People Are Pretty Hacked Off With This New Match.com Advert
This Match.com advert has been slammed for describing red hair and freckles as ‘imperfections’ [Photo: gingerparrot.co.uk]
Take a quick look at my profile picture. You’ll note that I have red hair and a face full of freckles. And though we haven’t always got along, me and my hair colour and skin tone, I have never thought of either as imperfections.
But it seems the bods that be at Match.com don’t agree. In their latest advert placed on London Underground, they use a picture of a woman with red hair and a smattering of freckles with the tagline “If you don’t like your imperfections, someone else will.” Way to destroy a girl’s confidence Match!
And gingers weren’t the only one to have their ‘imperfections’ pointed out in the advert, as a further poster featured a model with different colour eyes alongside the same strapline.
The advert as it appeared on London Underground [Photo: Twitter/@AlexEmarketing]
Thankfully Twitter has the back of anyone with red hair, freckles or different colour eyes, with furious commuters jumping onto the social media site to vent their frustration at the advert.
“Thanks @match Lovely to learn I’m covered in ‘imperfections’” one user wrote
“Lowest form of advertising @match claiming freckles & eye colour make a person imperfect? profiting by bullying,” wrote another.
Some miffed users even posted pictures of their freckles and called out the dating site about their insensitivity.
“Dear @match - these are my #freckles, not my #imperfections - whether people like them or not.”
People have taken to Twitter to vent their frustration about the adverts [Photo: Twitter/@cityvegan]
Among the critics of the advert was Emma Kelly, who edits a website for redheads called Ginger Parrot. The blogger described her “blood is boiling” at the sight of the poster.
Speaking to The Guardian she said: “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.”
“This is the first time they’ve focused on physical appearance in this campaign and it’s really disappointing that this kind of thing is still acceptable.”
The Advertising Standards Authority has confirmed it has received about “half a dozen" complaints about the ad, and explained to The Guardian: ”We’re currently carefully assessing the complaints to establish if there appear to be any grounds for action.“
Meanwhile Match.com has responded to the criticism of the advert. In a statement a spokesperson said: "Our adverts reveal common perceived imperfections and quirks of Brits – these include freckles which some people who have them may see as an imperfection. We think freckles are beautiful and our posters are designed to encourage everyone who has them to be proud.”
"We’re sorry if anyone has been offended by our latest ad - that was not our intention – but we’re really encouraged to see so many people standing-up for what makes them unique.”
Unique, now that’s a word we can work with. Perhaps the powers that be should switch #loveyourimperfections to #celebratewhatmakesyouunique
You can have that one on us Match *winking face emoji*
What do you think of the adverts? Let us know @YahooStyleUK
