A billboard had told commuters on the London Underground: ‘Step aside fate. It’s time science had a go at love’
AN advert for a dating website has been banned because love cannot be “scientifically proven”.
A billboard for eHarmony had told commuters on the London Underground: “Step aside fate. 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, eHarmony 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.
One in five relationships in the UK now begins online.
The website uses a matchmaking algorithm to pair people, based on an extensive list of personal preferences.
The computer programme then spits out a list of suitable dates.
The relationship questionnaire, says the website, will “help us build a comprehensive personality profile of you and work out which of our members you will be deeply