"If you don't like your imperfections, someone else will," the ads read.
Angry Underground riders started posting photos of the ads on Twitter, calling out the dating website for "bullying."
"Lowest form of advertising @match_UK claiming freckles & eye colour make a person imperfect? profiting by bullying," writes one user.
"Disgraceful! Freckles are a sign of beauty! How to alienate half the UK!" tweets another.
"Hey @Match – got a typo in this ad! You misspelled "perfections" as "imperfection." #frecklesarehot #redheadsunite" jokes another.
One person even "fixed" the ad, posting sticky notes over the photo that say "sorry but...isn't judging people...based on skin pigmentation...universally regarded...as a d------ move?"
RELATED VIDEO: Tyra Banks Shuts Down Body Shamers
Freckles are beautiful. We celebrate them, as we celebrate whatever makes people unique. We're sorry if we've offended anyone with our ad— Match UK & IE (@match_UK) April 11, 2016
"Freckles are beautiful. We celebrate them, as we celebrate whatever makes people unique," the company tweeted. "We're sorry if we've offended anyone with our ad."
"Happy that you don't see freckles as an imperfection, we don't believe they are! We love freckles as they make us unique."
And a day later, Match announced that they're pulling down the ads.
Thank you for speaking up, our intention wasn’t to offend. We have listened, and decided to remove the ads as soon as possible— Match UK & IE (@match_UK) April 12, 2016
"Thank you for speaking up, our intention wasn't to offend," they tweeted. "We have listened, and decided to remove the ads as soon as possible."