The widely popular dating site Match.com is rightfully being criticized for their new ads that are plastered all over London subway stations. The featured pictures are of men and women with red hair and naturally freckled faces. In these ads, Match.com is claiming that these traits are “imperfections,” and we’re just confused. And so is the rest of the Internet world.
As you can see, people are not taking well to this mean-spirited message, and the Advertising Standards Authority has received several complaints. On Monday, they were “carefully assessing” what to do about the situation. But they also said: “It’s important to stress, however, that we haven’t launched an investigation.”
Emma Kelly, editor for a website called Ginger Parrot, spoke up about what this means for people with red hair and freckles. “We had one comment on our site from a woman whose child has red hair and freckles – she said she hoped she doesn’t walk past one of the billboards because it would make her feel bad about how she looks,” she told the Guardian. Sad face. Many, many sad faces.
It’s clear to see why people would be unhappy with these ads. Who is Match.com to say what parts of their bodies are “imperfections” and which are “normal” characteristics?
After all the attention was called to these distasteful ads on Monday, Match.com apologized and on Tuesday they made the announcement that they would take down the ads. They released a statement: “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.”
Something tells us they won’t be able to remove ’em fast enough.