Membership will be open to all online dating sites in the UK who can commit to and meet the standards set out in a Code of Practice which is currently being developed.
This Code will build on the raft of consumer protection, data privacy and other laws that are already in place to protect consumers.
Lucy Reeves set up Muddy Matches with her sister Emma Royall. She said: “I think nowadays we just live such busy lives both in the city and rural areas.
People in the country are doing jobs that can be quite solitary.
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BBC Entertainment, which has commissioned the programme, says: “A reliance on the land for their livelihoods, and being based within small rural communities, has limited their chance of finding someone to love.“From farmers to rural vets, the singletons, isolated from the urban dating pool, are ready to not only see if they can meet their match but also to introduce a potential partner to the true realities of life in the countryside.”So thinking about how hard it must be for our local rural workers to get out on the social scene I wondered if this was a niche the dating websites had already looked at.
E-harmony dedicates a lot of time to setting up an accurate profile based on character and what type of person you are looking for.
They pride themselves on pairing up couples that lead to meaningful connections.
Creating the association reflects the growing maturity of the sector.
It will have a valuable role to play in building public and Government understanding of the industry which serves millions of people in the UK and is a significant player in the digital economy.