Wasn’t Eharmony’s 14th Anniversary Letter an interesting read?
Last month, eHarmony was told to drop their “Most Marriages” claim.
Global Dating Insights says:
eHarmony have been told to stop saying they are responsible for the “most marriages”, after a complaint by rivals Match.com.
The National Advertising Division has recommended that eHarmony stop using certain “#1” claims in their advertising.
This was following a complaint by Match.com, who said the surveys used by eHarmony did not sufficiently back up the statements.
eHarmony, in its advertiser’s statement, said the company “respectfully disagrees with much of NAD’s analysis of our specific advertising claims. However, because eHarmony values the NAD process and appreciates the NAD’s efforts, we will take NAD’s recommendations into consideration in our future advertising.”
I’ve always wanted the dating industry to come up with some sort of effectiveness rating. A major impediment to a realistic ranking is that it’s incredibly difficult to track one-time dates, LTR’s and marriages on a site-by-site basis. Dating sites say whatever they want in their marketing, and singles are none the wiser. What about effective niche sites? Shouldn’t they have a say in the rankings? Or is it only based on sheer volume?
This isn’t going to figure itself out anytime soon. Maybe a dating industry group can figure it out. I bet it would be good for business all around.
More at Global Dating Insights.