Ashley Madison Rebranding Their Cheating Site

Ashley Madison is trying to change its cheating past. The dating site that was known for the tagline “Life’s short. Have an affair,” is getting a major rebrand to move on from being the company synonymous with adultery.

After being a popular dating site for married people looking to cheat for the last 20 years, Ashley Madison says their “new direction reflects the company’s changing membership, along with a cultural shift prioritizing discretion.” According to their internal signup data, last year, more than 57% of all new members identified as single. Now they’re embracing privacy for all members, regardless of their relationship status, with a new tagline: “Where desire meets discretion.”

The site has faced plenty of criticism over the years, and even endured a “scandal-causing, documentary-worthy” data breach in 2015 that revealed personal info on millions of users, but Ashley Madison has always maintained that people will still cheat whether they exist or not. Paul Keable, their chief strategy officer, says the rebrand isn’t for ethical or moral reasons, but to serve their customers. He explains, "This shift that we're taking is a realization that people want to continue to date, they want to connect, but under their own terms.”

Source: Independent