Sponsored Ads Creative Acceptance Policies

TABLE OF CONTENT

1. Overview
2. Ad Format and Functionality

1. Overview

The policies in this section apply to Sponsored Products and Sponsored Brands (which includes Sponsored Brand Videos, unless otherwise noted). As the advertiser, it is your responsibility to comply with all applicable laws, rules, and regulations that apply to your ads and any location where the ads appear. This includes obtaining any required authorizations or approvals from local regulatory authorities for the sale, distribution, or advertisement of the products that you intend to advertise with Amazon or include in your ads.

In addition you must comply with our ad policies for the ad campaigns that you run with Amazon. If your ads do not comply with our ad policies, your campaigns may not be approved until you fix the policy violation. Please review the policies in this section to learn about our content restrictions specific to Sponsored Products, Sponsored Brands, and Product Display Ads as well as which products are eligible, or ineligible, for these ad types.

These policies are in addition to our Creative Acceptance Policies (“CAP”). Both our CAP and these product-specific policies apply to your ad campaigns. Please refer to Sponsored Display Creative Acceptance Policies for Sponsored Display and Product Display Ads.

To learn more about sponsored ads on Amazon, please visit sponsored ads.

2. Ad format and functionality

Please ensure that your ad format complies with the following guidelines:

  • All images and videos must be legible and of a high resolution.
  • Animation is only permitted in videos.
  • Creatives should not interfere with legibility of ad templates.
  • Sponsored Brands must be 728x90, 800x90, 300x250, 160x600, 245x135 or 900x45. Please refer to Section 3.9 for Sponsored Brands Video guidelines.

3. Content requirements

The following content requirements apply to all elements of your ads: headline text, brand logo, images, video, and advertised ASIN images.

3.1 General requirements

Your ads must:

  • Be suitable for a general audience.
  • Accurately reflect the content of the landing page.
  • Be in the primary language of the Amazon site on which the ad is displayed.

3.2 Prohibited content

Content prohibited in any ad elements
  • Amazon trademarks, products or references to Amazon products or services.
    • Accurate references for compatibility purposes, such as “Works with Alexa,” are permitted, provided the primary product is positioned first in the headline, featured more prominently in any image or video, and Amazon products are referred to correctly.
  • ASCII art.
  • Children in adult situations or engaging in illegal activity, including, but not limited to children:
    • Around alcohol, drugs, or tobacco products.
    • In peril, such as verbal or physical abuse of children, or children handling firearms or shown around gunfire or weapons.
  • Contact details, such as full or partial email or web addresses or phone numbers; hashtags; social media addresses; and QR codes.
  • Content that encourages or glorifies smoking.
  • Content that encourages or promotes vandalism, anti-social behavior, or the defacing of public or private property.
  • Content that glorifies or promotes the use of illicit drugs, abuse of legal drugs, drug paraphernalia or products to beat drug tests.
  • Content that may be considered culturally inappropriate in the geographical location where the ad will be displayed.
  • Content that promotes hate, incites violence or intolerance, or advocates or discriminates against a protected group, whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or another category.
  • Content that promotes practices that can result in the physical or mental harm of customers.
  • Content that asks questions of, or speaks directly to the customer, such as the use of "you/your" (for example, “Are you looking for xxx, try this" or “Not getting the weight loss results you want?").
  • Content that exploits sensitive events (such as natural disasters, human-caused disasters, incidents of mass drama, or the death of public figures) or content that revolves around controversial or highly debated social topics.
  • Content related to campaigns, elections, or political issues of public debate; that advocates for or against a politician or a political party; or that personally attacks a political figure.
  • Cruelty toward people or animals.
  • Deceptive, false, or misleading content.
  • Fake functionality such as “Play” buttons or login requests.
  • Foul, vulgar, or obscene language or language containing profanity, including obfuscated text or inappropriate double meanings.
  • Language that pressures customers into taking action such as “Last Chance” or “Don’t Miss Out,” or emotionally charged language.
  • Misspellings, excessive punctuation, or incorrect grammar or punctuation.
  • Obscene, defamatory, libelous, illegal, invasive of another’s privacy.
  • Potentially embarrassing bodily functions or conditions, or private, intimate or sensitive physical or medical conditions.
  • References to another company name or product to denigrate, compare or leverage the other brand or product to promote your product (for example, “better made than [other product]”). If you are communicating the compatibility of your product with other products in the headline, you must include the other brand or product in the later part of the headline with a qualifying statement like “compatible with.”
  • Religious advocacy, whether advocating or demeaning a religion.
  • Shipping or delivery claims.
  • Special characters (unless part of the brand name or slogan).

3.2.1 Prohibited images and videos

General guidelines

In addition to the requirements above, the following prohibited content guidelines apply to the images and videos in your ads.

  • Images and videos of weapons (including realistic and non-realistic firearms, swords, bows and arrows, etc.) that are:
    • Shown in a violent, threatening manner, for example in the process of injuring another character.
    • Displayed in a gruesome way (for example, covered in blood).
    • Pointed at a character.
    • Directed out toward the customer.
    • Handled by or associated with a minor.
    • Shown in the act of firing (for example, bullets visibly exiting the weapon, smoke or other residue shown around the barrel).
    • See the Sports and Outdoors Goods section below for restrictions specific to those products.
  • Realistic or excessive violence, brutality, scary images and videos, graphic depictions of blood, open or sutured wounds, scenes of torture, dismemberments, or mutilations of bodies.
  • Fully visible intimate body parts such as genitals, female breasts, and buttocks. Ads may feature partial nudity (models showing bare skin without revealing any intimate parts) if modest and relevant to the product or service promoted. For example, an image or video of a woman in a bikini may be used to promote bikinis, but the same image or video cannot be used to promote a car because a woman in a bikini is not relevant to a vehicle.
  • Sexual content:
    • Sexually suggestive poses, such as the parting of the legs, gripping of hair or accentuation of the hip along with amorous or sexually suggestive facial expressions.
    • Images and videos that draw undue attention to intimate body parts, such as breasts or buttocks, in a sexual way.
    • Depictions of minors in sexual situations.
    • Images and videos of suggestive undressing, such as pulling down a bra strap or underwear.
    • Models in sexy lingerie such as stockings, suspenders, or paraphernalia such as whips and chains.
    • Provocative embraces or embraces in a provocative setting such as in a shower or on a bed.
    • Sexual innuendo in text, image, or video.

3.3 ASIN images

Your showcased ASIN images in your ads must comply with our policies.

We require the presence of your brand logo in your ad so that customers can identify you as the advertiser. As the brand logo may be used for a variety of different ad formats it is important that your logo meets the below guidelines. If you do not have a brand logo that meets the following conditions, you should consider using Sponsored Products as an alternative.

The logo must be your brand’s registered logo and not of the brand you are promoting, unless you have the legal right to use the promoted brands logo. Brand Logos must:

  • Fill the entire image or be on a white or transparent background.
  • Accurately reflect the brand or product you are promoting.

Brand logos must not be on a complex graphical background and must be visually appealing. Logos cannot:

  • Be a product, ASIN (incl cropped versions) lifestyle image or combination.
  • Be used as an extension of the headline nor contain additional text.
  • Be a combination of logos.
  • Contain crowded or cluttered elements.

Entertainment and Book advertisers may also use the below, provided these images can also be found on the product packaging, product detail page or author page:

  • An author, actor or related character image.
  • Icons synonymous with the advertised products, such as a spider’s web for a Spiderman film.
  • Book, film, and TV series ads can also use a creative series title.

3.5 Posts

Posts allow you to use curated photos to inspire shoppers to engage with your brand and products on Amazon. Information on how to enroll your brand to participate in this program can be found here.

In addition to the guidelines outlined in this Sponsored Ads policy, the below guidelines apply to Posts.

3.5.1 Profile

The profile name and profile logo will appear alongside each post and must accurately reflect the brand.

The profile name must be that of the advertiser and not the brand they are promoting, unless they have the legal right to represent that brand. Profile names cannot be repurposed as an extension to the headline.

The profile logo must be the registered brand logo or equivalent logo, or social media icon that identifies the brand. Profile logos cannot be product or lifestyle images.

3.5.2 Post content

Post headlines and images must not contradict each other or the landing page, such as a Post for dog food leading to products for cats. Posts must not contain promotional or deal related content.

Posts may contain:

  • Shorthand or obfuscated words such as “H8 stains?” or “now w/out sugar”
  • Hashtags, emoticons, or other special characters

Images for posts should be product or lifestyle images and must not be a brand logo nor contain crowded elements or excessive information.

3.6 Call to action (CTA)

We recommend the use of a CTA in your ad to improve your ad’s performance, but the presence of a CTA is not required.

If you use a CTA in your headline ad copy, the CTA must:

  • Be clear and precise.
  • Not use language that may pressure customers into taking action such as “Last Chance” or “Don’t Miss Out,” or emotionally charged language.
Prohibited CTA
  • "Click Here” and other non-specific variations.
  • CTAs that duplicate the default CTA in Sponsored Brands ads are prohibited in headline ad copy. For example, “Shop Now” is prohibited in USA, United Kingdom, India, and Germany.

3.7 Claims and substantiations

Advertising claims in your ads must be truthful and accurate. You must have evidence in support of your advertising claims. If you make a claim in your ad copy, that claim must not be contradicted on the product detail page.

Awards, accolades, or study claims must be no more than 18 months old.

Substantiation

We require substantiation for the following claims on the product detail page, in the headline, or on the product packaging.

  • Accolades and awards: Must be supported with details such as date and awarding body.
  • Survey results: Claims about the results of consumer surveys must be substantiated even if the survey collected subjective opinions. For example, “33% of people like XXX” must be accompanied by a disclosure citing the source and date of the survey (“*US Surveys Ltd, January 2019”).
  • Quantified performance: Claims which imply to the customer that some objective measurement has taken place. For example, “Reduces 99% of wrinkles” or “Teeth appear three shades whiter” or “the best moisturizer”.
  • Comparative: Must be supported with a citation of an independent source and dated within the previous 18 months. For example, “Americas best hat, Hat Makers magazine, 2019". We do not permit the direct comparison to competitor brands.

We do not require additional substantiation for the following claims:

  • Packaging claims: Claims appearing clearly on product packaging.
  • Product descriptions: Claims that describe the product in an objective non-comparative manner. For example, “Bluetooth compatible.”
  • Subjective claims: Claims that relate to an opinion. For example, “You’ll love XXX” or “Our most effective moisturizer.”
  • Subjective performance claims: Claims that cannot be proved objectively such as “this shower gel will leave you feeling fresher.”
Locale-specific requirements

Australia:

  • Products must not make therapeutic or health claims related to a disease, ailment, physical condition or discomfort, defect, injury, or psychological condition.
  • Sun Protection Factor (SPF) creams that have a SPF less than 50 must not claim to be "High" (or similar) protection. Additionally, products whose primary purpose is not for sun protection must not claim to be a sun protection product.
  • Weight loss foods, supplements, creams and other consumable or topical products cannot claim to assist with or have an impact on weight loss, slimming, or dieting
Warranty and guarantees

The product detail page must clearly describe warranties or guarantees, including any applicable limitations.

The party responsible for honoring the warranty or guarantee must be disclosed on the product detail page or in the headline.

3.8 Headlines

Headlines must be relevant to the product advertised.

To uphold a high-quality creative bar for your ads, Amazon recommends that the Headline be in sentence case. You should only capitalize the first word in a sentence, any proper nouns, or trademarks (including official brand names, product models or slogans).

We prohibit ad copy in ALL CAPS or CaMeL case. Capitalized words for common abbreviations (such as DIY), or for originally capitalized trademarks, are acceptable.

Locale-specific requirements

This policy does not apply to Japan and China.

3.9 Promotional and holiday messaging

The use of promotional messaging must comply with the following requirements:

  • We prohibit the use of superlatives such as “Huge Savings” or “Gigantic Discounts.”
  • The start and end dates of your ad campaign must reflect the duration of the offer or the saving period so that ads do not run on dates when the offer or the saving do not apply.
  • Campaigns must be scheduled to end on the last day of the promotion.
  • Campaign dates for a specific holiday or seasonal event (for example, Halloween, Valentine’s Day and Christmas) must start within a reasonable time frame leading up to the event and must end within 24hrs after the event date, or a reasonable time after that depending on the event.
  • If you extend the campaign after the offer or the saving period ends, you must modify your ad copy by removing the promotional messaging that no longer applies.
Sponsored Brands

We prohibit any reference to specific pricing promotions in Sponsored Brands. This includes deals, offers, or savings such as Save 50% on {Product} or $20 off {Product}.

We permit the following types of promotional messaging, including close variations, on Sponsored Brands if the promotion is i) visible on the product detail page, and ii) valid for the duration of the campaign:

  • [Product] savings.
  • Savings on [Product].
  • Save now.
  • Great prices on [Product].
  • Great Savings on [Product].
  • Great Bundles on [Products].
  • Buy [Product] and get [Additional free product].

Campaigns that refer to "Deals" must only include products that have an Amazon deal (such as Deal of the Day) live on all advertised products for the duration of the campaign.

Other savings campaigns must have active savings on the advertised products for the duration of the campaign.

Locale-specific requirements

We prohibit any promotional messaging in Japan.

3.10 Video guidelines

General guidelines
Sponsored Brand Video ads allow you to engage your customers by including compelling videos in your ads.

The video in your ads must be relevant to the product or brand and lead to a contextually relevant landing page.

Video asset requirements
Please ensure that your video complies with the following specifications:

  • Video dimensions: 1920 x1080px, 1280x720px or 3840 x 2160px.
  • Aspect Ratio: 16:9.
  • File size: less than 500MB.
  • File format: MP4 or MOV.
  • Video duration: between 6 and 45 seconds (30 secs or less highly recommended).
  • Audio: minimum 96 kbps
  • Letterboxing: Videos should not have black bars on any side of the video content.

Content guidelines
Videos must be in the language of the locale in which they are displayed, be easily understandable, and clearly identify the product or brand you are advertising.

Videos must be suitable for general audiences and include your brand name, logo, or product that clearly represents the brand or product promoted.

Videos without audio tracks are acceptable; however, it must be clear to the customer that the video has no audio.

Videos in your ads must not contain:

  • Deals, discounts, or other savings promotions.
  • Call-to-action (CTA) buttons or text. Sponsored Brand Video creatives dynamically incorporate these elements by default.
  • Pressuring, combative, or urgent language intended to elicit a click or a sale from the customer.
  • Distracting images (for example, flashing, spinning, blinking, pulsating objects or text, or high-contrast transitions).

Video format and quality

To ensure a good customer experience the videos in your ad must not contain:

  • Blurry, unclear, or unrecognizable visuals.
  • Illegible text.
  • Poor video quality and low resolution.
  • Poor sound quality.

Video brand logo

Your ad must contain your registered brand logo in the designated brand logo section. Product or lifestyle images are not permitted.

4 Product acceptability

In this section, we list those products that are ineligible for advertising, as well as those restrictions that apply to the format or method of promotion of products that are eligible for advertising. These policies apply to Sponsored Products, Sponsored Brands, and Product Display Ads unless we indicate otherwise.

4.1 General requirements

As the advertiser, you can only promote those products that you either own or that you are authorized to resell or distribute.

Your ads must be truthful and accurate. In creating your ads, please ensure that you accurately describe the product(s) advertised.

4.2 Prohibited products

Sponsored Products and Sponsored Brands

The following products are prohibited globally.

Review section 4.3 below for additional requirements that apply to permitted product categories.

  • Adult Products, including pornography and other sexually explicit products, products claiming to enhance sex, as well as other “adult” sexual products and services.
  • Beauty and Personal Care: products that claim to permanently physically change natural body properties are prohibited.
  • Competitions and sweepstakes.
  • Drug testing kits.
  • Disease diagnostic kits.
  • Digital and computer hacking services and products.
  • Etching creams, and other caustic creams, gels, liquids, or solutions.
  • False document services.
  • Fat burners or similar products that claim to increase metabolism, enhance libido, suppress appetite, or expedite other natural bodily functions.
  • Food and supplements that contain ephedrine alkaloids, Salvia divinorum, or salvinorin A.
  • Get-rich-quick products.
  • Gender prediction kits.
  • Graffiti-related paints, markers, creams, nozzles, refills, and "how-to" videos and other content.
  • Illicit and recreational drugs and drug-related paraphernalia.
  • Medical devices intended or marketed for professional use.
  • Nitrous oxide canisters and chargers.
  • Prescription drugs and devices.
  • Pre-natal gender prediction and similar test products.
  • Products that claim to diagnose, cure, mitigate, treat, or prevent any disease or addiction.
  • Products designed to be used for privacy invasion, such as spy cameras, or to evade law enforcement such as a police radio scanner.
  • Products that could be used for questionable or potentially dangerous activities, such as fireworks.
  • Products related to gambling services.
  • Products that may infringe, encourage, or enable, the infringement of intellectual property or personal rights.
  • Tattoo and body branding products.
  • Tobacco and other smoking products and accessories, including products containing nicotine, cigarette papers, e-cigarettes, vapes, and similar products (including nicotine-free equivalents).
  • UV tanning services and equipment.
  • Weapons (Please review Explosives, Weapons, and Related Items for a comprehensive list), including:
    • Ammunition or reloaded ammunition.
    • Assault weapon parts or accessories or products marketed as assault weapon parts or accessories, including reference to various assault weapon models.
    • Destructive and explosive devices such as fireworks.
    • Handgun safety certificates.
    • Pistol, Revolver, or any form of firearm.
    • Products that resemble or include realistic or actual weapon, weapon parts or ammunition.
    • Weapons or other items intended solely for law enforcement or military use.

4.3 Restricted products

The following products are eligible for advertising via Sponsored Products, Sponsored Brands, and Product Display Ads, provided ads comply with the restrictions listed below.

4.3.1 Alcohol

This policy applies to ads promoting alcoholic beverages (wine, beer, and spirits), and alcohol-related merchandise.

Sponsored Products
We permit the promotion of both alcoholic beverages and merchandise for Sponsored Products in China, France, Germany, Italy, Japan, Mexico, Spain, and the United Kingdom.

In Canada and the USA, we only permit ads for alcohol merchandise if the advertiser is not an alcohol manufacturer or distributor.

Sponsored Brands
We permit the promotion of both alcoholic beverages and merchandise for Sponsored Brands in China, Germany, Italy, Japan, Mexico, Spain, and the United Kingdom.

In Canada and the USA, we only permit ads for alcohol merchandise if the advertiser is not an alcohol manufacturer or distributor.

Content requirements

The following requirements apply to image, video and text for both Sponsored Products and Sponsored Brands:

  • Ads must promote the responsible consumption of alcoholic beverages. Ads must focus on the product and not suggest that the products help you consume alcohol in a safer way.
  • Ad content must not:
    • Associate drinking with motor vehicles, driving or operating machinery.
    • Be associated with pregnancy, maternity, or parenting.
    • Be directed toward or contain images, videos or content designed to appeal to minors.
    • Contain adults that appear to be under the age of 25.
    • Disparage abstinence from alcoholic beverages.
    • Irresponsibly incentivize people to drink.
    • Promote excessive consumption, suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to success or solves problems) or focus on the alcoholic strength of the beverage.
    • Show people actively engaged in drinking.
  • Ads must not target unrelated products.
    • The keywords selected must be strictly related to alcohol. Such as “Whiskey” and not “Drink.”
    • Product Targeting must be directly related to the product promoted.
Locale-specific requirements
  • In Germany, Italy, Spain ad images, videos or text cannot be associated with sports.
  • In Japan (Sponsored Brands only), ads must include the mandatory legal disclaimer.
  • In India, ads for alcoholic beverages are prohibited.
  • In Mexico,
    • Products with an alcohol strength of 55% and above are prohibited.
    • Headlines must only describe the product or brand. Marketing content, claims, promotions or slogans are prohibited.
Alcohol level testing kits and hangover cures or treatments

Breathalyzers
In addition to the general alcohol guidelines above, products in this category must focus on the product and not suggest that the products help you consume alcohol in a safer way.

We prohibit:

  • Hangover cures and remedies on Sponsored Brands.

4.3.2 Art and industrial supplies

We permit ads for art and industrial supplies that are intended and marketed only for home, industrial, automobile, or art related uses. Per our prohibited content policies above, ads must not encourage or promote defacing of public or private property, vandalism, or anti-social behaviors.

Prohibited products

Per our prohibited products policy above, we prohibit ads for the following:

  • Graffiti-related paints, markers, creams, nozzles, refills, and “how-to” videos and other content.
  • Etching creams.
  • Caustic creams, gel, liquid or similar solutions.

4.3.3 Beauty products

Ads for beauty products must not:

  • Claim to diagnose, cure, mitigate, treat, or prevent any health condition, injury or addiction.
  • Directly reference private, intimate, or sensitive bodily conditions.
  • Ask questions of, or speak directly to the customer, such as the use of "you/your" (for example, “Embarrassed about the way you look? Then try this”).
Locale-specific requirements
  • Australia: Ads must not make any health or therapeutic claims and must not describe the effect of the product on the body

4.3.4 Home-test kits

We permit ads for home-test kits products that provide ancestry and high-level health-related information but do not claim to diagnose, treat, or assess the risks of a disease, condition or ailment. You may only promote products that comply with applicable local regulations in all the locale(s) where your ads will show. You are responsible for obtaining all necessary authorizations or approvals from local regulatory authorities for the sale, distribution or advertisement of the products that you intend to advertise with Amazon, as applicable.

Permitted products include, but are not limited to, diabetes and blood sugar monitoring kits, blood pressure monitors, ancestral, DNA, personal genetic profiling kits, urinalysis kits, lancing devices (medical only), and pregnancy tests. These product categories are subject to locale-specific requirements. Please see below for more information.

Locale-specific requirements
  • China, India and Japan: All home-test kits products are prohibited.
  • France: Ancestral, DNA and genetic profiling testing kits are prohibited in France.
  • Australia: Permitted only on Sponsored Products.
  • Mexico: Headlines must not describe the medical condition or the product itself. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited"

4.3.5 Infant and follow-on formula

Ads for infant and follow-on formula must not contain messaging that discourage breastfeeding or that claim that the product can be a substitute for breastfeeding.

Locale-specific requirements
  • We permit ads for infant formula only in USA and Canada for Sponsored Products and Sponsored Brands only.
  • We permit ads for follow-on formula for Sponsored Products and Sponsored Brands.
  • We prohibit ads for infant formula, follow on formula and baby feeding products such as baby feeding bottles in India.
  • ES: References to breast feeding or the nutritional needs of babies are not permitted.
  • Europe: Product Targeting for follow-on formula cannot target infant formula products.

4.3.6 Knives

We prohibit knives whose primary purpose is, or marketed in a way that claims they are, for combat or military use, self-defense or to encourage violent behavior. For example, zombie knives, combat knives, assault knives, throwing knives, daggers, boot knives, spring assisted knives, hand to hand or fighting knives, gravity knives, bayonets, drop point knives (Mexico only), swords, self-defense knives or ninja stars.

Locale-specific requirements

Only ads for kitchen knives, cutlery or silverware are permitted in the United Kingdom, Japan, China and India.

Sponsored Products and Sponsored Brands

We permit the following knives for Sponsored Products and Sponsored Brands in all other locales:

  • Knives whose primary purpose is for outdoor activities such as camping.
  • Household knives, kitchen knives, cutlery or silverware.
  • All-purpose tools such as pocket and every day carry knives.

4.3.7 Over-the-Counter (OTC) drugs and supplements

Ads for OTC drugs and supplements (including vitamin ads) must not:

  • Claim that non-prescription drugs are as effective as prescription drugs.
  • Claim to diagnose, cure, mitigate, treat, or prevent a disease or addiction.
  • Make unrealistic or unrelated claims as to the efficacy of the product.
  • Discourage customers from visits to a qualified medical professional.
Locale-specific requirements
  • Australia: Ads must not make any health or therapeutic claims and must not describe the effect of the product on the body
  • Mexico: Headlines must not describe the medical condition or the product itself. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited
Weight loss and weight management products

Ads must not speak directly to customers, such as “Are you overweight?”, nor make any unrealistic or excessive claims, including, but not limited to:

  • That customers can lose weight by merely using the product without following a calorie-controlled diet or exercise program.
  • That results are effective for everyone, or that they are permanent.
  • Weight loss of a specific amount over a defined period of time.
  • Substantial weight loss no matter what or how much the customer eats.
  • That a customer will lose weight by wearing a product on the body or rubbing it into the skin.
  • That the product can burn fat, increase metabolism, suppress appetite, or expedite other natural bodily functions.
  • Encouraging unhealthy eating or negative body image/self-perception.

Sponsored Products and Sponsored Brands:
Product Targeting must be directly related to the product promoted.

Locale-specific requirements
  • Mexico : We prohibit weight loss, weight gain, muscle building, and similar products in Mexico.
  • Australia: Foods, supplements, creams and other consumable or topical products cannot claim to assist with or have an impact on weight loss, slimming, or dieting.
Hemp products

Ads for Hemp-based products must not be associated with or encourage the consumption of illicit drugs, including through the use of Marijuana or Cannabis imagery.

Locale-specific requirements
  • India: Consumable hemp products are prohibited.

4.3.8 Religious products

Products that are specific to a religion or faith are permitted on Sponsored Brands only. The keywords selected must be strictly related to the religion associated with the product promoted, or to religion in general.

Product targeting must be related to the religion associated with the product promoted.

4.3.9 Sexual wellness

We permit the promotion of sexual wellness products on Sponsored Products and Sponsored Brands, provided the ads comply with the following requirements:

  • Ads must not contain claims related to increase sexual performance or boost libido.
  • Ads must not explicitly reference private, intimate or sensitive physical/medical conditions nor sensitive bodily functions or conditions.
  • Ads must not target unrelated products.
    • The keywords selected must be strictly related to the product promoted or the brand.
    • Product Targeting must be directly related to the product promoted.
Locale-specific requirements
  • Mexico: Headlines must not describe the effect of the product on a person. Headlines may only contain the brand or product name and an appropriate CTA. Marketing content, claims, promotions or slogans are prohibited
  • USA: We prohibit ads for condoms, lubricants and similar products in Sponsored Products.

4.3.10 Sports and outdoor products

Ads for sports and outdoor products must not:

  • Encourage customers to be less watchful or responsible for their health and safety.
  • Condone or encourage violent or anti-social behavior.
  • Mislead customers, including by presenting as safe products that are generally deemed to be unsafe without proper care and precaution.
Image and video guidelines

If an ad for sports and outdoor products contains images or videos of weapons, the ad must not show the weapon or accessory in use and must not include products that are unrelated or superfluous to the product promoted. For example, an ad for a gun holster must not feature a combat knife.

Images or videos in ads promoting weapon accessories must:

  • Focus on the weapon accessory and not the weapon itself.
  • Not show the weapon in use, or about to be used (for example, an ad for a gun holster cannot feature the gun drawn, or in the act of being drawn).

Images and videos must comply with the content requirements listed above.

Locale-specific requirements
  • India and Mexico: We prohibit all products in this category in Mexico and India.
  • USA: See Sponsored Products restrictions below.
Product acceptability

Sponsored Products and Sponsored Brands
We permit the following products for Sponsored Products, Sponsored Brands, and Product Display Ads:

  • Airsoft accessories such as masks and gloves.
  • Ammunition storage such as bins and safes.
  • Arrow rests, flights, bowstrings.
  • Binocular, monocular, and night vision monocular.
  • Decoys.
  • EDC/multifunctional/tactical pens.
  • Flashlights.
  • Game and trail cameras.
  • Gun cleaning kits.
  • Gun holsters.
  • Gun safes.
  • Handheld spotting scopes.
  • Paintball masks, headwear, and protective eyewear.
  • Rangefinders.
  • Tactical cases, bags, paracord.
  • Targets.

Sponsored Products in the USA
We permit the following products for Sponsored Products in the USA only:

  • Airsoft weapons and ammunition.
  • Arrow points.
  • BB guns and ammunition.
  • Bows and arrows.
  • Crossbows.
  • Gun rest and gun rest bags.
  • Gun slings.
  • Laser, telescopic and non-telescopic, fixed weapon sights.
  • Paintball guns and ammunition.
  • Pepper sprays.
  • Shooting sticks.
  • Slingshots.
  • Stun guns.
  • Tasers.