Vegetarian dating website shut down as it was stuffed with secret meat-eaters

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A dating website for vegetarians has been reprimanded by watchdogs for being misleading after bolstering member numbers with meat-eaters.

Veggiedates.co.uk invites users to meet single vegetarian men and women looking for love. But despite its name the majority of the singles were omnivores.

Vegetarians who signed up did not realise the site is linked with others which share a database, a fact admitted in the terms and conditions.

Misleading: Vegetarians who signed up did not realise the site is linked with others which share a database including meat-eating daters, a fact admitted in the terms and conditions.

The Advertising Standards Authority ruled that this was misleading. It rejected the sites claim that it never said it was only for vegetarians, and told it to change its homepage.

Users who signed up hoping to meet a meat-free partner were stunned to find most of the available singles were red-blooded carnivores instead.

Veggiedates said it acknowledged that the site ! shared a common database and that non-vegetarians and non-vegans represented the majority of members on the site.'

But it argued that it never said it was only for vegetarians, adding: 'The website simply invited vegetarians to join and meet other vegetarians.

'A member could indicate they were vegetarian or not by ticking a box in their dating profile.

'Members could then browse other members by looking at their profiles to see if they were also vegetarian.'

But the argument was dismissed by the ASA who added: 'It was clearly marketed at vegetarians and vegans by references to vegetarians throughout, such as "Find your veggie dates," "Meet single vegetarian men and women", "a trusted UK vegetarian online dating agency", "all looking for relationships with other Vegetarians!" and "Start browsing our selection of vegan and vegetarian singles online today."

'Because claims on the home page gave the impression that the website was for vegetarians, they were misleading.'


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