While cyber romances may be gaining steam, fidelity and marriage still go hand in hand for some. And a controversial site with a bold tagline, “Life is short. Have an affair,” targets such people. Called Ashley Madison (created by using two popular baby girl names) the one-of-its-kind dating website is primarily for married men and women who are looking to cheat on their partners. While all its traditional competitors promise users a ‘happily ever after’, the increasingly popular company is a self-proclaimed ‘leading name in infidelity’.

A pay website and service, it also guarantees complete anonymity, virtual meeting spots and even a special business trip app — now that’s what can be called infidelity for the digital age. The site may be discreet but its advertising is not.

And it boasts of nearly 12 million users — and counting — worldwide.  Relationship experts, however, are not pleased. They think such sites that promote infidelity can have adverse results. “It’s totally ridiculous. Why should people be encouraged to cheat? It’s a money generating gimmick which must be banned,” says relationship counsellor Jai Madan.