Advertisers must certify to run dating ads on Google
By March 2025, dating app advertisers must certify under Google’s new policy. Learn the steps to prepare for compliance.
Google will enforce a new policy starting March 4, 2025, requiring advertisers promoting dating and companionship services to obtain a Dating and Companionship Ads Certification. This certification, distinct from Google’s general Google Ads certification, introduces specific requirements that marketers and agencies must meet to run ads in this category.
For marketers managing Google Ads accounts for dating apps or related services, the Dating and Companionship Ads policy presents new challenges and considerations. Compliance will be necessary to maintain advertising campaigns and avoid potential disruptions.
Read on for the highlights of the policy, details on how to apply for the certification, and key takeaways to help marketers prepare for the changes.
What marketers need to know about the new policy
Google’s new rules are focused on improving the quality and appropriateness of ads in the dating and companionship category. Ads that fail to meet these standards or do not obtain the required certification will no longer be permitted.
The policy prohibits:
- Ads promoting underage dating.
- Misleading images or text on landing pages.
- Services offering paid companionship or sexual acts.
- Exploitative or deceptive dating practices.
- Ads for mail-order spouses.
Ads and landing pages with explicit or suggestive imagery, including those featuring nudity or lingerie, will face additional restrictions. Certain categories, such as hook-up or swinger sites, affair services, and fetish dating platforms, will also be limited based on factors like user age, local laws, and search behavior.
Marketers can view detailed information about dating and companionship ads policy updates on Google’s Help Center.
Certification process, timeline, and how to apply
Google will roll out the Dating and Companionship Ads Certification starting in March 2025. Advertisers are advised to review the new Dating and Companionship Ads policy requirements and begin the certification process as early as possible to ensure compliance.
Certification details, including how to apply, will be provided by Google closer to the implementation date. Once the requirements are met, advertisers can submit an application for certification here.
The enforcement period will begin on March 4, 2025, and ramp up over the following weeks. Non-compliant ads must be updated or removed before this deadline to avoid suspension.
ContentGrip's takeaway for marketers
Agencies and brands relying on Google Ads for dating and companionship campaigns must act quickly to ensure compliance with the new policy. Reviewing current campaigns and landing pages is crucial to identify any content that may violate the updated rules. Certification will be mandatory, and failure to comply could lead to ad suspension, affecting campaign performance and visibility.
Marketers should initiate discussions with performance marketing teams or vendors to assess readiness for the certification process. Evaluate whether existing teams or partners can handle the new requirements and analyze how restrictions on certain content might influence ad delivery and results.
Early planning is key to ensuring a smooth transition when the policy enforcement begins in March 2025.
