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The Ashley Madison Agency -- whose motto is "Life is short. Have an affair" -- began airing radio spots on WAAF-FM (97.7/107.3) and WBCN-FM (104.1) last week, said agency CEO and president Noel Biderman.
Set to a classic wedding melody, Biderman guarantees "an affair to remember" in one 60-second radio spot. "If you are living a life of quiet despair, then you need to visit AshleyMadison.com," he says. Another features a woman bragging about her affair. "He's fabulous," she gushes.
The agency's $500,000 Hub ad campaign includes TV spots, which will begin airing next month, Biderman said.
Adultery is still on the books as a criminal offense in Massachusetts, but it's an antiquated statute that no law enforcement agency in the state has enforced in years, said Emily LaGrassa, spokeswoman for Attorney General Martha Coakley.
"In general, a Web site that provides a service of introducing two adults in and of itself is not illegal, regardless of what acts those adults choose to engage in once they have met," she said.
However, said Newton divorce attorney Sharyn Sooho, "It still exists as a ground for divorce."
Biderman said he wasn't aware of the Bay State's adultery statute.
"The era of the scarlet letter is long over," he said.
The agency was drawn to advertise here, Biderman said, because many Bay Staters were seeking out his Web site, and because Boston is "a heck of a sports town" and male fans are a target demographic.
Biderman said his agency has more than 2.7 million members -- 70 percent men and 30 percent women. The average male member is in his mid- to late-30s or early 40s and has been married five to 10 years.
Not all sports fans care for the ads. Biderman said WEEI-AM (850), which carries Sox games along with sister station WRKO-AM (680), wouldn't run his ads. The NFL won't run his ads either, and a New York City billboard promoting his agency was yanked after three days last summer. A CBS-owned Philadelphia sports radio station axed the ads earlier this month.
Mark Hannon, market manager for CBS Radio Boston, owner of WBCN, said he hasn't received any complaints about the ads. Ron Valeri, program director of the Entercom-owned WAAF, didn't return a call.
Biderman said he doesn't think a radio or TV spot is going to convince anybody to have an affair.
"These are decisions people have already come to in their life," he said, "and we're just providing them with access to other people who feel the same way."
jheslam@bostonherald.com
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