A dating site is the claim that a “scientifically proven matching system” for a couple of those looking for love, has been banned.
An ad for eHarmony on the London Underground in the month of July to read: “‘ now That science has had a go at love.”
The Advertising Standards Authority (ASA) has called the claim “misleading”.
The matchmaker online said that while it “respectfully disagrees” with the ruling, it will make its advertising is “clear”.
The site has been able to offer the ASA no proof that customers had a higher probability of finding love, while arguing that the “scientifically proven matching system to decode the mystery of the compatibility and chemistry”.
“Imagine being able to stack the odds of finding lasting love fully in your favor,” the announcement read.’The crude puffery’
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.
He said that the phrase “scientifically proven” should be used only in claims that are “just that” and not “crude puffery designed to attract those looking for love”.
“This is a new form of fake news that the ASA has rightly slapped down,” he added.
But the site said that together with individuals by using sophisticated matching rules established by the Phd psychologists”.
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It uses an algorithm that requires users to fill out questionnaires to determine their personality characteristics, values, and interests.
The service, which claims to be known as “the brains behind the butterflies”, matches users to those whose answers are completed on their preferences.
The algorithm is based on the data; and the use of statistical models, carried out by the information of more than 50,000 married couples.
Romain Bertrand, managing director at eHarmony UK, said that the service has been designed on the premise that “science and research could be used to help people to find the love”.
The company believes consumers understand the ad to mean that his scientific approach could potentially work for them – not that it would guarantee the love.
But the ASA concluded that consumers would interpret the claim “scientifically proven matching system” to mean that scientific studies had found that the site offered users a greater chance of finding lasting love compared to what could be achieved if you are not using the service.