Global Personals work with a very wide range of companies to help them run their own branded dating websites.  They use a platform they have developed called White Label Dating.

It is a very comprehensive service which makes it as easy as possible for anyone with an concept for a dating website to start one up.  As it says on their website: “ provides the dating software, membership database, payment processing, customer support, hosting infrastructure, tax processing and much more. You provide your brand, website design and marketing and we do the rest.”  Global Personals clearly have a major role in the websites, which is why they describe themselves as ‘running’ and ‘operating’ the sites in question.

Minimising their role

However when it comes to replying to the concerns that Faithfulness Matters have had about their involvement in websites such as Marital Affair it all sounds very different.  They present themselves as simply providing software and technological support and that they have no responsibility for the content or purpose of the site.

This issue lies at the heart of our concerns about the ethical practices of Global Personals – because we believe they do have a responsibility for who they partner with. 

The importance of truth

It is obviously very important that Faithfulness Matters is accurate in what we say and how we say it.  This is why we have laid an emphasis on our values – we are not bullying or threatening anyone – but we do want the truth is to be disclosed.  Of course, it is Global Personal’s right to engage in whatever business they choose – and it is also our right to comment on their business.

In their own words…

With this in mind, the best place to understand the actual relationship is the Marital Affair website itself.  The following sentences are taken from a very long list of Terms and Conditions on its website:

  • The Site is operated by Global Personals Limited, a company registered under the laws of England, whose registered office is Minton Place, Victoria Street, Windsor, Berkshire, SL4 1EG (“us”, “we”, “Global Personals”) to deliver a service for adults to meet each other and communicate online (“the Service”)
  • All copyright, design rights, database right, patents, and any rights to inventions, know-how, trade and business names, trade secrets and trade marks (whether registered or unregistered) and any applications therefore (“Intellectual Property Rights”) in the Site belong to and vest in Global Personals, or are licensed to Global Personals unless otherwise specified. All such rights of Global Personals are hereby asserted and reserved.
  • Contact Information – The Site and the Service is operated by Global Personals Limited, a company registered under the laws of England, whose registered office is Minton Place, Victoria Street, Windsor, Berkshire, SL4 1EG.

Elsewhere it also states:

  • is run by Global Personals Limited, a UK company specializing in the development of online dating websites for the singles community. For all media enquiries, please email, who will be able to assist.
  • The site is powered by, a powerful cross-platform dating solution which can be integrated with other websites.

It shows that Global Personals’ extensive role in the Marital Affair website.  On each page of the site it has the statement ‘This site is owned and marketed by Marital Affair Ltd’ – but no where is there any contact information for Marital Affair.  There is no one who you can contact, no one who can be held accountable for the site – apart from Global Personals. 

Being clear about the issue

We do not have a problem with around 99% of what Global Personals does – in fact they are clearly an innovative and well-run business.  But we firmly believe that their refusal to adopt a more ethical or moral approach  to who they will partner with is wrong.  

It’s our hope and aim that they will choose to close down their partnership with Marital Affair, just as they have done with Affairsdating, and make an ethical decision to no longer operate sites like these.   It’s not only the right decision morally but also, in the long run, for their business.  They should focus on their core work of bringing people together – not breaking them up.