Dating apps ads are restricted on Meta and restricted on Google. Ads for dating services are only allowed with prior written permission" (application form). The phrases most likely to cause trouble include "sugar daddy", "mail-order bride", "affair".
Restricted needs authorization
Sources: transparency.meta.com
Restricted needs certification (since 2025 03 04)
Sources: support.google.com
10 phrases that often lead to rejection, limited delivery or regulator action. High means the phrase or claim is named in a policy or ruling. Medium means it's our reading of a rule.
| Phrase | Why it's risky | Rule or source | Risk |
|---|---|---|---|
| sugar daddy / sugar baby / arrangement / allowance | Compensated dating | Google (Feb 2021 and 2025) · Meta support.google.com | High |
| mail-order bride / foreign wife / romance tour | Prohibited category | Google (Sept 2017) · Meta support.google.com | High |
| affair / married but lonely / discreet cheating | Infidelity: banned on Meta, restricted on Google | Meta · Google transparency.meta.com | High |
| hookup / NSA / fling / friends with benefits / tonight | Sexual-encounter framing: restricted on Google. Meta bans 'sexually suggestive emphasis'. ASA upheld 'I just want friends with benefits' (2023) | Google · Meta · ASA asa.org.uk | High |
| escort / companionship for hire / cuddle service | Compensated sexual acts | Google Inappropriate content support.google.com | High |
| Sarah, 2 miles away, wants to meet you (fabricated profile) | Fictitious individuals or imagery not representative of users | Meta · Google support.google.com | High |
| guaranteed match / meet someone special or it's free | Guarantee terms must be clearly disclosed (FTC v Match, $14M) | FTC ftc.gov | High |
| 100% free / completely free (with paid messaging) | Misleading if key features are paid | ASA dating guidance asa.org.uk | High |
| a match every 10 minutes / #1 dating site | Popularity claims need unbiased evidence | ASA (Match.com 2010 · DateinaDash 2013) asa.org.uk | High |
| teen / 18+ looking young / schoolgirl | Underage dating is prohibited | Google · Meta support.google.com | High |
Before and after examples. Swap the bracketed parts for your real details.
Hot singles near you want to hook up tonight!
Meet singles near you who share your interests. 18+.
Married? Lonely? Discreet fun awaits.
(Not permitted.) Remove infidelity positioning.
Find a generous sugar daddy.
(Not permitted.) Position on shared interests, not financial benefits.
100% free dating!
Free to join and browse. Messaging with a paid membership.
Meet someone special in 6 months - guaranteed!
Our 6-month guarantee: see the eligibility requirements [linked, clearly disclosed before purchase].
Google bans mail-order brides, international marriage brokers and romance tours.
FTC sues Match Group.
Google requires certification for dating ads targeting Japan.
Google bans compensated dating ('Sugar' dating) under its compensated sexual acts policy.
Google launches its Dating and Companionship policy with global certification.
Match Group pays $14M to settle the FTC case.
Latest Meta dating policy change-log date (contents not stated).
The adFree 6-month subscription if users did not 'meet someone special', with undisclosed onerous conditions
Outcome$14M. Must clearly disclose guarantee terms and simplify cancellation.
LessonGuarantee and 'free' offers need conspicuous conditions.
The adDating ads with women in revealing tops, dresses and bikinis, one saying 'I just want friends with benefits'
OutcomeUpheld (irresponsibly targeted)
LessonNot explicit is not enough. Suggestive dating ads must be targeted.
The ad'someone finds their match once every ten minutes'
OutcomeUpheld (misleading): the survey covered only paid subscribers
LessonSuccess-rate claims need representative data.
Meta permission plus 18+. Google certification. FTC enforces guarantees and cancellation.
ASA: sexual imagery targeting, 'free' claims, popularity substantiation.
Not verified.
Google's sexual content policy bans all sexual content in the UAE, so racy dating creative cannot run. Status of plain dating ads not verified.
Google bans sexual content in India. Dating specifics not verified. Japan needs Google certification.
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This tool is a pre-launch screen, not legal advice. Meta and Google do not publish banned-word lists, so each flag is a risk signal tied to a published rule, regulator ruling or court case. Policies change often. Data last checked 5 October 2026.