The consumer protection watchdog has launched court action against a dating website for allegedly using fictional profiles to 'flirt' with registered users.

The Australian Competition and Consumer Commission is alleging that Jetplace Pty Ltd created fictional profiles on its website - www.redhotpie.com.au - to send 'flirt' and other messages to users.

The ACCC is alleging that the dating website made representations that every profile was created by a person who came to the website and registered.

It says that users were left with the impression that they would have the chance to socialise with, and possibly meet, a member who created that profile, but the ACCC says this was not always the case.

The ACCC is also alleging that the directors of Jetplace, Mark Semaan and Maxwell James McGuire, knew about and participated in the misleading conduct.

The Australian Securities and Investments Commission company registry shows that Jetplace has been registered since 2002 and is based in West Perth.

The company's website says that in May 2005 redhotpie.com.au was second to rsvp.com.au in web rankings for the Australian dating category, but gives no more up to date information.

No phone number is listed, and the ABC has attempted to contact the company by email for its response, but has yet to receive a reply.

Director Mark Seeman's LinkedIn page says he has been with the company since January 2004, and lists his previous employer as BHP Billiton.

Mr Seeman's LinkedIn page also says he studied finance and computer science at Edith Cowan University.

A hearing is set to take place in the Federal Court, Perth, before Justice Gilmour on December 10.

The ACCC is seeking declarations, injunctions, orders and costs against the company.