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In March 2025, Google will launch a new Dating and Companionship Ads policy. Advertisers will be required to be certified by Google before they can advertise dating and/or companionship-related ads through Google Ads. We will also update the Inappropriate Content policy and the Sexual Content policy to move dating and companionship ads requirements to the new policy.
We will begin enforcing the policy on March 4, 2025, with full enforcement ramping up over the following weeks.
Under this policy, we prohibit dating and/or companionship ads that:
- Promote underage dating
- Feature imagery or text on landing pages not representative of the users to whom the service markets itself
- Promote compensated companionship, dating, or sexual acts
- Promote exploitative dating
- Promote mail-order spouses
- Promote deceptive dating services
Additionally, we will restrict ads for certain dating and/or companionship categories, ads with racy content, and ads for sites with racy content on the landing page, including (non-exhaustive):
- Hook-up, fling, or swinger dating sites
- Affair dating or infidelity services
- Sexual fetish dating
- Livestream or chat apps that feature nudity, partial nudity, or sexually suggestive content
- Racy content in ads or on landing pages, such as imagery of a person wearing underwear or lingerie, or a topless or bottomless person in a private setting
Ads may be restricted based on the ad category, user age, local laws, the user’s SafeSearch settings, and the user’s sexual content Search queries.
Please review this policy to determine whether any of your ads fall in scope of the policy, and if so, complete the certification process or remove those ads before March 4, 2025.
(Posted on December 4, 2024)