TikTok Advertising Policies - Ad Creatives and Landing Page

1. Ad Format and Functionality 

1.1 Landing Page Requirements

A. Ad creatives must not direct users to a non-functional landing page.

❌ Ad Creatives Must Not Direct Users To: 

Landing pages that are expired, erroneous, or under construction. 


Landing pages with incomplete content or information. 



Landing pages that are not mobile-friendly. 



Landing pages that automatically download files to a user's mobile phone.



Landing pages that require users to download additional programs or input personal information in order to access the main content on the landing page.  

✅ Ad Creatives Can Direct Users To: 

Google Play Store or Apple App Store to download the app. 

Functioning website or webpage of the advertised product or service. 

Note: Please ensure that your landing page functions properly on the network of the targeted country or territory.

B. Ad creatives & landing page must not display prohibited products or services.

C. E-commerce ads must display complete and accurate information on the landing page. 

The valid information required by local law include but not limited to are:

  1. Contact details(e.g. Telephone no.; Email address; Fax no.(optional), etc.) 

  2. Company name 

  3. Company address 

  4. Business license (note: The business license cannot be forged, altered, rented, lent or transferred.) 

  5. Price displayed in local currency 

  6. Terms & conditions, shipping information 

  7. Privacy policy, Returns policy, and Refund policy. 

Note:

  1. Advertisers from certain countries/ territories may need to provide more information depending on local requirements. Please reach out to your advisors for more detailed information. 

  2. If you have not provided suitable and sufficient information and your ad placement is rejected, you will receive a prompt to provide additional information in order for the ad to be approved. 

D. Lead Ads must contain a Privacy Policy link, and must not request information on the instant form which is prohibited under our data collection policy (please refer to 2.16 of this policy article below).

A Privacy Policy is a statement or a legal document that states how a company or website collects, handles and processes data of its customers and visitors. It explicitly describes whether that information is kept confidential, or is shared with or sold to third parties. Please ensure a Privacy Policy that is in compliance with any applicable data protection regulations will be accurately and effectively displayed to users.

Please provide a URL that leads directly to the Privacy Policy page or a landing page displaying clauses for Privacy Policy in the "Link URL" field as shown below:

Ad Creatives and Landing Page-Privacy Policy

E. Ad creatives must not contain Quick Response (QR) codes.

Only applicable to Southeast Asia , Australia, New Zealand and EMEA

❌ Prohibited: 

Ad creatives with QR codes leading to third party websites including social media pages. 

✅ Allowed: 

QR on product packaging or application .


Unscannable matrix codes including item barcodes. 

1.2  Ad Consistency

A. The ad creative, including the ad caption, ad text, ad images, ad videos, ad call-to-action (CTA), needs to be consistent with the promoted product or service on the landing page.

❌ Not Allowed: 

Ad features product A but landing page shows product B. 


Ad features brand A but landing page shows brand B. 


Brand logo on product in Ad creative but does not have brand logo on product in landing page. 

✅ Allowed: 

Product promoted in ad creative is A and product on the landing page is A or contains A. 


Brand promoted in ad creative is A and brand on the landing page is A or contains A. 

B. The ad caption needs to be consistent with the corresponding ad image or video.

❌ Not Allowed: 

e.g. The ad caption says "Create a cartoon of yourself", while the corresponding ad video says "meet your future self". 


Brand promoted in ad creative is A and brand on the landing page is A or contains A. 

C. The "Display Name" & "App Name" needs to be consistent with the promoted product, service, or app name shown on the landing page.

❌ Not Allowed: 

Landing page ads: The "Display Name" says "ABC lotion" while the promoted product on the landing page is "ABC shampoo" or "XYZ lotion". 


App download ads: The "App Name" is ABC, while the app name shown on the landing page is XYZ. 

✅ Allowed: 

Landing page ads: "display name" is "VS" or "Lotion" while the the display name shown on the landing page is VS Lotion. 


App download ads: "App" name is ABC while the app name shown on the landing page is ABC-xyz. 

1.3  Ad Language & Targeting

Ad "setting language" is the ad targeting language. As a rule of thumb, the language of the ad creative and landing page needs to be consistent with the setting/target language OR with a language that is acceptable for the target market. If the setting language is not specified, then the language of the ad creative and landing page must be in a language that is acceptable for the target market. Otherwise, subtitles in a language that is acceptable for the target market must be added.

Markets-specific restrictions may apply. The language of the ad creative and landing page must be in a language or have subtitles in a language that is understood by the target market.

NA (North America):

Target Market

Acceptable Languages

Canada / CA 

English 


French 

United States / US 

English 


Spanish (with SP targeting) 

LATAM (Latin America):

Target Market

Acceptable Languages

Argentina / AR 

Spanish 

Brazil / BR 

Portuguese 

Chile / CL 

Spanish 

Colombia / CO 

Spanish 

Mexico / MX 

Spanish 

Peru / PE 

Spanish 

APAC (Asia Pacific):

A. NEA (North East Asia):

Target Market

Acceptable Languages

Japan / JP 

Japanese 

Korean / KR 

Korean 


English 

Taiwan / TW 

Traditional Chinese 


English 

B. SEA (South East Asia):

Target Market

Acceptable Languages

Cambodia / KH 

Khmer 


English 

Indonesia / ID 

Indonesian 

Malaysia / MY 

Bahasa Melayu 


English 

Philippines / PH 

Filipino (Tagalog) 


English 

Singapore / SG 

Bahasa Melayu 


Chinese 


English 


Tamil 

Thailand / TH 

Thai


English

Vietnam / VN 

Vietnamese 

C. Oceania:

Target Market

Acceptable Languages

Australia / AU 

English 

New Zealand / NZ 

English 


Māori Language 

EMEA(Europe, Middle East, Africa):

A. EU, UK, IL (Europe, United Kingdom, Israel):

  • We expect advertisers to make the decision to use the language of the target market in ads, and to comply with applicable local laws, as well as ensuring users have a good experience when accessing landing pages, including the landing page being in a language they understand.

  • If setting up a multi-market targeting ad group - this must be set up based on the language of the ad creative and LP. It must only target markets where the language of the ad creative and LP matches the language of the targeted markets.

B. CEE (Central and Eastern Europe):

Target Market

Acceptable Languages

Belarus / BY 

Belarusian 


Russian 

Kazakstan / KZ 

Kazakh 


Russian 

Russia / RU 

Russian 

Ukraine / UA 

Ukrainian 

C. MENAT (Middle East, North Africa, and Turkey):

Target Market

Acceptable Languages

Bahrain / BH 

Arabic 


English 

Egypt / EG 

Arabic 


English 

Jordan / JO 

Arabic 


English 

Kuwait / KW 

Arabic 


English 

Lebanon / LB 

Arabic 


English 

Oman / OM 

Arabic 


English 

Qatar / QA 

Arabic 


English 

Saudi Arabia / SA 

Arabic 


English 

United Arab Emirates / UAE 

Arabic 


English 

Iraq / IQ 

Arabic 


Kurdish 


English 

Morocco / MA 

Arabic 


French 


English 

Pakistan / PK 

Urdu 


English 

Turkey / TR 

Turkish 


English 

South Africa / ZA 

English 


Afrikaans 


Zulu 

1.4  Ad Quality & Editorial - Caption/Text, Image, Audio, Video

A. The ad caption/text must not contain spelling or grammatical mistake, cause an undesirable user experience, or use symbols incorrectly among the letters.

❌ Not Allowed: 

Use uncommonly accepted spelling or grammar, such as "Rrom" instead of "From". 


Excessive or gimmicky use of capitalization, spacing, numbers, symbols, or punctuation among the letters in the ad caption. 

B. The ad image must not contain blurry, unclear, or unrecognizable visuals, or use columns/pixels to intentionally partially cover images.

❌ Not Allowed: 

The ad image displays incomplete text or illegible text. 


The ad image contains blurred or masked third-party watermarks. 

C. The ad image and video must be legible and of a high resolution.

D. The ad video duration must be 5 seconds minimum and 60 seconds maximum on TikTok.

E. The ad video must use the standard video size:

  • Vertical (9:16) 

  • Square (1:1) 

  • Horizontal (16:9) 

F. The ad must contain audio and it must not be of poor quality, such as having unclear or muffy sound.

G. Ad creatives must not be static

❌ Not Allowed: 

The ad creative should not include still/static images as the main element of the video (e.g. A static image should not be featured in more than 50% of the video size). 

H. Ad creatives must not be without interaction 

Only applicable to EU, MENAT, US/CA, IL, LATAM, AUNZ

❌ Not Allowed: 

The ad creative should not be static if it features an interaction with a device. 

2. Prohibited Content 

Materials or scenarios featured in ad creatives & landing page must be compliant with local laws and with our Ads Policy. For more information, please refer to TikTok Ads - First Things to Note.

2.1 Community Standards

Ad creatives must adhere to Terms of Service and Community Guidelines of TikTok.

2.2 Illegal Services and Activity

❌ Prohibited: 

Ad creatives & landing page must not display, facilitate, or promote services or activities considered as illegal in a given jurisdiction. 

2.3 Drugs and Drug Paraphernalia

❌ Prohibited: 

Ad creatives & landing page must not display or promoteillegal drugs, controlled drugs, prescription drug abuse, recreational drugs, drug paraphernalia, or accessories or supplies any of such, including the use of them. 

2.4 Weapons, Ammunition and Explosives

❌ Prohibited: 

Ad creatives & landing page must not display or promote the use of dangerous weapons, ammunition, or explosives in real life, including but not limited to guns, explosives, bombs, or other objects that are designed to cause harm to individuals. 

2.5 Tobacco Products and Smoking

❌ Prohibited: 

Ad creatives & landing page must not display or promote tobacco, tobacco-related products such as cigars, tobacco pipes, rolling papers, or e-cigarettes, or smoking-related behavior in real life, including but not limited to alternatives which imitate the act of smoking. 

2.6 Political Content

❌ Prohibited: 

Ad creatives & landing page must not reference, promote or oppose a candidate for public office, current or former political leader, political party, or political organization. They must not contain content that advocates a stance (for or against) on a local, state, or federal issue of public importance in order to influence a political outcome. 

✅ Allowed (Exception): 

Cause-based advertising or public service announcements from non-profits or government agencies may be allowed, if not driven by partisan political motives. In order to be approved, the advertiser must be actively working with a TikTok Sales Representative. 

2.7 Military Content

❌ Prohibited: 

Ad creatives & landing page must not display negative content regarding the military or police symbols, sensitive military events, militarism, the advocating or whitewashing of war, unlawful elements. 

2.8 Discriminatory Content 

❌ Prohibited: 

Ad creatives & landing page must not contain ad content that discriminates or harasses, or encourages discrimination or harassment, against hate speech against a protected groups, individuals, or organizations based on protected personal characteristics, including, but not limited to, race, ethnicity, national origin, sexual orientation, gender identity, religious affiliation, age, family status, medical or genetic condition. This is discussed further in TikTok’s Anti-Discrimination Ad Policy.

2.9 Adult & Sexual Content 

❌ Prohibited: 

Ad creatives & landing page must not display or promote the use of prohibited adult products or services. 


Ad creatives & landing page must not display sexual activities or behaviors that are overly suggestive or sexually provocative. 


Ad creatives & landing page must not display nudity, make sexual references, or sexually portray a person. 


Ad creatives & landing page must not display excessive visible skin. 


Ad creatives & landing page must not focus on individual intimate body parts, such as a genitalia, buttocks, breasts. 

2.10 Intellectual Property Infringement

❌ Prohibited: 

A. Ad creatives & landing page must not display elements related to TikTok without TikTok's permission. 

Ad creatives & landing page must not display the TikTok logo without TikTok's permission. 


Ad creatives & landing page must not with the description "TikTok Bestseller" without TikTok's permission. 


Landing page must not imitate the interface of TikTok's hashtag challenge page without TikTok's permission. 

❌ Prohibited: 

B. Ad creatives & landing page must not display content that infringes or violates the rights of any third party, including, but not limited to, trademarks, marks, logos, brands, service marks, trade names or other personal or proprietary rights. 

Ad creatives & landing page must not display third-party names in a way that could mislead users about the advertiser’s brand affiliation. 


Ad creatives & landing page must not display apps or security cameras or any software/equipment intended to film others without their permission. 


Ad creatives must not display personal data information, such as official ID, banking or financial account details, house/email addresses. Phone numbers are acceptable only if they are the contact information of the advertiser. 

❌ Prohibited: 

C. Ad creatives & landing page must not display or promote counterfeit products. 

Ad creatives & landing page must not display or promote counterfeit documents, such as counterfeit degrees, passports, or immigration papers. 


Ad creatives & landing page must not display counterfeit or unauthorized replicas of a real product. 

Note: If you are unsure whether you own the rights to a particular work or have concerns about making an infringement report, please consult an attorney or a legal advisor as TikTok cannot provide legal advice. 

 Please take a look at this article for matters relating to Intellectual Property Infringement Rules for Ads.

2.11 Misleading Claims & Inconsistent Information

❌ Prohibited: 

A. Ad creatives must not contain an exaggerated performance or promise concerning a product's effect. 

e.g. Lotion: Get slim legs right away. 


e.g. Financial Product: Get money in 10 seconds. 


e.g. Claims of cures for incurable diseases. 


e.g. Showing wrinkles disappearing through "before and after" comparisons by using a cream. 

❌ Prohibited: 

B. Ad creatives & landing page must not contain a malicious comparison with other brands. 

e.g. This product is XX cheaper than the ABC website. 

❌ Prohibited: 

C. Ad creatives must not contain invalid buttons, induced gestures, or text (buttons/gestures/text that portray unsupported functionality). 

e.g.  "Swipe up to learn more" text in an ad, if swiping up will just lead users to the next video and not lead them anywhere. 

❌ Prohibited: 

D. Ad creatives & landing page must notcontain mismatching or inconsistent information on promotion, price, discounts, or any of such, including the absence of information, missing disclaimer or T&Cs. 

e.g. Discount in the ad says 50% off, but discount in the landing page states 40% off. 


e.g.  Promotion in ad says "Prizes to be won", but no relevant information found in landing page. 

❌ Prohibited: 

E. Landing page must not contain a pop-up window which cannot be closed or skipped. (Applicable for all regions except US/CA and LATAM) 

e.g. Landing page features a pop-up window which cannot be bypassed without providing personal information to the seller. 

Note: 

  • We expect advertisers to disclose all associated fees, premium rate services and billing practices to our users in accordance with local laws and regulations. Ads

    must

    disclose full details of the cost of using the promoted product or service. We reserve the right to remove ads in violation of our policy. 

  • Ad creatives & landing page featuring a Performance Promise + Time Limit claim may be subject to restrictions. 

2.12 Misleading, Inauthentic, and Deceptive Behaviors

TikTok prohibits behaviors that are misleading, inauthentic, and deceptive in order to protect the integrity, authenticity, and safety of our platform. Accounts that engage in these behaviors or exhibit patterns of abuse may be suspended or banned.

2.13 Sensational and Shocking Content

❌ Prohibited: 

A. Ad creatives must not display bloody or gruesome imagery or graphic images that are likely to shock or scare users. 

e.g. A crime scene or images of accidents. 


e.g. A horrorific or bloody scene. 

❌ Prohibited: 

B. Ad creatives must notcontain disgusting imagery that may cause an uncomfortable user experience. 

e.g. Visuals of sexual fluids, human or animal waste. 


e.g. Visuals that show dirt coming out of pores of the face or hair being pulled out of the drainage. 

❌ Prohibited: 

C. Ad creatives must notcontain content that displays crime, excessive violence, cruelty, or gratuitous violence towards animals. 

e.g. Ads displaying real fighting with bloody scenes. 


e.g. Ads displaying animal cruelty, such as cock fighting or dog fighting. 

❌ Prohibited: 

D. Ad creatives & landing pagemust not contain coarse language or insulting actions. 

-

❌ Prohibited: 

E. Ad creatives must not display dangerous( or harmful) behaviors without safety protection. 

e.g.  Content that shows the Parkour or building jumping: 


Ads showing extreme parkour are prohibited


(defined as featuring significant height or risk). 


Ads featuring any other parkour are judged on a case by case basis based on the level of risk and harm involved, but would only be accepted with 18+ age targeting applied and a 'do not try this at home' (or equivalent) disclaimer.  


e.g. Content that shows the potentially inappropriate use of dangerous tools, vehicles, or objects. 


e.g. Content that depicts or promotes ingesting substances that are not meant for consumption or could lead to severe harm. 


e.g. Dangerous games, dares, or stunts that might lead to injury. 

❌ Prohibited: 

F. Ad creatives must not feature content that could incite fear or panic, that may cause harm to users. 

e.g. Content that depicts or promotes phrases such as "you may be in danger" or "virus detected, remove it now" 

Dangerous or harmful behaviour:

❌ Prohibited: 

Ads must not depict inherently dangerous or illegal behaviours.  


Ads must not include dangerous behaviour that can be easily copied and would be likely to lead to physical harm to an individual or to the public. 


Ads must not encourage users to engage in potentially harmful behaviour (e.g. Now it's your turn) - no exceptions. 

✅ Allowed (Exceptions): 

Exceptions could be made for depictions of films, games, cartoons; obviously exaggerated, implausible, fantasy-like behaviours, and behaviours shown to demonstrate a safety message in an educational context. These policies are not intended to capture safely depicted extreme sports or clearly professional stunts. Ads may be rejected if the professional nature or sporting context of these exceptions are not clear, or if safety measures are ambiguous. If approved depictions of stunts or extreme sports are easy for people to copy, 18+ age targeting and a 'do not try this at home' (or equivalent) warning may be required for approval. 

2.14 Inappropriate or Unsuitable Content

❌ Prohibited: 

Ad creatives & landing page must not feature inappropriate or unsuitable content, such as: 

Content that features dangerous, harmful, or violent acts. 


Content that is derogatory, inflammatory, or demeaning. 


Content that is distasteful, disrespectful, or profane. 


Content that is referencing and exploiting from a sensitive event or topic through garnering followers, profiteering through sale of goods or services, inappropriate hashtag use, or any of such. These events could be natural or human-caused disasters, attacking an individual or a community, protests,  deaths or injuries, or any of such, including Covid-19. 

2.15 Excessive Purchasing

❌ Prohibited: 

Ad creatives & landing page must not promote excessive purchasing of items assisted via delayed payment services such as credit cards, loan financing, and "buy now, pay later" services. 


Ad creatives & landing page must not explicitly or implicitly suggest that BNPLs is a risk-free way of spending money. 

✅ Allowed (Exceptions): 

Ad creatives depicting the instructional process of how consumers can obtain a loan, credit cards, or use "buy now, pay later" services may be allowed if it is not given prominence over other content shown in the ad creative. 

2.16 Data Collection

Ads must guarantee that any personal information which is collected in the ad is collected and processed securely and in accordance with local laws, and that the privacy policy should be accessible to any individual whose data is being collected and processed. 

Lead Generation

Advertisers must not use Lead Generation to collect the following prohibited information without TikTok’s prior written consent.

❌ Prohibited : 

Advertisers must not use Lead Generation to collect the following prohibited information without TikTok’s prior written consent. 

Information about or revealing racial or ethnic origin. 


Information about or revealing political opinions or political affiliations. 


Information about or revealing religious or philosophical beliefs. 


Information about or revealing trade union membership status. 


Information concerning health: such as medical history, disabilities, mental or physical condition, or medical treatments. 


Information concerning a person’s sex life. 


Information concerning a person’s sexual orientation, including what gender(s) the person identifies with. 


Information about criminal allegations, arrests, proceedings or convictions or related security measures. 


Government issued ID numbers: such as social security number, passport number, driver’s license number, or taxpayer/national identification number. 


Financial information: such as income, bank account number, net worth, credit or debit card number, tax number, CVV, credit scores, debt, financial statement or bankruptcy status. 


Insurance information: such as insurance policy numbers or insurance coverage. 


Network identity information: usernames, passwords, password protection answers, or user personal digital certificates. 


Account numbers: such as loyalty card numbers or frequent flyer numbers. 


Users' date of birth, year of birth, or exact age. 

3. Restricted Content 

Additionally, some markets may have restrictions placed on ad creatives & landing page featuring certain materials or scenarios as listed below. For more information, please refer to TikTok Ads - First Things to Note.

3.1 Alcohol

⛔️ Restricted: 

A. Ad creatives & landing page must not display excessive drinking or irresponsible drinking. 

⛔️ Restricted: 

B. Ad creatives & landing page must not display or promote alcohol brand names, bar scenes, or scenes of drinking in real life in some specific ad targeting regions. 

⛔️ Restricted: (Europe and Israel only,in addition to the above)

C. Alcohol brands and alcoholic drinks (including alcohol-free) must notbe promoted in creatives or on landing pages. 

⛔️ Restricted: (Europe and Israel only,in addition to the above)

D. Alcohol brands and alcoholic drinks (including alcohol-free) must notbe prominently promoted or featured in creatives or on landing pages. Any incidental references or suggestions relating to alcohol must be responsible: Ads must notshow people acting drunk, disorderly or irresponsibly. Ads must not display or endorse excessive and/or immoderate drinking (this includes binge drinking and bottomless drinking). Ads must not show people who look under 25 drinking . Ads must not make claims about alcohol, the benefits of consuming alcohol, or suggestions that glorify or glamorise alcohol.  Adsmust notsuggest alcohol can make you more popular, successful or happy, or that it can solve problems. Ads must not show alcohol being consumed whilst driving or at work. Ads must not promote drinking culture. There must be no references to hangovers. 

⛔️ Restricted: (Europe and Israel only,in addition to the above)

E. Ads must not promoting alcohol accessories or venues serving/picturing alcohol (including restaurants which picture alcohol): Must not appeal to under 18s. Must not promote any specific alcoholic beverage or package clearly involving alcohol . This includes alcohol-free beverages. Must notdisobey the general policies above for the depiction of any alcohol in creatives (ie they must be incidental, unprominent and must be responsible). Venues serving/picturing alcohol must not forget  to have 18+ targeting applied if alcohol is pictured even incidentally in creatives or on landing pages. Must not promote any of the following services/products/events: 


any alcoholic drink or package including alcohol 


promotional drinks packages 


"bring your own booze" events/services 


"bottomless" drinking options 


events connected to gambling 


Underage events 


Student nights 


Cocktail making classes 

3.2 Gambling and Lotteries

⛔️ Restricted: 

Ad creatives & landing page must not display, facilitate, or promote online gambling with real money or simulated gambling which features the depositing and withdrawal of money, and must not portray or encourage gambling-related behavior. 

⛔️ Restricted: 

Ad creatives & landing page must not display, facilitate, or promote lotteries that use real money or sports/horse race betting in some specific ad targeting regions. 

3.3 Religion and Culture

⛔️ Restricted: 

Ad creatives & landing page must not feature disrespectful actions involving or towards religious buildings, religious symbols, or a malicious comparison of religions. 

⛔️ Restricted: 

Ad creatives & landing page must notdisplay content that violates the local culture of the ad targeting regions. 

3.4 Protection of Minors

Users must be 13 or over to use the service. For the purpose of this policy, 'minors' are therefore users aged 13-17 inclusive.

⛔️ Restricted: 

Ad creatives & landing page must notdisplay, facilitate or promote inappropriate behaviors involving minors, such as underage drinking or underage smoking. 

⛔️ Restricted: 

Ad creatives & landing page must not display excessive skin exposure of minors. 

⛔️ Restricted: 

Ad creatives & landing page must notinfluence minors to participate in unsuitable activities, such as buying lottery tickets. 

⛔️ Restricted: 

Ad creatives & landing page must notdisplay or promote products/games appealing to minors in some specific ad targeting regions. 

⛔️ Restricted: 

Ad creatives & landing page must not depict individuals harmed in any form. 

⛔️ Restricted: 

Ads that are aimed directly at minors or feature content which is likely to appeal to minors must not encourage minors to buy goods or services, or to persuade their parents or others to do so (only applicable to ads displayed in the EMEA region). 

⛔️ Restricted: 

Ad creatives must not only prominently feature minors without the presence of accompanying adults in some specific ad targeting regions. 

3.5 Weight control/management

Only applicable to Canada, Europe, Israel, Latin America, MENAT region, United States. 

⛔️ Restricted: (Only applicable to Canada, Europe, Israel, Latin America, MENAT region, United States)

Ads must not feature anyone under 18 years of age. 

⛔️ Restricted: (Only applicable to Canada, Europe, Israel, Latin America, MENAT region, United States)

Ads for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Ads should notreference specific calories, or specific amounts of weightloss. 

3.6 Body Image

Only applicable to EU, MENAT, US/CA, IL, LATAM.

TikTok aims to be a body positive and inclusive environment. We want to create an environment where our community feels comfortable, confident, and safe to be exactly who they are while expressing themselves freely. The following policies apply to all ad creatives and landing pages.

⛔️ Restricted: (Only applicable to EU, MENAT, US/CA, IL, LATAM)

Ad creatives and landing pages must not promote or reinforce negative or unhealthy body images, and must notexploit insecurities to conform to certain beauty ideals or standards.  Ads must not contain insulting, offensive or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason. 

⛔️ Restricted: (Only applicable to EU, MENAT, US/CA, IL, LATAM)

Ad creatives and landing pages must not promote an unhealthy relationship with food or exercise. 

⛔️ Restricted: (Only applicable to EU, MENAT, US/CA, IL, LATAM)

Ad creatives & landing page seeking to promote any product that lightens the complexion of a person's skin through the use of chemicals, makeup, photo editing features, or otherwise is not allowed. 

3.7 HFSS  Food and drink (including HFSS - foods high in fat, salt or sugar)

Only applicable to EU, MENAT, US/CA, IL, LATAM.

⛔️ Restricted: 

Ad creatives & landing page promoting food/drink should not encourage unhealthy eating habits such as excessive consumption. 

⛔️ Restricted: 

Ad creatives & landing page promoting HFSS should not specifically target or appeal to kids (aged 13-16 or under). 

⛔️ Restricted: 

Ad creatives & landing page should not suggest HFSS is an appropriate substitute in preference of a healthier snack. 

⛔️ Restricted: 

Ad creatives & landing page for HFSS foods should not feature a specific call to purchase. 

✅ Allowed (Exceptions):

Exceptions can be made for public service announcements which feature HFSS purely to educate people about healthy eating and healthy diet choices. 

Please note: If your ad is classed as HFSS according to the local regulations in your target market (for example because it is promoting a HFSS product, features a HFSS brand, or features HFSS prominently), we require you to disclose this to us. Through Auction, this is by ticking the HFSS declaration box when uploading a new ad group. Through Reservation, we may require written confirmation.

3.8 COVID-19

⛔️ Restricted: 

Ad creatives & landing page that mention COVID-19, vaccine, the pandemic and related events are generally allowed so long as they do not: 

Promote the sale of prohibited products as defined by each respective market. 

⛔️ Restricted: 

Ad creatives & landing page that mention COVID-19, vaccine, the pandemic and related events are generally allowed so long as they do not: 

Promote products and services that make wide-sweeping guaranteed claims about efficacy in treating, protecting consumers from COVID-19 and related effects. 

⛔️ Restricted: 

Ad creatives & landing page that mention COVID-19, vaccine, the pandemic and related events are generally allowed so long as they do not: 

Present COVID-19 in a distasteful manner such as manipulating consumers' fear, anxiety, spreading misinformation to push sales. 

⛔️ Restricted: 

Ad creatives & landing page that mention COVID-19, vaccine, the pandemic and related events are generally allowed so long as they do not: 

Provide medical advice, treatment plans, and promote other behaviour contrary to recommendations from local health experts, governments or trusted authority. 


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