With Google's constant updates and policy changes, staying on top of the latest guidelines is crucial for advertisers, especially those in the dating and companionship sectors.  Starting March 4, 2025, Google will implement its new Dating Ads Policy, making it essential for advertisers to adjust their strategies accordingly. Whether you're part of a dating app, matchmaking service, or any related industry, understanding this change will be pivotal for your ad campaigns. So, what does this policy entail, and why should you care? Let's break it down. 

What Does Google’s New Policy Mean For You?

 Google's new Dating and Companionship Ads Policy will affect how advertisers in this space promote their services. From March 2025 onward, if you're running ads related to dating, matchmaking, or companionship, you’ll need to obtain Google Ads certification before your ads are allowed to run. This certification is mandatory and will help Google ensure that the ads displayed are aligned with its values of inclusivity, safety, and trustworthiness. This policy will regulate a variety of dating and companionship ads, particularly those that involve sensitive or explicit content. Let’s dive into the specifics. 

What’s Allowed? General Dating and Companionship Ads

Under Google’s new policy, certain types of dating ads are still allowed, as long as they adhere to specific guidelines. These include ads for:   

• Sexual orientation-based dating

 

• Matchmaking services

 

• Matrimonial services

 

• Dating facilitation services

 

• Consensual dating based on personal interests (e.g., religion, hobbies, etc.)

However, platforms impose age and country restrictions on these ads, and advertisers must obtain certification before serving them.

Restricted Content: What’s Going To Be Limited?

Google also has a list of restricted content that will only be served based on certain conditions, such as the user’s age, local laws, and Safe Search settings. These include ads for:  

• Hook-up sites, swinger services, or affair services

 

• Sexual fetish dating

 

• Ads that feature racy content (e.g., nudity or sexually suggestive imagery)

 These ads won’t be completely banned, but they will have significant restrictions depending on various factors. Advertisers will need to comply with these rules if they want their ads to go live. 

What’s Absolutely Forbidden? Prohibited Ads Content

 Google’s new policy will not allow some types of dating and companionship ads at all. This includes: 

• Aggressor Sites: Ads for aggregators or comparison websites that rank and redirect users to dating services.

 

• Compensated Companionship: Ads promoting paid companionship, sex, or other transactional relationships.

 

• Exploitative Content: Ads that exploit vulnerable individuals or circumstances for profit, such as "sugar daddy" services or mail-order brides.

 

• Misleading Services: Ads using fake profiles, chatbots, or deepfakes without clear disclosure.

 The platform will not permit these types of content to run, regardless of other factors. 

The Importance Of Certification

 To comply with the new rules, advertisers in the dating and companionship industry must apply for certification. Google will assess your ads, landing pages, and overall service to ensure they align with its standards. This review could involve checking your: 

• App details (Google Play or Apple App Store)

 

• Website URLs

 

• Authentication methods (for services requiring login)

 For advertisers promoting restricted content, they will need the Restricted Dating and Companionship Certification. For more general dating ads, the General Dating and Companionship Certification will suffice.

What Happens If You Violate The Policy?

 If your ads violate Google’s new Dating Ads Policy, you won’t face immediate suspension. Instead, Google will issue a warning at least 7 days before taking any further action. This gives you time to fix any issues or update your ads to align with the new rules. If you fail to comply or continue violating the policy, we could suspend your account.

How To Ensure Your Ads Comply Before The Deadline

 With the deadline of March 4, 2025, fast approaching, now is the time to review your ad campaigns and ensure they meet the new guidelines. Here’s a quick checklist: 

• Audit your ads to check if they fall under restricted or prohibited categories.

 

• Apply for certification well before the deadline.

 

• Update your content to meet Google's standards, removing any prohibited imagery or language.

 

• Appeal any disapproved ads to get a second review.

 

Wrapping Up: Stay Ahead Of The Curve

 Google's updated Dating and Companionship Ads Policy will reshape how advertisers approach the dating and companionship industry. Starting March 4, 2025, make sure your campaigns comply with these guidelines to avoid disruptions in your advertising strategy. Google’s certification process may take some time, so we recommend taking action now to ensure a smooth transition. Remember, compliance will not only help you avoid penalties but will also foster a safer, more respectful environment for users. Don’t wait for the policy to take effect—start adjusting your campaigns today. We Love Digital Marketing, and we’re here to help you navigate the complexities of Google’s policy changes. If you need assistance with your ad campaigns or certifications, reach out to our expert team today.