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True's ads vary in theme and often feature provocatively dressed women with sex-themed taglines such as "It's nice to be naughty." These ads were particularly prevalent on My Space.Partly because of its ad campaign, True became, in only four years since its founding, one of the most visited sites in the online dating industry, according to The New York Times.On September 14, 2007, the New York Times' "Bits" blog reported that an executive at a major Internet company said that True is delinquent on its advertising payments on his and other websites and has had to cut back on advertising as a result.True has lobbied state lawmakers in favor of legislation requiring online dating services to disclose whether or not they conduct background checks.
(a) An online dating service provider that offers services to residents of this state and does not conduct a criminal background check on each member before permitting a Texas member to communicate through the provider with another member shall clearly and conspicuously disclose to all Texas members that the provider does not conduct criminal background checks, as described by Section 106.003.(b) The disclosure required by this section must be stated in bold, capital letters, in at least 12-point type on the online dating service provider's Internet website. DISCLOSURES BY PROVIDER THAT CONDUCTS CRIMINAL BACKGROUND CHECKS. Stop communicating with anyone who pressures you for personal or financial information or attempts in any way to trick you into revealing it."; and(4) "If you choose to have a face-to-face meeting with another member, always tell someone in your family or a friend where you are going and when you will return. Always provide your own transportation to and from your date and meet in a public place with many people around." Added by Acts 2011, 82nd Leg., R. In this chapter:(1) "Member" means a person who submits to an online dating service provider the information required by the provider to access the provider's service for the purpose of engaging in dating or participating in a compatibility evaluation with other persons.(2) "Online dating service provider" means a person engaged in the business of offering or providing to its members access to dating or compatibility evaluations between persons through the Internet to arrange or facilitate the social introduction of two or more persons for the purpose of promoting the meeting of individuals.(3) "Texas member" means a member who provides a billing address or zip code in this state when registering with the online dating service provider. This chapter does not apply to an Internet service provider serving as an intermediary for the transmission of electronic messages between members of an online dating service provider.