Match Group Advertising Policy

 

29 April 2025

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Match Group’s mission is to spark meaningful connections for every single person worldwide. These connections are only possible if we provide people with a safe and welcoming environment on our platforms, and as a Match Group advertiser you have an important role in helping to maintain this experience. That is because advertisers produce content that people see simply by signing up to access our services. It is therefore crucial that your advertisements are of high quality, and consistent with Match Group’s standards and policies. 

 

This policy exists to help advertisers know what guidelines to follow when running advertisements on platforms owned or operated by affiliates of Match Group. It sets out what is permitted and prohibited when organizations advertise with us, as well as what advertisers can expect from Match Group throughout this process. 

 

This policy has three sections. Advertiser Requirements lays out the rules that all advertisers must adhere to in order to get their ads up and keep them running. Prohibited Ads lists the products and services that can’t be advertised on our platforms under any circumstances. Restricted Ads details the products and services that may be allowed on our platforms with the appropriate safeguards in place. 

Advertisers that have questions after reviewing this policy should reach out to their Match Group sales representative. We look forward to seeing your ads live on our platforms!

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Advertiser Requirements

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Things all advertisers must do - All advertisers on Match Group platforms are responsible for ensuring that they understand and comply with all applicable laws, statutes, regulations, and/or industry codes. If your ad requires disclosures, disclaimers, or warnings (for instance, a mandatory disclaimer on an advertisement for a government-run lottery), please make sure that these are included in a clear and conspicuous manner. 

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All ads must clearly and accurately identify the advertiser accountable for the ad, as well as what product or service the ad is selling or promoting. Ads should not misrepresent or obscure the entity or organization responsible for them. 

Ads shouldn’t suggest that using the product will make the customer a more successful dater or get the customer more dates. Ads may not imitate the appearance of a user’s dating profile or any other part of the Match Group platform unless you have our explicit permission to do so. 

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Match Group and the people on our platforms want to see advertisements that are honest, safe, respectful, and in good taste. Ads must not include false or unsubstantiated content, or any other information that is intended to mislead people. In other words, people who buy products or services advertised on Match Group platforms should agree that what they purchased was accurately represented in what they saw advertised. 

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Content advertisers must never show - Maintaining a safe and welcoming environment on our platforms means there are certain types of content that are strictly prohibited to be shown as part of advertisements:

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• Illegal and Regulated Activities - Don’t depict any activity that is illegal in the jurisdiction in which an ad is targeted to run. This includes content that violates, infringes, or encourages the infringement or violation of the intellectual property, privacy, publicity, or other legal rights of any person or entity. Content that uses Match Group intellectual property, including its trademarks, trade names, brand features, or implies a relationship with Match Group, is prohibited without Match Group’s prior written approval. Note that it is the responsibility of the advertiser to ensure compliance with all applicable laws and regulations. 

 

• Infringing Content - Don’t use anyone’s name, likeness, trademarks, or other intellectual property without their permission. 

 

• Sensitive Content -  Don’t show any content that depicts real or simulated nudity, pornography, sexualized material, graphic violence, or substance use, including excessive or underage alcohol consumption. Content that depicts, encourages, or glorifies behaviors associated with suicide, suicidal ideation, self-harm, and disordered eating are also prohibited. Ads that include images that Match Group believes are intended to appeal to persons under the age of 18 are also prohibited. 

 

• Spam - Don’t show any spam in your ads. While Match Group takes a common sense approach to determining whether something is spam, in the advertising space this is likely to take the form of deceptive, false, misleading, or fraudulent content. The use of phishing links, malware, or any content that directs users to harmful sites is prohibited. 

 

• Violence and Hate - Don’t show any content that incites, promotes, or glorifies violence, hate, or discrimination. Attacking or profiling an individual or group on the basis of any protected class is prohibited. This includes, but is not limited to, race, ethnicity, nationality, religion, gender, sexual orientation, disability, and age.

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Prohibited Ads ​

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In addition to the content restrictions above, ads that promote the below products and services are prohibited at all times, on all Match Group platforms. Please note that the examples provided for each prohibited category are illustrative, and not exhaustive. 

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• Illegal Drugs - including all drugs that are illegal at a subnational or federal level, and all related paraphernalia. 

 

• Political Advertising - including advertising that references any legislative, judicial, or electoral issue, as well as candidates for office, political parties, elected or appointed government officials, regulatory matters, and issues on which people are slated to vote in an upcoming election. 

 

• Sexualized Content - including any pornographic or sexually explicit adult material, as well as escort services and adult entertainment venues. 

 

• Speculative Financial Products - including payday loans and predatory lending, bail bonds, binary options, initial coin offerings, penny or bidding fee auctions, multi-level marketing, pyramid schemes, and other “get rich quick” offers.

 

• Tobacco - including cigarettes, cigars, electronic cigarettes, and vaping products, as well as smokeless tobacco, nicotine gels, and tobacco strips.

 

• Weapons - including guns, firearms, ammunition, knives, tasers, stun guns, pepper spray, mace, explosives, and any related accessories (inclusive of weapon modification products and services).

 

• Any Other Illegal Product or Service - including counterfeit, fake, or bootleg products, unauthorized ticket sales, deceptive or fraudulent offers, and any products or services that directly or indirectly infringe intellectual property laws.

 

Note that Match Group may prohibit additional categories of advertising not listed above when purchased through programmatic or other real-time bidding frameworks, such as Meta Audience Network or Google, and/or may prohibit additional categories of ads in certain countries or territories. 

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Restricted Ads

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Ads promoting the following content, products, and services may be allowed with some restrictions. To learn more about these restrictions, advertisers should contact their Match Group sales representative. 

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• Restricted Content, Products, and Services

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○ Adult products and services not otherwise prohibited above 

○ Alcohol 

○ Astrology 

○ Contraceptives and reproductive health products 

○ Cosmetic procedures 

○ Downloadable utilities 

○ Financial services, including cryptocurrency wallets or exchanges, not otherwise prohibited above 

○ Gambling, sweepstakes, contents, and/or games of skill 

○ Government-run lotteries 

○ Insurance 

○ Pharmaceutical and healthcare products and services 

○ Products containing CBD (US only, subject to compliance with the 2018 Farm Bill standards, among other restrictions) 

○ Products or services that compete with any Match Group products or services 

○ Religion or religious causes 

○ Weight loss, dietary, and herbal supplements 

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A Final Word from our Legal Department 

 

All ads are subject to approval, and Match Group reserves the right to reject, remove, or restrict targeting of any ad for any reason at any time, including, but not limited to, ads that negatively affect Match Group’s relationship with its users or partners, or that promote content that goes against Match Group’s interests. Match Group also reserves the right to request modifications to any ad, and to require factual substantiation for any claim. In order to determine the acceptability of advertising material, Match Group has the right to investigate the advertiser and the accuracy of all statements and claims made in the ads, including requiring the advertiser to provide substantiation or documentation providing a reasonable basis for the claims, as determined by Match Group, or appropriate licensure or authorization to operate the product or service offered in connection with your ad. These rules are subject to change at any time. 

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This document is not, and is not intended as, legal advice. These guidelines generally set forth Match Group’s advertising standards and do not cover all scenarios, products, or issues that may arise. Third party advertising is subject to review by Match Group in its sole discretion. Following these guidelines (a) does not guarantee that Match Group will accept your ad; and (b) does not mean that your ads are in compliance with any applicable laws. 

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