Meta Ads for Dating Apps and Matchmakers

Documented by Meta. The steps and rules on this page come from Meta’s own documentation.

Dating apps, matchmakers and profile-management services can advertise on Meta, but only after Meta gives prior written permission. Once approved, ads may target only people 18 or older and must avoid sexual emphasis and wording that asserts or implies personal attributes of the audience. This page is the industry view of Meta’s dating policy. Read the linked pages and ask a qualified adviser what applies where you sell.

What counts as a dating ad?

Meta’s help article says you are running a dating ad if you promote a service for:

online or offline dating;
matchmaking;
dating facilitation, for example dating profile management.

It says you are not running a dating ad if you promote literature or entertainment around relationships, such as documentaries, TV shows or games on dating and relationships, or social apps without matchmaking elements, such as meetup apps.

How do you get permission?

Meta says that because dating ads are sensitive, you must fill out a form and receive prior written permission before you can run them. Its policy team says it will aim to contact you directly with a decision within 30 days. After approval, your ads may target only people 18 or older, which you can check under age in the audience section of the ad set in Ads Manager.

Plan the application well before a launch date.

Which dating services does Meta not allow?

Meta says some types of dating service cannot advertise, including those that promote or include:

dating sites with an emphasis on sexual encounters;
a sexually suggestive emphasis, such as near nudity, implicit references to sexual activity or other sexually provocative elements;
transactional relationships, such as mail-order brides or dating in exchange for something of monetary value;
services offering to facilitate affairs or infidelity-based relationships;
connections with fictitious groups or individuals.

Meta’s best practices page adds that, in general, it does not allow dating ads that show pixelated or blurred images, or selfies where a person is visibly photographing themselves.

What can your copy say about the viewer?

Meta’s best practices page says dating ads must not assert or imply personal attributes of the audience. The list includes race, ethnicity, religion, beliefs, age, sexual orientation or practices, gender identity, disability, physical or mental health, vulnerable financial status, voting status, trade union membership, criminal record and name.

Meta’s own examples show the difference. “Meet other seniors.” is listed as violating. “A service for seniors.” is listed as compliant.

How should the creative treat people?

Meta says dating ads that assert or imply the ability to meet, connect with or view content from someone must not be positioned in a sexual way or with intent to sexualise the person shown. It adds that overly sexual or suggestive ads can draw more negative feedback.

Show the product, such as the app or a social setting, and keep people out of suggestive framing (advice, not a Meta rule).

Which other Meta policies apply?

Dating ads must also meet Meta’s policies on adult sexual solicitation and sexually explicit language, adult nudity and sexual activity (which prohibits content promoting prostitution and sexual encounters), privacy violations and personal attributes, and fraud, scams and deceptive practices.

What should you do before launch?

Confirm your product is a dating service and not a social or entertainment app.
Submit Meta’s form and wait for written permission.
Set the minimum age to 18 or higher in every ad set.
Read headlines for any statement about who the viewer is.
Review images against the sexual-emphasis and selfie rules.

FAQ

Does a meetup app need dating permission?

Meta says social apps without matchmaking elements, such as meetup apps, are not dating ads. If your app matches people for dating or offers dating facilitation, it is one. Check Meta’s list against your product and ask a qualified adviser if it sits between the two.

Can I advertise a dating service for a specific group?

Meta’s examples list “A service for seniors.” and “Date Hindu singles online!” as compliant, and “Meet other seniors.” and “Are you single & Christian?” as violating. Check the full list of personal attributes on Meta’s pages before you write copy.

How long does Meta take to approve a dating advertiser?

Meta says its policy team will aim to contact you directly with a decision within 30 days of your request. Submit early, and do not schedule a launch date until you hold written permission.