Starting March 4, 2025, Google will implement a new Dating and Companionship Ads policy.
Advertisers must complete Google’s certification process to run ads related to dating or companionship services.
Updates will also shift relevant rules from the Inappropriate Content and Sexual Content policies into this new policy, with full enforcement ramping up in the weeks following.
Prohibited Ads:
The policy bans ads that:
– Promote underage dating.
– Misrepresent the target audience through imagery or text.
– Advertise compensated companionship, dating, or sexual acts.
– Promote exploitative dating, mail-order spouses, or deceptive dating services.
Restricted Ads:
Certain ad categories will face restrictions, including:
– Hook-up, fling, swinger, or affair dating services.
– Sexual fetish dating.
– Apps or sites with nudity or sexually suggestive content, including racy imagery on landing pages (e.g., lingerie or partially nude figures).
Restrictions will vary based on factors like user age, local laws, SafeSearch settings, and search queries.
Advertisers must ensure compliance by completing certification or removing affected ads before March 4, 2025.
