Ads Policy: Brand Safety Policy

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What’s the policy?

Our brand safety policy builds upon the foundation laid by the X Rules to promote a safe advertising experience for all users and brands. This policy informs the context in which we serve ads, and includes, but is not limited to:

  • Adult Sexual Content
  • Copyright and trademark
  • Hate or Extremist Content
  • Profanity & Offensive Language
  • Restricted and Illegal Products and Services 
  • Sensitive Content
  • Spam, deceptive, and malicious content
  • Violent, Objectionable or Graphic Content

In addition to our Brand Safety policies, which help inform ad placement on X, we also have Advertising Policies that determine permissible content in ads and conduct of advertisers on X. Learn more about our Ads Policies here.

How does this policy apply to content monetized through Amplify Pre-Roll?

The guidelines outlined in the following categories include examples of content not eligible for monetization through the Amplify Pre-Roll Publisher Program. These guidelines apply to all aspects of monetized content, including but not limited to post text, video content, audio, and captions.

Adult sexual content

Content in which the focal point is considered adult or provocative, sexually suggestive, or that includes nudity is not eligible for monetization through Amplify Pre-Roll.

This includes (but not limited to): 

  • Depictions or descriptions of sex acts, sexual organs, sex toys and sexual bodily fluids 
  • Sexually suggestive content
  • Content related to escort services, prostitution,
  • Sex-focused “dating” sites  
  • Partial or full nudity 
  • Adult sites and services such as erotica, pornography, etc.
  • Clothing & accessories that are sexually explicit
  • Sexual enhancement services
Copyright and trademark

Content that may infringe on others’ intellectual property rights, or that promotes the sale of counterfeit goods, is not eligible for monetization.

This includes (but not limited to): 

  • Unauthorized distribution of copyrighted content
  • Services thats circumvent technical copy-protection measures
  • Misleading content on brand affiliation
  • Promotion or sale of counterfeit goods or unauthorized access to digital goods
Hate or Extremist Content

Content that could be considered inflammatory or incendiary in nature is not eligible for monetization. 

Content that harasses, shames, or insults an individual or group on the basis of race, ethnicity, national origin, caste, sexual orientation, gender, gender identity, religious affiliation, age, disability, medical/genetic condition, status as a veteran, status as a refugee, or status as an immigrant is not eligible for monetization. 

This includes (but not limited to): 

  • Language with intent to demean, degrade, threaten, or intimidate an individual or group belonging to a protected class
  • Content promoting, glorifying, or any way affiliated with organizations, groups, or individuals who promote, hate, criminal, or terrorist content

The above guidelines also apply to content in a newsworthy context.

Profanity and offensive language

Profanity or language intended to insult others is not eligible for monetization.

This includes (but not limited to):

  • Any uncensored use of slurs
  • Excessive censored profanity

Monetization will be removed from content containing censored slurs, regardless of the intent behind its usage

Restricted and illegal products and services

Content focused on illegal or restricted products and services is not eligible for monetization

This includes (but not limited to):

  • Recreational drugs or drug paraphernalia
  • Tobacco and related products
  • Alcohol
  • Gambling
  • Sale of weapons and ammunition
  • Promotion or sale of products derived from endangered species

The above guidelines also apply to content in a newsworthy context.

Sensitive Content

Content that focuses on, depicts, or discusses sensitive events is not eligible for monetization.

This includes (but not limited to):

  • Natural disasters
  • Mentions of death (including high-profile deaths)
  • Political uprisings
  • Terrorist or other mass casualty events
  • Promotion or glorification of self-harm, eating disorders

The above guidelines also apply to content in a newsworthy context, including in relation to time-sensitive events and real-world tragedies. Additionally, content that is considered false or misleading under the X Rules is not eligible for monetization.

Spam, deceptive, and malicious content

All publishers that monetize via Amplify Publisher Program must comply with X's platform manipulation and spam rules and policies.

Violent, objectionable & graphic content

Content that is considered violent, gruesome, bloody, or shocking is not eligible for monetization. This includes discussions/imagery in a newsworthy context and incidental depictions of violence and/or death.

The above guidelines on violent, offensive, and graphic content should be considered when monetizing all content including, but not limited to, the following categories:

  • Fantasy and fictional violence
  • Obnoxious/crude behavior, including visible intoxication
  • Educational and scientific imagery
  • Violent video games (gameplay with dismemberment, graphic headshots, blood splatters, and ‘hack-and-slash’ action) are not eligible for monetization through Amplify pre-roll
    • Tip: we recommend turning off blood effects in-game where possible when monetizing through the Amplify Pre-Roll program
  • Animals, including content that depicts or discusses harm to animals
  • Use of weapons or ammunition

As it relates to Amplify Pre-Roll Publisher Program monetization specifically, video formats and content that are not eligible for monetization include, but are not limited to, the following:

  • Short, looping video that displays the same segment multiple times.
    • This applies to GIFs, slideshows of images, strobing images, and static videos with no motion. 
  • Short, clipped segments that are excessively uploaded, published, and monetized.
  • Voice posts and audio recordings with no video/imagery.

For additional guidance on the Amplify Pre-Roll Publisher Program, including account eligibility criteria and information on how these policies are enforced, click here.

For additional Paid Partnership guidance, click here.

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