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Ashley Madison employs guerrilla marketing techniques to advertise its site.

One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.

Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.

For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.

Also in 2009, NBC refused an ad submitted by Ashley Madison for the network's broadcast of Super Bowl XLIII.

the site was hacked by a group known as "The Impact Team".On August 24 the Toronto Police Department spoke of "two unconfirmed reports of suicides" associated with the leak of customer profiles along with extortion attempts, offering a 0,000 reward for information leading to the arrest of the hackers.CEO Rob Segal said in an interview with the Wall Street Journal that the company is making ongoing investments to enhance privacy and security safeguards, including a partnership with Deloitte’s cyber security team.In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.

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