A new website that welcomes people rejected from dating service because they are gay has launched a cheeky advertising campaign.

The debate in the US over gay marriage has spilled over into the world of online dating.

eHarmony, a popular site, has been heavily criticised over its heterosexuals-only policy.

The site’s founder has added insult to injury by declaring that eHarmony is about marriage, its ‘matching’ technology was derived from studying straight married couples and as gay marriage is ‘illegal’ he is not interested in gay business.

Enterprising people at Chemistry.com spotted a large gap in the market, and have lost no time in marketing themselves as a refuge for the eHarmony rejects.

Their advertising campaign features a man reading a generic copy of a ‘girlie magazine.’

After a few moments he looks at the camera and says, “No, still gay.”

Lawyers for eHarmony are unhappy and have asked for the ad to be taken off air.

Both sites claim to use scientific methods to ensure you are matched with a compatible partner.

eHarmony uses algorithms and Chemistry.com uses a

“chemistry-inspired matching system based on the latest science of what creates powerful attraction.”

eHarmony is being sued for allegedly discriminating against lesbians, gays and bisexuals.

Linda Carlson from North Carolina wrote to the company to complain but was told that the website would not change its policy.

Her case has been filed at the Los Angeles County Superior Court. She claims that by offering only to allow straight searches, the company violates California’s laws that bans discrimination on the basis of a person’s sexuality.

To see the advert, scroll down and press PLAY.