Sugar daddy dating website faces legal action in Belgium

BELGIAN authorities are to take legal action against a dating website’s ad campaign promising to help make young female students rich by hooking them up with wealthy older men, officials said yesterday.

The Norwegian-based website Richmeet beautiful has faced accusations in Belgium of promoting prostitution, following a publicity campaign that involved lorries with huge billboards parading past universities in Brussels.

The billboards carried a picture of a woman’s chest barely hidden by a red bra, with the slogan “Hey students! Improve your lifestyle, go out with a ‘sugar daddy’.”

The lorries were parked on Monday outside the Brussels Free University for the start of the new term.

The regional government of Wallonia-brussels, which includes the Belgian capital, said that it would make a legal complaint for the “incitement of debauchery and prostitution” against the website.

A student group, the Union of Students of the French community, said it was a “completely immoral campaign”.