X Ads provide a range of targeting options to help advertisers reach customers who may be interested in their content. This article describes a policy developed to help advertisers to achieve their targeting goals without compromising customers’ trust.
What's the policy?
X has identified a concept of 'Sensitive Categories' of personal customer data and applies it to all X products. Please refer to product specific policies for additional prohibitions and restrictions.
The following are prohibited:
Use of X products to reach an audience under the age of 13
Use of public personal information in ad creatives
Ad copy that asserts or implies knowledge of personally identifiable or sensitive information even when the ad has been created and targeted without using such information
Targeting customers based on any of the sensitive categories below
Which sensitive categories may not be targeted?
Alleged or actual commission of a crime
Negative financial status or condition
Racial or ethnic origin
Religious or philosophical affiliation and/or beliefs
Gender identities other than cisgender
Political affiliation and/or beliefs
Trade union membership
Genetic and/or biometric data
How does this policy vary from country to country?
What other X resources related to this policy?
Anti-Discriminatory Targeting policy
Housing, Lending, and Employment Opportunities
Inappropriate content Policy
Interest and follower look-alikes targeting
What do advertisers need to know about this policy?
As with all advertising platforms, there are certain obligations to follow when using X for advertising. Review our guidelines and make sure you understand the requirements for your brand, business, promoted content, and targeting criteria. You are responsible for all your promoted content and targeting on X. This includes complying with applicable laws and regulations regarding online advertisements.
When configuring the keywords in your campaign, be aware of the audience(s) you may reach and align your targeting and message in a way that is appropriate and compliant with our Ads Policies. Using keywords to target customers based on sensitive categories is not permitted and could be considered inappropriate or offensive, and may reflect poorly on your brand, product, or service. Targeting customers based on sensitive categories is a violation of our Ads policies.
X takes violations of its Ads Policies, the Rules, and Terms of Service seriously. We will examine reported violations and take appropriate action, which may include removal of offending advertisements and advertisers from the X Ads platform.