Popular dating site Match.com pulled its latest ad from Tube stations throughout London, after outraged riders complained that the message was all wrong.
Using a heavily freckled woman as their model, the company called her spots “imperfections.” The tagline reads, "If you don't like your imperfections someone else will."
People quickly took to Twitter to vent their anger about the ads, with the #LoveYourImperfections campaign soon becoming a hot topic.
One user wrote, "#freckles and red hair are a Catch, except on #match Guess their staff is all blonde? #dating #publicrelations"
Another wrote, "I have freckles.. Does that make me weird and unworthy?"
Another called the site's ad "rude."
Once MatchUK got wind of the backlash, they issued a statement saying, “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. We're sorry if anyone has been offended by our latest ad — that was not our intention — but we're really encouraged to see so many people standing-up for what makes them unique."
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