Dating site plenty of fish are in trouble after running an advert of a military hero on their site, directing traffic to another dating site, true.com. Peter Burks, the soldier chosen for the advertising campaign at the heart of the storm, had been tragically killed in action shortly after the photograph was taken.
Details in one recent report suggest that there were two issues with the advert being ran using the photograph of Peter, who lost his life in Baghdad almost five years ago; now, the bereaved family of the deceased soldier have issued lawsuits against both dating sites.
The first issue is that the photograph had been lifted from the family’s tribute to their son on their personal Unsung Hero Fund and no permission was sought to use the image of the 26 year-old which was taken shortly before he gave the greatest sacrifice a soldier can for their country.
The second issue, and probably the most galling of the two in the circumstances, is that the dating site advert was being used to advertise the fact that “Soldiers want you!” when Peter was actually engaged to be married whilst he was performing his tour of duty. The family issued a statement stressing that the image of their son being portrayed as looking for other women “couldn’t be more wrong” and was obviously stressful for the fiancée in its own rite, without having to cope with the loss of her betrothed.
The advert has now been blocked by the Vancouver-based dating site after a friend informed the family that they had seen the picture of Peter being used in the marketing campaign.
In response to the law suit, PoF media spokesman Paul Bloudoff said that the dating site had ran no online adverts in the US in December, but acknowledged that they do run ‘hundreds of thousands’ of third party ads, over which they have no control of the content that gets through to their online dating pages. According to the attorney representing the Burks, PoF could neither provide information for the longevity that the ads mentioned in the lawsuit had been running on the dating site pages nor explain how the third party in question had obtained the photograph in the first instance.
True.com, based in Dallas, acknowledged that they do purchase ads to run on other websites to direct traffic to their dating site but cannot understand how this particular campaign got through their vetting process.