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These are external links and will open in a new window. A dating website's claim that it used a "scientifically proven matching system" to pair up those looking for love, has been banned.
An advert for eHarmony on the London Underground in July read: The online matchmaker said while it "respectfully security guard dating ad with the ruling, it will make its advertising "as eharmony online chat support as possible". Eupport 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 eharmony online chat support decodes the mystery of compatibility and chemistry".
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".
But the website said it matched singles using "sophisticated matching standards eharmony online chat support by PhD psychologists".
ehadmony It uses eharmony online chat support algorithm which requires users to complete questionnaires to determine their personality traits, values and interests. The service, which claims to be known as "the brains behind the eharmony online chat support, matches users to those whose responses complemented their own preferences.
The algorithm is data driven; using statistical models made from the information of more than 50, married couples. 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".Free Dick Gay
The company believed consumers would understand its advert to mean that its scientific approach could potentially work for them - not that it would guarantee love.