2023
ASA v Ann Summers Ltd
The adValentine's TV ad with Tasha Ghouri dancing in lingerie
OutcomeNot upheld (both issues)
LessonLingerie and sensual tone can pass when not explicit and properly scheduled. A benchmark for what is acceptable.
Regulated vices · Ad policy
Sexual wellness ad policy on Meta and Google
Sexual wellness ads are partly prohibited on Meta and restricted on Google. Allowed 18+ when "the focus is on health and the medical efficacy... and not on the sexual pleasure or enhancement": ED and PE treatment, HSDD, pain during sex, menopause, contraceptives incl. condoms, "Lube and pheromones", femtech, family planning, IVF. The phrases most likely to cause trouble include "sex toy", "orgasm", "enlargement".
MetaPartly prohibited
GoogleRestricted
Last checked5 October 2026
Meta rules Partly prohibited
Health focused allowed 18+. Pleasure focused prohibited.
- Allowed 18+ when "the focus is on health and the medical efficacy... and not on the sexual pleasure or enhancement": ED and PE treatment, HSDD, pain during sex, menopause, contraceptives incl. condoms, "Lube and pheromones", femtech, family planning, IVF
- Prohibited: "Sex toys", erotic products, "non-surgical genital enhancement products", strip clubs and adult venues, tantric or 'orgasmic therapy' services, genital procedures for pleasure (e.g. "male genitalia enlargement")
- Prescription sexual-health drugs follow the Drugs policy: LegitScript or Meta review, US, CA or NZ only, 18+
- Adult Nudity policy: no nudity, near-nudity under digital overlay, "kissing with visible tongue", sexual audio. 18+ targeting for sexually suggestive poses or body-part focus.
Sources: transparency.meta.com
Google rules Restricted
Restricted
- Sexual merchandise" (sex toys, enhancers) and sexual entertainment are 'moderately restricted': served by user age, local law and SafeSearch
- Nudity is 'strongly restricted': also requires sexual search queries
- Ads must not target minors
- All sexual content banned in Algeria, Bahrain, Egypt, India, Iran, Saudi Arabia, UAE, Yemen and others
- Cannot run on AdMob, Ad Manager, YouTube or the Display Network
- Compensated sex and escort services are prohibited
Sources: support.google.com
Flagged words and phrases for sexual wellness ads
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 |
|---|---|---|---|
| sex toy / vibrator / dildo | Meta prohibits. Google restricts | Meta Health & Wellness · Google Sexual content transparency.meta.com | High |
| orgasm / climax / pleasure / mind-blowing sex | Focus on sexual pleasure rather than health | Meta transparency.meta.com | High |
| enlargement / bigger / last longer / stamina pill | Enhancement claims. Non-surgical genital enhancement is banned | Meta transparency.meta.com | High |
| G-spot augmentation / penis enlargement surgery | Pleasure-focused genital procedures | Meta transparency.meta.com | High |
| erotic / fetish / kink / BDSM | Erotic products | Meta · Google transparency.meta.com | High |
| strip club / cabaret / adult cinema | Adult entertainment | Meta (banned) · Google (restricted) support.google.com | High |
| tantric massage / sensual massage / happy ending | Sexual services or compensated sex | Meta · Google support.google.com | High |
| horny / naughty / dirty talk / XXX | Lewd or sexually explicit language | Google suggestive elements · Meta Adult sexual solicitation support.google.com | High |
| aphrodisiac / libido booster | Enhancement claim plus an unsubstantiated health claim | Meta (enhancement) · ASA health claims transparency.meta.com | High |
| Get Hard / Anyone can get into it (with gimp mask, peach or aubergine emoji) | Sexualised outdoor ad children could see | ASA (Get Hard Ltd 2022) asa.org.uk | High |
Risky creative patterns
- Nudity, near-nudity under overlays, simulated sex, visible-tongue kissing (Meta).
- Body-part close-ups (groin, buttocks, breasts) without 18+ targeting (Meta).
- Sexualised or objectifying imagery in untargeted media or in-game placements (ASA: Get Hard 2022, Polyverse/AI Mirror 2023).
- Pleasure or performance framing for products Meta only allows as health (lube, ED).
- Targeting countries on Google's sexual-content ban list (incl. India, UAE).
Safer rewrites
Before and after examples. Swap the bracketed parts for your real details.
Before
Mind-blowing orgasms with our new vibrator.
After
(Not allowed on Meta.) Google: 'Body-safe silicone wellness products, discreet shipping', restricted serving, adult audiences only.
Before
Last 3x longer in bed!
After
Premature ejaculation is a common, treatable condition. Speak to a licensed clinician. 18+.
Before
Lube for wild nights.
After
Water-based personal lubricant, pH-balanced and gynaecologist-tested, for comfort during intimacy. 18+.
Before
Naughty lingerie for naughty girls.
After
New lace lingerie collection. Sizes XS-4X. (No sexually suggestive poses.)
Before
Fix your sex drive with our libido gummies.
After
Menopause support: talk to a clinician about symptoms. 18+. (No efficacy claims without evidence.)
Policy and enforcement history
Google moves sexually explicit content, mail-order brides and similar categories from Adult content to Inappropriate content, and adds Compensated sexual acts.
Meta Health & Wellness change-log entry (contents not stated).
Meta Adult Nudity and Sexual Activity change-log entry.
Latest Meta Health & Wellness change-log date (contents not stated).
Case studies
2023
ASA v Polyverse Inc (AI Mirror)
The adIn-game ad showing a woman's partially exposed buttocks: 'Try this Ai effect'
OutcomeUpheld (offence, irresponsible, poorly targeted). Agency upload and ad-network placement were no defence.
LessonAdvertisers are responsible for agency creatives and network placements.
2022
ASA v Get Hard Ltd
The adOutdoor poster for a sex-toy store: person in a gimp mask, peach and aubergine emojis, 'GET HARD' / 'ANYONE CAN GET INTO IT!'
OutcomeBoth issues upheld. Must not appear again in outdoor advertising.
LessonUntargeted out-of-home media needs a far tamer creative.
Rules by country
US
Meta allows health framing at 18+. Rx sexual-health products need LegitScript or Meta review (US, CA, NZ).
UK
ASA focuses on placement and targeting and on objectification.
EU
Not verified.
UAE
Google bans all sexual content.
India
Google bans all sexual content.
Check a sexual wellness ad
Platform
Runs in your browser. Nothing you paste is sent or stored.
Your report appears here.Each flag shows the phrase, the rule behind it, a source and a real case where a similar ad got in trouble.
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.