Biderman responded by stating that the site is "just a platform" and a website or a commercial will not convince anyone to commit adultery.

Ashley Madison employs guerrilla marketing techniques to advertise its site.

One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.

The lawsuit claimed that as a result Silva "developed severe pain in her wrists and forearms", and has been unable to work since 2011. The company claimed that Silva had been photographed jet-skiing, an activity that was unlikely for someone who had suffered serious injury to the hands and forearms.

Ashley Madison later alleged further that Silva had kept confidential documents and sought to retrieve them.

Also in 2009, NBC refused an ad submitted by Ashley Madison for the network's broadcast of Super Bowl XLIII.

In 2012, the company was sued by former employee Doriana Silva, who stated that in preparation for the launch of the company's Portuguese-language website, she was assigned to create over a thousand bogus member profiles within a three-week period in order to attract paying customers, and that this caused her to develop repetitive stress injury.

In 2015, the Ontario Superior Court dismissed the case without costs, a result with which Avi Weisman, vice-president and general counsel for Avid Life Media, said the company was "very pleased".

the site was hacked by a group known as "The Impact Team".

The site allows users to hide their account profiles for free.