A dating website is attracting love cheats by the hordes in Kiwi-land New Zealand.
The website, which uses the slogan "Life is short - have an affair", encourages its members to have secret affairs.
About 13,000 New Zealanders have already visited Ashleymadison.com and more than 1500 signed up since April 21.
The US-based site claims to have six million members all over the world.
Noel Biderman, founder of the site, refuses to admit that the website may damage healthy relationships, reports Stuff.co.nz.
"This is a service for people who are already in unhappy relationships - people who are content don't even notice our TV ads or radio commercials," Biderman said.
Kiwi sex therapist Robyn Salisbury terms such affairs as potentially hazardous.
"All human beings, even those in committed relationships, are open to temptation, and Biderman is feeding into that," Robyn said.
"For couples in trouble, it just creates further problems. My advice is that if a relationship is in trouble, couples need to seek professional help," Robyn added. (ANI)