Google will implement a new Dating and Companionship Ads policy in March 2025. Under this new framework, advertisers must obtain Google certification before publishing dating or companionship-related advertisements through Google Ads. The policy changes will begin enforcement on March 4, 2025, with complete implementation occurring over subsequent weeks.
Prohibited Content
The new policy strictly forbids several categories of dating and companionship advertisements:
- Underage dating promotion
- Misrepresentative imagery or text on landing pages
- Compensated companionship or dating services
- Exploitative dating services
- Mail-order spouse services
- Deceptive dating platforms
Restricted Categories
Google will place restrictions on certain dating and companionship advertising categories. These restrictions apply to both ad content and landing pages with racy material, including:
Hook-up and casual dating services
- Affair and infidelity-focused platforms
- Sexual fetish dating services
- Livestream or chat applications featuring nudity or suggestive content
- Content displaying individuals in underwear, lingerie, or partial nudity in private settings
Implementation Factors
Advertisement restrictions will be based on multiple factors:
- Ad category
- User age
- Local legal requirements
- SafeSearch settings
- Sexual content search queries
Advertisers must review their current advertisements against these new guidelines. Those falling within the policy's scope must either complete the certification process or remove non-compliant ads before the March 4, 2025 enforcement date.
