Tuesday 25 October 2016

Dating site Match.com apologises for branding freckles and red hair ‘imperfections’

Meadhbh McGrath

Published 14/04/2016 | 11:59

Match.com's #LoveYourImperfections poster/Twitter
Match.com's #LoveYourImperfections poster/Twitter

An advert from the dating site Match.com came under fire earlier this week for suggesting red hair and freckles are ‘imperfections’.

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The ad, which features a close-up of a woman’s face and focuses on the freckles scattered across her nose, reads: “If you don’t like your imperfections, someone else will.”

The #LoveYourImperfections campaign was unveiled on billboards around London, and left some people feeling pretty angry.

Commuters travelling on the Underground were unimpressed to see the posters popping up in Tube stations across the city, and took to Twitter to criticise the site.

One Twitter user described Match.com as “profiting by bullying”, while another was surprised to learn that they were “covered in ‘imperfections’”.

The dating site quickly apologised for the ads, saying that it planned to have them taken down.

“We have taken note of the response about our advert concerning freckles. Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible,” a spokesperson for Match.com said in a statement on Monday.

“We believe freckles are beautiful. The intention of our ‘Love Your Imperfections' campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them.

“We're sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.”

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