Amazon Ads Streaming TV Ad Policies

TABLE OF CONTENTS

1.0 General Creative Guidelines

All video ads must be in the primary official language of the targeted locale and must comply with Amazon Video Ad technical specs. All information must be easily understandable and clearly identify the product, service, or entity advertised.
Ads cannot invite viewers to click and cannot contain a designed Call To Action (CTA) that would mimic a clickable button or link.

1.1 Advertiser Branding

Customers must be able to identify the advertiser from the audio and/or video. Video ads must contain the advertiser's brand name or logo. For entertainment advertisers, the title of the movie, TV show or video game, or the artist/band name is sufficient.
Ads may not contain Amazon logos, trademarks, or mention or refer to Amazon, its site, products or brand in any manner without Amazon's prior consent.

1.2 Pricing and Savings

All pricing, saving and discount information must be accurate, complete, not misleading and relevant to the location advertised. Low estimates that may trick customers into booking services only to be charged higher rates later when the service is provided are not accepted.

Prices and savings listed in ads must accurately reflect the offer to be available until the end of the campaign. Ads must always communicate when prices are subject to change and if conditions or restrictions apply.

1.3 Special Offers

If an ad includes a saving claim (such as 20% at a local restaurant) the offer must be accurate and valid during the entire run of the campaign. Special offers must also communicate when restrictions apply. Such disclosure may be in form of text or audio.

1.4 Targeting

All ads must always geographically target locations that are served unless the product or service advertised is available nationwide.

Video ads cannot target or address directly specific communities or ethnicities (e.g., Hispanics).

1.5 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 may use comparisons with named competitors if they do not criticize or attack the competitor. Amazon Ads does not accept content that may misrepresent, demean, or disparage a third party brand, product, or service. These comparative claims must be substantiated with the name and date of a trusted study.

The table below lists the claim types for which we require substantiation so that customers can verify the authenticity of the information provided to them.

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

Advertisers are solely responsible for complying with their obligations to substantiate claims in ads. When substantiation is required, advertisers must identify the source and date of the evidence. The source can be the advertiser's data or third-party data, depending on the type of claim (see below). The data should not be more than 18 months old.
Ads that contain disclaimers that take more than 20% of the video unit’s height will be day-parted from 11PM to 6AM.
The following information must be included either in the disclosure section of the ad text or on the advertiser’s site:

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 reference a brand's own products e.g. "Our most powerful vacuum cleaner" or "[brand]'s most advanced formulation yet," unless advertiser is otherwise required to include it.

1.6 Customer and Editorial Reviews

We permit editorial, customer and expert reviews (for example, a quote from the NY Times or a CNET Award), provided the source of the review is identified in the ad.

2.0 Video Quality

2.1 Video specs and resolution

Streaming TV ads require a 16:9 aspect ratio with a recommended bit rate of 8mbps. Video ads may contain either pillarbox or letterbox formatting, but not both.

Example of Letterbox

Letterbox

Example of Pillarbox

Pillarbox

Video ads must be in high resolution to run without time restrictions. Videos that are slightly pixelated or have a bit rate of 4mbps to 8mbps may be restricted to day-parting to let the ad run from 11PM to 6AM.

Poor video quality and low resolution ads with a bit rate of less than 4mbps cannot be accepted.

2.2 Clarity

Videos that contain blurry, unclear, or unrecognizable visuals cannot be approved.

To be consistent with the surrounding video content and ensure that customers can understand the ad, all graphic and textual content must be clear to the average customer.

Straming TV ads cannot contain subtitles. Customers who have turned closed captioning on would see text overlapping with the subtitles.

2.3 Transitions and effects

Non-Entertainment video content that features distracting elements that disrupt the streaming experience will be restricted to day-parting to let the ad run from 11PM to 6AM. Such video content includes, but is not limited to, fast contrasting transitions, flashing, blinking, or pulsating objects, images, or text.

Video content that may trigger photosensitive epileptic seizures cannot be accepted.

Video content that may let customers think their Streaming TV device or internet connection is failing (e.g., a glitch, a pixelated scene on pause, an audio scratch effect, etc) cannot be accepted.

3.0 Audio Quality

3.1 Audio Specs

Streaming TV ads require 2 audio channels and a minimum bit rate of 192kbps.

Video ads must be in high resolution to run without time restrictions. Videos that are slightly pixelated or have a bit rate of 4mbps to 8mbps may be restricted to day-parting to let the ad run from 11PM to 6AM.

Poor video quality and low resolution ads with a bit rate of less than 4mbps cannot be accepted.

3.2 Audio Clarity

All information must be easily understandable. Distinctiveness must be enforced with clear articulation.

When communicating a call to action, the CTA must be simple, strong, and clearly reflect the expected customer action.

Ads cannot contain faint messages, low tone voices, unclear or unrecognizable messages or sounds, or inaudible text.

Ads that contain background noises that affect the clarity of the message, or messages that aren’t clear or entirely audible to the average customer will be subject to day-parting and may be blocked.

3.3 Distracting Audio

Ads can be engaging but we recommend not featuring distracting elements that may disrupt the customer experience.

Ads cannot be louder than the video content they run next to.

Ads that contain uncommonly high pitch voices and clashing sounds, music, or effects will be day-parted from 9PM to 6AM and may be blocked.

Audio messages cannot contain more than 5 words per second. Ads that contain more than 5 words per second will be subject to day-parting.

Amazon will daypart from 9PM to 6AM but reserves the rights to block ads that:

  • Shout at customers
  • Pressure customers (e.g., “Hurry Now! This is your last chance to win”)
  • Play on guilt (e.g., “Stop wasting your time”)
  • Patronize customers (e.g., “Today is 'take responsibility for your actions' day”)
  • Play on fear (e.g., “you may be at risk of losing your assets”)

4.0 Amazon Brand Elements

The requirements in this section ensure that any references to Amazon are consistent with our broader corporate policies and protect the Amazon brand.

4.1 Amazon Offers

If an ad includes a savings claim based on an Amazon program (such as “Subscribe & Save”), this must be made clear in the ad. For example, if an ad states a “Save 20%” claim based on taking out a Subscribe & Save subscription, the ad must state “Save 20% with Subscribe & Save.”

4.2 References to Amazon

Any references to Amazon or its products (for example, the use of Amazon trademarks) must comply with the Brand Usage guidelines.

The use of Amazon trademarks (such as Gold Box, Deal of the Day, Super Saver Shipping, 1-Click, Today’s Deals, Subscribe & Save, Kindle, Amazon Family, Look Inside the Book) requires approval from Amazon. Please see the Brand Usage guidelines for more details.

We prohibit the use of “Amazon’s Choice” and “Amazon Best Seller” by advertisers. These elements refresh frequently and may not remain accurate for the duration of the campaign.

Third party ads cannot use Alexa's voice, Amazon Polly voices, or a similar voice, and must be fingerprinted and watermarked if they use the "Alexa" wake word.

4.2.1 Amazon Customer Reviews

When permitted, customer reviews must:

  • Be genuine and not induced or paid for by the brand.
  • Relate to the specific product advertised. For example, a customer review for a 16GB version of a smartphone cannot be used in an ad for the 2GB version.
  • Be discoverable from the ASIN page (either because they are present on the product detail page, or by clicking on “see all reviews”).
  • Not be changed, including the correction of grammatical errors (reviews with gross misspellings or significant grammatical errors must be avoided).
  • Truncations must not alter the meaning of the review.
  • Omissions to portions of customer reviews are permissible through the use of ellipses: (“…”) with no spaces before or after.
  • Ellipses in customer review headlines may only be used at the beginning or the end of the headline, but not in the middle.
  • Aside from headlines, we allow a maximum of three ellipses: one at the start of the review, one in the middle (except for headlines, see the bullet above), and one at the end.
  • You may not use ellipses to change the original meaning of the review, for example, by hand picking positive portions of a review with substantial negative content.
  • If only the review headline is used, it must be an accurate representation of the tone of the full review.
  • You may not use a customer review with text written in all caps (aside from an individual word or product name).
  • Not contain emojis, references to medical conditions, or profanities.

4.2.2 Amazon Star Rating

To include an ASIN's star rating in an ad, the ASIN must have i) at least 15 customer reviews, and ii) a minimum average star rating of 3.5. For Auto campaigns we can allow a star rating based on i) at least 8 customer reviews, and ii) a minimum star rating of 4.

All star ratings must be date-stamped and the campaign cannot run for more than three months to avoid old data being seen by customers.

4.2.3 Amazon Logo Use

The Amazon logo must not be:

  • Used in a sentence, unless as part of authorized vendor tagging (e.g., “Available at Amazon”)
  • Altered in any way (for example, removing the smile)

If an ad communicates Amazon and one or several other retailers, it cannot leverage custom segments.

5.0 Prohibited Content, Products, and Services

This section includes content that must not be featured in any ads, as well as those products and services that cannot be promoted on any placements.

5.1 Prohibited Content

As part of our commitment to provide the highest quality customer experience, it is our policy not to play ads containing or relating to specific content. This includes, but is not limited to, the following:

Content prohibited for all ads
  • Content that is directed at children
  • Content that shows children in adult or dangerous situations. For example, ads must not show children:
    • Close to, or handling, firearms or other weapons
    • In situations that may contravene established child safety best practices (such as in vehicles without their seatbelts fastened or cycling without helmets)
    • Without adult supervision in places or situations where they cannot safely look after themselves (such as swimming pools, crossing busy roads or around dangerous equipment)
  • Content that is emotionally exploitative or controversial, or content that uses negative depictions of humans or animals.
  • Content that is obscene, defamatory, libelous, illegal, or invasive of another's privacy
  • Content that encourages, glamorizes, or depicts excessive consumption of drugs or alcohol
  • Content that is threatening, abusive, or harassing, or content that advocates or discriminates against a protected group (whether based on race, color, national origin, religion, disability, sex, sexual orientation, disability, age or any similar or other category)
  • Content or offers that mimic Amazon brand elements, or use the Amazon brand without prior approval
  • Deceptive, false, or misleading content
  • Demonstrations of products that may be used for intimate care
  • Foul, vulgar, or obscene language or scatological references
  • Hate speech—inciting or advocating violence or racial intolerance
  • Other than entertainment trailers,* provocative imagery such as models in blatantly sexual or prurient poses and content that includes or show:
    • People in poses emulating a sexual position or alluding to sexual activity whether clothed or unclothed
    • Sexually suggestive poses: the parting of the legs, accentuation of the hip, etc. along with amorous or sexually passionate facial expressions
    • Scenes that draw undue attention to body parts, such as breasts or buttocks, in a sexual way. For example, exposure of breasts or excessive focus on the cleavage
    • Poses such as hands on the hips, gripping of hair in conjunction with a sexually suggestive facial expression
    • Facial or bodily expression indicative of an orgasm
    • Images of suggestive undressing, such as pulling down a bra strap or underwear
    • Models in sexual lingerie such as stockings, suspenders or paraphernalia such as whips and chains

5.2 Unacceptable Products, Services, and Offers:

As part of our commitment to provide the highest quality customer experience, it is our policy not to play video ads that promote the sale or use of certain products or services. This includes, but is not limited to, the following:

Unacceptable Products, Services, and Offers
  • Alcohol brands/manufacturers/beverages (US)
  • Adult/sexual dating services or "hook-up" sites
  • Affiliate and reward programs
  • Initial coin offerings
  • Drug paraphernalia, or products to beat drug tests
  • Illicit and legalized drugs such as cannabis (including brick and mortar shops)
  • Mail order brides
  • Medical research solicitations
  • Online casinos
  • Political party-related and/or issue-related messages
  • Pornography, escort services, products claiming to enhance sex, and adult/sexual content
  • Premium pay-per-call services, such as 900 numbers
  • Products, services, or technology that infringes, encourages, or enables the infringement of the intellectual property or personal rights of others
  • Products, services, or technology that promotes any illegal or dangerous activity, including hacking or evading law enforcement
  • Psychics and related offers
  • Red band trailers and video content rated NC17 and AO
  • Religious or spiritual services
  • Sexual wellness products
  • Short-term, high-interest loans (e.g. "payday lenders")
  • Tobacco or tobacco-related products, including e-cigarettes and nicotine pouches
  • Weapons, firearms, ammunitions and related parts or accessories

6.0 Restricted Content, Products and Services

In creating Amazon Ads policies, we consider industry best practices, local laws and regulations, product features, and business objectives that are specific to Amazon, and approvals are based on a case-by-case review.

6.1 Alcohol

This policy does not cover alcohol content featured in non-alcohol ads (for example, a movie trailer starring actors consuming alcohol). It applies to ads for the sale of alcoholic beverages (beer, wine, and spirits) and branding campaigns for alcohol companies (these are campaigns by alcohol companies that do not promote the sale of alcoholic beverages, such as merchandise or sponsorships). Per our prohibited content policy, ad content must not encourage, glamorize or depict excessive consumption of alcohol.

Alcohol ads can only run in the following locales: Australia, Belgium, Brazil, Canada, Germany, France, Italy, Japan, Luxembourg, Mexico, the Netherlands, Spain, and the UK. In all other locales, where alcohol ads are prohibited, we only permit ads for the sale of alcohol-related products where the advertiser is not an alcohol brand. For example, we would permit an ad for a beer dispenser from a non-alcohol brand.

General requirements

In locales where alcohol ads are permitted, the following general rules apply in addition to the placement and locale-specific requirements listed below.

Alcohol ads must promote the responsible consumption of alcoholic beverages.

Alcohol ads must not:

  • Be directed toward or contain content designed to appeal to minors.
  • Associate drinking with motor vehicles or driving.
  • 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 personal success, or solves problems).
  • Focus on the alcoholic strength of the beverage.
  • Be targeted to Amazon Family or Prime Students.
  • In addition, to protect family audiences, we will block ads from content rated TV-Y, G, and TV-Y7. Content rated PG/TV-PG will be day-parted to only allow alcohol ads from 9PM through 6AM. Content rated above PG/TV-PG must be day-parted from 5PM to 6AM.
Locale-specific requirements

Alcohol ads are only permitted in the locales listed below, subject to the corresponding policy requirements.

Ads for the sale of alcohol in Australia, Canada, Mexico, and Europe must link-in to Amazon.

Australia

  • Alcohol ads must contain a responsible drinking message.

Belgium

  • Ads for beer must include the following warnings: in Dutch “Bier drink je met verstand” or in French: “Une bière se déguse aves sagesse”.
  • Ads for all other alcoholic beverages must include the following warnings in Dutch: “Ons vakmanschap drink je met verstand” or in French: “Notre savoir faire se déguse avec sagesse”.

Brazil

  • Models in alcohol ads cannot be, nor have the appearance of being, under the age of 25.
  • Alcohol ads must not link alcohol with any sporting activity.
  • Alcohol ads must include one of the following warnings in upper case at the end of the video:
    • BEBA COM MODERAÇÃO (“Drink with moderation”)
    • A VENDA E O CONSUMO DE BEBIDA ALCOÓLICA SÃO PROIBIDOS PARA MENORES (“Sale and consumption of alcoholic beverages are prohibited for minors”)
    • ESTE PRODUTO É DESTINADO A ADULTOS (“This product is intended for adults”)
    • EVITE O CONSUMO EXCESSIVO DE ÁLCOOL (“Avoid excessive alcohol consumption”)
    • NÃO EXAGERE NO CONSUMO (“Do not exagerate in consumption”)
    • QUEM BEBE MENOS, SE DIVERTE MAIS (“Who drink less, have more fun”)
    • SE FOR DIRIGIR NÃO BEBA (“If driving, do not drink”)
    • SERVIR BEBIDA ALCOÓLICA A MENOR DE 18 É CRIME (“Serving alcoholic beverages to minors under the age of 18 is a crime”)
  • Ads for beer must either include one of the above or below warnings:
    • CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
    • SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
  • Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.
  • Ads for beer must either include one of the above or below warnings:
    • CERVEJA É BEBIDA ALCOÓLICA. VENDA E CONSUMO PROIBIDOS PARA MENORES (“Beer is alcoholic drink. Sale and consumption prohibited for minors”)
    • SERVIR CERVEJA A MENOR DE 18 É CRIME (“Serving beer to minors under the age of 18 is a crime”)
  • Video ads for alcohol must include one of the above disclaimers delivered verbally and in the copy at the end of each ad.
  • Ads for non-alcoholic beer are exempt from carrying a warning provided they do not refer to the brand, slogan or promotional phrase of the alcoholic beverage.

Canada

  • Frequency cap: We require frequency capping at 3 times per 24 hours (3x24).

France

  • Disclaimer: Video Ads must include one of the following statements: “l’abus d’alcool est dangereux pour la santé” or “à consommer avec moderation.”
  • Ads can only contain the following information about the alcoholic beverage: alcohol by volume percentage, origin, denomination, composition, name and address of the manufacturer, agents and depositaries, method of elaboration, methods of sale, mode of consumption of the product, references to the region of production, references to awards obtained by the beverage, references to the appellation of origin or geographical indication. The packaging for the beverage can be reproduced only if it complies with the preceding ad content rules.
  • Ads for non-alcoholic products must not feature, promote, or refer to alcohol brands, or the consumption of alcohol. Images of generic alcoholic beverages may be permitted so long as they are not the main focus of the ad.
  • Ads cannot be associated with sports. Advertising cannot be placed on a website that is published by sport associations, sport companies, and federations or professional leagues.

Germany

  • Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
    • Show people drinking alcoholic products whilst playing sports.
    • Imply that alcohol makes one better at sports.
    • Be presented as essential to enjoying sports.

Japan

  • Ads must include a warning statement that follows industry regulations and guidelines for alcohol consumption, for example: “Stop drinking if you are underage or you are driving. Enjoy a moderate amount of alcohol. Please don’t drink if you are pregnant or in a lactation period. Recycle can after drink.”
  • Advertising hard liquor on the homepage is restricted to beer, cocktails, shochu, sake, plum wine, wine, brandy, and whiskey only. Ads must not show:
    • A person drinking brandy/whiskey in a gulping manner.
    • Large bottles or other drinking containers.

Italy

  • Ads must include “Bevi responsabilmente.”
  • Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
    • Show people drinking alcoholic products whilst playing sports.
    • Imply that alcohol makes one better at sports.
    • Be presented as essential to enjoying sports.

Netherlands

  • Alcohol ads must comply with the Dutch Advertising Code for Alcoholic Beverages (Reclamecode voor alcoholhoudende dranken).
  • The warning “no 18, no alcohol” must be included in all ads for alcoholic beverages, except for banner ads equal to or smaller than 120 pixels wide and 60 pixels high.

Mexico

  • Disclaimer: Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”

Spain

  • Disclaimer: Ads must include “Disfruta de un consumo responsable.”
  • Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
    • Show people drinking alcoholic products whilst playing sports.
    • Lorem ipsum dolor sit amet, consectetur...
    • Be presented as essential to enjoying sports.

UK

  • Disclaimer: Ads must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts.”
  • Alcohol ads featuring references to sports, such as showing professional footballers or people watching a professional sports game, must be pre-approved by Amazon Ads, and must not:
    • Show people drinking alcoholic products whilst playing sports.
    • Imply that alcohol makes one better at sports.
    • Be presented as essential to enjoying sports.

6.2 Astrology and Horoscopes

Ads cannot incur premium phone charges.

Ads cannot promote or advocate psychic services and cannot promote a service that requests sensitive or personal information.

Ads cannot present the service as a solution to uncertainty (e.g., inviting customers to find out if they will be cured from a disease or if a partner is unfaithful).

Ads cannot link the service to social, financial, or sexual success.

Ads must detarget content rated TV-Y, TV-Y7 and G and daypart content rated PG/TV-PG from 5PM to 6AM.

6.3 Automotive

All offers must be accurate, relevant, and must mention if conditions or restrictions apply when the ad promotes:

  • Aftersales such as services, fittings, repairs or maintenance
  • Brand or Dealership awareness including, but not limited to, stocks, location, business hours
  • Business to business offers
  • Sales offers including leasing or financing quotes, rates and starting prices

Ad campaigns for local businesses and dealerships must geo-target the location they serve.

Comparative and superlative claims in automotive ads do not require substantiation if the manufacturer or dealer site shows the same claim. These claims may refer to the vehicle performance, the vehicle specs, the warranty or a financial service.

6.4 Charities

Our requirements for charities and other non-profits are intended to preserve a positive and welcoming streaming experience by restricting ads that advocate for political or divisive topics. All charities must be authorized under local rules and regulations, for example, 501(c)(3) organization in the United States.

To ensure that the customer experience remains positive, video ads should focus on the positive outcome of donating without playing on customers’ emotional guilt to donate.

All ads must be frequency capped at three times per 24 hours (3x24) and detarget content rated TV-Y, TV-Y7 and G.

Ad content that is identified by Amazon Ads as emotionally charged, depressing or appear to be insisting on customers' donations will be day-parted from 11PM to 6AM and may be blocked.

6.5 Contests, Competitions, and Prize Draws

Video ads for contests, competitions, and prize draws must:

  • Indicate that official rules apply by including a disclosure to state that "T&Cs apply" or similar.
  • Communicate information on how customers can access full rules.
  • Include appropriate disclosures required by all applicable laws and regulations.
  • Confirm that “NO PURCHASE NECESSARY” at a minimum and, in some cases, a reference to the alternate method of entry.
  • Not misrepresent the odds of winning (for example, the video must not indicate or imply that everyone wins). In this case, the ad should state “Enter for a chance to win a holiday,” which correctly represents that customers have a chance to win, and not that they will win for sure.

6.6 Dating

Ads must focus on:

  • Common interests, mutuality and/or complementary characteristics
  • Commitment
  • Couples
  • Friendship
  • Love
  • Relationships

Ads cannot:

  • Feature copy that focuses on meeting people for sex or a physical relationship
  • Feature seductive or sexual body positions or facial expressions
  • Feature sexual innuendo (text and/or image)

Ads that depict people meeting for a date must show them in a safe, casual, public environment, such as a restaurant, concert, or cafe. Such ads must not show couples in intimate situations.

Ambience, atmosphere, setting should support a casual environment suitable for being in public.

In addition, to protect family audiences, we will block ads from content rated TV-Y, G, and TV-Y7, and content rated PG/TV-PG will be day-parted to only allow dating ads from 6PM through 6AM..

6.7 Entertainment

We align with local industry regulations and industry standards to map entertainment ads to content. Our policies for entertainment trailers vary based on ratings and placement (please see the tables below for more information).

Ads for NC17 movies are prohibited even if the ad features a green-band trailer.

If the trailer has not been rated separately from the title, meaning that the video does not have a rating card showing “The following preview has been Approved for All Audiences”, or if it includes the mention “The following preview has been approved to accompany this feature” at the head of trailers, the restrictions in the tables below apply based on the rating of the title.

If the trailer has been approved for “All Audiences” the restrictions in the tables below apply based on PG trailers, but the ad must include the age rating of the title if the title is rated age 12 and up.

If the motion picture has not yet been rated, the splash page must include the “This Film Is Not Yet Rated” tag in a box in place of the full fating block, and the “Not Rated” designation must be legible and remain on screen for a minimum of four (4) seconds.

All advertising for movies or video games rated for an audience of 12/13+ years old must include the rating information.

Film:

Content Adjacency RestrictionsTarget PG13, TV-14, TV-MA, R and NC-17; Day-partPG and TV-PG from 6PM to 6AM; Detarget all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; Detarget all other contentBlocked
US Rating (MPAA)G
PG
PG-13RNC-17
Canada (CMRS)G
PG
14A (or 13+ in Quebec)18A and R (or 16+ in Quebec)A (or 18+ in Quebec)
Australia (ACB)G
PG
M
MA-15+
R-18+
X18+
Germany (FSK)0
6
1216
18
UK (BBFC)U
PG
12A/1215
18
France (MC&C)U
10
1216
18
Spain (ICAA)APTA
7
1216
18
India (CBFB)UU/AA
Italy (MIBAC)TVM-14VM-18
Japan (ERIN)GPG-12R-15+
R-18+
Mexico (DGRTC)AB12B15
C18

Television:

Content Adjacency RestrictionsTarget PG13, TV-14, TV-MA, R and NC-17; Day-partPG and TV-PG from 6PM to 6AM; Detarget all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; Detarget all other content
US Rating (MPAA)TV-Y
TV-Y7
TV-G
TV-PG
TV-14TV-MA
Canada (CBSC)C
C8
G
PG
14+18+
Australia (ACB)P
C
G
PG
MMA-15+
Germany (FSF)6:00-22:00
By channel
22:00-6:0023:00-6:00
UK (OFCOM)Pre-watershed (5:30-21:00) Post-watershed (21:00-5:30)
France (CSA)All
10
12
1618
Spain (MEC)6:00-20:0020:00-6:00
Italy (AGCOM)7:00-22:3022:30-7:00Not allowed
Japan (ERIN)G
PG-12
R-15+R-18+
Mexico (DGRTC)A
B12
B15C18

Video games:

Content Adjacency RestrictionsTarget PG13, TV-14, TV-MA, R and NC-17; Day-partPG and TV-PG from 6PM to 6AM; Detarget all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; Detarget all other contentBlocked
US Rating (ESRB)EC
E
E-10+
TMAO
Canada (ESRB)CE
E
E10
TMAO
Australia (ACB)G
PG
MMA-15+
R-18+
Germany (USK)0
6
1216
18
UK (PEGI)U | 3
7
1216
18
France (PEGI)3
7
1216
18
Spain (PEGI)3
7
1216
18
Italy (PEGI)3
7
1216
18
JapanAB (12)C (15), D (17)
Z (18)
Mexico (ESRB)EC
E
E-10+
TMA0

6.8 Financial Products and Services

Advertisers must only target those geographic locations where they are licensed and also meet all applicable licensing requirements in each of the locations. Where required by local law/regulations, ads must adequately inform customers or any risks or costs associated with the product. The following are prohibited:

  • Initial coin offerings (ICO)
  • High risk options of derivative products (including, but not limited to, binary option, and spread betting)
  • Get-rich-quick and pyramid schemes
  • Short-term high-interest loans (including, but not limited to, “payday” loans), with a repayment period under 12 months and an APR of more than 50% or as otherwise prohibited by applicable law.

6.8.1 Banking and Investments

Ads for credit services cannot encourage customers to take out credit or loan to shop online.

6.8.2 Credit Cards

Credit card acquisition campaigns must clearly inform customers of applicable terms and conditions, and how to learn more about such terms and conditions.

If an ad includes the credit rate, repayment terms or other information on the cost of credit, the ad must include the representative annual percentage rate (APR).

6.8.3 Insurance Products

Insurance products include, but are not limited to: auto insurance, mortgage insurance, life insurance, medical insurance, travel insurance, and personal liability insurance.

To ensure that ads will not be restricted to a 5PM-6AM broadcast schedule, video ads must focus on the positive outcome of insurance products (e.g., “Rest assured that your home is protected”) rather than negative emotions like fear or anxiety (e.g., “If there was a house fire, could you lose everything?”).

6.8.4 Loan products

Loan products include, but are not limited to, home equity, credit card cash advances and education. These ads must be frequency-capped to three times per 24 hours.

We cannot run video ads for short-term high-interest loans, including, but not limited to, “payday” loans, with a repayment period under 12 months and an APR of more than 50% or as otherwise prohibited by applicable law.

6.9 Hunting, Shooting, and Outdoor Gear

Explicit or implied references to hunting are not permitted. Ads for hunting weapons and weapon accessories are blocked. Non-weapon hunting equipment with alternate uses that can also be associated with hunting or shooting are allowed to advertise, but must avoid direct references to hunting or violence.

6.9.1 Weapons

The following hunting or weapon-related products and content are prohibited:

  • Direct or indirect references to hunting
  • Holsters
  • Targets with a human outline or the image of a person or animal
  • Weapons and weapon accessories
  • Copy promoting a product as military or police-grade (or similar language)
  • Images of weapons or ammunition
  • Violent or threatening content

6.9.2 Non-weapon hunting equipment

Non-weapon hunting equipment that is not directly associated with a gun or other hunting weapons – such as a hunting vest, blind, or binoculars – is approved to advertise with the following restrictions:

  • Blocking content rated TV-Y, TV-Y7 and G.
  • Day-parting content rated PG and TV-PG from 5PM to 6AM.
  • Ensuring ad copy and creative do not refer to violence or hunting, either directly or indirectly, and do not feature images of weapons or animals.

These guidelines do not apply to weapon parts or accessories, such as gun scopes, which are not approved to advertise in any placement.

6.9.3 Non-weapon sport shooting equipment

Non-weapon sport shooting equipment such as targets, goggles, or carrying cases are approved to advertise and must not:

  • Run next to content rated TV-Y, TV-Y7 and G.
  • Run next to content rated PG and TV-PG between 6AM and 5PM.
  • Contain any images of weapons or ammunition.
  • Show the product in use or having recently been in use (for example, showing bullet holes in a target).
  • Contain ad copy that refers to violence.

General multi-purpose camping knives are not considered weapons and are approved with the blocking of content rated TV-Y, TV-Y7 and G, and the day-parting of content rated PG and TV-PG from 5PM to 6AM.

This does not apply to knives intended to be used as weapons, for hunting, or for the dismemberment of hunted animals. These ads must not:

  • Feature any violent text or images, or contain any content that implies violent uses for the product.
  • Show the weapon used in a threatening manner, such as pointed at a person or animal, or pointed out toward the camera.

6.10 Infant/Baby Formula (Australia, Brazil and Europe)

Amazon Ads prohibits ads for formula for infants aged under six months in Europe, except in Luxembourg where all ads for infant formula and follow-on formula are prohibited.

Ads may promote follow-on formula intended for infants aged six months and up but cannot:

  • Confuse follow-on formula with infant formula (for example, by referring to the product as “formula” without any age qualification).
  • Compare follow-on formula to breastmilk, or state or imply that it is equal or superior to breastmilk. We prohibit the use of terms like "inspired by breastmilk," "maternalized" and similar.
  • Contain content relating to the feeding or care of infants under the age of six months.
  • Discourage breastfeeding or encourage formula as a replacement to breastfeeding.
  • Directed at nursing mothers through pre or post-natal targeting segments related to the nursing of infants of any age.

Ads for formula for infants aged 12 months and under are prohibited in Australia and Brazil.

Additional restrictions in Brazil:

  • Ads for baby bottles, bottle nipples and pacifiers are prohibited
  • Ads for follow-on formula for toddlers, transitional food for infants and toddlers and all dairy milks must display the following warning: “O aleitamento materno evita infecções e alergias e é recomendado até os 2 anos de idade ou mais" ("Breastfeeding prevents infections and allergies and is recommended until two years of age or older").

All advertisers must comply with the local laws for any area where the video ad is served.

Ads for legal services cannot refer to, communicate, advocate or advertise services and claims against specific companies, organizations or individuals.

Video ads cannot address customers who have been affected by specific products, services, or entities.

Video ads that advertise legal services related to negative events or situations (bankruptcy, divorces, accidents, and more) will be day-parted from 6PM to 6AM.

All video ads for legal services must focus more on the professional service than the need for the service. For example, ads should not play on fear while addressing customers directly about their situation (e.g., financial distress, law infringement, etc.).

Video ads for legal services cannot imply that a case will be resolved or that a successful verdict is guaranteed.

Video ads for legal services cannot let customers believe that the improvement of their living conditions or financial situation is guaranteed.

6.12 News and Journalism

Ads for news sites, blogs, apps or channels require an APE and must be unbiased and impartial.

We do not accept ads that:

  • Advocate or demean a political party, candidate, program, ideology or organization.
  • Leverage fear, tragedy, or critical events
  • Imply false official government association
  • Ads must detarget content rated TV-Y, TV-Y7 and G and day-part content rated PG and TV-PG from 5PM to 6AM

6.13 Pharmaceutical, Medical and Healthcare (Rx and OTC)

Advertisers must only promote those medicines that are approved by the local regulatory authorities for the condition treated in each of the locales where the ads will run (for example, a prescription drug approved for Canada must not be advertised in the US, unless it has been approved by the FDA for the US as well). Behavioral targeting may be prohibited.

In addition, to protect family audiences, we will block ads from content rated TV-Y, G, and TV-Y7 and content rated PG/TV-PG as well as unrated content will be day-parted to show ads 5PM through 6AM only.

We prohibit ads that advertise fat burners and fat blockers as well as solicitations for medical trials and research..

6.13.1 Online Pharmacies

Online pharmacies must be registered in the NABP list and their ads must detarget content rated TV-Y, TV-Y7 and G.

6.13.2 Institutions and Insurances

Ads for hospitals, education, or health insurance are permitted and must detarget content rated TV-Y, TV-Y7 and G. Ads for select institutions will be subject to additional restrictions.

6.13.3 Practitioners

Ads for healthcare practitioners, such as doctors or acupuncturists must detarget content rated TV-Y, TV-Y7 and G and day-part content rated PG and TV-PG from 5PM to 6AM. The day-parting of content rated PG-13/TV-14, R/TV-MA will not be required when ads focus on the positive outcome of the service instead of the need for the service. These policies also apply to ads for medical procedures, including cosmetic procedures like Botox, cool sculpt, and plastic surgery.

Ads that play on fear but comply with all other ad policies will be day-parted from 11PM to 6AM.

6.13.4 Feminine Care

“Feminine Care products” (or “Femcare”) is referring to menstrual products such as tampons and pads. This policy does not apply to adult incontinence products, feminine wipes, douches, birth control, lubricants, and similar products.

Fem care ads are restricted to demographic targeting, geographic targeting and must detarget content rated TV-Y, TV-Y7 and G.

Ads for intimate personal healthcare products (such as douches, vaginal moisturizers, intimate deodorizers, testicle/penis cleaning products, etc.) cannot leverage behavioral targeting segments, must detarget content rated TV-Y, TV-Y7 and G, and must day-part content rated PG/TV-PG from 9PM to 6AM.

6.13.5 Hair Growth

Hair growth ads cannot explicitly address customers directly or refer to a potential hair loss condition.

Ads cannot convey exaggerated claims and mislead customers around the effectiveness of the product.

Hair growth ads cannot use behavioral targeting segments and must be frequency capped at three times per 24 hours, with no Amazon branding.

Hair growth ads must detarget content rated TV-Y, TV-Y7 and G, and must day-part content rated PG/TV-PG from 5PM to 6AM.

Ads that depict or show images of a scalp, thin hair, high contrast images of dark hair, or cover-up powder and ads that showcase images of the treatment or procedure will be day-parted from 11PM to 6AM.

6.13.6 Weight Loss

The advertising of fat burners and fat blockers is prohibited.

Ads for weight loss products/programs must detarget content rated TV-Y, TV-Y7 and G, and cannot leverage behavioral targeting segments.

Ads for weight loss products/programs cannot encourage unhealthy eating or negative body image/self-perception.

Ads for weight loss products/programs must not claim any of the following:

  • The customer can lose weight by use of the product alone or without following a calorie-controlled diet and exercise program
  • That results are effective for everyone
  • That results are permanent
  • Weight loss of two pounds or more a week
  • Substantial weight loss no matter what or how much the consumer eats
  • Permanent weight loss even after the consumer stops using the product
  • Substantial weight loss for all customers
  • Substantial weight loss by wearing a product on the body or rubbing it into the skin

6.13.7 Restrictions at the category levels

CategoryContent to be blockedContent to be day-parted from 5PM to 6AMContent to be day-parted from 9PM to 6AM
ADHDTV-Y, TV-Y7 and GNoneNone
AllergiesTV-Y and TV-Y7NoneNone
AlzheimersTV-Y, TV-Y7 and GPG/TV-PGNone
AnxietyTV-Y, TV-Y7 and GNoneNone
ArthritisTV-Y, TV-Y7 and GNoneNone
AsthmaTV-Y, TV-Y7 and GPG/TV-PGNone
Bipolar DisorderTV-Y, TV-Y7 and GNoneNone
Blood PressureTV-Y, TV-Y7 and GNoneNone
BronchitisTV-Y, TV-Y7 and GPG/TV-PGNone
CancerTV-Y, TV-Y7 and GPG/TV-PGNone
CirrhosisTV-Y, TV-Y7 and GPG/TV-PGNone
ConstipationTV-Y, TV-Y7 and GNoneNone
COPDNR, TV-Y, TV-Y7 and GPG/TV-PGNone
Coronary Artery DiseaseTV-Y, TV-Y7 and GPG/TV-PGNone
Crohn's diseaseTV-Y, TV-Y7 and GNoneNone
Dehydration (Rx)TV-Y, TV-Y7 and GNoneNone
DepressionTV-Y, TV-Y7 and GNoneNone
DiabetesTV-Y, TV-Y7 and GNoneNone
DigestionTV-Y and TV-Y7NoneNone
EpilepsyTV-Y, TV-Y7 and GPG/TV-PGNone
Erectile DysfunctionTV-Y, TV-Y7 and GPG-13/TV-14PG/TV-PG
FibromyalgiaTV-Y, TV-Y7 and GNoneNone
GlaucomaTV-Y, TV-Y7 and GNoneNone
GoutTV-Y, TV-Y7 and GNoneNone
Hair LossTV-Y and TV-Y7 NoneNone
Head LiceTV-Y, TV-Y7 and GNoneNone
HeadacheTV-Y and TV-Y7NoneNone
HemorrhoidTV-Y, TV-Y7 and GNoneNone
Hepatitis CTV-Y, TV-Y7 and GPG/TV-PGNone
HIV/AIDSTV-Y, TV-Y7 and GPG/TV-PGNone
CategoryContent to be blockedContent to be day-parted from 5PM to 6AMContent to be day-parted from 9PM to 6AM
IncontinenceTV-Y, TV-Y7 and GPG/TV-PGNone
Inflammatory Bowel DiseaseTV-Y, TV-Y7 and GNoneNone
InsomniaTV-Y and TV-Y7NoneNone
Irritable Bowel SyndromeTV-Y, TV-Y7 and GNoneNone
MeningitisTV-Y, TV-Y7 and GPG/TV-PGNone
MenopauseTV-Y, TV-Y7 and GNoneNone
Mental HealthTV-Y, TV-Y7 and GNoneNone
Metabolic Bone DiseaseTV-Y, TV-Y7 and GPG/TV-PGNone
MigraineTV-Y, TV-Y7 and GNoneNone
Movement disordersTV-Y, TV-Y7 and GNoneNone
Muscle SpasmsTV-Y, TV-Y7 and GNoneNone
Opioid induced constipationTV-Y, TV-Y7 and GPG/TV-PGNone
OsteoporosisTV-Y, TV-Y7 and GPG/TV-PGNone
Overactive BladderTV-Y, TV-Y7 and GNoneNone
ParkinsonTV-Y, TV-Y7 and GNoneNone
Pink EyeTV-Y, TV-Y7 and GNoneNone
PneumoniaTV-Y, TV-Y7 and GPG/TV-PGNone
Pregnancy and Birth ControlTV-Y, TV-Y7 and GNoneNone
PsoriasisTV-Y, TV-Y7 and GPG/TV-PGNone
SclerosisTV-Y, TV-Y7 and GPG/TV-PGNone
Sexual Wellness (condoms and lubricants)AllN/AN/A
Sleep disorderTV-Y, TV-Y7 and GNoneNone
Smoking CessationTV-Y, TV-Y7 and GNoneNone
TuberculosisTV-Y, TV-Y7 and GPG/TV-PGNone
Weight LossTV-Y, TV-Y7 and GNoneNone

6.14 Public Service Announcements (PSAs)

A PSA is a message in the public interest with the objective of raising awareness and/or impacting public attitudes and behavior towards a social or medical issue.

Amazon Ads approves PSAs on non-controversial topics, such as recycling or product recalls. If the issue is not controversial or not primarily a topic of social debate (e.g. training school teachers in America) the campaign will be pre-approved for select ad placements and final approval will be obtained from an APE. These ads must detarget content rated TY-Y, TV-Y7 and G, and must day-part content rated PG/TV-PG from 5PM to 6AM.

Amazon Ads reserves the rights to not accept PSA ads if the issue is identified as socially debated or sensitive or related to political matters.

6.15 Recruitment and Job Offers

Ads for employer/employee relation businesses are approved if they:

  • do not state or imply that customers need a better career, quit their job, have been laid off, or are under/over qualified for what they currently do
  • use geographic segments only
  • are frequency capped at three times per 24 hours (3x24)
  • detarget content rated TV-Y, TV-Y7 and G

6.16 Travel

6.16.1 Bookings

Prices in ads for travel services, including transportations (e.g., flights, trains, etc.) and hospitality (e.g., hotels, B&Bs, etc.) must always be given as “from $X” due to the likelihood of price fluctuations. For example, “Fly to Miami from $229” rather than “Fly to Miami for $229”.

Ads must mention when restrictions apply and inform customers how they may learn more about the terms, conditions and restrictions.

Until further notice, all travel ads must contain a disclaimer (audio or text) that asks for COVID-19 safety measures to be followed, according to CDC requirements.

6.16.2 Gambling and Casinos

Amazon Ads does not take video ads for online gambling (that is, any online product or service where money or other items of value are wagered in exchange for the opportunity to win prizes with real-world value based on the outcome of the game).
Ads for State lotteries may be approved in the US, must detarget content rated below PG/TV-PG and must day-part content rated PG/TV-PG from 9PM to 6AM.

Ads for brick and mortar establishments that do not promote gambling are not subject to this policy. For example, a travel ad for a stay at a casino hotel that does not mention gambling.
Ads for brick and mortar casinos that promote gambling may be accepted day-part content rated PG/TV-PG from 9PM to 6AM and detargeting content rated below PG/TV-PG.

Additional requirements for ads that promote gambling and lotteries:

  • All video ads are pre-approved by Amazon Ads and the Ad Policy team
  • Video ads cannot misrepresent the odds of winning or the risks of gambling. For example, ads must not claim that gambling is “risk-free” unless customers’ losing stake is refunded in full (as cash and not as free bet tokens or credit)
  • Video ads do not address , or be likely to appeal to, underage individuals. Models and actors in gambling ads must be, and appear to be, age 25 and older
  • Video ads do not depict or refer to alcohol or the consumption of alcohol
  • Video ads do not depict or refer to behavior associated with problem gambling
  • Video ads do not encourage what could be considered excessive or pathological gambling
  • Video ads do not deny that gambling can trigger potential risks or lead to addiction
  • Video ads do not encourage individuals to play beyond their means or refer to consumer credit services
  • Video ads do not link gambling to social, financial, or sexual success
  • Video ads do not represent gambling as a means of solving financial problems or as an alternative to employment
  • Video ads do not claim or imply that a player’s experience, competence or skill reduces or removes the uncertainty of winning or allows a continuous winning
  • Video ads do not imply that a game that is easy to play is also easy to win
  • Video ads do not reference negative world events, or present gambling as a means of dealing with loneliness or isolation in the context of such events
  • Video ads are frequency-capped to three times per 24 hours per customer.