eHarmony’s Sour Note

This Hanft Raboy and Partners ad for is timely.
Reuters is reporting that dating site eHarmony is facing legal action in California for denying lesbians and gays the right to use its service. Lawyers bringing the action on behalf of Linda Carlson are seeking to make their case into a class action lawsuit.
eHarmony was founded in 2000 by evangelical Christian Dr. Neil Clark Warren and had strong early ties with the influential religious conservative group Focus on the Family.
According to USA Today, Warren says eHarmony promotes heterosexual marriage, about which he has done extensive research. He says he does not know enough about gay and lesbian relationships to do same-sex matching.
Lesbians and gays are not the only ones unwelcome on eHarmony; Warren says he rejects 16% of those who take his patented personality test because they’re poor marriage prospects.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.