RichMeetBeautiful Goes to Switzerland After France & Belgium Bans


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.


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.” 

“It’s totally tasteless,” said one student. Read more here.