Complaints on dating services

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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.

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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.

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).

Previously, the ASA has not upheld complaints about shots of couples kissing passionately, stating that the ad was not likely to cause serious or widespread offence (Match.com, 2017).Unlike online dating sites where some people never meet anyone, the clients that go through our system actually do meet single people.Our matchmakers hand-select introductions they feel most suitable for you and the other person.Untargeted ads that featured images such as a woman's legs with thong knickers pulled down to around her knees and a woman in a provocative pose that focused on her cleavage have been found irresponsible and likely to cause serious or widespread offence.(comeletsplay.com, 20 February 2013 and Anastasia International Inc, 2 July 2014).

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