What is the policy?

X prohibits ads that contain inappropriate content globally. While all content on X is subject to the X Rules, we place additional restrictions on advertising content.

Categories of content we consider inappropriate for advertising include:

Offensive content

• Ads must not promote content that is disrespectful or offensive towards an individual or a group. Examples:
  • Content that is inflammatory, provocative, incites anger or violence
  • Content that seeks to exploit to gain unfair advantage
  • Content that is offensive, abusive, demeaning, intimidating or bullying against an individual or a group

Inappropriate Content

• Ads must not promote content that is inappropriate for the general audience. Examples:
  • Content that promotes violence
  • Vulgar and profane content 
  • Distasteful content
  • Dangerous content or content likely to cause injury or harm

Harmful Weight Loss Content

• Ads must not promote weight loss content that impacts physical and mental health and body image. Examples:
  • Content that is reasonably considered to 'body-shame' the customer
  • Content that encourages, glamorizes, or promotes unhealthy or unsafe eating behaviors or eating disorders

Sensitive Event

• Ads must not profit or exploit a sensitive event / topic such as natural/industrial disasters, violent attacks etc. that have significant social or political impact. Examples:
  • Content that promotes hashtag appropriation, solicits followers, sells goods / services or other inappropriate content while referencing a sensitive event. Also, refer to Eligibility Policy on Sensitive Events