Since their inception, dating apps and websites have transformed the dating landscape and continue to be used by many in their search for love. We’ve pulled together some top tips to help ensure that your ads make a good first impression rather than raise red flags.
“Looking for a traditional woman” – avoid including gender stereotypes
Care should be taken to avoid portraying sexist or negative gender stereotypes in textual or visual cues.
The ASA acknowledged that a TikTok ad for a dating app sought to highlight small gestures of kindness performed in relationships. However, they noted that all of the gestures performed by the woman featured in the ad were domestic chores. In the absence of any reciprocal gestures by the man, the ASA considered that the woman was shown to prioritise her partner’s needs over her own, reinforcing the idea that women should be subservient to men in order to maintain a successful relationship.
The harmful impact of stereotypes is not mitigated by using humour. An ad for a dating website featuring a smartly, fully dressed grey-haired man and four younger bikini-clad women, was deemed by the ASA to perpetuate stereotypes that men hold value due to intelligence and business success, whereas women hold value as objects, related to their physical appearance.
Turning up the heat? Ensure your audience has opted in
Some advertisers like to add a little spice to their advertising with the use of sexual language and imagery. They should, however, ensure that it is not used in mediums likely to be seen children and avoid the use of offensive and gratuitous imagery entirely.
Untargeted ads that featured images of a woman's legs with thong knickers pulled down to around her knees and a woman in a provocative pose that focused on her cleavage were found to be irresponsible and likely to cause serious or widespread offence.
Some imagery may be permitted, as long as it is not gratuitous nor sexually explicit. A previous complaint about an ad featuring shots of couples kissing passionately was not upheld as the ASA did not consider that it was likely to cause serious or widespread offence.
However, in 2023, the ASA upheld complaints about a dating ad featuring women in revealing tops and dresses alongside the claim “I just want friends with benefits”. While the ASA noted that the ads were not explicit, they were sexually suggestive and provocative and should have been targeted appropriately.
Be upfront about costs - transparency is the ultimate green flag
It isn’t uncommon to claim that a dating app or site is “completely free”. However, many such apps and sites often contain features which are only accessible for those who are paying subscribers. In such cases, ads should make clear which features are “free” and which are not and avoid claiming that a service is “completely free to use”.
Further, advertisers who wish to advertise paid packages should ensure that their costs or savings claims are genuine and clear. In 2018, the ASA upheld a complaint about the savings claims on a dating site, finding that the packages had never been sold at the advertised price.
Make honesty your love language
In the dating world, people are often searching for a soul mate who share their views, values and outlook on life. It is therefore crucial that advertisers do not exploit this by claiming that their dating app or website is only open to specific groups or those with certain interests if this is not the case.
A dating site that gave the impression it was for Catholic people looking to meet others of the same faith but was in fact open to other users as well, was found to be misleading. Similarly, the ASA upheld a complaint regarding a website for single parents, where it was found that a large proportion of members either did not have children, nor had indicated that they were happy to date a single parent.
If you need further advice on your marketing for dating services, contact our Copy Advice team, who can help ensure your advertising is Code compatible.
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