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The search giant labelled Cougar Life, which promotes relationships between older women and younger men, “non family safe” despite allowing website that publicise such liaisons between older men and younger women.

It also allows similar advertising for other sites that “match” older men and younger women, such as Date AMillionaire.com, which says clients can meet “sugar babies”.

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The “cougar” phenomenon has been popularised by Cougar Town, a successful television series in the United States starring Courtney Cox as a 40-something mother who dates younger men.

A "cougar" is a slang term used for such women in the US and is epitomised by celebrities such as Demi Moore, whose husband, Ashton Kutcher, is 16 years her junior.

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