In March 2025, Google will introduce a new Dating and Companionship Ads policy, requiring advertisers to be certified by Google to promote dating and companionship-related ads through Google Ads. This policy will also involve updates to the Inappropriate Content and Sexual Content policies, transferring relevant requirements to the new policy. Enforcement will begin on March 4, 2025, with a gradual ramp-up in the following weeks.
The policy prohibits dating and companionship ads that:
- Promote underage dating
- Feature misleading imagery or text not representative of the target users
- Promote compensated companionship, dating, or sexual acts
- Encourage exploitative dating
- Advertise mail-order spouses
- Offer deceptive dating services
Additionally, there will be restrictions on certain categories of dating ads, particularly those with racy content or associated with sites that feature such content. This includes:
- Hook-up, fling, or swinger dating sites
- Affair dating or infidelity services
- Sexual fetish dating
- Livestream or chat apps with nudity or sexually suggestive content
- Racy imagery in ads or on landing pages
Ads may be restricted based on category, user age, local laws, SafeSearch settings, and sexual content search queries. Advertisers are advised to review the policy and either complete the certification process or remove non-compliant ads before the enforcement date.
