Billboards for infidelity website anger charities

Family charities have attacked an advertising campaign promoting the world's biggest infidelity website.

Ashley Madison, a US "dating agency" for people who want to have affairs, launched in the capital this week with a billboard featuring the slogan: "You invented infidelity. We perfected it!"

Jenny North, head of policy at charity Relate, said: "Infidelity has been around a lot longer than websites like this. But the billboard trivialises infidelity and the pain it causes. Its effect ripples through the family and can be devastating."

Emrys Jones, of Care For The Family, said: "If you think an affair is just a bit of harmless fun, think again. It is a breach of trust that tears at the heart of a relationship and you may never get back the love and trust you threw away."

Ashley Madison claims to have more than six million members. Its chief executive Noel Biderman defended the PR campaign, saying: "People engaging in affairs are breaking no laws. Infidelity is a significant part of the UK's cultural fabric. A commercial isn't going to convince anyone to have an affair. People have already made that decision."

The Advertising Standards Authority said it had not received any complaints yet.