Why Did Tinder Shut Down Gap?

The mobile dating app Tinder was about to become the platform for Gap’s native advertising campaign. Other companies have launched similar campaigns – defined in this post from Katten Muchin Rosenman as “advertising that takes on the form of a platform’s content” – and gotten away with it, but in this case Tinder said no, removing the clothing retailer’s profile from the app. The writers advise companies to make sure they “read and comply with any applicable terms of service prior to engaging in any promotional activities on a social media platform.”