Here is some nubile blonde asking me for a chat request, AND she is online now, AND she is 2.8 miles from me. Whooo hoooo !! Yeah right.
If this was a print ad, they would be responsible for the content to the advertising council, the various consumer agencies and the better business bureau. There seems to be a different standard for the internet, even though the servers hosting these ads are probably in the United States or some other country that has consumer protection laws.
Now, I am a proponent for a free internet, but there should be standards and consequences for false and misleading advertising. I don't know how one would regulate it or the mechanism for it, but there has to be something put in place.
Maybe there is a paradigm of "the crowd is always right" where the crowd has a mechanism to censure the offenders. Let me think on this idea for a bit.