{"id":53088,"date":"2018-01-03T03:51:24","date_gmt":"2018-01-03T03:51:24","guid":{"rendered":"http:\/\/www.bnreport.com\/dating-website-eharmonys-scientific-match-ad-banned\/"},"modified":"2018-01-03T03:51:24","modified_gmt":"2018-01-03T03:51:24","slug":"dating-website-eharmonys-scientific-match-ad-banned","status":"publish","type":"post","link":"https:\/\/www.bnreport.com\/en\/dating-website-eharmonys-scientific-match-ad-banned\/","title":{"rendered":"Dating website eHarmony’s ‘scientific’ match ad banned"},"content":{"rendered":"

A dating website's claim that it used a "scientifically proven matching system" to pair up those looking for love, has been banned.<\/p>\n

An advert for eHarmony on the London Underground in July read: "It's time science had a go at love".<\/p>\n

The Advertising Standards Authority (ASA) called the claim "misleading". <\/p>\n

The online matchmaker said while it "respectfully disagrees" with the ruling, it will make its advertising "as clear as possible".<\/p>\n

The website was unable to offer the ASA any evidence that customers had a greater chance of finding love, despite claiming that its "scientifically proven matching system decodes the mystery of compatibility and chemistry".<\/p>\n

"Imagine being able to stack the odds of finding lasting love entirely in your favour," the advert read.<\/p>\n

'Crude puffery'<\/h2>\n

The initial complaint was lodged by Lord Lipsey, the joint chairman of the All Party Parliamentary Group on Statistics and a former member of the ASA council.<\/p>\n

He said the phrase 'scientifically proven' should only be used in claims that are "just that" and not "crude puffery designed to lure in those longing for love".<\/p>\n

"This is a new form of fake news which the ASA has rightly slapped down," he added.<\/p>\n

But the website said it matched singles using "sophisticated matching standards designed by PhD psychologists".<\/p>\n

It uses an algorithm which requires users to complete questionnaires to determine their personality traits, values and interests.<\/p>\n

The service, which claims to be known as "the brains behind the butterflies", matches users to those whose responses complemented their own preferences.<\/p>\n

The algorithm is data driven; using statistical models made from the information of more than 50,000 married couples.<\/p>\n

Romain Bertrand, managing director at eHarmony UK, said the service was conceived on the premise that "science and research could be harnessed to help people find love". <\/p>\n

The company believed consumers would understand its advert to mean that its scientific approach could potentially work for them \u2013 not that it would guarantee love.<\/p>\n

But the ASA concluded that 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.<\/p>\n

<\/a><\/strong> <\/a><\/p>\n

Original Article<\/a><\/p>\n

[contf] [contfnew] <\/p>\n

BBC<\/a><\/h5>\n

[contfnewc] [contfnewc]<\/p>\n","protected":false},"excerpt":{"rendered":"

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