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The Federal Trade Commission is dipping its toe into the online dating pool—but only to sue an English company for creating phony profiles to lure users into paying more.

According to a settlement with the FTC, JDI Dating Ltd.

How do you populate the site sufficiently to get new visitors to join and come back?

More importantly, how do you convince visitors to fork over their credit card to become a paying member?

But according to the FTC, those profiles were bogus - Virtual Cupids developed by JDI.

A tiny "v" encircled by a "C" on the profile page was the only indication that the profiles were fake, the agency said, though users were unlikely to notice it, let alone understand what it meant.

Those who did, the FTC said, weren't told that the subscriptions would auto-renew until canceled.

In settling the charges, the company agreed to cease further misrepresentations and to disclose billing options before they are charged.In order to connect with these fictitious members, the users had to upgrade to a paid membership at a price of to per month.FTC officials said the messages were almost always from fake, computer-generated profiles designed to closely mimic the profiles of real people.It's the FTC first enforcement action against an online dating service and highlights the tricks employed to lure in customers.JDI Dating, the sites' owner, is required to pay 6,165 in refunds to consumers.




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