Ashley Madison employs guerrilla marketing techniques to advertise its site.
Also in 2009, NBC refused an ad submitted by Ashley Madison for the network's broadcast of Super Bowl XLIII.
In 2012, the company was sued by former employee Doriana Silva, who stated that in preparation for the launch of the company's Portuguese-language website, she was assigned to create over a thousand bogus member profiles within a three-week period in order to attract paying customers, and that this caused her to develop repetitive stress injury.
A statement denouncing proposed ads was made in 2009 when Ashley Madison attempted to purchase C$200,000 worth of advertising from the Toronto Transit Commission (TTC) on the Toronto streetcar system.
Biderman offered to subsidize the TTC fare rate to $2.50 from $2.75 but the offer was declined.
Compounding the problem is that "more men than women use the service, with the disparity increasing as they advance in age", and "Men seek sex, while women seek passion." A page on Ashley Madison, entitled "Is Ashley Madison a scam? " addressed some of these issues in an attempt to win over prospective customers and teach them best practices for using the site.