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In the same month, the company changed its signature tagline from "Life is Short.

Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.

Biderman responded by stating that the site is "just a platform" and a website or a commercial will not convince anyone to commit adultery.

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.

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.

Ashley Madison also has a real-time chat feature where credits buy a certain time allotment.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.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.A statement denouncing proposed ads was made in 2009 when Ashley Madison attempted to purchase C0,000 worth of advertising from the Toronto Transit Commission (TTC) on the Toronto streetcar system.Biderman offered to subsidize the TTC fare rate to .50 from .75 but the offer was declined.

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