Google is introducing a new Dating and Companionship Ads policy starting March 4, requiring advertisers to obtain certification to run dating-related ads. The policy introduces stricter oversight and additional restrictions to ensure a safer and more trustworthy advertising environment for users.
Key Policy Changes
Under the new rules, advertisers must meet Google’s certification standards to run dating or companionship ads. The policy strictly prohibits ads that:
- Promote underage dating.
- Use misleading imagery or text.
- Advertise paid companionship or sexual acts.
- Encourage exploitative or deceptive practices.
- Promote mail-order spouse services.
In addition, ads for hookup sites, swinger platforms, affair services, sexual fetish dating, or apps featuring nudity or suggestive content will face heightened restrictions. The visibility of these ads will depend on factors like ad type, user age, local laws, SafeSearch settings, and browsing history related to sexual content.
Gradual Enforcement and Transition
The policy takes effect on March 4, with enforcement ramping up gradually. Advertisers are urged to:
- Review their ads and landing pages for compliance.
- Obtain Google certification or remove non-compliant ads to avoid disruptions.
The policy aligns with Google’s existing rules on inappropriate and sexual content, which will also be updated in tandemwith this rollout.
Why This Matters for Advertisers
The updated policy aims to enhance user trust by eliminating misleading and inappropriate ads in the dating space. Advertisers in the industry must adapt quickly by revising their campaigns and preparing for the certification process.
Google promises to share more details about certification requirements as the launch date approaches. Stay always ahead of the curve by preparing your ads now to meet these new standards.
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