The following set of guidelines apply to all ads appearing on PlentyOfFish. We reserve the right to reject or remove advertising that we deem contrary to our ad philosophy. These guidelines are subject to change at any time and PlentyOfFish may waive any of these guidelines at its discretion.

Advertising Restrictions

  • PlentyOfFish does not, under any circumstances, advertise the follow:
  • 1) 100% Free websites, such as OKCupid or Singlesnet.
  • 2) Adult, casual dating/hookup & affair websites, such as AdultFriendFinder, AshleyMadison and Benaughty.
  • 3) Any ringtone or game mobile offers which requires a payment based on text messages received

Landing pages / Destination URLs

  • 1) Ads that contain a URL or domain in the body must link to that same URL or domain.
  • 2) Ads must send users to the same landing page when the ad is clicked.
  • 3) Landing pages cannot use "fake" close behaviour (ie. when a user clicks the 'close' icon on the page, the page should close down and no other behaviour should result).
  • 4) Landing pages cannot utilize "mouse trapping" whereby the advertiser does not allow users to use their browser "back button" and traps them on their site and/or present any other unexpected behaviour (for example: navigation to another ad or page).
  • 5) Landing pages that have monthly shipping and rebilling charges, must clearly have a disclaimer at the bottom of their landing page, stating exactly the rebill amounts, as well as on the Terms and Conditions page. Find more disclaimer information here.
  • 6) Landing pages may not have ANY celebrity images, brands or logos present on their landing pages, unless the celebrity is a PAID spokesperson of that product.
  • 7) Landing pages may not have any images, logos or references back to corporate companies such as Google, Twitter or other corporations.

PlentyOfFish References

  • 1) Ads cannot imply any endorsement of the product, service, or ad destination by PlentyOfFish.
  • 2) All other ads, destination ads, and landing pages must adhere to the following restrictions:
  • a) Ads cannot mention or refer to PlentyOfFish, its site or its brand in any manner, including in the title, body, image, or destination URLs;
  • b) PlentyOfFish site features cannot be emulated.
  • c) PlentyOfFish users must not be tricked into thinking the ad is part of our site.

Ad Copy and Image Content

  • 1) Ads must directly relate to the content on the landing page.
  • 2) Ads must clearly represent the company, product, or brand that is being advertised.
  • 3) Ads cannot insult, harass, or threaten a user.
  • 4) Ads may not use ANY celebrity images or logos, unless the celebrity is a PAID spokesperson of that product.
  • 5) Ads may not have any images, logos or references back to corporate companies such as Google, Twitter or other corporations.
  • 6) Ads may not use overly sexual imagery to engage a user. Such examples include bikinis, short skirts, sexual poses or sexual expressions. Images where breasts or buttocks are the focal point are not allowed, nor are kissing pictures.
  • 7) Images should not be grotesque in any way.
  • 8) No references to PlentyOfFish can appear in any ad copy.
  • 9) Keep all text on ad, if any, as clear as possible (must be legible).
  • 10) Advertisers must own the rights to the image they are using (ie. no watermarked or copy righted images)
  • 11) Ads must not appear to be written in the first person or reference the person in the creative as to suggest that person is on the site that is promoted. (ie: no ‘he’ ‘him’ ‘she’ ‘her’ etc in ad text)
  • 12) Ads must not contain excessive cleavage, midriffs or nude male torsos.
  • 13) All images used in creatives must appear to be 21+ years of age
  • 14) Images must not be misleading in any way, familiar UI elements such as notification or like’ icons, triangle ‘play’ buttons, etc cannot be used

Prohibited Content

  • 1) Ads must not be false, misleading, fraudulent, or deceptive.
  • 2) Ads cannot contain, facilitate, promote, or reference the following:
  • 3) Offensive, profane, vulgar, aggressive or inappropriate language;
  • 4) Obscene, defamatory, libellous, slanderous and/or unlawful content;
  • 5) Ammunition, firearms, paintball guns, bb guns, or weapons of any kind;
  • 6) Scams, illegal activity, pyramid schemes, or chain letters;
  • 7) Contests and sweepstakes unless given permission by PlentyOfFish to do so.
  • 8) Adult content, including nudity, sexual terms and/or images of people in positions or activities that are excessively suggestive or sexual, or provocative images in violation of community standards;
  • 9) Adult friend finders or dating sites with a sexual emphasis;
  • 10) Adult toys, videos, or other adult products;
  • 11) Uncertified pharmaceutical products;
  • 12) Spy cams or illegal surveillance equipment;
  • 13) Inflammatory religious content;
  • 14) Politically religious agendas and/or any known associations with hate, criminal and/or terrorist activities;
  • 15) Content that exploits political agendas or uses "hot button" issues for commercial use regardless of whether the advertiser has a political agenda;
  • 16) Hate speech, whether directed at an individual or a group, and whether based upon the race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language of such individual or group;
  • 17) Content that advocates against any organization, person, or group of people, with the exception of candidates running for public office;
  • 18) Content that depicts a health condition in a derogatory or inflammatory way or misrepresents a health condition in any way.
  • 18) Any product deemed to enhance sexual organs or sexual performance: testosterone offers, genital enlargement products, etc.

Data and Privacy

  • 1) You may not give data you receive from us to any third party, including ad networks.
  • 2) Unless authorized by us, your ads may not display user data -- such as users' names or profile photos -- whether that data was obtained from PlentyOfFish or otherwise.
  • 3) You may not use user data you receive from us or collect through running an ad, including information you derive from your targeting criteria, for any purpose off of PlentyOfFish, without user consent.


  • 1) Any targeting of ads based on a user attribute, such as age, gender, location, or interest, must be directly relevant to the offer, and cannot be done by a method inconsistent with privacy and data policies.

Prices, discounts, and free offers

  • 1) Ads cannot be deceptive or fraudulent about any offer made.
  • 2) If an ad includes a price, discount, or 'free' offer,

    • a. the destination URL for the ad must link to a page that clearly and accurately offers the exact deal the ad has displayed;
    • b. the ad must clearly state what action or set of actions is required to qualify for the offer.

Ads for Alcoholic Beverages

  1. Ads must be targeted to people 21 years old or older in the US, 19 years old or older in Canada, 18 years old or older in the UK, and 21 years old or older everywhere else.
  2. Ads cannot include content that might appeal to (or mislead) minors by implying that the consumption of alcoholic beverages is fashionable or the accepted course of behaviour for those who are underage.
  3. Ads cannot include or target any person under the legal drinking age in the region the ad appears, or be suggestive of the presence of those who are underage.
  4. Ads cannot portray or promote intoxication.
  5. Ads cannot induce people to consume alcohol in excess, make references to the intoxicating effects of alcohol, and depict activities that encourage excessive consumption or that encourage drinking at a rapid rate, or suggest the strength of the alcoholic beverage being advertised.
  6. Ads cannot promote any giveaways as a reward for purchasing the alcoholic product.
  7. It is recommended that the ad creative contain text that promotes drinking responsibly, eg. "Drink Responsibly" or "Drink Smart".

Copyrights and trademarks

  • 1) Ads cannot include any content that infringes upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary right.
  • 2) The advertiser must have intellectual property rights to the creative and be permitted to display such creative as advertising on the PlentyOfFish Site.


  • 1) Ads cannot contain, facilitate or promote 'spam' or other advertising or marketing content that violates applicable laws, regulations or industry standards.


  • 1) Ads cannot offer incentives to viewers for clicking on the ad, for submitting Personally Identifiable Information (such as name, date of birth, phone number, social security number, physical addresses, or email addresses), or for performing any other tasks.


  • 1) Ads cannot contain or link, whether directly or indirectly, to a site that contains spyware/malware downloads, whether initiated automatically or manually by the user, or other auto-initiated downloads.
  • 2) Ads cannot contain or link to a site that facilitates or promotes:
    • a. Collection of demographic and usage information from a user's computer without the user's express consent;
    • b. Collection or request of PlentyOfFish usernames or passwords from any user;
    • c. Proxying PlentyOfFish usernames or passwords for the purpose of automating logins to the PlentyOfFish site;
    • d. Any software that (i) "sneaks" onto a user's system and performs activities hidden to the user, (ii) may alter, harm, disable or replace any hardware or software installed on user's computer without express permission from the user, (iii) is bundled as a hidden component of other software whether free or for fee, (iv) automatically downloads without PlentyOfFish 's express prior approval, (v) presents any download dialog boxes without a user's express action, or (vi) may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right.

Grammar, sentence structure, spelling, and spacing

  • 1) Ad text must be grammatically correct and contain proper sentence structure.
  • 2) Ad text must be in complete sentences.
  • 3) Ads cannot include excessive repetition (such as "buy, buy, buy").
  • 4) Ads must use correct spelling, check carefully. (eg. lose vs loose)
  • 5) Ad text must include grammatically correct spacing.
  • 6) Ads targeting a non-English speaking country must be properly translated to the country's native language.


  • 1) Ads must use proper, grammatically correct capitalization and cannot include excessive capitalization or incorrect capitalization (tHis Is a FRee DaTinG sitE)
  • 2) Ads cannot include excessive capitalization or incorrect capitalization (tHis Is a FRee DaTinG sitE).
  • 3) Acronyms may be capitalized.


  • 1) Ads must include logical, correct punctuation.
  • 2) Ads cannot contain repeated and unnecessary punctuation (such as "Buy now!!!").
  • 3) All complete sentences (including if the ad title is a complete sentence) must end with a single punctuation mark. Sentences cannot end with ellipses, dashes, etc.
  • 4) Exclamation points cannot be used in the title of any ad.


  • 1) The use of all symbols, numbers, or letters must adhere to the true meaning of the symbol.
  • 2) Ads cannot contain repeated and unnecessary symbols.
  • 3) Symbols cannot be used for the following:
    • a. To substitute for letters (e.g. "$ave" instead of "save");
    • b. To substitute for entire words (e.g. "&" instead of "and" or "$" instead of "cash/dollars/money");
    • c. As unnecessary abbreviations to shorten character count (e.g. "w/" instead of "with" or "@" instead of "at").
  • 4) Symbols may be used for the following:
    • a. If the symbol is part of the product or brand name;
    • b. If the $ symbol is paired with a dollar amount (e.g. "Save $100 today");
    • c. If the # symbol is used for comparative phrases (e.g. "Voted the #1 site by NY Times").

Inactive credit

If you do not use your credit for a period of 12 months, this credit will expire. Expired credit is not refundable.


You agree to defend, indemnify, and hold harmless Plentyoffish Media Inc., its officers, directors, employees and agents, from and against any claims, actions or demands, including and without limitation of reasonable legal fees alleging or resulting from your ads and your use of the PlentyOfFish Ad Server.

Disclosure of your information

We may disclose your information as permitted or required by law. For example, we may be compelled to release information by a court of law or other person or entity with jurisdiction to compel production of such information. If we have reasonable grounds to believe information could be useful in the investigation of improper or unlawful activity, we may disclose information to law enforcement agencies or other appropriate investigative bodies.