Complaints on dating services

The advertiser, Match.com, stated that they had performed surveys of relevant members – however, the ASA found that the survey only included paid subscribers (rather than free users, who could browse without being able to send messages).

Furthermore, a number of age groups had been excluded.

While we encourage you to always keep your dating options open, we strive to help you connect with local singles you can actually meet in person.

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Recent years have seen a proliferation of online dating websites, and inevitably there have been a number of complaints to the ASA about advertising for these services.

Below we’ve highlighted some key issues to bear in mind when promoting dating services.

For more information on this issue, please see our guidance on Offence: Sex.

One advertiser claimed that on their website “someone finds their match once every ten minutes”.

In 2018, the ASA upheld a complaint about the savings claims on a dating site, finding that the packages had never been sold at the advertised price (Since Being Single Ltd, 24 January 2018).

For more information on how to price promotional products, please see our guidance on Promotional Savings Claims.

The ASA upheld a similar complaint regarding a website for single parents, where it was found that a large proportion of members either did not have kids, nor had indicated whether they were happy to meet a single parent (Global Personals Ltd, 9 January 2013).

Overtly sexual imagery and language should not be used in mediums likely to be seen by children.

Not all matches will work out, but our active feedback loop enables us to work with you to get the results you want.

While we encourage you to meet other singles in a variety of ways, we believe our matchmaking gives you a safer experience compared to online dating.

By meeting with everyone in person and conducting personal background screening on all of our clients, we verify that everyone is real and who they say they are.

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