eHarmony can't claim its matches are 'scientific' anymore
Turns out that dating service eHarmony has a weird definition of "science" when the law comes knocking. An ad in the London subway system triggered the UK's Advertising Standards Agency to call the "scientifically proven" matching system "misleading," as spotted by the BBC . From the ASA : "eHarmony UK Ltd t/a eHarmony said that the definition of science was something that was 'based on or characterised by the methods or principles of science.' They said that the ad did not make any specific claims except that their matching system was scientific and could therefore provide an advantage in finding a compatible partner over a purely chance-based system or meeting. The ad did not include any comparisons to other dating websites and did not claim that the service had a better success rate than any other service. They believed that consumers would interpret the ad to mean that the scientific approach eHarmony used could potentially work f...