Match.com Removes Ad With Freckled Woman After ‘Imperfection’ Backlash
A Match.com ad, featuring a close-up shot of a female with freckles and red hair, and referring to “imperfections,” was taken down after public backlash in London.
“If you don’t like your imperfections someone else will,” said the ad from the dating website, which appeared in London subway stations.
People went on social media to denounce the billboard.
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The Advertising Standards Authority (ASA) told The Guardian that they had received an estimated “half a dozen” complaints about the ad.
“We’re currently carefully assessing the complaints to establish if there appear to be any grounds for action,” said an ASA spokesman. “It’s important to stress, however, that we haven’t launched an investigation.”
Match.com said the ads were misunderstood.
“Our adverts reveal common perceived imperfections and quirks of Brits—these include freckles which some people who have them may see as an imperfection. We think freckles are beautiful and our posters are designed to encourage everyone who has them to be proud,” said a Match.com spokesperson in a statement.
“We’re sorry if anyone has been offended by our latest ad—that was not our intention—but we’re really encouraged to see so many people standing-up for what makes them unique.”
The ad is part of the dating site’s campaign, which has been running since 2014.