Adultery app Ashley Madison says its rebranding to discreet dating
Mashable
February 25, 2026
AI-Generated Deep Dive Summary
Ashley Madison, once known as a platform for extramarital affairs, is rebranding itself to focus on "discreet dating." The company has dropped its controversial tagline, "Life is Short. Have an Affair," and now positions itself as a privacy-first destination for ethical discretion. This shift comes after years of scandals, including a major data breach in 2015 that exposed millions of users' information and led to suicides. In response, the platform's parent company changed its name to ruby Corp., and Ashley Madison temporarily abandoned its affair-focused branding. Now, with a new tagline, "Where Desire Meets Discretion," the app aims to cater to singles, separated individuals, and those in non-monogamous relationships.
The rebranding reflects a growing demand for privacy and anonymity in dating apps, driven by user fatigue with traditional platforms that prioritize social discovery. According to Paul Keable, Ashley Madison's Chief Strategy Officer, 57% of new members identify as single, and the platform is now marketing itself as a space where users can control their profiles and create meaningful connections. Dr. Tammy Nelson, a sex and relationship therapist collaborating with Ashley Madison, notes that discretion and privacy are becoming key priorities for dating app users.
Ashley Madison has introduced several features to enhance user anonymity, such as pseudonyms, blurred photos, and screenshot blockers. These tools allow users to maintain their privacy while using the platform. The app also prohibits social media links or phone numbers in profiles to prevent cross-identification. Additionally, members can create hidden photo albums accessible only via a
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Originally published on Mashable on 2/25/2026