A dating website misled clients into thinking it operated exclusively for widows and widowers, when it also featured profiles from divorced, separated and single people, the Advertising Standards Authority (ASA) ruled.
The Widowdating.co.uk website gave users the idea it was exclusively for bereaved partners looking to meet other widows and widowers.
Its blurb read: "We try to help single widows and widowers in the UK meet someone special. It's not easy to lose a loved one and you can never replace that person, but it can ease some of the pain when you can share your life again with a new friend."
It went on to say: "Widow dating is the one of the largest dating websites for single widows and widowers in the UK."
A woman who joined the site complained to the ASA after finding out most of the website's members were not widows or widowers.