Google announced it will launch a new Dating and Companionship Ads policy and certification program on March 4.
This update aims to improve oversight of dating ads on Google’s advertising platforms.
New Policy Highlights
Advertisers must get certification from Google to run dating or companionship ads under the new policy.
The policy bans certain ads, including those that:
Promote underage dating
Use misleading images or text
Promote paid companionship or sexual acts
Support exploitative or deceptive practices
Advertise mail-order spouses
Some ads for hook-up, fling, swinger sites, affair services, sexual fetish dating, and apps with nudity or suggestive content will face additional restrictions.
Ad serving restrictions will depend on the ad type, user age, local laws, SafeSearch settings, and past searches for sexual content.
Transition Period
Google’s new Dating and Companionship Ads policy will take effect on March 4.
Advertisers should review their ads now to ensure compliance, either obtaining certification or removing non-compliant ads. Enforcement will gradually increase after the launch.