eHarmony Rapped For Misleading Ads

MARKETING WEEK - Nov 18 - eHarmony.co.uk has been slammed by the advertising watchdog for misleading claims in its television campaign. Five viewers complained to the Advertising Standards Authority to challenge the claim that 2% of US newlyweds met via the site. eHarmony said the 2% figure was extrapolated from an online study of 7,000 respondents undertaken by an independent market research company. The ASA ruled eHarmony’s ad was misleading because it had made an “absolute claim” that suggested a “definitive figure” of marriages based on an extrapolated 2007 online survey. FULL ARTICLE @ MARKETING WEEK

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