The Ashley Madisonyou've grown up with over the last two decades is no more. They're not the destination for married folks seeking an affair any longer. They've moved past that.
Pour one out as yet another brand reinvents itself. On Tuesday, the Toronto-based online dating and social networking service announced in a press release that they were shedding the "affair" label.
Ashley Madison is shedding their affair label. A label that they built their brand on. (Photo by Manuel Romano/NurPhoto) (Photo by NurPhoto/NurPhoto via Getty Images)
The reason for this change? They're preparing to "Lead New Era of Ethical Discretion™." With that comes a new tagline.
"Today, the company announces a fundamental shift in its business model and brand identity, moving the platform away from married dating to embrace its new position as the premier destination for discreet dating," the release states.
"To mark this evolution, Ashley Madison also has revealed its new tagline – Where Desire Meets Discretion™."
They're simply following the lead of those signing up for their services. The membership has shifted from married people to single people.
Ashley Madison says their internal data reveals that more than half, 57%, of new members in 2025 identified as single. You can't be the married looking for affairs site with those kinds of numbers.
"In an age where our lives have been constantly put on public display, privacy has become the new luxury," says Paul Keable, chief strategy officer, Ashley Madison.
"We are offering ethical discretion to our millions of members. Whether they are single, separated, divorced or non-monogamous, our community is united by a desire to keep their private lives exactly that - private."
Source: The Latest & Most Breaking News With OutKick
