A Toronto-based online dating service for cheaters has called offside on CTV after the network dumped its Super Bowl commercial.

The Ashley Madison Agency, the self-proclaimed “world’s premier discreet dating service,” produced a 30-second spot to air during Sunday’s broadcast of the NFL championship between the Pittsburgh Steelers and Arizona Cardinals.

And although the ad will run in several cities in the U.S. during the big game, it won’t see airtime in this country despite being okayed by the Telecaster Committee of Canada to run after 9 p.m.

The reason? CTV doesn’t want an ad “promoting adultery” running alongside the “quality brands” in its Super Bowl advertising roster, according to an official statement released by the network.

The decision has left Ashley Madison president Noel Biderman angrier than a jilted lover.

“We’re just really livid that it’s not being seen in the country where the business was born and where it’s focused,” Biderman said. “I think that absent a regulatory reason, CTV is offside here.”

The site, founded in 2001, boasts 3.5 million members, Biderman said. On its website, the tagline reads, “Life Is Short. Have An Affair.” It caters to two-timers.

The ad itself isn’t overtly racy and focuses on an attractive woman growing fed up with her distracted, oafish husband on their anniversary date. At the end, after her hubby has deserted her at the table, presumably because of work, she makes eyes with another man on the other side of the room. They both smile at each other. “Isn’t it time for Ashley Madison?” a female voice asks.

According to CTV, it certainly isn’t time for Ashley Madison. Especially during the ratings juggernaut that is the Super Bowl.

“The Super Bowl attracts a broad audience composed of families, men and women, young and old,” said Scott Henderson, vice-president of communications for the network. “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.”

Biderman accused CTV of being “extremely hypocritical” for spurning his website while running ads for alcohol products, which he said caused more harm than Ashley Madison ever could. Labatt Breweries is one of the advertisers during Sunday’s game.

Biderman also claimed Ashley Madison doesn’t convince anyone to have an affair — but that it accommodates people who’ve already made the decision to cheat.

“Physical intimacy is no different than requiring oxygen to breathe or water to drink,” Biderman said. “If it’s missing in your relationship, I don’t care who you are, President of the United States or the Prince of England, you’re going to step outside your relationship. That’s the bottom line.” Last year’s Super Bowl, also broadcast on CTV, was the most-watched ever in Canada, with 5.5 million viewers across the country. brett.clarkson@sunmedia.ca