In another case the ASA ruled that the claim “London's #1 Speed Dating Events & Singles Parties” was misleading as the advertiser could not demonstrate that their events were attended by more members than other speed dating events and singles parties in London (Dateina Dash.com, 20 November 2013).
For further guidance on this topic please see Types of claims: “No. It’s common to claim that a dating site is “completely free”.
From the first moment, the spark in Grants eye was undeniable.
With the geographical distance between us it was lovely having space to just chat and very quickly became evident that there was an exceptionally beautiful connection here.
In these cases, the ads should make clear which features are “free” and also that some aspects are not, and avoid saying the site is “completely free to use” (or similar).
(comeletsplay.com, 20 February 2013 and Anastasia International Inc, 2 July 2014).
Some imagery may be permitted, as long as it is not gratuitous nor sexually explicit.
Furthermore, a number of age groups had been excluded.
The ASA concluded that the claim was based on biased information, exaggerated the chances of the likelihood of a match and was therefore misleading (Match.com, 21 July 2010).