Well, someone at Match.com just got fired (or so we assume). The dating site had an ad campaign cut short after some unimpressed people shared just how unimpressed they were. The adverts featured a zoomed-in shot of a woman with freckles and red hair with the caption, “If you don’t like your imperfections, someone else will,” followed by an offer for a free three-day trial.
Look, nobody’s perfect but to call those with freckles and red hair imperfect is absolutely ridiculous. There’s also an ad featuring a man with heterochromia (in this case, different coloured eyes), which Match also labels an “imperfection.” By definition, they’re calling the features flaws, faults and blemishes. How it got OK’ed is beyond us.
The ads, which were posted in London tube stations, were universally slammed.
— Becca Elena Bedier (@BeaBedier) April 12, 2016
— Charlie Clemmow (@charlieclemmow) April 8, 2016
— Bek Frith (@BJFrith) April 13, 2016
— Carrie Hill (@Carrie_Nicole31) April 11, 2016
— Carrie (@_redheadwrites) April 13, 2016
— Max KC (@maxkc6) April 11, 2016
— Molly Simms (@themollysimms) April 13, 2016
Match.com is said to be removing the ad tout de suite.
“We have taken note of the response about our advert concerning freckles,” Match told Buzzfeed in a statement. “Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.
“We believe freckles are beautiful. The intention of our ‘Love Your Imperfections’ campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them. We’re sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.
“Our overall campaign is all about celebrating perceived physical and behavioural imperfections, from having freckles to being chubby, messy or clumsy. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive.”
Freckles are beautiful. We celebrate them, as we celebrate whatever makes people unique. We’re sorry if we’ve offended anyone with our ad
— Match UK & IE (@match_UK) April 11, 2016
It could be argued that the whole “if we’ve offended” line is not really an apology but it’s something, we suppose. But the fact that in their apology, Match is still referring to freckles, chubbiness, messiness and clumsiness as imperfections, perceived or otherwise, makes us think that the dating site still has a long way to go. Perhaps they should change their hashtag #LoveYourImperfections to something a little less offensive. #LoveYourDifferences springs to mind. Just bill us, Match.