Hundreds of students have reportedly signed up to a "dating" website that enables students to meet people willing to fund their degrees and lifestyles whilst at university.
Nearly 2,000 women students in the UK are said to be registered on SeekingArrangement.com, which promises to match "sugar babies" with "sugar daddies".
Seeking Arrangement boasts 3.6 million active members, with 2.6 million "sugar babies" to 1 million "sugar daddies and mommas".
According to the website, over a third of their total users are students.
A statement from Brandon Wade, founder of the service, reads: "Every successful relationship is an arrangement between two parties.
"In business, partners sign business agreements that outline their objectives and expectations. Likewise, romantic relationships can only work if two people agree on what they expect and receive from each other."
The entrepreneur told student website The Tab: "Love is a concept made up by poor people.
"At a time when graduates are guaranteed debt rather than a well-paying job, or even employment for that matter, Sugar Daddies are sought out for opportunity and not just financial stability."
He went on to claim that "sugaring" would improve the prospects of men and women using the service, perhaps even enabling them to find employment upon graduation.
Recent statistics showed that the cost to the UK of paying for student debt will rise to billions of pounds per year over the next three decades.
University fees are likely to feature strongly during the general election campaign. In January, Labour leader Ed Miliband hinted that his party would bring forward a package to reduce fees.
New figures have also revealed that a third of graduates are failing to find graduate-level employment five years after leaving university. The number in lower-level jobs has increased by 4 per cent since 2010 and, at 34 per cent, is at its highest in more than a decade.
Reported amount of student 'sugar babies' sign ups in 2014:
1) University of Westminster: 180
2) University of Kent: 134
3) University of Cambridge: 127
4) University of Nottingham: 116
5) University of Exeter: 106
6) University of Leeds: 96
7) University of Manchester: 94
8) University of St. Andrews: 88
9) London School of Economics: 85
10) Queens University of Belfast: 84
11) Goldsmith University of London: 79
12) Glasgow Caledonian University: 76
13) University of Central Lancashire: 71
14) King's College London: 70
15) Middlesex University: 68
16) University of Bristol: 67
17) University of Arts London: 57
18) University of Portsmouth: 54
19) University of Essex: 52
20) University of South Wales: 51Reuse content