Twitch advertising guidelines and acceptance policies

2.0 Brand elements
3.0 Prohibited content, products and services


Twitch is a global community of millions who come together each day to create their own entertainment: unique, live, unpredictable, never-to-be repeated experiences created by the magical interactions of the many. Advertising is a critical component of the Twitch ecosystem, where creators can earn a living doing what they love. We believe that the ads delivered through Twitch should be relevant and useful to our community, and Twitch reserves the right to refuse and take appropriate action against content that is inappropriate or does not meet the following guidelines.

This ad acceptance policy is owned and created by the Amazon Ads Trust – Policy and Integrity team with Legal advice. Any advertising, sponsorship or other form of endorsement made by a creator on their own channel, other than those sold by Twitch, are not in scope for this ad acceptance policy.

I. Advertising content

1.0 General guidelines

Ads must be clear, accurate and verifiable so that customers receive correct information before engaging with an ad or deciding to purchase a product. The advertisement and landing page must match and be for related products and/or services.

Creative may not imply endorsement from Twitch and content must comply with Twitch’s Community Guidelines.

Creative must not include animation features or other interactive elements to distract or deceive the viewer, including but not limited to: flashing, blinking or pulsating objects, images or text.

1.1 Claims and substantiation

Claims in ads are a material component of the customer’s purchase decision. We require all claims to be accurate and truthful.

Ads stating that a product is “new” or “just released” or making similar claims must only be used for a product that has been released within the past six months.

When substantiation is required, advertisers must identify the source and date of the evidence in the ad or on their site. The source can be the advertiser’s data or third-party data, depending on the type of claim (see below). The data cannot be more than 18 months old.

The table below lists the claim types for which we require substantiation:

TypeMust include
AwardsThe name of the award provider and the date of the award.
Survey resultsThe source of the survey and the date of the survey.
Statistical claimsThe source of the study and the date of the study.
Superlative claims*An independent source that supports the claim, and the date of the study.
Comparative claimsAn independent source that supports the claim, and the date of the study.

* Substantiation is not required for superlative claims that only refer to a brand's own products, e.g. “Our most powerful vacuum cleaner” or “[brand]'s most advanced formulation yet,” or when the claim is on the product.

1.2 Pricing and savings claims

All pricing, savings, and discount information must be accurate, complete, not misleading, relevant to the location advertised and reflect the offer available through the end of the campaign. Ads must always communicate when prices are subject to change and if conditions or restrictions apply. Such disclosure may be in form of text or audio.

1.3 Disclosures

Effective disclosures are critical in helping consumers to make informed decisions. Disclosures must be crafted with care in terms of their language and presentation. Disclosures must be:

  • Accurate
  • Legible, both in size and contrast with the background of the ad
  • Understandable to the average customer

1.4 Editorial guidelines

We require that ads are presented in a clean, grammatically correct and professional manner.

The following are prohibited on all ads:

  • Copy that acknowledges or implies the targeting criteria used for the campaign.
  • Improper punctuation, such as repeated questions or exclamation marks.
  • Inconsistency between ad copy and landing page. If the ad copy features a certain offer or product, the same offer or product must be present on the landing page.
  • Interactive ad elements that are not appropriately placed.
  • Landing pages consisting solely of a sign-up/registration form. Landing pages should expand on the ad’s message and provide a satisfactory experience before the customer is forced to enter their info to find out more.
  • Misspellings and grammatical errors such as a wrong verb tense.
  • Promotion of the sale of products that are out-of-stock, back-ordered or under recall, or services that are unavailable for purchase at the time that the campaign runs. Ads must be paused when the product or service promoted becomes unavailable.
  • Random capitalisation, except for common abbreviations or trademarks.
  • Special characters such as @@, ###, emojis or ASCII art, except when part of the advertiser’s logo or included on the product image. Hashtags (#) are permitted if they do not contain inappropriate content.

1.5 Language

All ads must be in the primary official language of the targeted locale or in the primary language of the publisher’s app, and must comply with Twitch technical specs.

Foreign language video ads subtitled in the primary official language of the targeted locale are also acceptable.

  • France: All ad copy must be in French unless a translation accompanies it in the ad unit.
  • Canada: Ads on Twitch must be in both English and French.

2.0 Brand elements

Your brand name or logo must be clearly visible in the ad to ensure that customers can readily identify you as the advertiser.

Creatives may not use Twitch logos or trademarks without Twitch’s prior consent and may not use Amazon logos or trademarks without Amazon’s prior consent.

3.0 Prohibited content, products and services

Content that cannot be promoted on Twitch
  • Academic aids.
  • Adult-oriented products or services.
  • Aerosol paint
  • Alcohol recovery or hangover cures or treatments
  • Appealing to children due to messaging, imagery or targeting
  • Cannabis-related products, including vaping, delivery and CBD
  • Deceptive, false or misleading content
  • Drugs – Illicit and recreational, drug paraphernalia, drug testing equipment, or products to beat drug tests
  • Etching creams
  • Fireworks and pyrotechnic devices.
  • Games on the prohibited games list.
  • Get-rich-quick and pyramid schemes.
  • Healthcare practitioners
  • Herbal remedies or “miracle cure” products, or other products or services with questionable health claims
  • Malware, scareware and spyware
  • Medical facilities, procedures, trials and research
  • Payday loans or predatory lending.
  • Political and issue ads for candidates, parties or issues of public debate
  • Pornography, sexually explicit or obscene content
  • Premium pay-per-call services, such as 900 numbers in the U.S.
  • Products, services, technology or website content that:
    • Infringe, encourage, or enable the infringement of the intellectual property, privacy or personal rights of others
    • Promote any illegal, fraudulent or dangerous activity
  • Psychics and related content
  • Religious or spiritual services
  • Tattooing and body branding products and services.
  • Threatening, abusive or harassing content, or content that advocates or discriminates against a protected group, whether based on race, ethnicity, national origin, religion, ability, sex, gender, sexual orientation, age, etc.
  • Traffic devices
  • Tobacco or tobacco-related products, including e-cigarettes
  • UV tanning services and equipment
  • Weapons and related paraphernalia