Edward Chen, the founder and chief executive of New Zealand firm C & Z Tech, makers of the Hook Up Dating app, said it was meant for commitment-free dating.
“As stated in the name, Hook Up Dating, HUD is 100% transparent about what the app offers," he said.
"This has created a community of four million like-minded users, that are free from the pressures of ‘finding the one’.
But when it came to advertising, Chen found that he had come up against a blank wall. A statement from C & Z Tech claimed Facebook was making it increasingly harder for smaller companies to get a foot in as the social media giant launching its own dating service.
And, the company said, "market leaders such as Tinder and Bumble, through their opaque discussion about the nature of sexual relations, which inevitably takes place on the apps, are permitted to advertise through these social media channels".
HUD refused to compromise on what Chen called the "honest and upfront acceptance about the realities of online dating" and thus had to revert to traditional media.
C & Z is currently running an advertising campaign using 100 billboards in Los Angeles.