How much is dating direct

And he makes no apologies about the "make love happen guarantee".

"We do focus on the people that are serious about relationships," he says.

"Mr Simoncini took a stance of the date as an encounter, but I'm not sure that's what online dating is necessarily about.

Mr Simoncini insists it is not just about who is on top in the UK.

"If Meetic is able to take the UK, Meetic will have won the war.

If is able to keep the UK then they will have won the war," he says.

His company has just bought the UK dating website Dating Direct and is going head-to-head with the world's biggest dating site:

Mr Simoncini says it is not just a clash of companies.

He reckons it is about whether the British date in a manner more similar to people elsewhere in Europe or like the Americans."If you use a US website they promise you will fall in love," he says."They promise you to be married in 6 months, which for a French guy or a Spanish guy or an Italian is crazy."So the difference is whether you promise love or you promise dates." 'Make love happen' The home page at is indeed stamped with the guarantee that you will find someone special within six months.Jason Stockwood, managing director of in the UK, says the difference is not necessarily between a European approach and an American one."We think there is a French approach and the rest of the world's approach," he says.