The X Ads policies evolve to reflect what’s happening in the world and on the X platform. This Ads Policy Update Log compiles these ongoing changes to our policies.

Typically, this log will reflect policy changes impacting what is and is not permitted to be advertised via X Ads. For example, policy updates prohibiting a certain business model or the addition of country-specific policies may be included. Structural changes, such as grammatical or formatting edits, may not. 

This log does not replace our policies, and advertisers should always review the pertinent policy pages for any restrictions or additional information about our policies. Additionally, 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.

For complete information about our Ads Policies, visit x.com/adspolicy.

2024

November

Political Content Policy: Political ads targeting Ghana are permitted with restrictions.

October

Healthcare Policy: Advertising of OTC drugs is permitted in Ecuador with restrictions.

Healthcare Policy: Advertising of Telemedicine services is permitted in Kuwait, Oman and Qatar with restrictions.

September

Financial Products and Services: Advertising of cryptocurrency products and services is permitted in South Africa with restrictions.

July

Financial Products and Services: Advertising of financial products and services is permitted in Taiwan with restrictions.

June

Political Content Policy: Political Campaigning ads targeting Panama are permitted with restrictions.

Financial Products and Services: Advertising of blockchain games is permitted in Canada with restrictions

Financial Products and Services: Advertising of blockchain games is permitted in Turkey with restrictions

May

Political Content Policy: Political Content ads targeting Saudi Arabia and United Arab Emirates are permitted with restrictions.

April

Political Content Policy: Political Content and Campaigning ads targeting South Africa are permitted with restrictions.

March

Healthcare Policy: Aggregator apps for cosmetic services are permitted in Japan.

February

Financial Products and Services: Advertising of blockchain games is permitted in Thailand with restrictions

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Taiwan with restrictions

January

Gambling Policy: Brick and mortar casinos are permitted in the Philippines with restrictions.

2023

November

Financial Products and Services: Advertising of blockchain games is permitted in Australia and Germany with restrictions.

Political Content Policy: Political Content and Campaigning ads targeting Indonesia are permitted with restrictions.

October

Healthcare Policy: Promotion of OTC drugs is permitted in South Korea with restrictions.

Financial Products and Services: Promotion of financial aggregators is permitted in South Korea with restrictions.

Financial Products and Services: Advertising of blockchain games is permitted in the UK and Japan with restrictions.

Financial Products and Services: Promotion of CFDs targeting Israel is permitted with restrictions.

September

Political Content Policy: Political Content and Campaigning ads targeting Argentina, Colombia, Ecuador, Japan, Mexico, Peru and the U.K. are permitted with restrictions.

Political Content Policy: Political Content ads targeting Brazil, Chile and Israel are permitted with restrictions.

July

Financial Products and Services: Cash loan advertisers are allowed to promote with restrictions in Mexico.

Healthcare Policy: Cosmetic procedures are permitted in Thailand with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Hong Kong and South Korea with restrictions.

Healthcare Policy: Ads for pharmacies and OTC drugs are permitted with restrictions in South Africa.

Financial Products and Services: Advertising of DeFi products and services is permitted with restrictions.

June

Gambling Policy: Sports betting ads are permitted in Ghana, with restrictions.

Political Content Policy: Promotion of political content ads is permitted in Canada with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Ghana, Kenya, Pakistan, Bosnia and Herzegovina, Macedonia and Serbia with restrictions.

May

Gambling Policy: Advertising of offline Pachinko halls / parlors and offline Pachinko info is permitted, with restrictions.

Healthcare Policy: Cosmetic procedures are permitted in Japan with restrictions.

Gambling Policy: Gambling affiliates and aggregators ads permitted in Canada, with restrictions.

Financial Products and Services: Advertising of non-custodial crypto wallet services are permitted in certain countries with restrictions.

Gambling Policy: Advertising of online horse race betting, lotteries and games of chance are permitted in Turkey, with restrictions.

Gambling Policy: Online casino ads are permitted in the Netherlands, with restrictions.

March

Drugs and Drug Paraphernalia: Cannabis advertising is permitted with restrictions in Thailand. Advertisers must be licensed and pre-authorized by X.

Gambling Policy: Ads for games that include a monetary value as an entry method or have monetary value as part of the prize are permitted to target the United States, with restrictions.

Gambling Policy: Ads for digital lottery courier services to purchase lottery tickets on behalf of an individual at a licensed brick-and-mortar retailer are permitted to target the United States, with restrictions.

February

Gambling Policy: Ads for games which are entirely free to play and games with a pay to play element with non-cash prizes worth JPY 1000 or less are now permitted to target Japan, with restrictions.

Trend Takeovers: Japan gambling advertisers are permitted to use this product with restrictions.

Trend Takeover +: Japan gambling advertisers are permitted to use this product with restrictions.

Drugs and Drug Paraphernalia: Cannabis advertising is permitted with restrictions in the United States. Advertisers must be managed and licensed.

Political Content: Political content ads targeting the U.S. are allowed with restrictions.

January

Housing, Lending, and Employment Opportunities - Employment: This policy has been removed, as previous targeting restrictions on Employment advertisements are no longer applicable. The policy name has changed to Housing, Lending, & Credit.

Inappropriate Content: The policy has been updated to remove specific COVID-19 restrictions.

Cause-Based Advertising: This policy has been removed, as previous restrictions on Cause-based advertisements are no longer applicable.

Trend Takeovers: UK alcohol advertisers are permitted to use this product with restrictions.

Trend Takeover +: UK alcohol advertisers are permitted to use this product with restrictions.

2022

January

Financial Products and Services: Financial Aggregators (Australia) Policy: Clarified the policy for financial aggregators.

Healthcare Policy: Trend Takeover +: Trend Takeover + now permits the promotion of medical products and services in the United States.

Healthcare Policy: Trend Takeover: Trend Takeover now permits the promotion of telemedicine services in the United States.

February

Alcohol content policy: Alcohol advertising is allowed in Bolivia.

Gambling: Gambling affiliate and aggregator ads permitted in the United States, with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in the UK, France and Germany with restrictions.

March

State Media: State-affiliated media accounts solely dedicated to entertainment, sports, and travel content are prohibited.

April

Trend Takeover Guidelines: Australian alcohol advertisers are permitted to use Trend Takeover+, subject to restrictions, and are only allowed with prior authorization from X.

Financial Products and Services: The requirements for advertising financial products and services targeting the UK have been updated.

Gambling: Single-event sports betting ads are permitted with restrictions in Canada.

May

Gambling: Advertising that falls under online gambling, offline gambling, online casino games, lotería nacional, pronósticos deportivos, and affiliates and aggregators are permitted in Mexico, with restrictions.

Trend Takeover Guidelines: Gambling ads are now permitted in Mexico, with restrictions.

Gambling: Advertising of gambling content is permitted in Brazil with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Saudi Arabia, Kuwait, Turkey and Ireland with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are no longer permitted to target Singapore.

Inappropriate content policy: Advertising of content that promotes claims or services attempting to change a person’s sexual orientation, gender identity or gender expression are prohibited globally.

June

Healthcare Policy: Advertising of Telemedicine is permitted with restrictions in Japan.

July

Healthcare Policy: The requirements for advertising OTC drugs targeting the UK have been clarified. The policy has also been updated to expand the eligibility requirements for drug retailer advertisers targeting the UK, as well as by introducing a certification workflow to allow clinical trial advertisers to target the UK.

Gambling: Advertising of online and offline gambling content is permitted for Canada, with restrictions.

Trend Takeover Guidelines: US Sports Betting advertisers are permitted to use Trend Takeover+ and Trend Takeover with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Austria, Bulgaria, Croatia, Poland and Romania, Italy, Nigeria, South Africa, Switzerland, Spain and United Arab Emirates with restrictions

Gambling: Ads from licensed Gambling Service Providers are allowed with restrictions in Germany.

August 

Trend Takeover Guidelines: Mexican alcohol advertisers are permitted to use this product with restrictions.

Brand Safety Policy: Updated the policy with additional information under each category.

September

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Argentina, Aruba, The Bahamas, Barbados, Bermuda, Brazil, Chile, Colombia, Costa Rica, Curacao, Czech Republic, Dominican Republic, Ecuador, El Salvador, Finland, Guatemala, Honduras, Indonesia, Jamaica, Mexico, New Zealand, Nicaragua, Norway, Panama, Paraguay, Peru, Sweden, Trinidad & Tobago, Uruguay, Vietnam and Venezuela with resrtictions.  

Illegal Products and Services Policy: Advertising of infant formula products for infants up to the age of 12 months is prohibited in Australia and in New Zealand.

October

Financial Products and Services: Advertising of blockchain games involving NFTs or cryptocurrency are permitted in Brazil and USA, subject to restrictions.

November

Gambling: Advertising of gambling content is permitted in India with restrictions.

Gambling: Sports betting ads permitted in Poland, with restrictions.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Denmark, Israel, Netherlands and Portugal with restrictions.

Gambling: Sports Betting ads permitted in Turkey with restrictions.

Gambling: Advertising that falls under online gambling (Online casinos, poker, sports betting, fantasy sports, lotteries, race betting), are permitted in Argentina, with restrictions. 

Trend Takeover Guidelines: Gambling ads are now permitted in Argentina, with restrictions.

Gambling: Sports betting ads are permitted with restrictions in Ecuador.

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in Egypt, Morocco, Oman, Tanzania, Uganda and Zambia with restrictions.

December

Alcohol content policy: Advertising of alcohol content is permitted in Malaysia, subject to restrictions.

2021

March

Gambling: Online casino ads are permitted with restrictions in the U.S.

Alcohol content policy: All alcohol content advertising is prohibited in Thailand.

April

Financial Products and Services: Advertising of financial products and services are allowed in Vietnam.

Gambling: Brick & mortar casino ads are permitted with restrictions in the U.S.

Gambling: Online horse racing ads are permitted with restrictions in the U.S.

May

Financial Products and Services: Authorized credit card networks are permitted to advertise in Paraguay.

June

Healthcare Policy: Advertising government-permitted medical devices in Japan is allowed, with restrictions.

July

Healthcare Policy: Ads for Telemedicine services targeting the United States are permitted with prior advertiser approval.

Gambling: Licensed brick and mortar casinos are allowed in Australia. Online casino-style gaming, online betting on the outcome of a lottery ("synthetic lotteries"), online instant lotteries and online scratch tickets or ‘scratchies’ are prohibited in Australia.

Inappropriate Content: Updated the policy to allow all clients to run campaigns containing implicit or explicit references to COVID-19/coronavirus, with some restrictions.

August

Financial Products and Services: Advertising of licensed foreign exchange trading, asset management, credit rating services and trading services are now allowed for Hong Kong

Updated ads policies related to weight loss content:

Prohibited Content for Minors: Advertisers are prohibited from targeting minors with weight loss products and services, as well as content focused on weight loss. Also updated our definition of what is considered a health and wellness supplement.

Unacceptable Business Practices (UBP): Advertisers are prohibited from promoting misleading ‘before and after’ photos, content that could be reasonably considered to body shame a customer, and promotion of unhealthy or unsafe eating behaviors or eating disorders.

Healthcare: Advertisers are prohibited from promoting dangerous supplements that look similar to prescription drugs or claim to increase the speed of weight loss and muscle growth.

September

Gambling: Online and Brick & mortar poker ads are permitted with restrictions in the U.S.

October

Financial Products and Services: Advertising of non-fungible tokens (NFTs) and related products are permitted, with restrictions.

Trend Takeover +: Trend Takeover+ now permits alcohol advertisements in Brazil (only for alcohol beverages with strengths less than 13%)

November

Financial Products and Services: Advertising of cryptocurrency exchanges, crypto wallet services, crypto kiosks / ATMs and crypto debit / credit cards are permitted in certain countries with restrictions.

Gambling: Brick & mortar sports betting ads are permitted with restrictions in the US

Gambling: Brick and mortar horse racing ads are permitted with restrictions in the U.S.

2020

January

Financial Products and Services: Advertisers authorized by Otoritas Jasa Keuangan (OJK) are permitted to advertise Peer-to-Peer lending in Indonesia.

Gambling: Advertisers authorized by the Kenyan Gambling Authority are permitted to advertise in Kenya, with restrictions.

Gambling: Advertisers authorized by the Nigerian Gambling Authority are permitted to advertise in Nigeria, with restrictions.

March

In response to the unprecedented COVID-19 pandemic, X Ads Policies are evolving to meet changing global circumstances. 

Safe for Ads Content Guidelines: Defined the COVID-19 pandemic as a sensitive event. As a result, content that discusses or focuses on COVID-19 is not eligible for monetization through the Amplify Publisher Program.

Inappropriate Content: Updated the existing Inappropriate Content policy, as it pertains to COVID-19 specifically: 

- Advertising of facemasks and alcohol hand sanitizers is prohibited globally. 

- COVID-19-related Public Service Announcements (PSA’s) from government and supranational entities are permitted.

- News outlets that currently hold a political content exemption are permitted to advertise content around COVID-19.

- Some vetted organizations who have a current partnership with the X Policy team are permitted to advertise content around COVID-19. 

Inappropriate Content: Misleading synthetic or manipulated content, and the appropriation of sensitive event-related hashtags are prohibited.

State Media: Advertising of content from news media entities controlled by state authorities is prohibited. 

April

Gambling: Advertising of all gambling content is prohibited in Spain. 

Inappropriate Content: Updated the existing policy around COVID-19 content:

    - Managed advertisers are permitted to reference COVID-19, as long as their messaging is focused on company response or

      support for communities. 

    - Advertisers must also comply with other restrictions within the Inappropriate Content policy. 

State Media: Updated the policy to prohibit advertisers reporting on behalf of or directly affiliated with news media entities controlled by state authorities.

June

Gambling content: Advertising of gambling content is permitted in Spain with restrictions.

Financial products and services: Financial entities who wish to target Turkey must seek prior approval from X before advertising.

July

Housing, Lending, and Employment Opportunities: Advertisers of housing, lending and employment opportunities must seek prior approval from X before targeting the US and Canada.

Anti-Discriminatory Targeting: Advertisers must not wrongfully discriminate against customers in the targeting of ads.

Quality Policy: Clarified the Editorial Guidelines for the Customers Bio URL. 

August

Inappropriate Content: Global relaxation for promotion of non-medical facemasks. Advertising of medical facemasks continue to be prohibited. 

September

        Trend Takeover guidelines: Updated the content guidelines to prohibit the purchase of general interest political event hashtags.

        Trend Takeovers: US Daily Fantasy Sports advertisers are permitted to use this product with restrictions.

        Trend Takeover +: US Daily Fantasy Sports advertisers are permitted to use this product with restrictions.

        Inappropriate Content: Updated the policy to prohibit content engaged in coordinated harmful activity.

November

Healthcare Policy: Advertising of Telemedicine is permitted in India with prior authorization from X.

Healthcare Policy: Medical Device advertisers allowed in Germany: Nov 20, 2020

Financial Products and Services: Advertisers of foreign exchange products or services must be authorized by the Kenya Capital Market Authority (CMA) in order to target Kenya.

Financial Products and Services: Advertisers of banking products or services must be authorized by the Central Bank of Kenya (CBK) in order to target Kenya.

2019

In November 2019, all political advertising was banned on X. Any logged changes for Political Content listed prior to the November 2019 ban reflect changes made to the previous policy. 

February

Account Eligibility: Arabic is included as a supported language for self-serve advertising. 

Financial Products and Services: Advertising financial products and services is permitted with restrictions in Greece. 

Political Content: Advertising political content is prohibited in France, and permitted with restrictions in the European Union, Australia, and India.

March

Drugs and Drug Paraphernalia: Cannabis advertising is permitted with restrictions in Canada. Advertisers must be licensed by Health Canada.

June

Gambling: Advertisers authorized by the Colombian Gambling Authority are permitted to advertise in Colombia.

Political Content: Advertising political content is prohibited in Canada.

July

Safe for Ads Content Guidelines: Updated the spam and video monetization guidelines for Amplify Publishers. 

Political Content: Political campaign advertising in Japan is limited to political parties only. Other advertisers are prohibited from running political ads.

Quality policy: Updated the customer bio URL editorial guidelines

August

State Media: Advertising from state-controlled news media entities is prohibited globally. 

September

Financial Products and Services: Advertising Contracts for Difference (CFD) is permitted with restrictions in countries in which we permit financial products and services.

Gambling: Third-party promotion of government controlled betting by eligible advertisers is permitted in Japan.

Political Content: Advertising political content is prohibited in Singapore.

Political Content: Advertising political content is permitted with restrictions in Canada.

October

Political Content: Advertising political content is prohibited in Canada. 

State Media: News media entities financially or editorially controlled by state authorities are prohibited from advertising.

November

Cause-Based Advertising: Advertisements that educate, raise awareness, and/or call for people to take action in connection with certain causes are restricted and require certification globally. 

Drugs and Drug Paraphernalia: Advertising of non-ingestible CBD products is permitted with restrictions in the U.S.

Endangered species: Updated the list of examples of prohibited endangered species.

Eligible Countries and Territories: Self-serve advertisers are permitted to target ads to Kuwait, with language restrictions. 

Health and Pharmaceutical Products and Services: Revised “Medical and cosmetic services” section to align with the new cause-based advertising policy.

Political Content: Advertising political content is prohibited on the platform globally. Eligible news publishers may be granted exemptions to this policy. 

December

Financial Products and Services: Advertising cash loan and P2P services is prohibited globally. 

Keyword Targeting and Conversion Tracking and Custom Audiences criteria updated for the U.S. to align with Political Content restrictions.