The UK has tightened its grip on how explicit or suggestive content is being used in online advertising. For affiliates running Dating offers, these updates may present some compliance hurdles, but they also open a window of opportunity for those who understand the rules and know how to play by them.
Let’s break down what’s changed, how it impacts the Dating vertical, and why Advidi is the ideal partner to help you thrive in this evolving landscape.
What’s New in UK Regulation?
Stricter Controls on Adult Content Exposure
Updates to the Online Safety Act require platforms to protect minors from harmful or explicit material. Sites and apps must deploy secure age-verification systems (photo ID checks, credit card verification, facial scanning) to stop under-18s accessing explicit material.
ASA & CAP Code Enforcement
The Advertising Standards Authority (ASA) has increased scrutiny of adult-themed creatives, banning “shocking” ads that objectify or imply non-consent. The CAP Code still allows suggestive content, but only if it’s:
- Relevant to the product
- Respectful and non-exploitative
- Unlikely to cause serious or widespread offence
Consumer Protection Upgrades
The Digital Markets, Competition & Consumers Act (DMCCA), which came into force in April 2025, modernises consumer protection. For advertisers, this means:
- No misleading promises (‘women in your area’, ‘instant hookup’).
- Transparent pricing and subscription info.
- Clear cancellation terms and no manipulative “dark patterns”.
How These Rules Affect The Dating Vertical in Affiliate Marketing
For affiliates who run offers in the UK, the impact is clear:
Media Buying Becomes Tighter
Platforms will likely increase rejection rates for overtly suggestive or explicit ads. Affiliates may need to focus more on adult-friendly DSPs, native ad networks, or carefully approved placements.
Age-Gating is Non-Negotiable
Pre-landers and landing pages targeting UK traffic need robust age verification.
Creatives Must Be Smarter
Shock value is out. Ads need to stay suggestive but tasteful. Messaging should focus on connection, flirtation, and relevance to the service.
Compliance With Pricing & Data Laws
Subscriptions, credits, or premium features must be clearly disclosed. Cookie and pixel tracking require proper consent banners aligned with UK GDPR.
Turning Rules Into Revenue
While some networks may be more wary of running in the UK market due to stricter controls, savvy affiliates can use compliance regulations to gain a competitive edge.
- Cleaner creatives stand out: Thoughtful, tasteful ads often convert better than aggressive shock campaigns. We know how to create an effective, ‘clean’ funnel, which already gets you a step ahead of the competition.
- Higher barriers means less competition: Fewer low-effort players means more room for compliant pros to scale.
- Trust matters: Transparency and safety often boosts retention for well-run offers.
In short, the new environment rewards affiliates who can blend compliance, creativity, and precision targeting.
Why Advidi Is Your Ticket To Success In The UK
At Advidi, we’ve always believed that success in affiliate marketing comes from staying one step ahead.
- Pre-vetted, high-converting dating offers that comply with UK standards.
- Creative support and insights to help you put together compliant, high-performing funnels.
- Expert account managers who know and understand the nuances of Dating traffic and regulations.
- A network of exclusive partnerships so you can scale safely and profitably.
If you’re ready to navigate the UK’s new regulatory landscape, and turn it into a growth engine for your dating campaigns, Advidi is the place to make it happen.
Turn This Challenge Into An Opportunity
The UK’s clampdown on suggestive content is reshaping the rules for affiliates in Dating, but for those prepared to adapt, it’s not a roadblock, it’s a roadmap to higher-quality traffic, stronger user trust, and better ROI.
Join Advidi today, and together we can show people what’s really possible in this fast-moving, ever-evolving industry.