Google to Launch New Dating and Companionship Ads Policy

Google is introducing a new dating and companionship ads policy. As per this policy, add the dating app advertisers need to have mandatory certification, starting from March 2025. With this update, Google aims to improve the oversight of dating ads on its platform. Ads promoting specific types of relationships and content will be banned under this policy. Your PPC strategy of 2025 might depend on this policy, especially if you are from the dating or companionship industry.  

What’s The New Policy? 

As per this policy, dating app advertisers need to get a certification from Google to continue running their ads. This policy restricts advertisers from running certain types of ads, which include: 

• Ads that promote underage dating 

• Ads around paid companionship or sexual acts 

• Ads using misleading text or images 

• Ads around mail-order spouses 

• Ads supporting exploitative or deceptive practices 

• Ads for swinger sites, hook-ups, affair services, fling, sexual fetish dating, and ads that involve nudity will face additional restrictions from Google 

These restrictions may depend on factors like ad type, user age, local laws, Safe Search settings, and past searches for sexual content. 

When will the policy be effective? 

Though Google has announced the policy, it’s not yet live. The new dating and companionship ad policy will come into effect from March 4, 2024. In the meanwhile, advertisers can review their ads to ensure that they align with the policy, or they can get the certification. 

What Do Advertisers Need to Know? 

Advertisers from the dating or companionship industry should review their ads and landing pages to ensure that they comply with the new ads policy introduced by Google. To continue advertising in this industry, certification would be mandatory for the advertisers. 

With this update, Google aims to create a safer advertising environment by reducing inappropriate ads and building trust among the users.  

Wrapping Up 

The new policy will be effective from March 4. Advertisers from the dating and companionship industry have a few months to review their ads, landing pages, etc. If you think some content in your ads or landing pages is against this policy, you can update that or get a certification from Google. To make sure that your PPC strategy works well in 2025, you must comply your ads with this policy. As the date of policy launch approaches, Google will share further details about the policy and the certification process. If you have any queries, you can get in touch with our PPC experts now!