Advertising on dating sites
Domino’s, for example, has used Tinder as a means to promote its products as the basis for a good date.
Valentine’s Day is one of Domino’s busiest days of the year with around 1,000 pizzas ordered per minute during the dinner date rush.
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”.
The dating app, which is owned by Match Media Group, will be using Google’s ad server to sell programmatic ads, according to that this Google program doesn’t change much–it’s simply one more way the company can directly work with marketers.
Recent years have seen a proliferation of online dating websites, and inevitably there have been a number of complaints to the ASA about advertising for these services.
In some ways, this is signaling a shift in how dating sites are powering their ads.
Currently, most of Match Group’s properties do ad sales directly; this, along with other recent programs, are its initial forays into programmatic technology.
Last year it became the first company to use Tinder’s chatbot services with ‘Dom Juan’, which sent cheesy chat-up lines to matches that could be passed on to other users.
While Domino’s said its primary aim was to “help singletons find love”, it was a clever move that would have put it top of mind and probably resulted in some pizza orders too.
Search for advertising on dating sites:
(comeletsplay.com, 20 February 2013 and Anastasia International Inc, 2 July 2014).