Online dating services looking to advertise on Facebook must adhere to a set of standards outlined in the company’s advertising policies. Here, GDI takes a look at some of the restrictions.
First, dating sites must become ‘registered dating partners’ before posting an advert on Facebook. This can be applied for via an application form.
The form requires companies to submit test login details, information about any umbrella company and a brief description of the dating service provided.
Specific advertisements are then subject to further scrutiny – a promotion may not feature blurred images or selfies, and must not promote “Adult friend finder” or “Mail-order bride” type services.
The content of the advert cannot make reference to people who “have already searched for you!”, and cannot say that a user will be able to meet with fictitious individuals. The language should also avoid referencing specific age ranges.
Advertising can use audience targeting to reach out to specific groups, but only those who are above 18 and have their relationship status listed as ‘Single’ or ‘Unspecified’.
Facebook Business offers additional advice to dating companies looking to submit an advertisement. Their page on online dating reads:
“Ads for adult friend finders or dating sites with a sexual emphasis aren’t compliant. Ads for other online dating services are only allowed with prior authorization from Facebook. Visit the Advertiser Policy site for more detail on how the policy is applied.
“To be a registered dating partner, please contact your Facebook representative. If you don’t have a Facebook representative, fill out this form to begin your application process. The Policy team will contact you directly with an answer within 30 days.”
It is not clear whether Facebook Dating will need to adhere to the same restrictions in its advertising.