Match.com gets slammed for calling freckles 'imperfections' in new ad campaign
Offense ad campaigns seem to be a dime a dozen these days, however Match.com's new posters are stirring up backlash on social media from one group specifically -- redheads.
The new ad campaign, which was posted in the London Underground, features an image of a woman with hazel eyes, reddish-brown hair, and freckles, along with the caption, "If you don't like your imperfections, someone else will."
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The campaign is part of the company's larger #LoveYourImperfections movement, which aims "to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections."
People on Twitter, however, have not been taking kindly to the ad, with many claiming that the campaign is an attempt to bully people with unique features and prey on those with self-esteem issues.
How can @Match decide red hair & freckles are imperfections? Who gets to decide that? Asif we don't get put down enough 👎
— leonie bax (@Leoni3Bax) April 12, 2016
Dafuq this all about? My freckles imperfect or something? being #ginger imperfect? 🤔 @Match#UseALittleBrainsNxtTimepic.twitter.com/OVnvtTCvZQ
— Mathew Waters (@MathewWaters) April 12, 2016
Hi @Match. Think you need to rethink your latest campaign. There's nothing wrong with freckles. #match.com pic.twitter.com/AteHsJVFt2
— maxkc6 (@maxkc6) April 11, 2016
Definitely signing up to @Match now I know they can help a #ginger monster with #freckles like me to find love! #loveyourimperfections
— Helen McKenzie (@Helenmckmck) April 12, 2016
Advert fixed now! Judging on the colour of skin... FAIL #advertisingfails#freckles#skincolour#dating@Matchpic.twitter.com/eB3i8Zntyz
— Heather DeLand (@HeatherDeLand) April 11, 2016
@match_UK How can you call freckles & red hair 'imperfections'? It's hard enough for young people dealing with the teasing. Shame on you.
— Patrick McAleenan (@ontheptrain) April 12, 2016
As the flood gates opened and the criticisms poured in, the dating site hit back with a response justifying its 'creative direction'. In a statement to Mashable, a representative said:
"We have taken note of the response about our advert concerning freckles. Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.
We believe freckles are beautiful. The intention of our 'Love Your Imperfections' campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them. We're sorry if this ad has been interpreted in a different way and we [apologize] for any [offense] caused, this was not our intention.
Our overall campaign is all about celebrating perceived physical and [behavioral] imperfections, from having freckles to being chubby, messy or clumsy. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive."
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