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eHarmony Settles Suit, Agrees to Offer Same-Sex Matching Services

Three years after a New Jersey resident filed a discrimination suit against Web-based matchmaking service eHarmony.com, the online dating portal has settled out of court and agreed to offer same-sex matchmaking services to members. But will eHarmony really put the work in to serve gay customers and combat criticisms from competitors like Chemistry.com?


Three years after a New Jersey resident filed a discrimination suit against Web-based matchmaking service eHarmony.com, the online dating portal has settled out of court and agreed to offer same-sex matchmaking services to members.

Garden State resident Eric McKinley filed suit against the California-based company in 2005. As part of the settlement, eHarmony agrees to provide new services for members identifying themselves as "male seeking a male" or "female seeking a female" by March 2009.

eHarmony did reserve the right to provide a disclaimer -- that its compatibility-based matching system was developed solely on the basis of researched focused on married heterosexual couples.

"I applaud the decision of eHarmony to settle this case and extend its matching services to those seeking same-sex relationships," New Jersey Division on Civil Rights director J. Frank Vespa-Papaleo said in a statement Wednesday.

eHarmony was one of a few Web-based dating holdouts that had not ventured into the world of offering same-sex dating services. Last year Time magazine named eHarmony one of the five websites to avoid, noting, among other things, its discrimination against gay people.

Frank Mastronuzzi, who worked for Match.com from 2001 to 2004 as the senior manager of business development and now oversees gay dating portal OneGoodLove.com, says Match has always offered same-sex dating services -- but he says he left the company because it refused to spend ad dollars marketing to the gay community.

Around the same time, Match launched Chemistry.com to combat eHarmony, which was increasing in popularity. Though Mastronuzzi says the website is a virtual replica of eHarmony.com once you get past the first page, it gained traction with an ad campaign featuring members who had been rejected by eHarmony -- including a gay man, turned away because the site didn't offer same-sex dating services.

Mastronuzzi says he approached eHarmony about developing a same-sex dating site -- albeit a private-label service with no direct connection to eHarmony.

"I was told point-blank no," Mastronuzzi says.

Neil Clark Warren, Ph.D., who developed eHarmony's matchmaking program, had long rejected the idea of matching same-sex couples -- in part because he said his research was based on heterosexual married couples. He also argued that eHarmony is about marriage and that same-sex couples cannot legally wed in most states.

Clark Warren was also one of the founding members of anti-gay group Focus on the Family.

"I think this is a very good step in the right direction ... to admit they screwed up," Mastronuzzi says. "But what are they going to do differently for the community?"

According to the settlement, McKinley will receive a free one-year subscription to the service. eHarmony agreed to pay McKinley $5,000 and the Division on Civil Rights $50,000 to cover investigation-related administrative costs. (Ross von Metzke, The Advocate)

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Reader Comments
  • Name: Shirley
    Date posted: 11/30/2008 10:34:00 AM
    Hometown: Lehigh Acres

    Comment:

    It's time that hate groups like Focus on the Family and their business ventures, like eHarmony, are held accountable for their actions. If eHarmony was so interested in getting people married, they would have helped defeat prop 8 in California and prop 2 in Florida.

  • Name: Scott
    Date posted: 11/23/2008 12:31:00 AM
    Hometown: Canton, OH

    Comment:

    This is a dangerous precedent. Why doesn't the guy just start his own dating service? He is free to do that. The purpose of the website is for heterosexual marriage. Can I sue SONY because my television preference is a 43 inch widescreen, which they don't offer? Another slap in the face for common sense.

  • Name: Bob
    Date posted: 11/22/2008 12:44:00 AM
    Hometown: Berkeley, CA

    Comment:

    I went to craigslist and found the following dating categories: women seek women, women seeking men, men seeking women, men seeking men and then misc. romance and casual encounters. Does the lack of these last two categories on other sites constitute discrimination against those not wanting a long term relationship? Are computers capable of discrimination? What if the algorithm that eHarmony uses gives a better result for heterosexual users than for homosexual users, will the algorithm be declared discriminatory? This opens a large can of worms. I think the truth here is that the gay community does not like the guy who started eHarmony and is attacking him in every way that they can, even these dangerously invalid ways.

  • Name: Jeffrey
    Date posted: 11/20/2008 10:21:00 PM
    Hometown: frederick, MD

    Comment:

    interestingly enough, I always noticed how 1950's era the tv ads seemed...where both members of the couples portrayed were of the exact same ethnicity....Asian/asian Black/Black....and of course, mid-western white wonder bread/white. These may ostensibly have marriage as a final destination, but are really glorified hook up or dating sites. More enlightened people choose their mates on the basis of attraction and compatibility, whether or not that is in reference to religion, skin color or of course, sexual preference.

  • Name: Jeffrey
    Date posted: 11/20/2008 10:14:00 PM
    Hometown: frederick, MD

    Comment:

    interestingly enough, I always noticed how 1950's era the tv ads seemed...where both members of the couples portrayed were of the exact same ethnicity....Asian/asian Black/Black....and of course, mid-western white wonder bread/white. These may ostensibly have marriage as a final destination, but are really glorified hook up or dating sites. More enlightened people choose their mates on the basis of attraction and compatibility, whether or not that is in reference to religion, skin color or of course, sexual preference.

  • Name: Ryan W.
    Date posted: 11/20/2008 10:09:00 PM
    Hometown: Santa Monica, Ca

    Comment:

    "Would you have the same reaction if they refused to serve...jews? " Yes. If they didn't serve Jews, I'd go to JDate. Who cares? Can't this guy find a different service to use? I voted against prop 8 (i.e. I voted in favor of gay marriage in California) , but if gay marriage is legalized we're going to get a lot more garbage like this which makes me hesitate. The government shouldn't allow discrimination. But private individuals have the same right to free association that gays want, to associate or not associate with who they please. I'm tired of hearing people say "we're not going to let you vote on our rights!" If we don't solve this democratically, which laws should opponents of gay marriage break? Democracy and law is a good thing, even if it messes up quite frequently. Should we say that gay people are being sexist for refusing to date members of the opposite sex? Standards like that are clearly insane when the situation is reversed.

  • Name: Mikey
    Date posted: 11/20/2008 4:16:00 PM
    Hometown: Orlando

    Comment:

    Forgot to add -- I don't agree with the lawsuit at all. Dating sights pertaining to certain demographics shouldn't be forced into expanding outside their medium. We have plenty of dating sites available to us, so why didn't McKinley go to one of them? Besides, a straight girlfriend of mine went through eHarmony once, to find a stable guy. They wound up matching her with a schizophrenic who was trying to wean himself off of his anti-psychotics, and eventually turned into a half-crazy stalker. I'd do Manhunt anyday of the week in comparison to that.

  • Name: Mikey
    Date posted: 11/20/2008 4:05:00 PM
    Hometown: Orlando

    Comment:

    Anyone from Anytown: No, we can't expect everyone to instantly tolerate us. However, you also can't expect everyone to simply fall in rank behind what you believe we should be allowed to do. You laugh at us with our "gay rights" while you want to sit there and pontificate about "religious freedom"? Please. Every religion has had plenty of freedom in this country...perhaps a little too much freedom, seeing as how some wanted to turn this democracy into a theocrasy...and almost succeeded. Sorry to say, but not everyone follows the decrees from your 5,000-year-old storybook. It is not the ultimate tie-breaker. Nothing new has been added to it in over 2,000 years. It's old, outdated, and aside from some general moral backgrounds, it needs to be retired to the fiction section of a library where it belongs. Judge not, lest ye be judged.

  • Name: JC
    Date posted: 11/20/2008 2:38:00 PM
    Hometown: Tampa

    Comment:

    "Doesn't feel good?" Too bad. Would you have the same reaction if they refused to serve blacks, jew, redheads, fill in the category?

  • Name: Jerome
    Date posted: 11/20/2008 1:17:00 PM
    Hometown: Canada

    Comment:

    Hmmmm. This doesn't feel good. This is about telling a business who they can and can't serve, what they can and can't do. I think people went after eHarmony because it "worked" and I use that tentatively. Who knows how long those marriages will last either? But I suppose the GLBT community wanted relationships that might last too. Is it necessary to force a business to cater to people to which their business never worked before? eHarmony matches men with compatible women---that's what they do. Do I trust them to match me to a compatible man? No. Do they even know first thing about being gay? No. What do I want their services for? I want someone who knows how to match gay people... This is not a restaurant in Selma we're talking about here, where all people should be able to eat the food served there. The product from eHarmony is a heterosexual relationship---they don't offer Homosexual ones....and they won't be good at it when they try.

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