According to reports, Avid Life Media (ALM), the parent company of extramarital dating website Ashley Madison, is being investigated by the FTC over its use of automated software named "fembots" on its websites, which impersonated real women to lure male customers.

An Ernst & Young report commissioned by Avid confirmed that the company used computer programs, dubbed "fembots" that impersonated real women, striking up conversations with paying male users. The company stopped using them in the United States, Canada and Australia in 2014, and by late 2015 in the rest of the world. However, some US customers had message exchanges with foreign "fembots" until late in 2015, according to the report.

It is noteworthy that another American dating site, JDI Dating, paid $616,165 to settle with the FTC for similar practices in 2014.