"Phrases like 'scientifically proven' should be confined to claims that are just that, not used in crude puffery designed to lure in those longing for love,” said Lord Lipsey.
Online dating service e Harmony has been banned from claiming it uses a "scientifically proven matching system".
The Advertising Standards Authority (ASA) found the service could offer no evidence it offered customers a significantly greater chance of finding lasting love, and described e Harmony’s claims as “misleading”.
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".
It's a broad-based compatibility that makes people happy together for a long time.
"Although we respectfully disagree with the ASA’s findings, we are happy to work with them to assure that our advertising is as clear as possible.
Your profile is your biggest ally when it comes to connecting with your perfect match, let us help make it work for you!Figuring out how to give people a sense of who you really are can be very tricky.After all, it’s not about getting a bunch of random people interested in you, it’s about attracting someone special with whom you can share your life with!"We find great relationships for reasons that matter," new e Harmony CEO Grant Langston told CNBC's "On the Money" in an interview.Still, he admitted "the way we do it has been frozen in time." He said an "antiquated communication process" had left the "product feeling dusty." A longtime e Harmony veteran of the company's marketing side, Langston has been "trying to make the use of our service easier" since taking over top job in July." The complaint that triggered the ruling was lodged by Lord Lipsey, the joint chairman of the All Party Parliamentary Group on Statistics and a former lay member of the ASA council.