Match.com: Dating website apologises for controversial advert labelling red hair and freckles 'imperfections'
Website accused of ‘profiting by bullying’ over billboards in London Underground stations
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Your support makes all the difference.Popular dating website Match.com has apologised for an advertisement campaign in which red hair and freckles were described as "imperfections".
The two new billboard posters, featured in London Underground stations, sparked anger among commuters who accused Match.com of "profiting by bullying".
Across a close-up image of a red-haired woman, the advertisement reads: “If you don’t like your imperfections, someone else will.” On a second billboard, the same slogan is positioned across the face of a person who has two different coloured eyes.
Match.com apologised for the seemingly misjudged adverts and has since confirmed plans to remove the signs as soon as possible.
The two new posters, featured in London underground stations, are part of the website’s #LoveYourImperfections series and follow a number of well-received ads which made light of fictional people like “Mark”, who “never has his travel card ready”.
Match.com is known to be one of the most popular dating websites in the world, with around 24 million members across 25 countries.
But its latest advertising campaign prompted many people taking to social media to express outrage at the company for picking out physical differences as flaws.
One Twitter user accused the website of using "bullying” tactics by suggesting that freckles and eye colour might be a physical problem.
A spokesperson for Match.com said in a statement: “We have taken note of the response about our advert concerning freckles.
“Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.
“We believe freckles are beautiful. The intention of our ‘Love Your Imperfections’ campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them.
“We’re sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.”
The Advertising Standard Authority (ASA) said it had received “around a dozen” complaints about the new adverts.
A spokesman for the ASA said: “The general nature of the complaints is that Match.com ad disparages people with ginger hair and freckles. We’re currently carefully assessing the complaints to establish if there appear to be any grounds for action.
“It’s important to stress, however, that we haven’t launched an investigation.“
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