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X Ads policies
X Ads policies
You can view available translations of this article by selecting a language in the bottom-right corner of this page. Translations are provided as a convenience, and are not meant to change the content of our policies. The English version will control and should be your reference in case of conflict between a translation and the English version.
Overview
This policy applies to monetization on X and X’s paid advertising products.
Advertisers on X are responsible for their X Ads. This means following all applicable laws and regulations, creating honest ads, and advertising safely and respectfully. This article describes our advertising policies. Our policies require you to follow the law, but they are not legal advice.
In addition to X Ads Policies, advertisers must follow X’s Terms of Service, X Rules, and all the policies on our Help Center governing use of our services. Please take a moment to review them.
X Ads Approval
When advertisers on X choose to promote their content with X Ads, their account and content become subject to an approval process. The approval process is designed to support the quality and safety of the X Ads platform. This process helps X check that advertisers are complying with our advertising policies. Learn more about our approval process.
Ads Content Policies
Product Policies
Campaign Consideration
Ads Content Policies
- Adult Sexual Content
- Alcohol Content
- Deceptive and Fraudulent Content
- Drugs and Drug Paraphernalia
- Financial Products and Services
- Gambling Content
- Hateful Content
- Healthcare
- Inappropriate Content
- Malware and Software Downloads
- Political Content
- Prohibited Content for Minors
- Quality
- State Media
- Tobacco and Tobacco Accessories
- Unauthorized Ticket Sales
- Weapons and Weapon Accessories
Note: Certain industries and trade associations have their own self-regulatory codes for advertising and marketing. Advertisers on X who are members of these associations should refer to these codes, in addition to X's policies, for guidance on appropriate advertising practices.
Example: Advertisers in the UK should be aware of additional marketing regulations that may apply. Further information that may be found useful is available in the CAP Code and the resources provided by the Advertising Standards Authority.
Product Policies
- Amplify Pre-Roll Publisher Program FAQ
- Brand safety policy
- How X Ads Work
- Interest-based Opt-out Policy
- X Takeover Guidelines
- X Takeover Transparency: X is committed to our ads transparency efforts, including the Ads Transparency Center. As we work to implement our new Political Ads Policy transparency around the following premium products will be detailed temporarily on this page.
- Policies for conversion tracking and custom audiences
- Paid Partnerships policy
Campaign Considerations
- Automation Rules
- Account eligibility for X Ads: X accounts must meet certain criteria in order to be eligible to participate in X Ads and use our suite of advertising products. Learn about common reasons why accounts may be ineligible to advertise, along with steps on how to become eligible in the future.
- Anti-Discriminatory Targeting Policy
- Housing, Lending, and Credit Opportunities
- Illegal Products and Services
- Targeting Sensitive Categories Policy
- Paid Partnerships Policy
X Ads Offboarding
X follows processes and principles when removing advertisers from the X Ads platform. We call this process “offboarding,” and we strive to make it as transparent and seamless as possible for everyone involved. Learn more about offboarding.
X Ads Policy Update Log
This log will reflect policy changes impacting what is and is not permitted to be advertised via X Ads.
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