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In the same month, the company changed its signature tagline from "Life is Short.Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.Also in 2009, NBC refused an ad submitted by Ashley Madison for the network's broadcast of Super Bowl XLIII.
For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.
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Ashley Madison employs guerrilla marketing techniques to advertise its site.
One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.