A mobile billboard for Norwegian dating site, RichMeetBeautiful, has been seen advertising ‘sugar daddies’ in Switzerland.
The billboard, seen outside the Technopark in Zurich, told hard-up students to register for the dating platform and to get a rich ‘sugar daddy’ or ‘sugar mummy’ – an older, wealthier person who can financially support a younger person in exchange for sex.
The dating platform describes themselves as an ‘online social Sugar Dating network whose participants are ‘not afraid to define exactly what they want in a partner and relationship’ – as the billboard read: “Hello students! Romance, passion, mentoring and a luxurious lifestyle. Date a Sugar Daddy or Sugar Mama.”
The appearance of the advertisement has come from after it was banned from advertising in Belgium and France, with people complaining and saying it was a form of pimping. On one occasion, the driver of the vehicle was arrested.
— Blick (@Blickch) December 5, 2017
In Belgium, authorities seized the RichMeetBeautiful billboards and launched an investigation. Sigurd Vedal, who runs the site, said that it was a “classic misunderstanding.”
A spokeswoman for Technopark said: “Of course it bothers us but as long as it stays in the street and doesn’t park, we can’t do anything about it.”