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Managing director at eharmony UK Romain Bertrand said: “eharmony was conceived on the premise that science and research could be harnessed to help people find love.
For over 17 years, eharmony has been matching singles into high-quality, long-lasting relationships based upon sophisticated matching standards designed by Ph D psychologists".
One in five relationships in the UK now begins online.
"This is a new form of fake news which the ASA has rightly slapped down." The website said it used an algorithm based on scientific theories in the relationship literature of assortative mating that required users to complete lengthy questionnaires to determine their personality traits, values, interests and other factors.
Users were then matched to other individuals whose responses complemented their own preferences and matched a specific percentage of a list of personality factors that e Harmony determined to be vital in successfully matching people.
A billboard for e Harmony had told commuters on the London Underground: “Step aside fate.
It’s time science had a go at love.” But the Advertising Standards Agency said its claims of a “scientifically proven matchmaking system” were misleading.