In a surprising move, the U.S. Central Command (CENTCOM) recently utilized an unconventional platform for its information operations: Tinder. The dating app, known for its "swipe right" and "swipe left" mechanics, became an unexpected battleground for military messaging.
The Arabic-language warning, which appeared last week, cautioned against taking up arms against the United States or its partners. It emphasized CENTCOM's readiness to deploy F-16 and A-10 aircraft in the region. This message, seemingly aimed at young men in the Middle East, has sparked a debate about the effectiveness and appropriateness of such tactics.
Séamus Malekafzali, a Lebanon-based journalist, encountered the advertisement and shared screenshots on social media, leading to viral attention. The incident has raised questions about the U.S. military's online information operations, which aim to influence overseas audiences and counter perceived misinformation from foreign adversaries.
Experts have criticized the choice of platform and the message's effectiveness. Gittipong "Eddie" Paruchabutr, a retired Army psychological operations officer, suggested that while the message could be impactful if part of a long-term campaign, Tinder was likely an ineffective venue for reaching the intended audience.
This incident is part of a broader context of military information support operations, commonly known as psychological operations or "psyops." These tactics have evolved significantly since their widespread use in World War I, adapting to new technologies and platforms.
The U.S. military's use of information operations has faced scrutiny in recent years. In 2022, the Pentagon ordered a comprehensive audit of clandestine military psyops following the removal of fake social media accounts suspected to be created by the U.S. military. This review led to stricter policies regarding clandestine information operations, now requiring approval from senior Pentagon officials, the CIA, and the State Department.
"Broadly speaking and as a matter of policy, the Department of Defense does conduct military information operations in support of our national security priorities. These activities must be undertaken in compliance with U.S. law and DOD policy, and we are committed to enforcing those safeguards."
The Tinder advertisement, however, appears to be an overt campaign, as evidenced by the visible CENTCOM logo. This transparency raises questions about the strategy behind such a public approach to information operations.
As digital platforms continue to evolve, the military's approach to information operations must adapt. The incident serves as a reminder of the complex challenges faced in balancing effective communication, target audience reach, and ethical considerations in the digital age.