ReferenceGoogle Ads disapproval
Dating and Companionship
Dating ads need a Google certificate before they serve. General dating needs the General certificate, which covers Search, Display and Video. Restricted dating, including dating focused on sexual themes, needs the Restricted certificate, which covers Search only. Compensated companionship and deceptive AI profiles are prohibited, and the ads cannot serve in 18 listed countries.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved under this policy.
- What stops
- The flagged ad does not serve until the certificate or the fix is in place.
- How serious
- Warning first. Google says it won't suspend the account immediately and gives at least 7 days' warning before any suspension.
What it means
Dating ads cover online dating services and matchmaking. Google separates general dating, which is non-discriminatory, non-exploitative and non-deceptive, from restricted dating: aggregators that list or rank dating sites, racy content, and dating focused on sexual themes or encounters.
The certificate is the first gate. The application asks for the Google Ads Customer ID, app IDs or landing page URLs, and test credentials if access to the service is restricted. Google then runs an in-depth review. Online dating services targeting Japan need a separate Japan certification, and their ads must show an 18+ warning.
What actually triggers it
Dating ads without the certificate
If the disapproval is for missing certification, the wording is not the problem. Apply for the certificate that matches the service.
Compensated companionship
Compensated dating, companionship or sexual acts are prohibited, including sugar dating, escort services and sex tourism.
AI-generated profiles without a disclosure
Deceptive dating is prohibited, including AI-generated profiles, deepfakes and chatbots without a clear disclosure.
Underage dating or a mismatched landing page
Content promoting underage dating is prohibited, and so is a landing page whose imagery or text does not match the service the ad offers.
Fix it in this order
- Open Ads & assets from the Campaigns menu, and list the dating ads that show this policy.
- If the disapproval is for missing certification, apply for the General or Restricted certificate that matches the service, with the Customer ID and landing page URLs the application asks for.
- Check the location settings against the 18 countries where these ads cannot serve: Algeria, Bahrain, Sri Lanka, Palestine, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Nepal, Pakistan, Qatar, Saudi Arabia, Tunisia, Egypt and Yemen.
- If the ad or destination breaks a prohibited point, hover over the ad, select Edit, change it, and select Save. Remove the ad where the service cannot be made compliant.
Each save goes back for automatic review. Google says an ad disapproved for missing certification needs the certificate before the edit can fix it.
When to appeal
Appeal when the destination has been fixed or you believe Google made an error, and start from the account. An appeal does not replace a missing certificate, so apply for that first.
Often confused with
Both need a Google certificate before they serve. Each has its own application and its own country list, so a dating certificate does not cover a gambling ad or the reverse.