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Dating sites have been accused of failing to take enough action to protect vulnerable users and intentionally misleading customers by using impossible-to-prove claims and scientific language.
Online dating is attractive for several reasons: the pool of eligible partners is large; it offers an alternative to relying on family and friends as matchmakers; people live longer and are more likely to seek new relationships later in life; and the increase in broadband access to the Internet has expanded the potential market.
Baby boomers are the fastest growing demographic in the world of online dating, perhaps due to increasing computer literacy.
Dating sites that serve cultures where arranged marriages are the norm have given singles a greater chance to participate in the process of finding a family-approved mate.
In the hope of attracting romantic interest, customers disclose sensitive personal information about themselves.
This information may then be re-disclosed not only to prospective dates, but also to advertisers and, ultimately, to data aggregators who use the data for purposes unrelated to online dating and without customer consent.