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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