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.


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 ServiceX 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

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

Campaign Considerations


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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