Google has updated its terms for advertisers looking to run dating or companion-related ads. Dating site promoters and meetup marketers now must complete a certification process to continue running their ads without interruption. This certification further solidifies what Google permits (and does not permit) regarding the realm of romance and friendship. Read on to learn what’s fair game and what’s off-limits. 

Allowed Ads

Google permits dating and companionship ads that are non-discriminatory, non-deceptive, non-exploitative, and not directed at individuals under 18. Generally, ads that adhere to Google’s policies include the following:

• Ads marketing sexual orientation-based dating
• Ads promoting matchmaking and dating websites
• Ads marketing dating sites or meetup sites based on shared religions, hobbies, cultures, or interests
• Livestream and chat apps that allow people to meet each other

Banned Ads

Dating ads are banned in certain countries (including Algeria, Bangladesh, Sri Lanka, Iraq, Jordan, Lebanon, Libya, Morocco, Pakistan, Qatar, Saudi Arabia, Yemen, and the UAE). Other banned ads (regardless of country) include those that do the following:

• Promote places offering compensation (such as ads that market escort services or prostitution)
• Promote sugar-daddy dating (or sugar-mama dating)
• Advertise sex tourism
• Promote AI-generated profiles or bots without proper disclosure
• Promote sites that glorify or engage in exploitation
• Promote mail-order spouses
• Promote underage dating themes
• Contain landing pages that don’t match what’s allegedly being advertised

Anyone who violates Google’s banned ad policy may have their account suspended for seven days with prior warning. 

Restricted Ads

Some Google ads may not be explicitly approved or banned but instead exist in a gray area. These ads might be restricted based on local laws and users’ search settings. Examples of these types of ads include the following:

• Sites advertising other dating sites
• Sites that rank or review other dating sites
• Ads with racy content or sexualized imagery
• Ads that market hookup sites or swinger sites
• Ads that promote affairs or infidelity services
• Ads that market sexual fetish-based dating
• Livestreams that feature full or partial nudity or overly sexualized content

Complying with Google’s rules is the best way to maximize your advertising benefits. If you have any questions about Google or its recent changes, feel free to reach out, and we’ll be happy to help.