Starting from April 9, 2025, Google Ads will implement a new "Dating and Companionship Services" advertising policy. Advertisers must obtain Google certification before this date to promote dating and companionship products, services, or content in their ads.
Policy Release and Adjustment
Initial Policy Release
On December 4, 2024, Google released the "New Dating and Companionship Advertising Policy and Advertiser Certification Program (March 2025)," requiring advertisers to obtain Google certification before they can promote related ads through Google Ads. It explicitly prohibits six types of ads, including those promoting underage dating and paid companionship; it restricts five types of ads, covering extramarital dating services and apps with sexually suggestive content in live streams or chats.
Policy Amendment
In early February 2025, Google amended this policy, mainly involving two updates:
1. Implementation Schedule
The initial implementation date of March 4, 2025, has been changed to April 9, 2025. After this date, uncertified dating and companionship advertisers will not be allowed to place ads.
2. Aggregate Information Merchant Update
Starting from April 9, 2025, aggregate information merchants promoting the general or restricted dating and companionship content defined by this policy will be eligible to continue placing ads with proper certification. Aggregate information ads will belong to a restricted category and will be eligible for placement on search networks with age/country/region restrictions. Certification for dating and companionship aggregators will begin on February 25, 2025, and other dating and companionship advertisers can continue to apply for certification.
Policy Impact
The impact on social app development teams: For social app development teams, this policy adjustment is crucial. They need to complete advertiser certification before April 9 and pay close attention to the types of ads that Google prohibits and restricts. If certification is not completed, they must be aware of the regional restrictions on placement.
Enhanced control over ad placement and social apps: In December 2024, Google removed a large number of overseas social app products, one of the main reasons being the advertising content in these social apps, which violated Google's advertising policies. This removal event attracted widespread attention in social circles. With this adjustment of Google Ads' dating and companionship advertising policy, the emphasis on 11 types of ads being prohibited or restricted shows that the control over ad placement and social apps has been strengthened again.
The importance of pornography content regulation, especially underage pornography regulation, is increasingly highlighted. Social products going overseas must pay special attention.
