Online dating site Match.com is removing an image from its latest campaign which appeared in tube stations across London which features a woman with red hair and freckles with the tagline: “If you don’t like your imperfections, someone else will.”
Several people in the UK have accused Match.com of bullying and that freckles aren’t imperfections.
Twitter:
Dear @Match – these are my #freckles, not my #imperfections – whether people like them or not. pic.twitter.com/5ipUTTnLjW
— Charlie Clemmow (@charlieclemmow) April 8, 2016
Righteous freckles activism. pic.twitter.com/uStGEQVWHr
— Nick Dastoor (@NickyD) April 11, 2016
Advert fixed now! Judging on the colour of skin… FAIL #advertisingfails #freckles #skincolour #dating @Match pic.twitter.com/eB3i8Zntyz
— Heather DeLand (@HeatherDeLand) April 11, 2016
Hi @Match. Think you need to rethink your latest campaign. There’s nothing wrong with freckles. #match.com pic.twitter.com/AteHsJVFt2
— Max KC (@maxkc6) April 11, 2016
@Match Highly offensive to suggest that red hair/freckles are imperfect. Please take these posters down pic.twitter.com/LtjqtMDJ27
— Carmel O’Hagan (@OHaganCarmel) April 9, 2016
Shame on you #Match.com. For a matchmaking service, you sure know how to alienate people. https://t.co/Fv7Nb9yzB6
— Barry Selby (@barryselby) April 12, 2016
Perhaps I’m a secret leopard. Or maybe they’re coordinates. But my freckles are certainly not “imperfections” @Match pic.twitter.com/I4dVPfX7Mq
— Carrie Hill (@Carrie_Nicole31) April 11, 2016
Match.com responded to the criticism in 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.
“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.
“Our overall campaign is all about celebrating perceived physical and behavioural imperfections, from having freckles to being chubby, messy or clumsy. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive.”
The Advertising Standards Authority said it had received complaints about the advert, however they have not launched an investigation.
