eHarmony UK Rapped for Misleading Ads

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Oops, got into a little trouble with the UK Advertising Standards Authority (ASA) for a TV campaign which aired in 2008. The TV commercial in question shows 8 couples who me on eHarmony. A voice over states during the commercial:

It’s no surprise that over 4 million Americans get married each year. But what might surprise you is that 2% of those newlyweds said they met on eHarmony. And now we’re in the UK.

A total of 5 viewers challenged the 2% of marriages eHarmony claimed to be responsible for, and a further 3 complained about the "significant conditions" needed to receive free matches.

The ASA ruled that the eHarmony ad was misleading because it had made an absolute claim on the statistics in the ad and the dating site also failed to make it clear that 20% of all visitors who attempt to sign up to the service are disqualified. To fix this problem eHarmony plans to indicate that the statistics mentioned in the advertisement are the results of a study done by Harris Interactive in 2007. eHarmony will also further explain that to receive free matches new members must fill out a in-depth questionnaire and fall within the required age range and marital status.

For more on the story, read Marketing Week. To find out more about eHarmony, you can read our review.