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X Advertising Policies

Overview

X Advertising Policies apply 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.

Ads Review Process
Account Eligibility
Advertising Policies
Ads Offboarding
 

X Ads Review Process

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.

 

X Ads Account Eligibility

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.

 
Ads Content Policies
Product Policies
Campaign Consideration

Ads Policies

Ad Quality Standards

To ensure that customers have a positive experience on X, advertisements must adhere to the following guidelines and comply with all applicable consumer and regulatory content standards and guidelines.

Prohibited Content

Ads promoting illegal, harmful or deceptive content are strictly prohibited. 

Restricted Content

Ads promoting or referencing restricted categories are allowed with restrictions. Advertisers must comply with all applicable laws, mandatory warnings, regulations, X Ads targeting, and pre-authorization requirements. 

Note: Pre-Authorizations must be approved before launching X Ads campaigns. Click here to apply.

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.

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