Google Introduces Stricter Certification Rules for Dating Ads
Google has announced a major update to its advertising policies for dating and companionship services, introducing a certification requirement for advertisers in this category starting March 4. The new Dating and Companionship Ads Policy aims to enhance oversight and foster a safer advertising ecosystem for users, making changes to how dating and relationship services can be advertised.
Under this policy, advertisers must secure certification to run dating-related ads on Google’s platforms – and restrictions will vary based on ad type, user age, local laws, and user search behaviors. The policy bans ads that promote:
- Underage dating or relationships.
- Paid companionship or sexual acts.
- Mail-order spouse services.
- Misleading or exploitative practices.
- Explicit content or certain niche dating sites, including those focused on affairs, swinging, or fetishes.
- Livestream and/or chat platforms that focus on nudity and sexual content.
This also includes all the same restrictions as regular ads – for example, nudity is flat-out banned.
Ads need to be certified to run, which means submitting an application to Google directly. This application form gives them the information they need to check over an ad before it runs, deciding whether or not to approve it. This can also lead to ads being approved only in certain countries or specific age restrictions, and some existing ads may require re-certificatin (and slight changes to their content) once the deadline hits.
Advertisers have until March 4 to align their campaigns with the new guidelines. For brands in the dating and companionship sector, these changes represent a significant shift: marketers must ensure their ads and landing pages meet the stricter criteria to avoid penalties. Google will likely reveal more specifics about the changes as the deadline approaches, but until then, the policy page provides enough to give brands some important guidance.
