The consumer advisory body advises online dating site users to pay full attention to the terms and conditions, particularly concerning payment details, when signing up to such sites.

In particular the body notes a “steady rise” in the number of disputes concerning the renewal of “trial periods” as well as cancelling subscriptions.

Last month (January), Marketing Week revealed how leading online dating brands including eHarmony, and MySingleFriend are holding preliminary talks to establish a code of conduct addressing such issues raised by the practises of less reputable operators in the sector.

Specifically, the pan-industry group aims to address how the industry should set standards around specific issues. These include: ensuring the authenticity of user profiles and issues around the removal of online profiles as well as subscription cancellation.

Other areas of discussion include protecting members’ data and ensuring appropriate levels of customer service.