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"Phrases like 'scientifically proven' should be confined to claims that are just that, not used in crude puffery designed to lure in those longing for love,” said Lord Lipsey.

"This is a new form of fake news which the ASA has rightly slapped down." The website said it used an algorithm based on scientific theories in the relationship literature of assortative mating that required users to complete lengthy questionnaires to determine their personality traits, values, interests and other factors.

Love is in the air and it’s apparent online, where an increasing number of singles find their next date virtually.

It said the algorithm was based on data collected from more than 50,000 married couples in 23 countries, resulting in statistical models which were associated with cut-off thresholds for scores that indicated a high probability of successful relationships if married.

And it’s true that Tinder peppers our map from sea to shining sea.

But the unexpected winner of our virtual lonely hearts club?

The website submitted a granted patent for their algorithm to the ASA and also provided a copy of two published studies which it claimed reported higher levels of marital satisfaction for couples who met through e Harmony than any other offline or online source.

e Harmony believed consumers would interpret the ad to mean that its scientific approach could potentially work for them, and not that it would guarantee they would find lasting love or make connections.

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