Popular online dating services. Do not mislead specialized niche customers

Popular online dating services. Do not mislead specialized niche customers

Note: the CAP gives this advice Executive about non-broadcast marketing. It doesn’t represent legal services. It doesn’t bind CAP, CAP advisory panels or the Advertising guidelines Authority.

The last few years have observed a proliferation of online dating sites, and inevitably there has been a range complaints towards the ASA about marketing of these solutions. Below we’ve highlighted some key problems to note whenever marketing services that are dating.

Individuals are frequently looking for individuals who share their views and values; advertisers must not make use of this by implying that websites are just ready to accept groups that are specific people that have particular passions if they’re perhaps maybe maybe not.

For instance, a dating website that provided the impression it absolutely was for Catholic people seeking to satisfy others with the exact same faith, when in reality it ended up being available to other users aswell, had been found become misleading (Inch by Inch Ltd, 13 August 2014). The ASA upheld a similar grievance regarding a web site for solitary moms and dads, where it absolutely was discovered that a big percentage of people either would not have young ones, nor had suggested whether or not they were very happy to fulfill an individual moms and dad (Global Personals Ltd, 9 January 2013).

Avoid overtly intimate imagery in untargeted mediums

Overtly intimate imagery and language really should not be found in mediums probably be seen by kiddies. Untargeted ads that featured pictures such as for example a girl’s feet with thong knickers pulled right down to around her knees and a lady in a provocative pose that focused on her behalf cleavage have already been discovered reckless and expected to cause severe or extensive offense. (comeletsplay.com, 20 https://www.hot-russian-women.net/ukrainian-brides/ 2013 and Anastasia International Inc, 2 July 2014) february. (more…)

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