In 2012, the company was sued by former employee Doriana Silva, who stated that in preparation for the launch of the company's Portuguese-language website, she was assigned to create over a thousand bogus member profiles within a three-week period in order to attract paying customers, and that this caused her to develop repetitive stress injury.
The lawsuit claimed that as a result Silva "developed severe pain in her wrists and forearms," and has been unable to work since 2011. The company claimed that Silva had been photographed jet-skiing, an activity that was unlikely for someone who had suffered serious injury to the hands and forearms.
In the same month, the company changed its signature tagline from "Life is Short.Ashley Madison also has a real-time chat feature where credits buy a certain time allotment.The site allows users to hide their account profiles for free.Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.It was founded in 2002 by Darren Morgenstern, with the slogan: "Life is short.Have an affair." The company received attention on July 15, 2015, after hackers stole all of its customer data—including emails, names, home addresses, sexual fantasies and credit card information—and threatened to post the data online if Ashley Madison and fellow Avid Life Media site Established were not permanently closed.Ashley Madison later alleged further that Silva had kept confidential documents and sought to retrieve them.In 2015, the Ontario Superior Court dismissed the case without costs, a result with which Avi Weisman, vice-president and general counsel for Avid Life Media, said the company was "very pleased." the site was hacked by a group known as "The Impact Team".Users looking to delete their accounts, even those made without the individual's consent, are charged a fee.The data disclosures in 2015 revealed that this "permanent deletion" feature did not permanently delete anything, and all data was recoverable.