Dating website advert dating services for separated people
The algorithm — which e Harmony submitted a granted patent for — is based on data collected from "more than 50,000 married couples in 23 different countries, which looked at their core personality traits and key values," according to the company.
It also provided two published studies which reported "higher levels of marital satisfaction for couples who met through e Harmony than any other offline or online sources." However, the complainant — Lord Lipsey, joint chairman of the All Party Parliamentary Group on Statistics and a former member of the ASA council — believed it "was not possible to hold scientific proof about a dating system" and challenged whether the ad was "misleading," according to the ASA.
While the ASA acknowledged that consumers would be unlikely to think e Harmony could guarantee they would find lasting love, the watchdog stated: "We considered that consumers would interpret the claim 'scientifically proven matching system' to mean that scientific studies had demonstrated that the website offered users a significantly greater chance of finding lasting love than what could be achieved if they didn't use the service." It added that while the research put forward by e Harmony suggested the largest number of respondents who met through online dating had met through the service, "the figure was not higher than other general online and offline sources," such as bars.
ASA concluded that the claim "scientifically proven matching system" was "misleading." The ad has been banned from appearing in its current form.
Hundreds of other dating sites already use this system - with great success.
An advertisement from dating website e Harmony has been banned by Britain's Advertising Standards Authority (ASA) for suggesting it "offers users a significantly greater chance of finding lasting love" with a scientific algorithm.
The ad, which appeared on the London Underground, features the text: "Step aside, fate.
It's time science had a go at love." It continues: "Imagine being able to stack the odds of finding lasting love entirely in your favour.
Why leave the most important search of your life to chance? Join uk." The dating site uses a compatibility matching algorithm in order to match users, taking into account responses to questionnaires on personality traits, values, and interests.
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