Google Introduces New Dating and Companionship Ads Policy

Starting March 2025, Google will implement new certification rules for dating and companionship-related ads. This new policy aims to combat exploitative, deceptive, and other inappropriate content related to these topics. Here’s what advertisers need to know to stay compliant and avoid disruptions in their campaigns.

What’s changing?

The new Dating and Companionship Ads Policy requires advertisers to complete a certification process before running any dating-related ads on Google Ads. This is part of a broader initiative to update and tighten existing rules under the Inappropriate Content and Sexual Content policies.

Key Details of the New Policy

The new requirements will take effect on March 4, 2025, with gradual enforcement ramping up over several weeks. Here are the main points of this policy:

1. Certification Requirement: Advertisers must complete the certification process to run dating or companionship-related ads.
2. Banned Content: The policy bans certain types of ads and content, including:
   • Dating ads targeting minors.
   • Compensated companionship, dating, or sexual acts.
   • Exploitative or deceptive dating services.
   • Mail-order bride services.
   • Misleading imagery or text that does not match the intended audience.
3. Restricted Categories: Ads falling into certain categories will face restrictions, including:
   • Hook-up, fling, or swinger sites.
   • Affair or infidelity dating services.
   • Sexual fetish dating.
   • Livestream or chat apps featuring nudity or suggestive content.
   • Ads with racy imagery, such as lingerie or partial nudity.

Why This Matters for Advertisers

This new policy is not just a recommendation. If advertisers do not complete the certification process, their dating and companionship ads will be blocked starting March 4, 2025. This could lead to halted campaigns, lost revenue, and penalties, as the new rules are in line with local laws and regulations.

For advertisers in the dating and companionship space, this is an important update to consider. The stricter restrictions highlight Google’s growing focus on user protection and ad transparency.

What Advertisers Need to Do Now

To avoid negative consequences from the new policy, advertisers should take the following steps:

1. Review Your Ads: Evaluate whether your current campaigns meet the new policy requirements. Pay attention to content that may be considered exploitative, deceptive, or inappropriate.
2. Complete Certification: If your ads fall under the new policy, submit a certification request by March 4 to avoid having your ads blocked.
3. Update or Remove Non-Compliant Ads: If any of your ads do not comply with the new policy, make necessary changes or remove them before the new requirements take effect.

Bottom Line

Google’s new Dating and Companionship Ads Policy signals a stricter approach to ads in this space, focusing on user protection and transparency. For advertisers, this is an important update that requires immediate action.

To ensure continuity of advertising campaigns and avoid penalties or ad blockages, advertisers need to review their campaigns, complete certification, and adjust content to meet the new standards. This will help maintain access to Google’s ad network and ensure campaign stability after the new policy takes effect in March 2025.

This article available in Ukrainian.