Online dating company, Cupid has been cleared from allegations that the site was using fake profiles to increase subscribers, following an investigation.

The Edinburgh-based company has said that it is now replacing its controversial motivation team with a new monitored "dating advisers" after the allegations were laid on the company. Cupid is now forming a team of 'dating advisors', who will act as live help to users on the site. Cupid had commissioned an independent audit of its member database following claims that customers were lured to the site with users disappeared when they paid for the service.

Cupid faced criticism over claims that some of the users were attracted to pay for the service through messages from users but when they joined the site, those users did not exist. The company refuted these claims and said that it operates in a legal and appropriate manner. Cupid, which operates the benaughty. com and flirt. com websites, did not release the full report form the investigations.

"Nevertheless, the independent review highlighted that Cupid staff operating on the sites were not clearly identified as such and that this could potentially lead to confusion in interactions with customers or subscribers," the company said.