Publicity

'Surf and Strange Turf- Ziphezinhle Msimango 

Why it's uniquely South African: The website was started by Cherie Green, who operates out of her Sandton townhouse. Green is in the business of hooking up wealthy, married men with attractive, single women.

You'll know you're in percarious territory by the large picture of a woman holding her fingers over her mouth and the text below it that says: "A unique confidential service for single or married people in South Africa wishing to have an affair or a discreet encounter."

Yet what really makes this service unique is that all who are involved have, apparently, no desire to pick up random partners at a bar. Instead they want an official process that happens like a business transaction.

And, all those who are interested have to do, is call or e-mail Green, who will set up an obligation-free consultation. Once you've signed up for a cost of R2850, you get a six month membership, during which you can meet prospective lovers.

The crowd:As the website states,"happily married people who plan to stay that way". Green also makes it clear that her service is for "professional and executive people". But she adds that the women who want her services must be aged 22-45 and shouldn't be looking for long-term commitment. The men must be 34 and older.

Why it's underground: If anyone finds out you're on Green's books, you might get divorced and lose half your assets. And, of course, extramarital affairs will always be frowned upon in society's eyes. But a paragraph on the website tries to refute this by stating, "Society labels people who seek extramarital liaisons as being immoral, unable to sustain intimacy or dysfunctional in some other way.

 "This is not necessarily the case at all. Many members of About Lovers indicate that they have happy marriages and have no intention of breaking up their family, but need something else as well. There is a gap or emptiness in their lives, which cannot be filled in their everyday relationships."