How would you react if you lost someone very close, and you shockingly discovered that a company had started to use your loved one's pictures to turn a profit? This happened to the Burks. Their son was killed. Then they saw his photo being used right there on the screen in an online ad for the Burks and the whole world to see...
The ads had slogans like "Soldiers Want You!" and "Military Man Looking for Love." The picture next to them was of a smiling U.S. soldier on deployment. But it turns out that the ads showed Army 2nd Lt. Peter H. Burks, who was killed by a roadside bomb in Baghdad, Iraq over four years ago.
"I feel horrified, disgusted. It upset me," says his father Alan Burks. He explains that their son was engaged at the time he was killed, and the idea that he was using dating sites "couldn't be more wrong." The Burks are now suing for emotional suffering as well as financial damages because they own the rights to their son's image.
PlentyofFish says it's not responsible. The site instead blames the thousands of third-party companies which use and advertise on its pages. "We dealt with this matter a month ago," wrote spokesman Paul Bloudoff in an e-mail to CBS News. "In our opinion, this case should not have been filed."
True.com President Ruben Buel has made a similar argument, though with the caveat that he hasn't yet seen the lawsuit. "I certainly feel for his family," said Buel. "[We] will be pursuing this diligently."