There won’t be any cheating during this year’s Super Bowl, at least not in Canada.

CTV has rejected a 30-second commercial from AshleyMadison.com, a Toronto-based dating service that facilitates extramarital affairs.

The spot, was intended for to air during CTV’s coverage of the big game this Sunday, but was rejected by the network, according to an Ashley Madison release.

“I find the rejection to be ridiculous given that a huge percentage of the NFL’s marketing content is for products like alcohol,” said AshleyMadison.com president Noel Biderman, in the release. “That’s a product that literally kills tens of thousands of people each year.”

“CTV is worried about legislating behaviour and regulating what their audience should be exposed to then it should start with a ban on all alcohol advertising,” he said.

AshleyMadison.com said it worked with the Telecaster Committee during production to ensure the spot met the proper criteria and was approved to run after 9 p.m.

The commercial starts with a woman in a restaurant checking her make-up in her compact, when a man talking on his cellphone joins her. The woman leans in for a kiss, and the man stops her by pressing his fingers against her lips while he continues on with his conversation. “No, I’m not busy,” he says into his phone.

As the date continues, the man can be seen blowing his nose into the cloth napkin, checking his teeth for food with his knife, and looking at other women as they pass by.

“Have you ever found yourself on a really bad blind date?” asks the female voiceover. “Now imagine that date lasting the rest of your life.”

The woman looks on in disgust as the man gets up, kisses her on the check and wishes her a happy anniversary.

“Isn’t it time for AshleyMadison.com?” the voiceover asks. The spot ends with the woman looking across the restaurant and catching the eye of a man standing by the bar.

“The Super Bowl attracts a broad audience composed of families, men and women, young and old,” said Scott Henderson, vice-president, communications, CTV Inc. in a statement. “An advertisement for a website promoting adultery does not meet the standards for the quality brands associated with this premiere television property and major social event.”

According to Ashley Madison, a “more controversial” version of the ad has already been approved to run in the U.S. on mainstream cable networks ESPN, CNN, Fox News, Bravo and TLC.

The banned commercial can be viewed at AshleyMadison.net/canada.mov.