This policy applies to monetization on X and X’s paid advertising products.

What’s the policy?

X prohibits global promotion of tobacco content, with limited exceptions where local laws and regulations allow.

What products or services are subject to this policy?

Prohibited Content

Products and services involving smoking tobacco or smokeless tobacco are prohibited from advertising including:  

Examples:

• Cigarettes

• Cigars

• Pipe Tobacco

• Roll-your-own tobacco

• Chewing Tobacco

• Snus

• Dip

Permitted with Restrictions

Certain tobacco-related advertisements may be allowed if compliant with X’s Tobacco Content Terms. Approved advertisers running these ads must:

• Comply with all applicable laws, mandatory warnings, regulations, and advertising guidelines

• Not target under-21 audiences.

• Submit X’s Tobacco Content Pre-Authorization Form for advertiser approval before launching campaigns.

Corporate Social Responsibility (CSR)

CSR ads promoting tobacco-related initiatives, such as harm reduction education, environmental sustainability, community support, ethical business practices, public health education, and philanthropic activities are allowed in select countries. 

Note: These ads must not promote tobacco products, including smokeless tobacco or smoking alternatives.

Approved advertisers are permitted to target the following countries: 

• Africa: Angola, Burundi, Cameroon, Cape Verde, Central African Republic, Chad, Comoros, Guinea-Bissau, Liberia, Malawi, Mayotte, Mozambique, Namibia, Reunion, Rwanda, Sao Tome and Principe, Sierra Leone, Somalia, South Africa, Tanzania, Zambia, Zimbabwe 
• Asia Pacific: American Samoa, Antarctica, Australia, Azerbaijan, Bangladesh, Bhutan, British Indian Ocean Territory, Brunei, Cambodia, China, Christmas Island, Cocos (Keeling) Islands, Cook Islands, Fiji, Guam, Hong Kong, India, Indonesia, Israel, Japan, Macau, Malaysia, Maldives, Marshall Islands, Nauru, New Caledonia, New Zealand, Norfolk Island, Northern Mariana Islands, Palau, Papua New Guinea, Philippines, Pitcairn, Samoa, Singapore, Solomon Islands, South Korea, Sri Lanka, Taiwan, Thailand, Timor Leste, Tokelau, Tonga, Tuvalu, United States Minor Outlying Islands, U.S. Virgin Islands, Vanuatu, Wallis and Futuna
• Europe: Albania, Andorra, Armenia, Belarus, Belgium, Bulgaria, Czech Republic, Estonia, Faroe Islands, French Southern Territories, Georgia, Germany, Gibraltar, Greece, Guernsey, Heard Island and McDonald Islands, Hungary, Iceland, Ireland, Isle of Man, Italy, Jersey, Latvia, Liechtenstein, Malta, Monaco, Montenegro, Poland, Romania, Republic of North Macedonia, Saint Helena, Ascension and Tristan Da Cunha, San Marino, Serbia, Svalbard and Jan Mayen, Sweden, Switzerland, United Kingdom, Vatican City
• Latin America: Anguilla, Aruba, Bahamas, Barbados, Belize, Bermuda, Bonaire, Saint Eustatius and Saba, Brazil, British Virgin Islands, Cayman Islands, Chile, Colombia, Curacao, Dominica, Dominican Republic, Ecuador, El Salvador, Falkland Islands, French Guiana, Grenada, Guadeloupe, Guatemala, Haiti, Honduras, Jamaica, Martinique, Montserrat, Nicaragua, Peru, Saint Barthelemy, Saint Kitts and Nevis, Saint Lucia, Saint Pierre and Miquelon, Saint Vincent and the Grenadines, South Georgia and the South Sandwich Islands, Trinidad and Tobago, Turks and Caicos
• Middle East: Egypt, Kazakhstan, Pakistan, Saudi Arabia, Tajikistan, Uzbekistan, Western Sahara, Yemen
• North America: Canada, Greenland, United States

Smoking Alternatives

Smoking alternative ads promote products and services designed as less harmful substitutes for traditional tobacco smoking such as vapes or oral/topical nicotine solutions. 

These advertisements are allowed to target Japan, and the United States, subject to local restrictions. Approved advertisers running these ads must provide valid licenses from relevant regulatory authorities. 

Tobacco Accessories and Paraphernalia

Tobacco accessories and paraphernalia ads promote products used with tobacco or smoking alternatives, such as pipes, rolling papers, filters, or lighters. These ads are allowed in Japan, UK, and US, subject to local restrictions.

Need Help? 

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