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Ashley Madison employs guerrilla marketing techniques to advertise its site.

One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.

The demand was driven by the site's policy of not deleting users' personal information following their invoiced requests.

On August 24 the Toronto Police Department spoke of "two unconfirmed reports of suicides" associated with the leak of customer profiles along with extortion attempts, offering a 0,000 reward for information leading to the arrest of the hackers.

The site allows users to hide their account profiles for free.

Users looking to delete their accounts, even those made without the individual's consent, are charged a fee.

In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.

Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.

In order to qualify, users must purchase the most expensive package, send more expensive "priority" messages to 18 unique members each month for three months, send 5 Ashley Madison gifts per month, and engage in 60 minutes of paid chat per month.

CEO Rob Segal said in an interview with the Wall Street Journal that the company is making ongoing investments to enhance privacy and security safeguards, including a partnership with Deloitte’s cyber security team.

Segal also announced new discreet payment options, including Skrill, Neteller and Paysafe card.

Have an affair." The company received attention on July 15, 2015, after hackers stole all of its customer data—including emails, names, home addresses, sexual fantasies and credit card information—and threatened to post the data online if Ashley Madison and fellow Avid Life Media site Established were not permanently closed.

By July 22, the first set of customer names were released by hackers, with all of the user data released on August 18, 2015.

She had previously released an analysis purporting to show that only a minuscule proportion (12,000 out of 5.5 million) registered female accounts were used on a regular basis, Newitz noted a clause in the terms of service which states that some accounts are for amusement purposes only.

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