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In the UK, it is worth £300m a year and, according to the UK’s Online Dating Association (ODA), ‘’. These sites differ in terms of their number of users, their user characteristics, geographic coverage, and in their business models.

As George Kidd, Director and Chief Executive at the ODA, explains: “ This has been an important step towards creating a regulatory framework that addresses the challenges that the sector faces as it grows.For instance, one in ten Americans have used an online dating site or mobile dating app; 66% of these users have gone on a date with someone they met through a dating site or app, and 23% have met a spouse or long term partner through these sites (1).It is estimated that the industry is worth more than £2bn globally (2).In the online sphere, the identities and characteristics of individuals can be hidden or falsified.And although it has been argued by the media that users of unpaid sites may be less committed to finding a long-term partner, or that these sites may be less safe, this is not always the case.

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