Last year it became the first company to use Tinder’s chatbot services with ‘Dom Juan’, which sent cheesy chat-up lines to matches that could be passed on to other users.
The dating app, which is owned by Match Media Group, will be using Google’s ad server to sell programmatic ads, according to that this Google program doesn’t change much–it’s simply one more way the company can directly work with marketers.“It’s an alternative way to transact with us but is similar to how our insertion order business runs today,” said Peter Foster, Match Group’s GM of global advertising and brand solutions.Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.Recent years have seen a proliferation of online dating websites, and inevitably there have been a number of complaints to the ASA about advertising for these services.In another case the ASA ruled that the claim “London's #1 Speed Dating Events & Singles Parties” was misleading as the advertiser could not demonstrate that their events were attended by more members than other speed dating events and singles parties in London (Dateina Dash.com, 20 November 2013).
For further guidance on this topic please see Types of claims: “No. It’s common to claim that a dating site is “completely free”.
“If you think about single people and the amount of money they spend in the market and the kinds of things they spend money on – restaurants, travel – it’s a great opportunity for marketers to message a really specific audience in a very specific environment,” says Peter Foster, general manager of global advertising and brand solutions at Match Group, which has over 45 brands including Match, Ok Cupid, Tinder, Plenty Of Fish and new kid on the block Hinge.
“If you’re on Tinder and thinking about where you’re going to go Friday night and who you’re going to be with, you’re also thinking where am I going to go, what am I going to do, what am I going to wear, what’s my hair going to look like, what movies are on?
(comeletsplay.com, 20 February 2013 and Anastasia International Inc, 2 July 2014).
Some imagery may be permitted, as long as it is not gratuitous nor sexually explicit.
Furthermore, a number of age groups had been excluded.