Anyone who advertises companionship services is working within rules that vary enormously from one place to another. The same wording can be unremarkable in one country and a problem in another, and a rule that applies to a platform may not apply to an individual.
This guide gives a general map. It cannot replace advice from a qualified professional in the place where you work. If you want to discuss how this affects your marketing plan, our private consultation can help you prioritise, and our escort marketing overview explains our approach.
Four layers of rules
It helps to separate the layers that apply to you.
- Criminal and public-order law in your country, state and city.
- Rules about advertising and communications, such as consumer protection and truthful claims.
- Platform and payment-provider terms, which are contracts and can be stricter than the law.
- Data protection and privacy law covering client and staff details.
A professional can be compliant with the first and still violate the third. Check all four.
United States
Federal law applies nationwide, and state and local law differs widely. A major change came in 2018 with FOSTA-SESTA, which affected how online services are held responsible for certain content. We explain it in FOSTA-SESTA explained.
What this means in practice for marketing:
- Platforms have become cautious, and some have restricted adult-related content or accounts.
- The risk for platforms is one reason wording and verification rules are strict.
- State and local rules differ, and some places treat advertising differently from the act itself.
- Anyone organising or managing others should seek specific advice.
United Kingdom
In England and Wales, the law around selling sex between consenting adults is different from the law around the activities that surround it. Offences exist around brothel-keeping, controlling for gain, trafficking and exploitation, and advertising rules apply to the content of promotions. The rules differ in Scotland and Northern Ireland, where the position is not the same. Check which jurisdiction you work in, and take specific advice before running premises or employing others.
Spain and other European countries
Europe has no single approach. National laws range from regulating sex work to criminalising parts of it, and some countries treat third parties’ involvement as a separate offence. In Spain, for example, the position of an individual working for themselves differs from that of someone who profits from or organises others’ work, which matters to agencies and salons. Local and regional rules may also affect advertising in public places. We cannot summarise each country reliably, and we do not try. If you work across borders, treat each country as its own question.
Rules that apply almost everywhere
Regardless of where you are, a few principles are widely relevant.
- Age. Every person shown or described must be an adult. Platforms commonly require verification, and you should keep your own records of age and consent for anyone you represent.
- Consent. Obtain and keep clear consent for the use of photos and details, from everyone involved.
- Truthful content. Do not claim qualifications, affiliations, locations or reviews you cannot support.
- No third-party details. Never publish client information or identifiable images of other people without their consent.
- Intellectual property. Use only images and text you have the right to use.
Data protection
If you hold personal data about clients, applicants or staff, data protection law may apply. In the EU and UK that includes rules on collecting only what you need, storing it securely, and deleting it when it is no longer needed. Similar principles apply elsewhere.
Practical steps
- Collect only what screening or booking requires.
- Store it in a secured place and limit who can see it.
- Set a deletion routine and follow it.
- Keep a short privacy notice on any enquiry form and explain what you do with the data.
- For agencies, agree in writing who is responsible for data and how it is protected.
Wording and content
Platforms and, in some places, the law restrict how services are described. Practical habits that reduce risk:
- Describe experiences, availability and arrangements in general terms.
- Avoid explicit lists of acts. They tend to breach platform rules and add little value.
- Be accurate about what is offered, to whom and where.
- Do not use language that suggests coercion, age ambiguity or anything unlawful.
- Re-read each platform’s content rules before publishing and again when it updates.
Compliance checklist
- I know the main laws that apply where I work, and I have asked a qualified person where I am unsure.
- I have read the current rules of each platform I use.
- My wording describes experiences, not explicit acts.
- Everyone shown or described is an adult, and I hold records of consent.
- I hold the rights to every image and text I use.
- I collect and store the minimum client data, securely.
- I have a routine for deleting data I no longer need.
- I keep records of what I published and when.
- If I employ or represent others, I have taken specific advice.
- I review this checklist at least every six months.
For agencies and salons
Running a business that involves other people raises the stakes. In many places the law treats organisers differently from individuals. Before you recruit, advertise or hold data on others:
- Take specific advice from a qualified professional in your jurisdiction.
- Put agreements and consent in writing.
- Be careful what your marketing implies about the people you represent.
- Keep an audit trail of who approved what.
Our agency marketing page covers how we approach multiple profiles within these limits.
When to ask for help
Ask a qualified local professional if:
- You are starting in a new country, state or city.
- You are organising, managing or paying others.
- A platform or provider has accused you of a violation.
- You are asked to sign terms you do not understand.
- You receive a legal notice, or believe you might.
What we do and do not do
We do not give legal advice and we cannot verify the law in every place. We can help you build a marketing plan that works within the limits you identify, and keep it consistent across your channels.
Next steps
Read FOSTA-SESTA explained for the US background, and choosing where to advertise for platform rules. To discuss your plan, book a private consultation.
