Among the universities the billboards will be targeting are Regents University, Kings College London, the London School of Economics and the City of London Law School.
On their website, the Norwegian company describes itself as a 'sugar daddy and sugar baby dating site' - but has been accused of encouraging prostitution and preying on the financial insecurity of students.
A dating site that encourages young women to hook up with older men in exchange for help with tuition fees has begun an advertising campaign at UK universities.
Five giant billboards are doing a tour of institutions in an aim to get 100,000 British students to sign up by the end of the year.
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It should be illegal for these perverts to pray on youngsters like this.'University is expensive, we all know that, and I'm in a massive amount of debt.'But me and my friends would never turn to prostitution in order to reduce that, and these sorts of websites are tantamount to that - it's exploitative and wrong.'The advertising campaign will target more than 12 universities over the next three months, and CEO Sigurd Vedal claims 75 per cent of of new signups are women, many of whom aged between 18 and 26.
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