Friday, 23 November 2018 10:10

'Daring' dating app creators forced to use old-style advertising

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One of the HUD billboards in Los Angeles. One of the HUD billboards in Los Angeles. Supplied

The creators of a dating app have been forced to resort to traditional outdoor billboard advertising, after their ads were turned down by social media which found them too daring.

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’.

"In a market where dating apps often misled users into thinking they could find their future wife or husband, HUD offers a safe and mutual consent platform for people to explore casual dating and hook-ups.”

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.

The app is available for iOS and Android.


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Sam Varghese

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Sam Varghese has been writing for iTWire since 2006, a year after the site came into existence. For nearly a decade thereafter, he wrote mostly about free and open source software, based on his own use of this genre of software. Since May 2016, he has been writing across many areas of technology. He has been a journalist for nearly 40 years in India (Indian Express and Deccan Herald), the UAE (Khaleej Times) and Australia (Daily Commercial News (now defunct) and The Age). His personal blog is titled Irregular Expression.

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