using the Big Five model of personality could be considered a FRAUD ?

More about the HEXACO model to replace the Big Five normative personality test soon!
"While the Big-Five has been the dominant approach in personality research for over two decades, recent investigations have identified a sixth independent personality dimension referred to as Honesty-Humility (Ashton & Lee, 2007, 2009). The six independent factors then are: Honesty-Humility (H), Emotionality (E), Extraversion (X), Agreeableness (A), Conscientiousness (C), and Openness to Experience (O). This six dimension model, referred to as the HEXACO model, is argued to account for cross-cultural lexical findings, as well the subtle distinctions between personality traits better than the Big-Five (Ashton & Lee, 2007). The original measurement scale of this model consists of the 60-item HEXACO-60 scale (Ashton & Lee, 2009)." extracted from "The Mini-IPIP6: Tiny yet highly stable markers of Big Six personality"

Academics began to publish Scientific Research using the HEXACO model of personality and they plan to discontinue the Big 5 model (a.k.a. Big Five or FFI five factor inventory) soon.

Here a sample list of new and fresh research:

Babarović, T., & Šverko, I. (2013). The HEXACO Personality Domains in the Croatian Sample. Društvena istraživanja, 22(3), 397-411.

Gergov, T., & Stoyanova, S. (2013). Sentimentality and Nostalgia in Elderly People: Psychometric Properties of a New Questionnaire. Psychological Thought, 6(2), 358-375.

Stoeber, J. (2013). How other-oriented perfectionism differs from self-oriented and socially prescribed perfectionism. Journal of Psychopathology and Behavioral Assessment, 1-10.

de Vries, R. E., Zettler, I., & Hilbig, B. E. (2013). Rethinking Trait Conceptions of Social Desirability Scales: Impression Management as an Expression of Honesty-Humility. Assessment, 1073191113504619.

de Vries, R. E. (2013). The 24-item Brief HEXACO Inventory (BHI). Journal of Research in Personality, 47(6), 871-880.

Truskauskaitė-Kunevičienė, I., Kaniušonytė, G., Kratavičienė, R., & Kratavičiūtė-Ališauskienė, A. PSYCHOMETRIC PROPERTIES OF THE LITHUANIAN VERSIONS OF HEXACO-100 AND HEXACO-60.

Hepp, J., Hilbig, B. E., Moshagen, M., Zettler, I., Schmahl, C., & Niedtfeld, I. (2014). Active versus reactive cooperativeness in Borderline Psychopathology: A dissection based on the HEXACO model of personality. Personality and Individual Differences, 56, 19-23.

Pham, M. N., & Shackelford, T. K. (2013). Personality Features and Mate Retention Strategies: Honesty-Humility and the Willingness to Manipulate, Deceive, and Exploit Romantic Partners Christopher J. Holden Virgil Zeigler-Hill. Personality and Individual Differences.

Ogunfowora, B., & Bourdage, J. S. (2014). Does Honesty–Humility influence evaluations of leadership emergence? The mediating role of moral disengagement. Personality and Individual Differences, 56, 95-99.

MacCann, C. (2013). Instructed faking of the HEXACO reduces facet reliability and involves more Gc than Gf. Personality and Individual Differences, 55(7), 828-833.

Kam, C., Schermer, J. A., Harris, J., & Vernon, P. A. (2013). Heritability of acquiescence bias and item keying response style associated with the HEXACO personality scale. Twin Research and Human Genetics, 16(4), 790.

Lee, K., & Ashton, M. C. (2013). Prediction of Self-and Observer Report Scores on HEXACO-60 and NEO-FFI Scales. Journal of Research in Personality.

Aghababaei, N. (2013). God, the good life, and HEXACO: the relations among religion, subjective well-being and personality. Mental Health, Religion & Culture, (ahead-of-print), 1-7.

Shaw, A. Z. (2013). The effect of prenatal androgen exposure on the development of neural reactivity systems: A study of the HEXACO Personality Inventory. Personality and Individual Differences.

Rolison, J. J., Hanoch, Y., & Gummerum, M. (2013). Characteristics of offenders: the HEXACO model of personality as a framework for studying offenders’ personality. Journal of Forensic Psychiatry & Psychology, 24(1), 71-82.


Online dating sites using the Big Five model could be considered obsolete sites, because the Big Five model has been proven as "an incomplete model"
As some of the subdomains of the main domains of the HEXACO model are different from the subdomains of the main domains of the Big Five model, it can not be simple added the scale of the Honesty-Humility factor to the Big Five model to upgrade the personality test to the HEXACO model.

".. the Big Five's Agreeableness and HEXACO's Agreeableness are not identical. The Big Five factors do not include an Honesty-Humility factor, but some of the characteristics belonging to Honesty-Humility are incorporated into the Big Five's Agreeableness factor. Although earlier investigations found only the Big Five factors, more recent studies conducted in various languages (including English) with larger sets of adjectives recovered six factors. "

I think, legally, online dating sites using the Big Five model of personality could be considered a FRAUD because they are using an incomplete model of personality. They are assessing 5 scales and not 6 scales.