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Only 4% of citizens have, therefore, ever used an online dating service.

In the UK, the Online Dating Association (ODA) was set up by industry members in 2013, as they took collective responsibility for their market and operations.

Winchester, for instance, argues that they “.” A 2015 and Ipsos ASI study indicates that there are 12.7 million singles in the UK .

This is a sizeable proportion of the 40.2 million people between 18 and 65 years old living in the UK.

George Kidd argues that “.” Some provisions of the Code that ODA members must comply with, for instance, are to offer online cancellations as a right; or not to create fake profiles to stimulate activity.