Advertising on dating sites
Overtly sexual imagery and language should not be used in mediums likely to be seen by children.
Untargeted ads that featured images such as a woman's legs with thong knickers pulled down to around her knees and a woman in a provocative pose that focused on her cleavage have been found irresponsible and likely to cause serious or widespread offence.
The dating app, which is owned by Match Media Group, will be using Google’s ad server to sell programmatic ads, according to that this Google program doesn’t change much–it’s simply one more way the company can directly work with marketers.
“It’s an alternative way to transact with us but is similar to how our insertion order business runs today,” said Peter Foster, Match Group’s GM of global advertising and brand solutions.
While the company maintained that this move isn’t going to upend the way it does business, it still indicates that there’s probably going to be a lot of growth on the programmatic side of mobile apps.
As such, brands are fast beginning to realise the myriad unexplored opportunities there are to match with this unique and growing audience.
Furthermore, advertisers who wish to advertise paid packages are reminded to ensure that any costs or savings claims are genuine and clear.
In 2018, the ASA upheld a complaint about the savings claims on a dating site, finding that the packages had never been sold at the advertised price (Since Being Single Ltd, 24 January 2018).
In some ways, this is signaling a shift in how dating sites are powering their ads.
Currently, most of Match Group’s properties do ad sales directly; this, along with other recent programs, are its initial forays into programmatic technology.
Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.