Dating website advertising

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Online dating service e Harmony has been banned from claiming it uses a "scientifically proven matching system".

Why leave the most important search of your life to chance?

e Harmony believed consumers would interpret the ad to mean that its scientific approach could potentially work for them, and not that it would guarantee they would find lasting love or make connections.

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Therefore, neither study provided insight into the likelihood of the website finding users lasting love compared to users who did not use the service.

Managing director at eharmony UK Romain Bertrand said: “eharmony was conceived on the premise that science and research could be harnessed to help people find love.

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