On Tuesday, August 20, 2024, a minor incident unfolded at the entrance of the Santa Monica Pier involving promoters of the new dating app, "Better in Person." Two individuals holding signs—one reading "F*ckboy: Pretends to want a relationship, but it's just to get in your pants," and the other stating "Report every f*ckboy you know"—were approached by a Santa Monica Police officer. The officer informed them that they could not display their signs in the fire lane area. Compliant with the officer's guidance, they relocated a few feet back. Although they had been stationed there for four days without prior issues, they moved swiftly, ensuring they could clear the area in an emergency if needed.
The "Better in Person" app, which officially launched its outdoor advertising campaign on August 14, 2024, targets dishonesty and unreliability in online dating with a bold message: "No f*ckboys allowed." The term "f*ckboy" specifically refers to someone who feigns interest in a serious relationship, solely to pursue sexual encounters. The campaign, dubbed "Report Every F*ckboy You Know," prompts users to report deceptive behaviors. Identified offenders are flagged with a public profile warning, which can only be removed by deleting the app or providing an apology from their mother.
To combat catfishing, the app mandates a 5- to 20-second video on user profiles to verify authenticity and monitors the rate at which matches turn into actual dates. The campaign has been prominently featured with billboards and aerial banners across major urban centers like Los Angeles and New York, supported by a comprehensive digital advertising strategy on platforms such as Instagram, Facebook, TikTok, YouTube, and Snapchat.
This proactive initiative is bolstered by a study indicating that women view "f*ckboys" as a leading issue on dating platforms today, underscoring a widespread demand for increased transparency and accountability in the digital dating sphere.
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