While these cases are happening in the U.S., the consequences of the allegations extend beyond its borders. Both www.match.com and Yahoo Personals are Internet-based providers serving singles around the world. One of the biggest markets: Canada. "We're a global site," says Kathleen Roldan, spokesperson for www.match.com. "We have a lot of Canadian members, and a lot of Canadian success stories."

Online dating services started up in the late 1990s; since then they have become an increasingly mainstream way of finding romantic matches. The stigma attached to traditional dating agencies and personal ads has largely spared Web matchmaking, and hundreds of thousands of singles have turned to the Internet for dates. "The Internet is a viable way to find that handsome prince or princess," says Vancouver sex and relationship therapist Dr. Pega Ren. But accusations of fraud, among other charges, may jeopardize the love-in. And the damage could spread from www.match.com and Yahoo Personals to the dozens of other online dating companies playing Cupid.

For their part, both www.match.com and Yahoo Personals fervently deny the charges. "We can't comment on pending litigation," states Rochelle Adams, a spokesperson for Yahoo Personals. But she says her company "continues its dedication to providing the best online dating experience with a safe, fun environment." In its defence, www. match.com has acquired a signed affidavit from Autumn Marzec, the woman it allegedly hired, swearing she was not an employee of the company. "The lawsuit is completely baseless," asserts Roldan.

There are records of complaints filed against dating agencies in Canada, too. The Ontario Consumer Services Bureau, for instance, says that six complaints of misrepresentation have been reported since January. It won't disclose details, but spokesperson Jason Wesley says the cases involve disparities between consumers' expectations and the services provided. Fraud wouldn't be outside the realm of possibility. And complaints about traditional dating agencies hiring "professional daters" have crossed the desk of Anne Hart, dispute-resolution supervisor of the midwestern and central Ontario Better Business Bureau. She says it's safe to assume it could happen with dating websites, too. "I think it might be more prominent. Online is very much more lax."

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