THE CONVERSATION - Jan 10 - The UK Advertising Standards Authority (ASA) recently banned an ad from eHarmony which said the site has a "scientifically proven" matching system. According to the ASA, eHarmony failed to demonstrate that its matching system was scientifically proven to give users a better chance of finding a partner. But oline dating has changed who we end up marrying. Before online dating, people tended to marry people who were already in their social circle. After 1995, with the rise of online dating, people were increasingly more able to date anyone, and had a higher chance of matching with someone from another race or ethnicity. There is new evidence that internet diffusion has contributed to increasing marriage rates among 21 to 30-year-old people in the US. Also, relationships that start online transition to marriage more quickly than those between couples who met offline.