The True Motives Behind Background Check Legislation

(Online Dating Industry Journal) In today's "Inside the Industry" column on Online Dating Magazine, the motives behind background legislation are discussed.  The column explains some of the motives behind True.com's push for online dating services to make public whether or not they conduct background checks.  From the article:

"The controversy began with online dating service True. A few years back, True signed an exclusive contract with the largest provider of online background checks. Then they started contacting various states trying to get legislatures interested in forcing other dating services to do background checks. No doubt, doing so would be great advertisement for True, who didn't really seem interested in spreading good will; otherwise why would they sign an exclusive contract with the largest background check provider?

But unfortunately, some legislatures not educated in True's tactics bought into the idea and soon some states, like Florida and Illinois, started drafting bills that would beckon to True's call.

True has tried to position itself as the "saint" in this controversy; the site that "looks out for online daters". If this is true, then why does True widely distribute sleazy advertisements that make them look more like an escort service than a relationship service? And why do they make it so hard for members to unsubscribe from their service?"

The column then provides excerpts from a book written by True.com CEO Herb Vest as a partial explanation as to why True is pushing the background check issue on lawmakers. 

The article goes on to explain the potential effects if this background legislation is pushed through and how alternative options (such as promoting dating safety education) could actually be a better use of a state's time and money.

Kim's Comments:
It is rather hypocritical that a dating service that tries to promote dating safety and protection through the media would advertise by showing half-nude women seductively posing behind the words "It's Nice to be Naughty".  I also agree with the article that background checks can be good, but that maybe it should be up to the date searcher to pay extra for a background check on a potential match, rather than make all dating services charge more to conduct background checks on every member. 

Comments

[Dan]

BACKGROUND CHECKS AND DISCLOSURE = TRUE LIES

Vest once again is trying to get lawmakers to pass his background check disclosure act in Illinois now HB5299. [administrative edit - two sentences deleted due to potential libel]

An online dating site called True.com which touts it's self as the safer dating service and the owner Herb Vest is behind litigation to require all dating services to disclose if they conduct background checks should be investigated for date bait along with several other questionable business practices.

[administrative edit - paragraph deleted due to questionable potential libel]

Vest stated: In addition to screening our own members for criminal backgrounds, TRUE is doing everything it can to make the online dating community at-large a more wholesome environment for courtship – one that is free and clear of predators and criminals. In another statement The idea for True.com came from wanting to provide a "safe and wholesome environment for courtship," Vest said.

True is now turning it's business to the sex trade. www.askmen.com has a contest to pick the hottest True girl. True.com's exploitation of women in ads:

http://www.onlinedatingmagazine.com/columns/2005editorials/april2005.html

http://www.calacanis.com/2006/01/13/should-we-run-these-ampd-ads-or-not/3#comments

http://www.corante.com/dating/images/trueuglymodel.png


In addition you may want to ask Vest about the following business practices.

bloggers have posted claim they have seen documentation of fraud on the part of True. That is, ex-employees who claim that part of their job description was to pose as real people and keep people as members to motivate them to become paid subscribers.

I think that this issue becomes even more pertinent in light of similar allegations currently against Match.com and Yahoo Personals. It is no secret that some "customer service" people that used to work at True are no longer there -- and having left under curious circumstances. Vest/ HDVE could be compelled to release names of such ex-employees so they can be questioned about these allegations of fraud. Vest should also be questioned as to whether they have any knowledge of fake/bait profiles being used by True employees at the direction of Vest and/or any of the executive management to essentially deceive or defraud customers or potential customers.

Secrets True.com doesn't want made public!

1. "Is the endorsement from Psychology Today an academic endorsement or a paid endorsement?"

2. "You state on your site that you have a team of experts behind your testing/psychology services... who are they exactly and how do I get in touch with them in order to ask them what they specifically do for True and examples of recent work." "Or, perhaps you (True.com) is overstating their roles as a marketing gimmick."

3. "It seems True has been busy altering the authorship of certain online articles in its online magazine from Dr. James Houran to "Psychology Department" -- implying Houran is still a part of the psychology dept. and that True has an active psychology dept." Why is it making these changes in authorship? Does the online magazine editor (Leah Gentry, formerly a journalist with the LA Times) endorse this practice?"

4. Why has True.com not revealed to its customers that they no longer have the benefit of Dr. James Houran? He was arguably a huge value ad to the business and the welfare of the customers, yet customers are not told he is no longer with the company. True pushes for legislation requiring disclosure and yet they curiously are not disclosing that certain features/ benefits of the site are no longer part of the price of membership."

FYI: Dr. Jim Houran was fired in October and True is sueing him. True hasn't disclosure that there are no experts on staff. Even the security expert is gone. The gimmicks True promotes it's self with aren't True!

Also, Vest and his wife has broken their own rule : NO MARRIED PEOPLE ALLOWED. Screen names undermoose and fite both go into chat rooms. So True.com no married people can contact members isn't True either.

VEST OFTEN GOES TO THE CHAT ROOM TO FIND OUT WHAT IS GOING ON. [administrative edit - four sentences deleted due to questionable potential libel]

Vest is using their tests to gather information on their users to race profile and market to. You may want to ask about those tests, turns out there is a calculation problem with the results and that makes results unreliable

The story about Dr. Wells was released by True.com/Herb Vest. It isn't exactly correct. You should verify story.

[Joe Tracy]

The Online Dating Industry Journal and Online Dating Magazine do not neccessarily endorse any Comments made on this site and encourage people making comments to post their full name and, if applicable, a link to their Website. The above comment has been slightly edited with the term [administrative edit] placed where edits have been made. We try never to edit a person's comments unless absolutely neccessary and in cases where it must be done (like promoting unproven allegations that could be libel in nature), we clearly state that edits have taken place.