Google extends dating ads certification deadline to April 9
Dating advertisers gain extra month for mandatory verification as Google revises timeline and clarifies aggregator requirements.
Google has postponed the enforcement deadline for its new dating and companionship advertising certification program from March 4 to April 9, 2025, according to an update released on February 3, 2025. The extension provides dating service advertisers with an additional month to comply with the mandatory verification requirements first announced in December 2024.
The timing modification arrives amid broader clarifications to the certification framework. According to the policy document, Google introduced significant amendments to its initial December announcement, particularly regarding the role of aggregators within the dating advertising ecosystem.
Starting February 25, 2025, aggregators promoting dating and companionship content will have access to a specialized certification process. According to the implementation timeline, these aggregators can continue serving advertisements after obtaining proper certification, operating under a restricted category that limits their visibility to Search results with specific age and country restrictions.
The deadline extension affects all dating service advertisers operating on Google's platform. According to the policy details, after April 9, 2025, uncertified advertisers will lose the ability to run dating and companionship advertisements, marking a definitive shift in how these services can promote themselves through Google's advertising network.
This adjustment to the timeline coincides with the implementation of comprehensive content restrictions. According to the documentation, the certification program prohibits advertisements promoting underage dating, compensated companionship, exploitative dating practices, and mail-order spouse services. The framework also introduces limitations on specific categories including hook-up sites, affair dating services, and sexual fetish dating platforms.
The certification requirements extend beyond content restrictions to technical specifications. According to the policy document, the display of dating and companionship advertisements depends on multiple variables, including user age, local legal frameworks, individual SafeSearch settings, and the nature of sexual content in search queries.
Google's decision to extend the deadline represents the first modification to the certification program since its announcement on December 4, 2024. The change provides advertisers with approximately four months from the initial announcement to either obtain certification or cease advertising dating and companionship services through the platform.
The extension affects both general dating advertisers and specialized services. According to the policy update, the certification program maintains its original scope while providing additional time for implementation. The framework continues to consolidate requirements previously scattered across multiple policies, including the Inappropriate Content policy and the Sexual Content policy.
For existing advertisers, the revised timeline offers an extended transition period to review and modify current campaigns. The policy document indicates that advertisers must evaluate their content against detailed technical specifications and content guidelines, ensuring compliance with restrictions on visual elements and landing pages.
The deadline shift marks a significant adjustment to Google's first formal verification program specifically targeting the dating advertising sector. According to the policy documentation, these changes aim to establish standardized verification processes while providing advertisers adequate time to adapt to the new requirements.