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On September 14, 2007, the New York Times' "Bits" blog reported that an executive at a major Internet company said that True is delinquent on its advertising payments on his and other websites and has had to cut back on advertising as a result.
True has lobbied state lawmakers in favor of legislation requiring online dating services to disclose whether or not they conduct background checks.
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On the Internet, there is a lot of advice about where to go to meet people, what to say in conversation, and how and with whom to flirt.
True's ads vary in theme and often feature provocatively dressed women with sex-themed taglines such as "It's nice to be naughty." These ads were particularly prevalent on My Space.
Partly because of its ad campaign, True became, in only four years since its founding, one of the most visited sites in the online dating industry, according to The New York Times.
True is currently supporting bills under consideration in Texas, Michigan, and Florida.
CEO Herb Vest has expressed a preference for pursuing such bills at the state level, saying "state legislatures are particularly vulnerable to influence from special interest groups because they are less in the media spotlight than the national Congress." True will cancel the account of anyone found to be married, separated or having a pending divorce without warning, and also reports them to the Internet Crime Complaint Center (IC3).