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Most noticeably, Scruff introduced a range of features both to forge a community of HIV-positive men and to encourage members to glide across the viral divide.

Entwining with the advent of Pr EP – the drug Truvada, which prevents HIV – Scruff made old divisions between HIV-positive and HIV-negative men more porous. There is, however, a feature that Scruff shares with Grindr: Members can search for others by ethnicity.

At first glance, the ad seemingly could be for many things: T-shirts, sports gear or, given the company’s name, Scruff, perhaps even shaving equipment.

The ad, however, is a bit more risqué than that: Scruff is a dating app for gay men—athletic men in particular—that has 7 million users worldwide, and its message reads, “Play on our team.” Scruff spent ,500 for the billboards during Super Bowl week, and it appears likely to see an impressive return on the investment.

This Valentine’s Day, one of these apps is looking to change that.

Log on to one of the many gay dating apps available for a smartphone and you’ll see an ocean of torsos, biceps, and sometimes other body parts (i.e. It’s no surprise that these apps have developed a reputation for being pretty much just for sex.“The SCRUFF profile guidelines prohibit text that incites racism, bigotry, hatred or physical harm of any kind. “We are less than merely second class citizens in the gay community, we are reviled, much like black conservatives and any other minority group that says ‘no’ to the Left’s victimhood politics,” Moore claimed in an email to Breitbart News.They also prohibit text meant to threaten, intimidate, harass, defame, or insult another person. With its “Match” feature – bringing together those open to relationships – you could even find love.It welcomed others in, too: trans and non-binary users, too often left out.For although apps and services do provide the option of filtering out men who are looking for a relationship, they hardly feel as specific as what SCRUFF intends SCRUFF Match to be.When Eric Silverberg and Johnny Skandros launched Scruff in October 2010, as a rival to Grindr, something extraordinary happened.