Match.com calls freckles 'imperfections,' gets suitable response

UPDATE: April 12, 2016, 2:53 p.m. BST In a statement emailed to Mashable, a spokesperson for Match.com says it is in talks with partners to have the posters removed.

LONDON -- If you're lucky enough to have red hair and freckles, then you might not be too pleased about Match.com's latest advert on the London Underground. 

Match's new ad features a close-up image of a woman's befreckled face framed with red hair, alongside the tagline "if you don't like your imperfections, someone else will."

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However, commuters have not taken too kindly to ad, and some have accused the online dating site of "profiting by bullying." 

While some commuters have taken to Twitter to express their anger at the ad...

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Others have decided to correct the advert with post-it notes...

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"Sorry, but isn't judging people on skin pigmentation universally regarded as a dickish move?"

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"This isn't imperfection, it's a skin tone." 

And, people with freckles are tweeting Match.com to tell them that freckles are not "imperfections." 

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The Advertising Standards Authority told Mashable it had received around half a dozen complaints and officials are currently assessing the situation and whether to take action.

In a statement emailed to Mashable, Match.com responded to criticism of the ad, and said it is in the process of arranging to have the posters removed.

We have taken note of the response about our advert concerning freckles. Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible.

We believe freckles are beautiful. The intention of our ‘Love Your Imperfections’ campaign is to focus on the quirks and idiosyncrasies that people wrongly perceive to be imperfections – this can include freckles, a feature that is sometimes seen as an imperfection by people who have them. We’re sorry if this ad has been interpreted in a different way and we apologise for any offence caused, this was not our intention.

Our overall campaign is all about celebrating perceived physical and behavioural imperfections, from having freckles to being chubby, messy or clumsy. The adverts are designed to encourage everyone to be proud of their individuality, as the features that make us unique are often the ones that make us most attractive.

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