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Freckles Love Match.com

Match.com forced to remove ads calling red hair and freckles 'imperfections'

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By Rebecca Stewart, Trends Editor

April 12, 2016 | 4 min read

Match.com has said it will remove a series of tube posters "as soon as possible" after its #LoveYourImperfections campaign came under attack from commuters for claiming that red hair and freckles are "imperfections".

The Advertising Standards Authority (ASA) has received around “half a dozen” complaints about the billboards.

The OOH ads feature a redheaded woman with freckles and a man with differently coloured eyes pictured behind the strapline: 'If you don't like your imperfections someone else will'.

The company told The Drum: "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."

Twitter users were quick to react to the ads, calling them "bullying", a "fail" and "the lowest form of advertising.

The ASA said it has received a number of complaints about the promotion, asserting: “We’re currently carefully assessing the complaints to establish if there appear to be any grounds for action.

“It’s important to stress, however, that we haven’t launched an investigation.”

A Match.com spokesperson told The Drum: "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," the firm added.

Match.com's #LoveYourImperfections campaign has been running since 2014 in a bid to encourage to sign up and take the pressure off singletons to be "perfect"

Freckles Love Match.com

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