Only the following markets support the Adult Advertising Program: Australia, Canada, France, Germany, New Zealand, Republic of Ireland, United Kingdom, United States and Taiwan.
Microsoft classifies advertising as adult content if the target website features sexually explicit content, including, but not limited to: For all advertisers, including participants in the Adult Advertising Program, advertising may not include keyword variations, ads or websites that relate in any way to illegal, non-consensual, denigrating, obscene or violent activity, including bestiality, brutality, torture, death, illegal drug use, cruelty, prostitution, pedophilia, rape, incest, extreme or shocking sex, child pornography, strippers/strip clubs, escorts or content that relates to persons who are, or are suggested to be, under the legal age permitted in applicable jurisdictions.
All images, still or moving, showing humans engaging in all forms of sexual activity is not allowed.
Adult content classified as “restricted” must be promoted in accordance with the classification requirements assigned to the advertisement, including age-restrictions.
Content classified as “objectionable” must not be promoted.
And a lot of the time, you’re not just talking to one person behind each profile - you could be exchanging messages with a circle of fraudsters acting together, according to KIS Finance.
Serious fraudsters sometimes even create further fake profiles and use them to be rude to you, all to make the main fake profile seem more desirable.
Around 7.8 million UK adults used online dating sites in 2016, up from just 100,000 in 2000.
But just as dating app users are at an all-time high, so is the number of people becoming victims of online dating fraud.
And it’s not just particularly vulnerable people who fall victim either.
“[It’s] not the case that stupid people fall for romance scams - they can be very clever,” Professor Monica Whitty, a cyber-psychologist, explains. Scamalytics, a company which runs anti-scammer software for a number of the major dating sites, are trying to reduce online dating fraud by creating profiles of the average male and female con artist.
“A lot of the online dating fraudsters we know are abroad.
They're in West Africa, Eastern Europe and it's very difficult for British law enforcement to take action against them in those jurisdictions,” Steve Profitt, Deputy Head of Action Fraud explains.
By analysing the top 3,000 scammer profiles (that is, those they’ve come across most frequently in profiles blocked by their software in the last year) they’ve discovered what constitutes the ‘most attractive’ female and male propositions to those targeted by romance scammers.