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1. eHarmony vs. the ASA

2. The Initial incident
The dating website made a
mistake where the wrote
“Step aside, fate. It’s time
science had a go at love.”
and claimed that eHarmony
was a scientifically proven matching system” which the
ASA claimed to be “misleading” and while the company
said that they “respectfully disagree” they were unable
to offer the ASA any evidence that the customers had a
greater chance of finding love.

3. • The initial complaint was filed by Lord Lipsey the
joint chairman of the All Party Parliamentary Group
on Statistics and a former member of the ASA council
and claimed the the term “scientifically proven”
should only be used when that is the case but he say
this is “crude puffery designed to lure in those
longing for love” and said "This is a new form of fake
news which the ASA has rightly slapped down,“

4. • The website itself claimed that the website used
"sophisticated matching standards designed by PhD
psychologists“ and it uses algorithms which requires
candidates it then matches up your responses with
other users who share similar responses.