At least it’s more honest than stringing someone along pretending to be in love when you’re using them as a meal ticket.John from Sussex, a regular user of sugar daddy dating sites explains.‘I wasn’t looking for a serious relationship or to spend months formally dating but I didn’t want to pay for company either.

‘The people on them are all there for the same thing as opposed to dating sites where you don’t know what people’s intentions are.

‘Each relationship is different but I’m very upfront about the money – the girls are there for financial help and the guys because they want someone young and hot – it’s an open arrangement.’ The downside?

cuts to the chase – and while I was now dubious at how many more ‘millionaires’ would be on there than were on at least I wouldn’t have to invest so much time talking about trouts in Yorkshire or anal sex.

The approach is, undeniably, direct – with a form in the profile section detailing your desired arrangement and expectation, ranging from moderate to substantial and high. Within 10 minutes of being live I had an inbox full of emails from men detailing what they’d require from me and asking what I’d expect in exchange.

‘I’d like to meet a man who is open, kind, sensual and laid back, someone with a good sense of humour and a glass half full attitude.’ It didn’t take long for the messages to flood in but my enthusiasm was dented by the standard of ‘millionaire’.

Most looked more like welders from Clacton-on-Sea than hedge fund managers from Knightsbridge.

‘Since then I’ve had a number of relationships with girls I have met online and, until I want something more serious, it suites my lifestyle and I have met some great people.’ So, while not being the most conventional form of dating it could be arguably one of the most honest.

Sugar daddy dating is an arrangement between consenting adults – and a way for people who prefer to avoid the formalities of traditional dating and cut straight to the chase, to meet.

Messages from anonymous (aka married) members saying ‘I like going out and staying in, weekends away and holidays in the sun’ were as creative as they came.