Dating website TV ad found to be a big con

The advertising watchdog has found the eHarmony TV advert to be misleading. I always wondered how the dating website can substantiate its claim in the ad that 2% of the 4 million Americans who get married every year – that’s a highly unlikely 80,000 people – met on eHarmony.com. It turns out that they are unable to.

Following complaints from viewers, the Advertising Standards Authority investigated and ruled the advert as misleading because it claimed a “definitive figure” of marriages based on a 2007 online survey of 7,000 people (errrm, so they used the responses of just 7,000 to make a claim that 80,000 people met on their site, highly scientific – not!)

As a result of other complaints from the public the ASA also said that the ad failed to make clear that in 20% of all cases eHarmony is unable to find a match for those who have taken the time to register on the site.

Out of curiosity, and obviously rather bored one evening, I decided to register on eHarmony.co.uk to see how it is different from all the millions of other dating websites out there, and why it claims, rather bizarrely, to be a “relationship site” rather than a dating site – I mean, talk about meaningless marketing rubbish! That American voice-over is high on my list of the most irritating things ever.

I soon regretted it. The process of going through all the personality profiling questions takes well over an hour. At the end I was told I had just one match. ONE, in the whole of London, which apparently has around 4 million singletons. eHarmony.co.uk is clearly struggling to convince people to finish the registration. My match was a rather unattractive lanky kitchen assistant around five years younger than me. If that’s the best they can do, hopefully the irritating advert will disappear from our TV screens forever!

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