The Ashley Madison dating service is aimed at people who are already married and looking for affairs. The service calls itself "discreet" and simply picked two common American girl names as the company name.
The company's motto is "Life is short. Have an affair." It offers affair guidelines and tips on how to cover the cheater's tracks. As of 2015 there are more then 1.2 million people signed up for Ashley Madison in the U.K. alone, and it currently has more than 34 million members in 46 different countries including South Africa, South Korea and Japan. Ashley Madison plans to launch in Russia, Ukraine and the Baltic states. The company was founded in 2001.