Note: Promotional content is available for apps that meet our eligibility criteria for premium growth tools.
While your in-app events may have specific targeting parameters, your promotional content messaging text must use inclusive and non-discriminatory messaging. Adhering to these guidelines will ensure your promotional content reaches the widest possible audience.
In addition to the general promotional content quality guidelines, promotional content for dating apps must adhere to the guidelines below.
Inclusivity and non-discrimination
Promotional content for dating apps must not contain messaging that targets a limited audience based on:
- Age: Avoid phrases like "find singles over 50" or "college dating app" in your promotional messaging, even if your app has age restrictions or caters to a specific age group. Focus on the core value proposition instead.
- Religion: Do not use religious terms or imagery that would exclude users of different faiths. Do not use language or terms targeting specific religions or faiths, even if your app allows users to filter by these criteria.
- Sexual reference: Promotional messaging must be inclusive of all sexual orientations. Do not use language that suggests your app is exclusively for straight, LGBTQ+, or any specific sexual orientation group, even if your app allows users to filter by these criteria.
- Other demographics: Avoid targeting based on ethnicity, race, disability, or any other characteristic that could be considered discriminatory.
Focus on broad appeal
Instead of targeting specific demographics, focus on the universal benefits of your app, such as:
- Connection: "Find meaningful connections with our new Values feature"
- Community: "Join a vibrant community of singles and mingle during our virtual speed dating event"
- Features: "Discover our new video chat feature"
- Safety: "Your safety is our priority, learn more about our latest safety content"