As new people sign up for your site, their profiles get copied into the main database to be reused by other sites.

Sometimes the white label-powered sites ask new customers where they want their profiles to appear, but usually it’s a clause buried deep in the terms of service that allows “affiliate sites” to share profiles. Your profile might show up on Biker Romance—which could make for an awkward first date.

"Unlike other dating websites, it's my commitment to operate our business ethically.

This means caring about your privacy, encrypting identifiable data, and never employing fake profiles or software bots.

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Harry Lin, a 61-year-old in Switzerland, noticed that a profile he started at had somehow made its way to Mega Dating and the now-defunct