Ashley Madison is rebranding from 'affairs' to 'discreet dating'

After enduring a huge scandal, Ashley Madison is pivoting away from affairs and toward a new kind of discretion.

Ashley Madison, known for its tagline "Life's short. Have an affair," is rebranding from a company synonymous with extramarital affairs and a scandal-causing, documentary-worthy data breach to one focused on "discreet dating."

The online dating service announced the rebranding Feb. 24 saying its "new direction reflects the company's changing membership, along with a cultural shift prioritizing discretion." According to the company, its internal signup data revealed that in 2025 more than half (57%) of all new members identified as single.

"In an age where our lives have been constantly put on public display, privacy has become the new luxury," Paul Keable, chief strategy officer for Ashley Madison, said in a statement. "We are offering ethical discretion to our millions of members. Whether they are single, separated, divorced or non-monogamous, our community is united by a desire to keep their private lives exactly that - private."

According to Ashley Madison, its new tagline is "Where Desire Meets Discretion".

In July 2015, a still-unknown person or group calling itself "The Impact Team" threatened to publish data it said it stole from Ashley Madison, which was billed at the time as a website for extramarital affairs. It released the information of 2,500 users to underscore its demand that the site be shut down. In August 2015, it released an additional 60 gigabytes of data publicly, including information about who had attempted to pay the website to remove their information after the initial leak.