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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.

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 the same month, the company changed its signature tagline from "Life is Short.Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.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.She had previously released an analysis purporting to show that only a minuscule proportion (12,000 out of 5.5 million) registered female accounts were used on a regular basis, Newitz noted a clause in the terms of service which states that some accounts are for amusement purposes only.She says Ashley Madison does not go so far as to say they are fake, but "does admit that many profiles are for 'amusement only' ".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.In 2012, the company was sued by former employee Doriana Silva, who stated that in preparation for the launch of the company's Portuguese-language website, she was assigned to create over a thousand bogus member profiles within a three-week period in order to attract paying customers, and that this caused her to develop repetitive stress injury.

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