Ashley Madison Infidelity app Ashley Madison is threatening to sue a rival accusing them of stealing their branding
CasualX, which describes itself as "Tinder for casual sex", is using the slogan "Life is boring. Desire a fling?"
Ashley Madison claims this is too similar to its own strap line: "Life is short. Have an affair," the Metro reports.
They have also demanded CasualX stop using a masked woman with her finger pressed to her lips to publicise their brand as this too, they say, bares too much of a resemblance to their own logo.
However the two sites differ in their stated purposes.
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