Online dating spells the end of Britain’s lonely-hearts ads

Group of cupids with their bows.

2024-04-18    

Britain’s affair with lonely-hearts ads is more than 300 years old but it is now all but over. Another infatuation, for dating apps, has taken their place. This year, for the first time, Tinder is running ads in British cinemas, which tempt viewers to “just go out and find” someone. Modern Britons have adopted the apps’ turns of phrase (“swipe right” has entered the vernacular); some claim an addiction to them.

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