Online dating service ad
The Advertising Standards Authority (ASA) found the service could offer no evidence it offered customers a significantly greater chance of finding lasting love, and described e Harmony’s claims as “misleading”.
A billboard ad for the website on a London Underground platform seen in July said: "Step aside, fate.
The ASA said consumers would interpret the claim "scientifically proven matching system" to mean that scientific studies had found that the website offered users a significantly greater chance of finding lasting love than what could be achieved if they did not use the service.
It noted that neither of the studies provided by e Harmony revealed anything about the overall percentage of its users who had found lasting love after using the website compared to other sources.
e Harmony believed consumers would interpret the ad to mean that its scientific approach could potentially work for them, and not that it would guarantee they would find lasting love or make connections.
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A billboard ad on a London Underground platform for the online dating service, e Harmony, seen on 4 July 2017, featured the headline claim "Step aside, fate. Further text stated "Imagine being able to stack the odds of finding lasting love entirely in your favour. The complainant, who believed that it was not possible to hold scientific proof about a dating system, challenged whether the ad was misleading.
e Harmony's scientifically proven matching system decodes the mystery of compatibility and chemistry so you don't have to. e Harmony UK Ltd t/a e Harmony said that the definition of science was something that was "based on or characterised by the methods or principles of science".