A dating site that encourages young women to hook up with older men in exchange for help with tuition fees has begun an advertising campaign at UK universities.Five giant billboards are doing a tour of institutions in an aim to get 100,000 British students to sign up by the end of the year.The site reads: 'Sugardaddies are wealthy, established gentlemen who may already have a wife and family, however, their busy lifestyle and years of marriage mean the spark and magic is all but gone.'Sugarbabies should understand their Sugardaddy is not looking to replace his wife and children, but is looking for someone beautiful to pamper, spoil and share his downtime with.'A Sugarbaby is a beautiful young lady who is worth her weight in gold.