allows ladies to “virtually throw your martini at him, or send him a not-so-subtle eyeroll.”
“In a perfect world, everyone would always treat each other with respect — whether it’s from behind a phone screen or in real life,” Tinder wrote.
“Unfortunately, it’s not a perfect world and most women have encountered douchey behavior at some point.
“So the women of Tinder are on a mission to make calling it out easy and fun while letting the nice guys know they aren’t finishing last.”
Tinder has also released a series of YouTube videos designed to highlight men’s poor behavior.
The videos star a “comedian” called Whitney Cummings, who starred in a very badly received NBC sitcom called “Whitney.”
She previously admitted that reading the deluge of bad reviews about her show was “emotionally very paralyzing and traumatizing.”
One recent review of her stand-up show said she was prone to performing right-on rants that sound more “like a sermon or a lecture” than traditional comedy.
In a statement published on the Tinder blog, Cummings said: “Sometimes men need a little guidance when it comes to communicating on dating apps.
https://www.instagram.com/p/BZ1UlfzBSfW/?hl=en&taken-by=tinder
“And by a little, I mean a lot. Knowing I’m an expert on douchebags, Tinder reached out to me for help.
“I teamed up with the awesome, smart, bold women of Tinder to develop a new product that helps you tell guys how you really feel.”
It remains to be seen whether insulting half its users is a business strategy that will work for Tinder — or whether men will swipe left on the dating app after being left emotionally paralyzed and traumatized by its new videos.
To send a Reaction, just open a conversation on Tinder and tap the smiley icon. You can then scroll through the Reactions and select the one to send to your love match.