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The data disclosures in 2015 revealed that this "permanent deletion" feature did not permanently delete anything, and all data was recoverable.Trish Mc Dermott, 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".Compounding the problem is that "more men than women use the service, with the disparity increasing as they advance in age", and "Men seek sex, while women seek passion." A page on Ashley Madison, entitled "Is Ashley Madison a scam? " addressed some of these issues in an attempt to win over prospective customers and teach them best practices for using the site.
The site allows users to hide their account profiles for free.
Users looking to delete their accounts, even those made without the individual's consent, are charged a $19 fee.
Ashley Madison employs guerrilla marketing techniques to advertise its site.
One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.
In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.
Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.
In 2015, the Ontario Superior Court dismissed the case without costs, a result with which Avi Weisman, vice-president and general counsel for Avid Life Media, said the company was "very pleased".
the site was hacked by a group known as "The Impact Team".
In the same month, the company changed its signature tagline from "Life is Short.
Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.
Segal also announced new discreet payment options, including Skrill, Neteller and Paysafe card.