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13-Sep-2017 10:41

Why leave the most important search of your life to chance? They said that the ad did not make any specific claims except that their matching system was scientific and could therefore provide an advantage in finding a compatible partner over a purely chance-based system or meeting.

They believed that consumers would interpret the ad to mean that the scientific approach e Harmony used could potentially work for them, but did not believe that consumers would interpret the ad to mean that it would guarantee they would find lasting love or make connections.e Harmony explained that they used a compatibility matching algorithm to match users on their website.

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It’s time science had a go at love.” But the Advertising Standards Agency said its claims of a “scientifically proven matchmaking system” were misleading.

It added: “In its evidence, e Harmony did not demonstrate that their matching system offered users a significantly greater chance of finding lasting love than what could be achieved if they didn’t use the service.” About 17million Brits a year use dating sites.

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Turns out that dating service e Harmony has a weird definition of "science" when the law comes knocking.They believed that consumers would interpret the ad to mean that the scientific approach e Harmony used could potentially work for them, but did not believe that consumers would interpret the ad to mean that it would guarantee they would find lasting love or make connections."That's one way of trying to cover your ass.Another is to take inspiration from Facebook's playbook and blame the algorithm.In its bid to attract singles looking for love, e Harmony says it uses "sophisticated matching standards designed by Ph D psychologists." Users of the website have to complete a lengthy questionnaire to help narrow down the search for compatible partners.

The company provided studies to back up its claim but the advertising watchdog was not convinced, saying the research didn't go far enough.That's in addition to e Harmony allegedly incentivizing them to do so. "We further considered that both studies did not reveal anything about the percentage of the overall users of e Harmony who had found lasting love after using the website compared to other sources," the ASA writes. This isn't the first time e Harmony has come under fire for its advertising practices, either.Back in 2013 one of its lead researchers was ripped apart at a psychological conference for presenting junk science about the matching algorithm and publishing it in a medical journal.Even if you can’t think of a cute opener, we can help with that initial introduction.