Amazon Ad Server advertising policies

Amazon Ad Server (AAS) is a global, multichannel ad server used to create, distribute, customise, measure and optimise campaigns across a variety of screens. It offers multiple options for creative authoring, streamlined campaign management tools and advanced dynamic creative optimisation capabilities.

Our customers use AAS tools and services to create and deliver advertisements, to monitor the success of and manage advertising campaigns, to ensure safe ad delivery and, ultimately, to present advertisements that are more interesting and relevant to the viewers they reach.

We maintain and support trustworthy and transparent advertising for customers, advertisers and publishers. As such, the following advertising policies will apply to all ads that run through the AAS. For the subset of ads that run through Amazon DSP via AAS all existing Amazon DSP policies are also applicable.

If creatives do not comply with our policies, placements will not be live until the issue is resolved. These ads may also be subject to publisher-specific ad policies; enforcement of those policies is generally managed by the publisher serving the ad.

These policies are updated from time to time so customer review is required to ensure compliance.

Prohibited advertising

  • Alcohol (US only)
  • AT: Comparative advertising relating to environmental effects of a product or service
  • Content that is obscene, controversial, defamatory, libellous, illegal or invasive of another’s privacy
  • Content that promotes practices that can result in the physical or mental harm to customers
  • Escort services, adult dating, sex toys and merchandise
  • Full nudity and/or sexuality, e.g: fully visible intimate body parts: genitals, female breasts (not including breastfeeding) and buttocks
  • Illegal pharmaceutical products and services
  • Illicit and recreational drugs, drug paraphernalia, drug testing equipment or products to beat drug tests
  • Malware, scareware or spyware
  • NZ: Cultural appropriation or inappropriate use of Māori imagery, words and other taonga. For example, the use of Māori deities in ads is not permitted
  • Political content, such as campaigns for or against a politician or a political party, or related to an election, or content related to political issues of public debate
  • Pornography or explicit sexual content
  • Products, services, technology or website content that i) infringes, encourages or enables the infringement of the intellectual property or personal rights of others, or ii) promotes any illegal or dangerous activity, including false document services, counterfeit designer goods, cable de-scramblers, fireworks or websites that promote hacking or evading law enforcement
  • Religious advocacy – either advocating for or demeaning any religion
  • Threatening, abusive or harassing content, or content that advocates or discriminates against a protected group (whether based on race, colour, national origin, religion, disability, sex, sexual orientation, age or any similar or another category)
  • Tobacco or tobacco-related products, including e-cigarettes
  • Weapons (including lethal and non-lethal weapon sales), military equipment and firearms
    • Knives (except for kitchen knives, cutlery and general multi-purpose camping knives)
    • NL: Knives and other bladed objects (except for kitchen knives, cutlery or silverware)