Match.com Insinuates Red Hair and Freckles Are Imperfections in Controversial Ad
This Match.com advertisement has been slammed for describing red hair and freckles as “imperfections.” (Photo: gingerparrot.co.uk)
Take a quick look at my profile picture. You’ll notice that I have red hair and a face full of freckles. And though I haven’t always accepted these traits, I’ve never thought of either as imperfections.
But it seems that those behind Match.com’s latest campaign don’t agree. In ads spotted in London, the dating company has used a picture of a woman with red hair and a smattering of freckles with the tagline: “If you don’t like your imperfections, someone else will.”
Gingers aren’t the only ones to have their characteristics painted as imperfections. Another poster featured a model with eyes of different colors with the same caption.
The advertisement as it appeared in the London Underground. (Photo: Twitter/@AlexEmarketing)
Plenty of Twitter users have come to the defense of anyone bearing these attributes, with many venting their frustration on the social media site.
“Thanks @match Lovely to learn I’m covered in ‘imperfections,’” one user wrote. “Lowest form of advertising @match claiming freckles & eye colour make a person imperfect? profiting by bullying,” wrote another.
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Some miffed users even posted pictures of their freckles and called out the dating site about their insensitivity. “Dear @match - these are my #freckles, not my #imperfections - whether people like them or not.”
People have taken to Twitter to vent their frustration about the ads. (Photo: Twitter/@cityvegan)
Among the campaign’s critics was Emma Kelly, who edits a website for redheads called Ginger Parrot. The blogger said her “blood is boiling” at the sight of the poster. Speaking to The Guardian, she noted: “We had one comment on our site from a woman whose child has red hair and freckles — she said she hoped she doesn’t walk past one of the billboards because it would make her feel bad about how she looks.” She added, “This is the first time they’ve focused on physical appearance in this campaign, and it’s really disappointing that this kind of thing is still acceptable.”
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The U.K.’s Advertising Standards Authority has confirmed it has received about “half a dozen" complaints about the ad, and explained to The Guardian that it’s “currently carefully assessing the complaints to establish if there appear to be any grounds for action.”
Meanwhile Match.com has responded to the criticism of the ad. In a statement, a spokesperson said: “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.” The company apologized, adding that it wasn’t their intention to offend “but we’re really encouraged to see so many people standing-up for what makes them unique.”
Unique, now that’s a word we can work with. Perhaps the powers that be should switch #loveyourimperfections to #celebratewhatmakesyouunique.
