ASA claims eHarmony claim is misleading because dating website cannot prove it offers a higher possibility of finding love that is lasting
Great britain advertising regulator has prohibited the web dating solution eHarmony from claiming it offers a вЂњscientifically proven matching systemвЂќ. Upholding an issue about a billboard advertisement on London Underground, the Advertising guidelines Authority (ASA) stated the claim had been misleading because eHarmony could perhaps not show its solution supplied a higher possibility of finding love that is lasting.
The offending ad, that was seen because of the complainant in July year that is last stated: вЂњStep apart, fate. ItвЂ™s time technology had a spin at love.вЂќ It continued: вЂњImagine to be able to stack the chances of finding lasting love completely in your favor. eHarmonyвЂ™s scientifically proven system that is matching the secret of compatibility and chemistry so that you donвЂ™t need to.вЂќ
The ASA stated the text proposed research had demonstrated that the website offered users a dramatically greater potential for finding lasting love than when they failed to make use of the solution. It said there clearly was no evidence everyone was any longer likely to satisfy lovers through the eHarmony site than by other means, on the web or offline, such as for instance social network, at the office, through friends or in a club or club. David Lipsey, joint chair of this all-party parliamentary team on data, whom lodged the grievance, welcomed the ASA ruling.