Subscribe | UPI Odd Newsletter Subscribe STOCKHOLM, Sweden, March 18 (UPI) -- An ad for a dating site catering to people looking to cheat on their spouses has become a complaint magnet, the Swedish Advertising Ombudsman said Friday. The head of Victoria Milan, the Norwegian company advertising the service, says the ad has also attracted a much bigger response from would-be adulterers than expected, The Local said. The ad appears on bus shelters in Stockholm. Advertisement "Are you married? Liven up your life -- have an affair," the ad advises bus riders and passers-by. The advertising ombudsman told the news agency TT the complaints started when the ads went up last weekend and the pace picked up during the week with a news story about the service. Ten came in Thursday in one two-hour period, and the total is now 90. Sigurd Vedal, the founder of Victoria Milan, said the company is simply helping people do something they would probably do anyway. "So far our membership numbers and revenues have beat expectations. That shows that the concept works and that there is a large market for this," he told Dagens Industri, a business newspaper.