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Dating sites approach this issue differently, but the temptation to create and use fake profiles is rife with risk as JDI Dating learned in a recent FTC enforcement action.

Chicken and Egg Assume you are single and see an ad for an interesting looking dating site while browsing the web.

A new dating site can either try to scrape profiles off a more established dating website or hire freelancers to sit around and create new fake profiles. These virtual cupids looked exactly like standard member listings with full profiles and photos of the imaginary person, but also contained a small “VC” symbol on the page.

According to the terms and conditions of the sites, the “VC” meant the profile in question was not a real person.

The answer for most sites involves a two-step process. Step two is to provide completely free accounts to the first 100,000 users.