Note: This advice is written by the CAP Executive about non-broadcast marketing. It will not constitute advice that is legal. It generally does not bind CAP, CAP advisory panels or the Advertising guidelines Authority.
The past few years have observed a proliferation of online dating internet sites, and inevitably there has been a number of complaints into the ASA about marketing of these solutions. Below weвЂ™ve highlighted some key dilemmas to remember whenever marketing services that are dating.
Individuals are frequently looking for individuals who share their views and values; advertisers must not benefit from this by implying that websites are merely ready to accept particular teams or people that have specific passions if they’re perhaps perhaps maybe not.
For instance, a site that is dating gave the impression it had been for Catholic individuals seeking to satisfy other people with the exact same faith, whenever in reality it had been available to other users too, had been discovered become misleading (Inch by Inch Ltd, 13 August 2014). The ASA upheld a comparable issue regarding a website for solitary moms and dads, where it had been discovered that a big percentage of users either didn’t have children, nor had suggested if they had been pleased to satisfy an individual parent (Global Personals Ltd, 9 January 2013).