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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.
Winchester, for instance, argues that they “.” A 2015 and Ipsos ASI study indicates that there are 12.7 million singles in the UK .
Only 4% of citizens have, therefore, ever used an online dating service.
However, government intervention currently seems less likely, because the industry has been proactive through developing a set of rules that online dating providers (who are members of the ODA) must adhere to.
George Kidd argues that “.” Some provisions of the Code that ODA members must comply with, for instance, are to offer online cancellations as a right; or not to create fake profiles to stimulate activity.
A Leading Dating uk study (4) points at two causes: the migration to social dating platforms and improved consumer protection regulations.
Regulators across the world have sought to regulate dating services, as they try to protect the growing number of individuals that use them.
In the UK, it is worth £300m a year and, according to the UK’s Online Dating Association (ODA), ‘’.