Ashley Madison

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Ashley Madison
Web address www.AshleyMadison.com
Slogan Life is short. Have an affair.
Commercial? Yes
Type of site Online dating service
Social network service
Registration Yes
Available language(s) English, traditional Chinese, Finnish, French, Greek, German, Portuguese, Italian, Norwegian, Spanish, Danish
Users Over 22 million (as of October 2013)[1]
Owner Avid Life Media
Launched 2001[2]
Alexa rank 3,112 (October 2013)[3]
Current status Active

Ashley Madison is an online dating service and social networking service marketed to people who are already in a relationship with the slogan "Life is short. Have an affair."[4] The website was launched in 2001.[2][5] The name of the site was created from two popular female baby names "Ashley" and "Madison".[4]

Membership[edit]

Ashley Madison is a membership website and service based in Canada; its over 21 million members[1] come from 30 countries:

Location Countries
North America Canada, USA,[6] Mexico[7]
Europe United Kingdom,[6] Ireland,[8] Germany, Austria, Switzerland, Spain, Denmark, Italy, Netherlands, France,[6] Belgium, Portugal, Greece, Sweden, Finland, Norway[6]
Oceania Australia,[9] New Zealand[6]
Africa South Africa[10]
Asia Japan, Hong Kong,[1]

The company has announced plans to launch in Singapore in 2014.[1] However, the Singapore's Media Development Authority (MDA) has announced that it will not allow Ashley Madison to operate in Singapore as it promotes adultery and disregards family values.[11]

In response to the ban in Singapore, CEO Noel Biderman also told online tech publication e27 that he thinks prohibitions will always backfire. He said, "It’s not too conservative, it’s not too challenging. I think this is a anomaly. We have had success in Japan and Hong Kong. We will have success in Taiwan and Korea. We will find a way to bring this to the Philippines and Thailand. And ultimately, I genuinely believe Ashley Madison will be available to anyone in Singapore who wants to access it. I really believe that."[12]

Advertisements[edit]

Ashley Madison advertises with TV commercials, billboards, and radio ads by the CEO, Noel Biderman.[4]

In 2009, NBC banned an Ashley Madison ad from appearing in Super Bowl XLIII.[13] Biderman described the banning as ridiculous. Biderman considers the NFL demographic a core audience of the site and promises to "find a way to let them know about the existence of this service".[13]

In December 2009, Ashley Madison attempted to purchase C$200,000 worth of advertising on Toronto Transit Commission streetcars.[14] The plan was rejected after five of the six committee members voted against it. If approved, 10 streetcars would have been skinned with Ashley Madison's slogan: "Life is short. Have an affair."[14] The TTC commissioner showed displeasure in the ads stating: "When it's a core fundamental value around cheating or lying, we’re not going to let those kinds of ads go on."[15] After the deal was rejected, Biderman offered to subsidize ticket prices by 25 cents if the deal went through. This would have reduced the ticket rate to C$2.50.[14]

Bids for sports sponsorships[edit]

On February 22, 2010, the company approached the city of Phoenix, Arizona with an offer of $10 million to rename the Sky Harbor Airport to Ashley Madison International Airport for a five-year period. Even though the city was in financial trouble, it rejected the offer.[16][17]

In 2010, Ashley Madison made an offer to rename New Meadowlands Stadium to AshleyMadison.com Stadium.[18]

In October 2011, Ashley Madison offered the Italian basketball club Virtus Roma a jersey sponsorship deal worth €1.5 million, much of which would supposedly be spent on returning locked-out NBA player Andrea Bargnani to his homeland. A Roman Catholic priest, Msgr. Flavio Capucci called the proposal "a betrayal of the value and identity of sport". The player himself denied any role in the deal.[19][20]

Criticism[edit]

Trish McDermott, a consultant who helped found Match.com, accused Ashley Madison of being a "business built on the back of broken hearts, ruined marriages, and damaged families". Biderman responded by stating that the site is "just a platform" and a website or a commercial will not convince anyone to commit adultery.[4][21]

Lawsuit[edit]

In 2012, the company was sued by former employee Doriana Silva, who stated that in preparation for the launch of the company's Portuguese-language website, she was assigned to create over a thousand bogus member profiles within a three-week period in order to attract paying customers, and that this caused her to develop repetitive stress injury.[22]

Business model[edit]

Unlike Match.com or eHarmony, AshleyMadison's business model is based on credits rather than monthly subscriptions. For a conversation between two members, one of the members must pay five credits to initiate the conversation. Any follow up messages between the two members are free after the communication has been initiated. AshleyMadison also has a real time chat feature that is metered. Credits are utilised to pay for a certain time allotment of chat.

Unless they know how to opt out of the 'Ashley's Angels' feature, the site's Terms and Conditions say that users who have not yet paid the site any money ('Guest' accounts) may get computer generated messages from fictitious profiles that "are NOT conspicuously identified as such". These may cost money to respond to. The site says this feature is "to provide entertainment".[23]

The site also charges money to delete accounts, although they may be hidden for free.[23]

See also[edit]

References[edit]

  1. ^ a b c d Woo, Jacqueline (October 23, 2013). "Business of ruining marriages". My Paper. Retrieved 2013-10-24. "The dating website that facilitates extramarital affairs between married individuals plans for a launch in Singapore next year, My Paper understands. The Canada-based website has over 21 million users worldwide. Its slogan: "Life is short. Have an affair." Ashley Madison has already expanded to other Asian countries and territories such as Japan, and, more recently, Hong Kong in August." 
  2. ^ a b Pearson, Patricia. "The Two-Timers Club". [1]. Archived from the original on 21 January 2009. Retrieved 2009-01-21. 
  3. ^ "AshleyMadison.com Site Info". Alexa Internet. Retrieved 2013-10-24. 
  4. ^ a b c d Daum, Meghan (2001-01-10). "Ashley Madison's secret success". Los Angeles Times. Archived from the original on 15 February 2010. Retrieved 2010-01-06. 
  5. ^ ABC News. "When Cheating On Your Spouse Is Business". [2]. Archived from the original on 9 November 2004. Retrieved 2004-10-21. 
  6. ^ a b c d e "Ashley Madison". DatingWebsitesReview.net. Retrieved 2013-10-24. 
  7. ^ Reuters (June 6, 2012). "Mexican presidential candidate becomes poster boy for infidelity". NBC News. Retrieved 2013-10-24. 
  8. ^ "I got married three months ago. Then last month, I logged on to an infidelity website". Independent.ie. 11 October 2010. Retrieved 2013-10-24. 
  9. ^ Robinson, Georgina (2010-04-13). "Ashley Madison site launches in Australia". EssentialBaby.com.au. Retrieved 2013-10-24. 
  10. ^ "There is no typical SA cheater". Times LIVE. 2012-08-04. Retrieved 2013-10-24. 
  11. ^ "MDA will block access to Ashley Madison website". Channel NewsAsia. November 8, 2013. 
  12. ^ Huang, Elaine (November 25, 2013). "11 titillating minutes with Ashley Madison renders me impressed". e27 access date=2014-2-4. "It’s not too conservative, it’s not too challenging. I think this is a anomaly. We have had success in Japan and Hong Kong. We will have success in Taiwan and Korea. We will find a way to bring this to the Philippines and Thailand. And ultimately, I genuinely believe Ashley Madison will be available to anyone in Singapore who wants to access it. I really believe that." 
  13. ^ a b Hill, Catey (2009-01-29). "Banned! These ads are too racy for the Super Bowl". The New York Daily News. Retrieved 2010-01-06. 
  14. ^ a b c Peat, Don (2009-12-11). "TTC dumps Ashley Madison". Toronto Sun. Retrieved 2010-01-06. 
  15. ^ Edwards, Jim (2009-12-16). "No Streetcars Named Desire: Toronto Bans Adultery Ads on Public Transit". bnet.com. Retrieved 2010-01-06. 
  16. ^ Wong, Scott (2010-02-22). "Phoenix rejects $10M offer from infidelity Web site". The Arizona Republic. Retrieved 2010-03-03. 
  17. ^ Fisher, Katie (2010-02-23). "Risque website offers $10 million for Sky Harbor name change". ABC15. Archived from the original on 25 February 2010. Retrieved 2010-03-03. 
  18. ^ "NFL Stadium Offered $25M to Promote Adultery". TMZ.com. 2010-05-30. Archived from the original on 11 August 2010. Retrieved 2010-09-23. 
  19. ^ "Andrea Bargnani: Don't Believe the Hype About Virtus Roma, Ashley Madison, and Me". BallInEurope.com. ESPN TrueHoop Network. 2011-11-20. Retrieved 2011-10-21. 
  20. ^ "Vatican and Opus Dei hostile to AshleyMadison as Virtus Roma sponsor". Sportando.net. 2011-11-20. Retrieved 2011-10-21. 
  21. ^ Caplan, Jeremy (2008-06-28). "Cheating 2.0: New Mobile Apps Make Adultery Easier". Time Magazine. Retrieved 2010-01-06. 
  22. ^ Woman hurt typing fake profiles for dating site, $20M suit alleges, at CityNews; by Paola Loriggio; published November 10, 2013; retrieved November 11, 2013
  23. ^ a b "Ashley Madison Terms _Conditions". Cyprus: Ashley Madison. 2013-10-21. Retrieved 2013-11-09. 

External links[edit]