United Kingdom

AshleyMadison.com has now opened their affair website to married men and women in the United Kingdom. For those of you who haven't heard of this site before it is described as a traditional dating site but for people who are already married. For UK members it costs £49 for 100 credits. With these credits members can email someone for 5 credits, chat in real-time for another 30 credits and send a virtual gift from 20 to 50 credits.

Apparently there are plans to spend upwards of £10million in advertising if Ashley Madison can get their ads approved by the Advertising Standards Authority. With this type of marketing budget Ashley Madison expects to have 1 million UK members in 3 months.

For more on this story read TNT Magazine.

Back in October Match.com UK selected, the ad agency, Mother, to run their new marketing campaign (see Story). This month Mother unveiled their first commercial for Match.com.

The new ad uses the Jack and Jill icons in a fun felt animation with a female narrator telling the viewers why they should use Match.com. At the end of the ad the new tag line is shown, "Start your love story at Match.com". I thought this is an excellent slogan, much better than Match.com's North American one of "Its Okay to Look". The ad also informed the viewer that a member of Match.com finds there match once every 10 minutes on the dating site.

For further details on the story, read Marketing Magazine and to find out more about this dating site, read our review of Match.com UK.

Oops, eHarmony.co.uk 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.

There is not much to this Economist article but it does offer a few interesting statistics on the UK online dating scene.

Did you know 5 million singles visited British dating sites in September, 2009? On average about 4 percent of people have used a dating site in Europe. In Britain, online dating is twice as popular with 8 percent of the population having visited a dating service.

This is probably one of the main reasons why eHarmony now operates a dating service in the UK. Since it opened in June of 2008 eHarmony.co.uk now has more than 500,000 singles registered with them. To find out what makes eHarmony a popular choice among singles, read our eHarmony Review.

Stella Magazine commissioned the research company, YouGov, to survey 2,000 men and women who lived in the United Kingdom and had been on a date in the last year.

What did they find out? Well, if you are 55 or older, you belong to the group who most actively dates online. 62 percent of men and women over 55 have joined a dating site. At the other end of the demographic age range, only 21 percent of 18 to 24 year old British singles had ever joined a dating site.

55 and older singles also went on more dates from online dating than other age groups, an average of 8.2 dates to be exact. They also formed more long term relationships because of these dates with the average 55 plus online dater having 2.1 relationships.

The 45 to 54 age group did find the most sexual partners online at 2.6 partners per person but, 55 year olds and older came in second at 2.4 sexual partners per person.

For more information on this story, visit Telegraph or, you can pick up a copy of Stella Magazine this Sunday.

For UK singles who are interested in finding a dating service to try, take a look at our United Kingdom Dating category and our Dating Over 50 category.

Starting this Friday, November 20th, 2009, eHarmony UK (eHarmony.co.uk) is having a 4 day long free communication weekend. Until Sunday midnight (Nov. 23rd), all members of this dating service can review matches and communicate with all members for free. All that is required from you, is the time you need to try out this matchmaking service.

eHarmony places an emphasis on long term relationships that lead to marriage. If this is something that interests you, give one of the fastest growing dating sites in the UK a try.

The last free communication weekend for eHarmony UK was held at the end of October, just 4 weeks ago (see Story).

Read our review of eHarmony for more details and users opinions on this popular matchmaking service for British singles.