Talk to your accountant regarding the choice between sole trade and private limited company
Check if there is a trade association for introduction agencies and read up what info they may have.
Search on: dating sites lawsuits
That will give you an idea what you're potentially in for. If you're the kind of person that can sleep soundly while people plot to sue you, then go for it. If you're a worry wort like me, you probably wouldn't enjoy it much.
Top 10 Google results on "dating sites lawsuits" all related to jurisdictions other than the OP's. If you want legal advice see a professional.
research online; build your site, then ask for legal advice once/if it gets popular. dont pay a lawyer before even starting your business.
there are plenty of online dating websites. take a look at them.
Take the risk I say.
just my opinion.
You can post the profile images, and all images you must have copyright
If you are running a business, do NOT run it as an individual because you are then risking everything you own. Do some research about creating an Limited Liability Corporation (LLC) in your state. If will probably cost you about $150 to do and you won't need an attorney. This way if something happens, people will be suing a company that probably has no assets vs. you having to give up your car and dog.
If the site gains traction, then look to get an attorney involved to look over what you've done and recommend how to minimize your LLCs risk. Because if the LLC is sued, you will need to fork over money to represent your company.
Do some research about creating an Limited Liability Corporation (LLC) in your state.
The OP has stated that he is located in the United Kingdom. Advice about incorporation under US law is not going to be of much use. In the UK his accountant would advise on this area and handle the paperwork.
If he's in the UK can he can set up an UK Ltd ( and ..with all due sincere respect to Piatkow :) ...doesnt need to do it via an accountant ) search "company formation agents" ..and then research the ones you find .. as there are good and bad ones out there ..
You can find good and bad ones for under £50.oo and good and bad ones for £200.oo ..companies can be formed on line and be up and running in under 3 hours ..and ones assets protected ..
My bad. I'm not sure I was thinking that he is in the US but the site is focused on dating in the UK. Sometimes my fingers type faster than my brain processes.
Undoubtedly, form a limited company. The only reason to not do this is if you have zero assets - i.e. if someone did sue you they wouldn't get anything anyway. It's a guess, but the cost of forming the limited company is likely to be small in comparison to other startup costs.
I was advised some years ago to register a domain name in my own name whilst forming a limited company - that way if the company was sued out of existence, I should get to keep the domain name! However, this requires the domain name and the company name to be significantly different - but this is not unusual.