“We’re currently carefully assessing the complaints to establish if there appear to be any grounds for action,” said an ASA spokesman. “It’s important to stress, however, that we haven’t launched an investigation.”
Match.com said the ads were misunderstood.
“Our adverts reveal common perceived imperfections and quirks of Brits—these include freckles which some people who have them may see as an imperfection. We think freckles are beautiful and our posters are designed to encourage everyone who has them to be proud,” said a Match.com spokesperson in a statement.
“We’re sorry if anyone has been offended by our latest ad—that was not our intention—but we’re really encouraged to see so many people standing-up for what makes them unique.”
The ad is part of the dating site’s campaign, which has been running since 2014.
