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Marketing Compliance Policy for Partners

The requirements every ad, pre-landing, review site, social post and email must meet. They are mandatory under section 2.1 of our Terms and Conditions.

On this page01 General principles02 Brand positioning03 Prohibited practices04 Traffic source-specific rules05 Policy enforcement

01General principles

  1. 01Faithful representations
  2. 02No infringement of third party rights
  3. 03No prohibited practices
  4. 04Compliance with traffic-specific rules

02Brand positioning

  • Dating Partners is an affiliate program promoting platforms for communication between people from different countries ("platforms")
  • Platforms do not allow or promote inappropriate content, adult content* or escort services
  • Platforms are not aware of the purposes of its users and what they are looking for

* Platforms allow adult content only and exclusively for certain websites that are approved by the affiliate manager

Products advertised can not be associated with:

  • hookup
  • adult
  • mail order bride
  • webcam

You can find long-term relationships, but you can also find:

  • new international connections
  • interesting women
  • just have fun on the site, not everyone is serious on the site
  • casual chatting marriage

03Prohibited practices

Deceptive or misleading claims

Ads must not describe functions and features platforms do not have

For example, do not state:

  • magic
  • 100% efficient anti-scam software/system
  • the system checks every message for fraud
  • video chats — the platforms do not have video chat function yet
  • scientifically proven matching system

Ads must not deceive about platforms' orientation for specific groups

For example, ads must not create an impression that the platform is for Catholics looking to meet fellow Catholics or for single parents

Examples of claims that break these rules

"The sturdy anti-scam system defends every customer from liars and fraudsters, so this community is totally secure."
"Welcome to the UK's favourite dating for parents site. Our members are single parents or are happy to date someone with children."

Ads must not mislead about platform's popularity and exaggerate figures

Examples: someone finds their match once every ten minutes

Ads must not deceive about the safety and make guarantees regarding user data

Do not deceive about the safety and security of the service, especially about scams, fraud and data protection. Platforms cannot claim or guarantee the total absence of scam

Put an emphasis on the fact that the platforms combat and prohibit scam

Do not use of the statement “no transfer of data to third parties”

Not allowedPros: 100% Absence of scam · No fraud guaranteed · They don’t transfer data to any third party

Ads must not describe prices, special offers, discounts the platforms do not have

Do not describe untrue prices or bonuses

Do not use untrue savings claims or special offers. For example, "OFFER PRICE $497" with a crossed-out previous price of $1497

Do not use statements that the platforms are “completely free”. Some functionalities of the platforms are for those who made a payment

Do not promise something that will not be fulfilled

Do not promise any serious relationship and/or marriage. The success of the relationship depends on the users themselves

Do not use claims about “love of your life”, etc.

Ads must not deceive about names, location, interest and other attributes of people pictured on ad materials

Do not advertise fake name, age, location, marital status and other personal information

Do not claim that a particular person can be found on the website or is located nearby

Not allowed · text on the photo“Rayana, 27 years old. Looking for a man for a serious relationship”

Adult/sexually explicit content

Ads must not associate platforms with hookup

Ads must not motivate users to visit platforms by sexual encounters, sugar babies, affairs

Ads must not contain adult content

This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative. Images that are pixellated or blurred are not allowed

Infringement of third party rights

Ads must not infringe third party rights

  • Affiliates shall have intellectual property rights to all content used in ad creatives
  • Persons shall not be depicted on ad materials without their consent
  • Pictures of users of platforms must not be used in ads

Ads must not use competitors' trademarks

  • Trademarks can not be used in ad text and creatives
  • Trademarks can not be used as keywords
  • Trademarks can not be used in display URLs
  • Trademarks can not be used in ad disclosures

Other prohibited practices

  • Ads must not be sent as SMS spam
  • Ads must not offer payment for registration
  • Ads must not be sent as invitations to calendar

04Traffic source-specific rules

Prohibited traffic sources

We prohibit the following traffic sources

  • Adult traffic
  • Pop-up / under advertising
  • Chat room traffic
  • Push advertising
  • Torrent traffic
  • Toolbar advertising
  • Incentive traffic
  • Co-registrations
  • Brand Bidding
  • Viral Traffic
  • SMS Traffic
  • Virus Traffic
  • ClickUnder
  • Fraud Traffic

Pre-landings, display and banner ads

Main principle — truthful representations only

  • No deception in claims about safety and security (about scam, fraud, data protection and payments)
  • No promises of any discounts, special / limited / exclusive offers
  • No fictional unsubstantiated figures
  • No unsubstantiated claims like "BEST", "No. 1"
  • No feeling of inaccessibility, closed club, exclusivity
  • No fake names or other misleading information about women
  • No inappropriate content (pornography and adult) and/or imitation of the personal messaging or overall activity of a woman is prohibited

Banner ad violations examples

  • fake name
  • reference to special offer
  • unsubstantiated claim about the best site
  • overly sexual content
  • use of the image without consent

Review sites, blogs and SEO ads

Main principle — no deception and only truth about the services you review

What is required

  • Do make available both short and long advertising disclosures
  • Do post review of the websites from various companies, at least 50% of the competitors' overall presence on a review site
  • Do base your score on independent and clear criteria that are described in the disclosure
  • Do have "About Us" section with a description of the purpose and business model, no affiliation with the review services disclosure and overview of the scoring criteria

What is prohibited

  • No fake ratings, testimonials and love stories, deceptive claims
  • No fake users ratings
  • No use of the branded keywords for targeting
  • No deception about safety and security like "no scam", "no fraud", "100% data protection", "data is not transferred to third parties"
  • No use of ‘Mail-Order Bride’ either in domain names or in content

Disclosures

Short advertising disclosure requirements:

Clear and conspicuous
Being understandable and noticeable for the average user
Placement and proximity
The disclosure must be near the promoted material
Prominence
Not too small font and/or same color as the background

Long advertising disclosure shall contain information on:

  • not all services in the market are represented on the site / in the blog
  • compensation from services and its influence on site / blog content
  • criteria for ratings and assessments
  • indication of possible ads forms
  • disclaimer about exaggerations (best, unique, top and others)

Social media ads

Main principle — adhere to social media advertising policies and to this Policy

Ads must not include personal attributes

Ads must not contain content that asserts or implies personal attributes (implications about a person's race, ethnic origin, religion, beliefs, age, sexual orientation etc)

A — Do not provide fake names or other misleading info about women

B — No misleading claims like "Date her", "Meet her", "Write to her"

You may use buttons with truthful statements, e.g. “find her” if the user from the ad can in fact be found on the website

Email marketing rules

General requirements

  • Don’t use false or misleading information in "from lines", including “friendly forms” (it must indicate the platform)
  • Don’t use deceptive subject lines
  • Identify the letter as an ad
  • Provide recipients with the name, address and email address of the company
  • Provide clear Opt-Out notice and unsubscribe link in each letter
  • Use the Opt-Out lists and regularly update it
  • Honor Opt-Out requests promptly and update the Opt-Out lists
  • Monitor what others are doing on your behalf

Additional Opt-In rules for Europe, UK and Canada

  • Send email only to those recipients from Europe, UK and Canada who (1) have affirmatively consented to receive e-mail advertising from the platforms and (2) have not revoked such consent as of the date of sending the e-mail
  • Get consent from a positive opt-in, not a pre-ticked box
  • Collect "double opt-in" consent from recipients from Europe and UK
  • Keep evidence of who consented, when, how and whether they have withdrawn consent

Compliant email example

  • Acceptable subject line and “friendly from”
  • All necessary information provided
  • Coherent with compliance principles
  • Possibility to unsubscribe

Non-compliant email example

  • Friendly From is deceptive (does not contain the name of the service)
  • Imitation of personal message (deceptive content)
  • No necessary information provided, such as ads, company name and address
  • No unsubscribe link

05Policy enforcement

  1. MonitoringWe regularly monitor the activities of our affiliates
  2. Notification of violationIf we spot derogations or violations, we circulate alerts to our affiliates with a description of the reason and expected remedy
  3. Policy enforcementIf an affiliate commits repeated or severe breaches, we may invalidate the conversions or even terminate cooperation with the respective affiliate