I would think that out of privacy issues, they would have to use phony photos in their ad campaigns. That being said, someone who signs up to meet a woman based on a blurry, nude photograph probably deserves what they get.
Carol Cox runs a similarly themed site for lifestylers,
http://www.adultlifestylesnetwork.com/ and has an affiliate program for it through Ccbill. To my knowledge they've never resorted to misleading advertising tactics, nor do they ask their webmasters to.