# Dating Services Advertising Policy

We are committed to ensuring that all advertisements promoting dating-related services uphold high standards of responsibility, transparency, and legal compliance. This policy outlines the advertising framework applicable to dating-related content on our platform. Advertisers must ensure full compliance with this policy and all applicable laws and regulations in every region they target.

Disclaimer: This policy is provided for the platform’s compliance and guidance purposes only. It is not exhaustive and does not constitute legal advice or interpretation of applicable laws and regulations. Advertisers remain solely responsible for ensuring full compliance with all legal requirements in the jurisdictions in which they operate.

# 1. General Advertising Requirements

To protect users and promote safe, ethical engagement, all dating service advertisements must adhere to the following universal standards, regardless of region:

Comply with All Applicable Laws and Industry Guidelines

  • Advertisers must comply with national laws, local regulations, and recognized advertising codes (e.g., IAB, EASA, or jurisdiction-specific consumer protection rules). This includes requirements related to age verification, data privacy, and truth-in-advertising standards.

Promote Legitimate and Transparent Dating Services Only

  • Ads for fraudulent, exploitative, or deceptive services are strictly prohibited. This includes fake dating platforms, engagement bait schemes, or services that misrepresent the nature of interactions (e.g., pretending to offer romantic connections but actually promoting adult content or financial scams).

Do Not Target or Mislead Vulnerable Users

  • Advertisements must not be directed at minors or individuals who are legally or emotionally vulnerable. Age-gating must be used where required. Ads should not exploit loneliness, financial insecurity, or psychological conditions.

Avoid Sexualization, Objectification, or Explicit Content

  • Ads must not include sexual acts or overly provocative imagery. Content should avoid reinforcing harmful stereotypes or portraying people as commodities. Dating should be framed as respectful, consensual, and mutually beneficial.

Include Clear Disclaimers Where Required

  • Ads must include legally required disclaimers, such as “18+ Only,” or notices about automated matching or in-app purchases. Disclosures must be clear, conspicuous, and easy to understand.

Respect User Privacy and Data Protection

  • Advertisements must not misuse personal data or encourage users to share sensitive information in unsafe ways. Promotions that incentivize oversharing or clicking through to phishing sites are prohibited.

Note: Any advertisement that fails to comply with these general advertising requirements will be considered prohibited and subject to removal or rejection by the platform.

# 2. Regulatory Classifications by Category

This section generally outlines the regulatory landscape for advertising various dating product and service categories.

Advertisers must ensure that:

  • The dating service being promoted is legally permitted and properly categorized under relevant laws and consumer regulations in each target market.
  • All advertising content complies with local advertising, data privacy, and consumer protection laws, including age restrictions, consent requirements, cultural sensitivities, and restrictions related to adult content or relationship-based services.
  • They hold all necessary approvals, registrations, or licenses from national or local authorities where required.
  • Prohibited themes or practices—such as sexual objectification, misleading claims, promotion of exploitative relationships, or targeting underage users—are strictly excluded from advertisements and all related promotional content.
  • Mandatory disclosures, such as age limitations, paid service notices, data collection practices, automated messaging warnings, or terms of use, are clearly included in the advertisement or provided via an easily accessible landing page, in accordance with local legal requirements.

Note: Laws governing dating service advertising differ widely across jurisdictions and are subject to change based on evolving digital privacy frameworks and cultural standards. Advertisers are solely responsible for verifying and complying with the latest legal requirements, adhering to both platform rules and regional legislation, and providing valid documentation from relevant regulatory authorities for every country or region they intend to serve.

# 2.1 Globally Prohibited Products and Services

Advertisements containing the following types of content are not allowed.

# 2.1.1 Transactional or “Sugar” Dating Services

Dating platforms that promote or imply relationships based on financial or material exchange—commonly referred to as “sugar dating,” “pay-for-company,” or “sponsorship-based dating”—are strictly prohibited.

Prohibited practices include (non-exhaustive):

  • Advertising relationships where compensation (money, gifts, benefits, etc.) is expected in exchange for companionship, intimacy, or dating access.
  • Using language such as “sugar baby,” “sugar daddy,” “sugar mama,” or similar euphemisms to imply transactional relationships.
  • Featuring imagery or messaging that suggests dating as a form of financial reward or monetized companionship.
  • Offering or advertising intimate massage or other services with implied sexual or intimate context.
  • Advertising or facilitating sex tourism in any form.

# 2.1.2 Underage Dating Platforms or Content

Any dating service or advertisement that promotes, features, or targets individuals under the age of legal adulthood is not allowed.

Prohibited practices include (non-exhaustive):

  • Advertising dating apps or services for users under the local age of adulthood.
  • Featuring imagery, language, or scenarios that imply romantic engagement with or among minors.

# 2.1.3 Mail-Order Bride and Cross-Border Spouse Services

Platforms that facilitate the commercial exchange of personal relationships across borders—often under exploitative or commodified framing—are not permitted.

Prohibited practices include (non-exhaustive):

  • Promoting services that claim to “match” users with foreign women or men for romantic or marital purposes in exchange for fees.
  • Offering or advertising “romance tours” or similar services where individuals travel abroad for the purpose of meeting potential romantic or marital partners.
  • Using language like “find your foreign bride,” or any other that objectifies individuals by nationality.

# 2.1.4 Services Using Fake Profiles or Automated Engagement

Dating services that use bots, fake profiles, or simulated chats to mislead users into purchasing subscriptions or paid interactions—without a clear, prominent disclosure in a noticeable location—are strictly prohibited.

Prohibited practices include (non-exhaustive):

  • Advertising platforms with chatbots without sufficient disclosures.
  • Creating AI-generated profiles without sufficient disclosures.
  • Creating deepfakes without sufficient disclosures.

# 2.1.5 Exploitative Dating Platforms

Any dating or companionship service that glorifies, encourages, or facilitates the exploitation of vulnerabilities for sexual purposes—whether for monetary, social, or political gain—is strictly prohibited.

Prohibited practices include (non-exhaustive):

  • Promoting relationships that exploit socioeconomic disparities or stereotypes.
  • Targeting or profiting from individuals affected by conflict, crisis, or displacement.
  • Exploiting disabilities or sensitive health conditions for romantic or sexual gain.

# 2.2 Typically Restricted Products and Services

Advertisements containing the following types of content are subject to restrictions. Advertisers must comply with all applicable laws and the advertising regulations of the relevant authorities in each target market. Also, they are obliged to ensure the absence of prohibited factors such as sexually explicit materials, lack of age classifications, discrimination, sex-for-money services and violation of data protection laws, etc.

# 2.2.1 Dating Applications and Matchmaking Services

Advertising related to services designed to connect individuals for romantic or intimate relationships, including but not limited to:

  • Mobile or web-based dating platforms
  • Matchmaking websites using profiles, preferences, or geolocation
  • Professional matchmaking services with paid consultants or intermediaries

# 2.2.2 Dating Facilitation Services

Advertising related to services that support or enhance romantic connection indirectly, rather than directly enabling dating interactions. This includes but not limited to:

  • In-person or virtual singles events, mixers, or speed dating
  • Romance coaching, relationship training, or dating psychology programs
  • Workshops or seminars focused on dating skills, confidence building, or partner selection
  • Social clubs or networking platforms oriented toward romantic introductions
  • Third-party services offering date planning, gift suggestions, or conversation prompts

# 3. How to Fix Disapproved Ads

If your ad was disapproved for violating our Dating Services Advertising Policy, follow these steps:

Understand the Rejection Reason

  • Review the specific subcategory and explanation provided in the disapproval notification. Common issues include sexual suggestiveness, targeting minors, or misleading claims.

Make Necessary Changes

  • Depending on the issue, you may need to:
    • Exclude references to minors or adult-minor dynamics
    • Ensure services are properly labeled (e.g., not implying escorting or transactional relationships)
    • Modify promotional copy to comply with cultural or regional sensitivities

Resubmit the Ad for Review

  • After making the necessary changes, resubmit the ad for review. Our team will re-evaluate it against the policy requirements.