The ASA claimed that eHarmony's marketing slogan "Step aside, fate. It’s time science had a go at love" and its claim of being a "scientifically proven matching system" were misleading. While eHarmony disagreed with the ASA's assessment, it could not provide any evidence that its system increased customers' chances of finding love. The complaint against eHarmony was filed by a former ASA council member who said calling the site "scientifically proven" constituted "crude puffery" not backed by evidence. Though eHarmony said it used algorithms and matching standards designed by psychologists, it could not demonstrate their effectiveness to the ASA.