The sex tech sector received a boost this year from several court decisions favoring startups in the adult innovation space. Legal battles over patent rights, advertising restrictions, and classification of pleasure products are increasingly landing in favor of adult-focused entrepreneurs.
One landmark ruling came in January 2025, when a federal judge ruled that a wearable intimacy device developed by a wellness-focused sex tech company could no longer be classified as a “medical device” subject to FDA limitations. The decision sets a precedent for future cases and has inspired a wave of innovation among developers who had previously been hesitant to invest due to regulatory concerns.
Elsewhere, cases related to gender bias in advertising have resulted in major platforms reevaluating their ad approval guidelines. Companies that were previously banned from promoting sex-positive products on social media are now being reconsidered—an early sign of a more inclusive advertising landscape. 
This article explores how these legal victories are empowering sex tech founders, removing barriers to entry, and gradually reshaping public perception of the industry.
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