The importance of transparency in digital

Leading brands in the online dating sector are proactively addressing matters of consumer protection in a move separating themselves from less reputable companies.

Ronan Shields

This comes in the light of news reports of the misdeeds of a minority of companies in the sector. Although as I understand it, these discussions were already underway prior to the reports dating back to November last year.

The fact these brands, including Match and eHarmony plus the Association of British Introductory Agencies (ABIA), were willing to go on record about efforts to set standards on things like verifying user profiles and protecting members’ data, etc, can only reflect well on the individual brands and the industry.

Put simply, taking a look in the mirror and acknowledging what you see, warts and all, is something all professional disciplines must do. Just as all journalists need to in light of the Fleet Street phone-hacking scandal.

Last week, I wrote about the cloud of mistrust hanging over affiliate marketing to stir debate and call for greater clarity in the market rather than to assert that every one in the sector is up to no good. It prompted criticism from some in the affiliate marketing industry,

Put simply, affiliate marketing is extremely effective, the numbers speak for themselves, but it must be said, it could do with addressing historic misdeeds of some in the sector.  

What it comes down to is transparency. The online dating industry has decided to tackle criticisms head on and take steps to improve its perception. I’d implore all brands and sectors to do likewise.



Rebuilding Britain

Lucy Tesseras

Advertising pays, that much is accepted, but to what extent does it actually boost the economy? According to an exclusive report from the Advertising Association, it contributes £100bn a year.


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