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Even if you can’t think of a cute opener, we can help with that initial introduction. K.'s Advertising Standards Authority found the ads were misleading, exaggerated and based on insufficient evidence.Why leave the most important search of your life to chance? They said that the ad did not make any specific claims except that their matching system was scientific and could therefore provide an advantage in finding a compatible partner over a purely chance-based system or meeting.They believed that consumers would interpret the ad to mean that the scientific approach e Harmony used could potentially work for them, but did not believe that consumers would interpret the ad to mean that it would guarantee they would find lasting love or make connections.e Harmony explained that they used a compatibility matching algorithm to match users on their website.The decision comes months after a passenger on London's Tube complained about an e Harmony poster. It's time science had a go at love." Additional text claimed that users could "stack the odds of finding lasting love entirely in [their] favor" with a "scientifically proven matching system." "Although we respectfully disagree with the ASA's findings, we are happy to work with them to assure that our advertising is as clear as possible," said Romain Bertrand, managing director at e Harmony UK.
Another is to take inspiration from Facebook's playbook and blame the algorithm.It told the company to stop claiming to have a "scientifically proven" system until it could provide "adequate evidence that [the] website offered users a significantly greater chance of finding lasting love than what could be achieved if they didn't use the service." The ASA said e Harmony provided information showing couples who met on the site reported a "significantly higher marital quality" than couples who met offline, but it said this data was skewed."The sample of e Harmony couples was not a random or representative sample, but were instead taken from a group of self-selecting couples who were more likely to report positively on their marital satisfaction," the ASA said.They required users to complete lengthy relationship questionnaires to determine their personality traits, values, interests and other factors.Users were then matched to other individuals whose responses complemented their own preferences and matched a specific percentage of a list of personality factors that e Harmony determined to be vital in successfully matching people.e Harmony explained that their algorithm was based on data collected from more than 50,000 married couples in 23 different countries, which looked at their core personality traits and key values.So what's a dater to do in these cold winter months?Well, swiping is always an option if you don't feel like paying for an account or filling out a huge personality test on e Harmony. Or, you could always hit the library or a coffee shop to try and find your perfect match -- you know, the old fashioned way.AN advert for a dating website has been banned because love cannot be “scientifically proven”.A billboard for e Harmony had told commuters on the London Underground: “Step aside fate.That's in addition to e Harmony allegedly incentivizing them to do so. "We further considered that both studies did not reveal anything about the percentage of the overall users of e Harmony who had found lasting love after using the website compared to other sources," the ASA writes. This isn't the first time e Harmony has come under fire for its advertising practices, either.Back in 2013 one of its lead researchers was ripped apart at a psychological conference for presenting junk science about the matching algorithm and publishing it in a medical journal.