Targeting of Sensitive Categories

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This policy applies to all X’s paid advertising products. 

For more information about X’s paid advertising products, click here

For more information about X’s other ads policies, click here.

For information about X’s other policies, click here.

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

  • Health

  • Negative financial status or condition

  • Racial or ethnic origin

  • Religious or philosophical affiliation and/or beliefs

  • Sexual orientation

  • 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?

United States

  • Advertisers targeting the U.S. may target based on trade union membership. 

  • Certified advertisers promoting political campaigning ads may target based on political affiliation or beliefs. 

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 Rulesand 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.

Have questions or feedback?

If you are an advertiser whose account or posts are under review and you would like to check on the status or request an expedited review, please file a support ticket here.

Learn more about blocking or dismissing ads by reading this article on “Reporting X Ads”. To report an ad that is potentially violating these policies, use the Report an Ad form.

Using our Ads Policy, the Rules, and our Terms of Service, we will examine reported violations and take appropriate action.

If you are interested in advertising on X and want to learn more, please visit

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