Arrangement Finders, a dating website for 'mutually beneficial arrangements,' is causing controversy with two provocative billboards promoting dating a 'sugar daddy' and giving oral sex as aspirational jobs for students.
The billboards, one in Los Angeles and the other in Chicago, which was promptly taken down, are accompanied by an image of porn star Bree Olsen - the a spokesperson for the site.
'Hey Students, Need a Summer Job? Date a Sugar Daddy,' one reads, while the another states: 'Because the best job is a b**w job.'
Arrangement Finders, owned by the same company that runs the $90million cheating website, Ashley Madison, which helps married people have affairs, describes itself as 'an exclusive service that connects men and women looking for mutually beneficial arrangements'.
Marketing director, AJ Perkins, explained that the website, which launched in 2009, chose Chicago as a site for one of the billboards because the area has the 'most registered users than any other city in the country.'
The dating site said it had paid for the Chicago billboard, which went up on February 13 near the intersection of Ontario and Clark streets, to be up for one month.
But It only took days for the controversial billboard to be taken down - voluntarily by outdoor advertising company, Urban Core.
The neighborhood's alderman, Brendan Reilly, told the Chicago tribune: 'I just told [Urban Core] it was causing some headaches, that there were some families who were upset about it -- families with young children -- because of its proximity to some of the attractions in that area.'
One commenter, who supported the removal of the billboard, said: 'I'm not against prostitution (I believe it's their choice, it's never going away, sex trafficking is awful, they need to protect sex workers etc.), but this is an awfully trashy ad.'
Mr Perkins, who said Arrangement Finders were 'disturbed' by the billboard's removal after only one week, decided to erect a similar one in Los Angeles instead.
'We are not surprised that some people don't agree with the billboard, but as they have a right to complain, the first amendment gives us the right to keep it up.'
Noel and Amanda Biderman, the monogamous couple behind Ashley Madison and Arrangement Finders, defended their sites as a public service, insisting it can help save marriages.
Speaking about Ashley Madison specifically, Mr Biderman said last month on ABC's The View: '(Cheating provides) people with an alternative to divorce.
'They find themselves in a sexless marriage, they're caught between a rock and a hard place. For many, infidelity becomes that life preserver. It allows them to stay in a marriage, and focus on raising kids together, while pursuing something on the side.'
Ashley Madison, founded in 2002 with the tagline Life is short. Have an affair,' has 3.5million members.
Mrs Biderman explained she hopes the ads enable couples to talk more easily about cheating.
'All I'm saying is that if you bring the conversation front and center, then maybe it's not as big. It can be broken down and you can know how to address it.'
But she admitted she would 'be devastated' if her husband cheated on her.
'But I would not blame a website,' she said. 'Ashley Madison is not creating cheaters. It is servicing a need out there. And unfortunately, it exists. It's sad.'