Google announced plans for a new Dating and Companionship Ads policy. It will start in March.

The new policy requires advertisers to obtain certification before running ads related to dating or companionship on Google Ads.

The Dating and Companionship Ads policy aims to crack down on exploitative, deceptive, or otherwise inappropriate content, updating existing rules under the Inappropriate Content and Sexual Content policies.

Key details. Advertisers must complete a certification process before running dating-related ads. Also:

• Enforcement begins: March 4, with gradual enforcement ramping up over several weeks.
• Policy scope: The policy explicitly bans certain types of ads and content, including:
  • Underage dating promotions.
  • Compensated companionship, dating, or sexual acts.
  • Exploitative or deceptive dating services.
  • Mail-order spouse services.
  • Misleading imagery or text that doesn’t match the audience being marketed to.

Restricted categories. Ads that fall into certain categories will face restrictions, including:

• Hook-up, fling, or swinger sites.
• Affair dating or infidelity services.
• Sexual fetish dating.
• Livestream or chat apps featuring nudity or suggestive content.
• Racy imagery in ads or on landing pages, such as lingerie or partial nudity.

Why we care. Without certification, your dating or companionship ads will be blocked starting March 4. This could result in halted campaigns and lost revenue, as these policies have been set to align to local laws and regulations. Acting now ensures continuous ad delivery.

What you need to do.

• Review your ads. Check if any of your content falls under the policy’s scope.
• Get certified. If your ads qualify, complete the certification process.
• Adjust campaigns. Remove or update non-compliant ads by March 4 to avoid enforcement penalties.

Bottom line. Google’s new policy signals a stricter approach to dating-related ads, emphasizing user protection and transparency. Advertisers in this space should act now to comply and maintain access to Google’s vast ad network.