Everything was going perfectly for 44-year-old Mark Ridgewell, who called his dates "princess" to avoid getting their names wrong, until he inadvertently sent an email message to all four of them at once, according to the Times newspaper.

When they discovered Ridgewell was cheating on them, the angry women decided to trap the Casanova, and arranged a surprise meet in his pub in the south of England.

Ridgewell was expecting a romantic tete a tete with one of his dates, but what he got was a head to head — with all four of his "victims".

"We wanted to humiliate him publicly in front of his friends and neighbours," said ringleader Dawn Knight in the London Times.

"I arranged it so that Mark was facing away from the door so he didn't see the other girls coming in. The girls were all asking questions like, 'Why did you do it?' and 'It's not fair is it?'," Knight added.

When confronted by the peeved quartet, Ridgewell, who in his personals ad said he was "totally faithful" and "extremely loving and sincere", was at a loss for words.

His only defence was "no comment".

AFP