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The company matches users according to their personality, using their own data on existing relationships.
According to the ASA, however, e Harmony failed to demonstrate that its matching system was scientifically proven to give users a better chance of finding a partner.
This effect has benefited particularly the African American community.
Only 5% of African Americans married outside their race in 1980, but by 2015 this percentage had risen to 18%.
Josue Ortega does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.
The UK Advertising Standards Authority (ASA) recently banned an ad from online dating site e Harmony which assured those looking for love that it was a “scientifically proven” matching system.
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But after 1995, with the rise of online dating, people were increasingly more able to date anyone, and had a higher chance of matching with someone from another race or ethnicity.But what does science really have to say about online dating, and about marriages that begin online?First, we need to understand that online dating has had a huge impact on modern societies.Before online dating, people tended to marry people who were already (at least loosely) in their social circle – someone who attended the same school or college, someone who lived in their own neighbourhood, or someone who prayed at the same church, temple or mosque.But because people often live, study, and pray with people like them, they were more likely to marry someone who shared their characteristics, and in particular, race.