Dating Site Criticized For 'Imperfect' Redhead Ad advert
A photo of one of the adverts labeling freckles and red hair as ‘imperfections,’ London, April 12, 2016. @AndrewJEwart/Twitter has apologized after London Underground commuters complained about an advertisement that implied that ginger hair and freckles are "imperfections."

On Twitter, many users lashed out against the advert - which they saw on their underground commute - with one woman criticizing the poster for "judging people on skin pigmentation."

Excuse me, @Match, my freckles are imperfections? I think you’re mistaken. #pissoff

— Kate Sketchley (@KateSketchley) April 9, 2016

I grew up with the nicknames & still have people shout at me on the street about being ginger. Shame on you @Match!

— Rowena Alice (@Rowenaaaaa) April 12, 2016

Dear @Match - these are my #freckles, not my #imperfections - whether people like them or not.

— Charlie Clemmow (@charlieclemmow) April 8, 2016

@Match Freckles are not imperfections! #match #rude #redheads #freckles #redhair #bekind #bullies

— @melanocortin1 (@miffer71) April 7, 2016

Thanks Lovely to learn I'm covered in "imperfections" #LoveYourImperfections

— Fleur Bone (@FleurBone) April 11, 2016

An Advertising Standards Authority (ASA) spokesman tells Newsweek that they have received around a dozen complaints so far about the advert.

"The general nature of the complaints is that ad disparages people with ginger hair/freckles. We're currently carefully assessing the complaints to establish if there appear to be any grounds for action. It's important to stress, however, that we haven't launched an investigation," he says.

"Companies who advertize in huge campaigns have a responsibility not to create or infer one appearance is superior to another," one commuter Lucy Grace tells Newsweek. "By labelling naturally occurring physical traits as imperfections they are suggesting there is some "perfect" notion of appearance, which creates insecurity and self hate. I wonder how far Match would go with what they label imperfection."

"Our adverts reveal common perceived imperfections and quirks of Brits – these include freckles which some people who have them may see as an imperfection," a spokesperson said in a statement. "We think freckles are beautiful and our posters are designed to encourage everyone who has them to be proud. We're sorry if anyone has been offended by our latest ad - that was not our intention – but we're really encouraged to see so many people standing-up for what makes them unique."

The dating site added it plans to take down the adverts. "Following this feedback, we are in discussions with our relevant partners about removing these posters as soon as possible."

The advert is part of a campaign #LoveYourImperfections, which has been running in the U.K. since 2014.