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Chemistry.com Outs eHarmony.com

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Dec 24, 2007 

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Sarah Novotny  |

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Chemistry.com Outs eHarmony.com

Smear campaigns are anticipated when it comes to presidential races or let’s say, high school, but online dating sites are stepping up to the plate with a new campaign being launched today by Chemistry.com. The dating service site is targeting its competitor eHarmony.com by criticizing how the site does not align with accepted American values by not matching same sex couples and the evangelical beliefs of founder Dr. Neil Clark Warren.

The last time Chemistry.com addressed this issue, it was in the form of a $20 million campaign titled “Rejected by eHarmony” this past spring. The budget for this next ad is planned to be increased from the last one according to The New York Times.

While eHarmony’s 17 million registered users trump Chemistry’s 3.7 million, the last campaign “Rejected by eHarmony” has helped the site grow 80%, GM of Chemistry.com Mandy Ginsburg told NYT. She also said that the number of gay and lesbian user have risen 200%.

eHarmony requests an in-depth personality test in order to recommend potential matches in which many of the questions are related to religious beliefs. The site has been critiqued for not accepting applicants who are married, have had several divorces, or are and or lesbian, the report continued. Dr. Warren, who has had many books published by an evangelical Christian group, has publicly denounced premarital sex, saying it increases the possibility of marrying the wrong person.

Chemistry.com claims that its newest campaign which features phrases such as “No gays on beach, May-September,” and a motel sign saying “No premarital sex,” are to display that the company is not judgmental of a user’s personal preference, or that it’s trying to enforce any kind of moral code.

Tags: ad-campaigns, chemistry.com, display-ads, eharmony.com and Web-Sites

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