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We value diversity, inclusivity, and respect for others, so we support the promotion of general dating services that are not discriminatory, exploitative, or deceptive, in both content and promotion. Some kinds of dating and companionship ads (including matchmaking, matrimonial, and dating facilitation) are allowed if they comply with the policies below, do not allow users under 18, and the advertiser has received the proper Google Ads certification.
Dating and companionship ads may be restricted based on the ad category, user age, local laws, the user’s SafeSearch settings, and the user’s sexual content Search queries. Additionally, dating and companionship ads are not eligible to serve in Algeria, Bahrain, Bangladesh, Sri Lanka, Palestine, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Nepal, Pakistan, Qatar, Saudi Arabia, UAE, Tunisia, Egypt, or Yemen.
Learn about what happens if you violate our policies.
In this article
Learn more about the “Eligible (Limited)” status.
General Dating and Companionship
Ads that feature or promote the following types of content and are not otherwise restricted or prohibited by this policy, the Sexual content policy, or Google’s other ad policies, will be permitted to serve on Search, Display and Video, and Google Ads with age and country restrictions.
General Dating and Companionship
Examples (non-exhaustive):
- Sexual orientation based dating
- Matchmaking services
- Dating facilitation services
- Matrimonial services
- Consensual dating preferences based on background or interests (religion, hobbies, language, etc.) that are not otherwise restricted or prohibited by this policy
- Livestream or chat apps whose primary focus is meeting new people
Certification
Dating and companionship advertisers must be certified by Google in order to serve ads. Learn more about how to apply for Dating and Companionship ads certification.
Restricted Dating and Companionship
Ads that feature or promote the following types of content are restricted. They will only serve based on the following conditions:
- The user’s age, the local laws where the ad is being served, and the user’s SafeSearch settings
- The user’s sexual content Search queries
Restricted Dating and Companionship
Examples (non-exhaustive):
- Hook-up, fling, or swinger dating sites
- Affair dating or infidelity services
- Sexual fetish dating
- Livestream or chat apps that feature nudity, partial nudity, or sexually suggestive content
- Ads or landing pages that feature racy content, such as people in lingerie or underwear in sexualized imagery
Certification
Dating and companionship advertisers must be certified by Google in order to serve ads. Learn more about how to apply for Dating and Companionship ads certification.
Prohibited Dating and Companionship
Ads that feature or promote the following types of content are not allowed:
Aggregators
Examples (non-exhaustive):
- Sites that rank dating sites for promotion, for example, Top 10 local dating services in your area
- Sites that compare dating sites with redirections for promotion
Compensated dating, companionship, or sexual acts
Examples (non-exhaustive):
- Sugar dating (including references to “sugar daddies”, “sugar mamas”, “sugar babies”)
- Prostitution, companionship, hostess, and escort services
- Cuddling, intimate massage, or similar services
- Sex tourism
Deceptive dating services
Examples (non-exhaustive):
- AI generated profiles without sufficient disclosures
- Deepfakes without sufficient disclosures
- Chatbots without sufficient disclosures
Exploitative dating
Examples (non-exhaustive):
- Exploiting socioeconomic differences or stereotypes
- Exploiting victims of conflict or crisis
- Exploiting disabilities or sensitive health concerns
Mail-order spouses
Examples (non-exhaustive):
- Mail-order brides/grooms/partners
- Transactional international matchmaking
- Romance tours
Prohibited dating content
Examples (non-exhaustive):
- Content promoting underage dating themes
- Imagery or text on landing pages not representative of the users to whom the service markets itself
Learn how to fix a disapproved ad or asset.
Apply for Dating and Companionship ads certification
To advertise a dating and companionship product, service, or content, you must be certified by Google. Eligibility for certification is dependent upon your compliance with our requirements and an in-depth review, which may include reviewing your existing ads, landing page, and post-login content. To complete our review, we require:
- App IDs for Google Play or Apple App Store, or URLs for websites (including YouTube.com if that's the landing page)
- All details to enable access to your service if the entire service or parts of the service are restricted based on login credentials, sign-in details, memberships, location, or other forms of authentication
Submit our application form, including the required documentation, to apply for the following certificates:
- Restricted Dating and Companionship Certificate: Promotion of Restricted Dating and Companionship
Ads promoting restricted dating and companionship where an account has been certified with the appropriate certificate will be permitted to serve on Search with age/country restrictions.- General Dating and Companionship Certificate: Promotion of General Dating and Companionship
Ads promoting general dating and companionship where an account has been certified with the appropriate certificate will be permitted to serve on Search, Display and Video, and Google Ads with age/country restrictions.
Advertisers offering online dating services targeting Japan must also complete the Online Dating Services Ads in Japan Certification Application, and the ads must include a warning display "18禁" or “18+”.
Edit your ads to comply with this policy
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Ads.
- Hover over the ad or asset and click Edit.
- Edit the ad or asset so that it complies with the policy.
- Click Save. Your ad will be automatically reviewed again. Check the ad’s status in the “Ads & assets” page for updates.
Apply for certification
If your ad was disapproved due to a missing Google certification and you meet the requirements, apply for certification.
Appeal policy decision
If you've fixed your destination or believe that we've made an error, appeal the policy decision directly from your Google Ads account to request a review. After we confirm that the destination is compliant, we can approve your ads. If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for repeated policy violations.