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 should be labeled as “ads” where it is not evident.

Ads (with the exception of cross-promote) that are stitched together are prohibited. For example, two 15 second ads cannot be stitched together in a 30 second video ad.

Ads that invite viewers to click or contain a designed Call to Action (CTA) that would mimic a clickable button or link are prohibited.

Locale Requirements
UK

Ads with a “direct response mechanism” buy CTA (e.g. “Press 3 to buy”) are prohibited from being served around programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 16.

MX

Advertiser are responsible for abiding by the below policies if the ad includes a legend/disclosure. Ads must:

  • Have a minimum duration equivalent to one quarter of the total duration of the ad.
  • Appear in contrasting colors and be placed horizontally, in regular non-condensed Helvetica font and with a size equivalent to 40 points per letter, in proportion to a 14-inch television screen.
  • If audible, must be pronounced in the same rhythm and volume as the Ad, in clear and understandable terms.

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, video game, or the artist/band name is sufficient.

Ads that contain Amazon logos or trademarks, or mention or refer to Amazon, its site, products, or brand in any manner without Amazon's prior consent are prohibited.

1.2 Pricing and Savings

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

Prices and savings listed in ads must be accurate and available until the end of the campaign. Ads must always communicate when prices are subject to change and if conditions or restrictions apply (e.g. delivery costs). “Sales” or promotional pricing messaging must be transparent about product/services not included under a promotion.

Locale Requirements
Austria, Germany, and the UK
  • Ads including saving claims: The maximum saving % must apply to the majority of products in the ad, and include ‘up to’ and ‘from’ claims clearly where relevant.
  • All prices that do not include applicable taxes are prohibited.

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.

Locale Requirements
Austria, Germany, and the UK
  • Ads that contain the term ‘free’ are prohibited, unless consumers pay nothing other than delivery costs.
  • Advertisers must withdraw/amend ads featuring special offers in the event of insufficient stock. Conversely, ads that indicate stock is limited (e.g. "Only a few products left" or "Only for a short time") when this is not true, are prohibited.

1.4 Targeting

Ads that do not geographically target locations that are served are prohibited. For example, pizza delivery that only services Chicago cannot target Los Angeles. This does not apply if the product or service advertised is available nationwide.

Video ads that target or address directly specific communities or ethnicities (e.g., Hispanics) are prohibited.

1.5 Claims and Substantiation

All advertisements are subject to review. Amazon reserves the right to require modifications to ads, block ads, revoke approval of an ad, and/or require factual substantiation for an ad. The advertiser is fully responsible for ensuring that the claims, commitments, and representations in its ads and other relevant materials are truthful, accurate, complete, and not misleading. This includes, but is not limited to, efficacy, awards, origin, and components claims. Claims in ads must not be limited or contradicted on the product detail page, product website, landing page, or in other advertiser materials.

Locale Requirements
Austria

Ads that state a product is new, unless it is the latest model available on the market, are prohibited.

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

  • Claims that products can facilitate winning in games of chance.
  • Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
  • Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.
Germany

Ads that state a product is new, unless it is the latest model available on the market, are prohibited.

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

  • Claims that products can facilitate winning in games of chance.
  • Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
  • Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.
UK

Substantiation for superlative claims is required (e.g. “We are the largest seller in the market") unless it’s clear that the claim is merely an opinion) or the superlative claim is common in advertising, for example “The best for you”). Subjective opinions should be identified as such, when unclear.

The following claims are prohibited, regardless of any substantiation to support them:

  • Claims that products can facilitate winning in games of chance.
  • Claims suggesting the advertiser's job/livelihood is in jeopardy if the consumer does not buy the advertised product.
  • Claims presenting consumers’ rights as a distinctive feature of the offer. For example, ads must not use the word “warranty” in a way that causes confusion about a consumer's warranty rights by law.
US

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.

The majority of the visual space of the ad must be full screen movement with multiple points of motion (for example: animated products, vertical videos, moving text). Placing a separate motion or movement overlay on top of a static image, akin to simplistic animation in a presentation deck, does not meet the quality bar.

Example of Letterbox

Letterbox

Example of Pillarbox

Pillarbox

Video ads must be in high-resolution to run without time restrictions. Amazon reserves the right to reject or day-part videos that are slightly pixelated or have a bit rate of 4mbps to 8mbps.

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

Videos with third party watermarks are not permitted.

2.2 Clarity

Video ads must include the brand name and logo on screen for at least 3s.

Video ads must include a voiceover (VO) and/or on-screen text.

Disclosures must be legible to the average customer viewing on a larger screen.

Video ads filmed with a shaky camera cannot be approved.

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

2.3 Transitions and effects

Non-Entertainment video ads cannot contain pixilation, glitches, or other effects that may let customers think their streaming device or internet connection is failing.

Video content that may trigger photosensitive epileptic seizures are prohibited.

2.4 Interactive Ad Elements

We strongly recommend the use of Interactive Video Ads (IVA) for all non-Prime Video Ads Streaming TV campaigns, which incorporates both remote and QR code functionality. Advertiser submitted QR codes will be reviewed on a case-by-case basis for Prime Video Ads and other Streaming TV campaigns.

Interactive ad elements must:

  • Be displayed for a minimum of 10 consecutive seconds.
  • Drive to an app or a page that complies with Amazon specs and policies set to protect mobile users. Ensure the content being advertised matches the landing page and maintains customer safety.
  • QR codes that drive to a website must link to a mobile-optimized page.
  • Drive to a site or mobile app/app store compatible with the smartphone.

Interactive ad elements must not:

  • Obstruct text or primary content that may help customers make an informed decision.
  • Obstruct any disclaimers, disclosures, claims, product information, rating information.
  • Obstruct entire visuals of the primary product shot or primary logo being advertised.
  • Primary is defined as a feature image showcasing the product that enables the viewer to attribute the ad to a specific product.

3.0 Audio Quality

3.1 Audio Specs

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

Poor video quality and low-resolution ads with a bit rate of less than 4mbps are prohibited.

3.2 Audio Clarity

All information must be easily understandable.

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

Ads that contain faint messages, low tone voices, uncommonly high pitch voices and clashing sounds, unclear or unrecognizable messages or sounds, or inaudible text are prohibited.

3.3 Distracting Audio

Distracting elements that may disrupt the customer experience are prohibited.

Ads that are louder than the video content they run next to are prohibited.

Amazon reserves the rights to daypart or 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

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 are not permitted to 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

Permitted content for customer reviews:

  • Genuine and not induced or paid for by the brand.
  • Related 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.
  • Discoverable from the ASIN page (either because they are present on the product detail page, or by clicking on “see all reviews”).
  • 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.
  • Headline of the content, if it is an accurate representation of the tone of the full review.

Prohibited content for customer reviews:

  • Edited reviews, including the correction of grammatical errors (reviews with gross misspellings or significant grammatical errors must be avoided).
  • Truncations that 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.
  • Ellipses to change the original meaning of the review, for example, by hand picking positive portions of a review with substantial negative content.
  • Review with text written in all caps (aside from an individual word or product name).
  • Reviews that contain emojis, references to medical conditions, or profanities
  • Headline of the content, if not an accurate representation of the tone of the full review.
Locale Requirements
Austria, Germany, and the UK

Linear ads: Customer reviews can only be used with permission from the author.

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 a star rating based on i) at least 8 customer reviews, and ii) a minimum star rating of 4 is permitted.

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 is prohibited from being:

  • 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 is prohibited to 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 to prohibit 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 exploits the trust children place in parents, guardians, teachers etc., or that encourages children to persuade their parents/others to purchase/rent goods or services.
  • 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
Locale Requirements
Australia

Content that exploits community concerns on protecting the environment.

Austria

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.
Ads containing symbols of a prohibited organization (e.g. swastika) unless in an historic context; ads showing any form of denial of the genocide in Nazi Germany.

Germany

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.
Ads containing symbols of a prohibited organization (e.g. swastika) unless in an historic context; ads showing any form of denial of the genocide in Nazi Germany.

France

Ads can’t feature individuals regularly presenting news and current affairs, either visually or verbally.

UK

Content that (i) exploits the audience’s fears, inexperience or superstitions, or (ii) encourages/condones behavior that is bad for the environment.

  • Content referencing anyone who is dead (where such references cause offense or distress).
  • Ads featuring anyone (visually or orally) who currently and regularly presents news/current affairs on TV.
  • Ads including extracts from broadcasts of parliamentary proceedings.

5.2 Unacceptable Products, Services, and Offers:

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

  • 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
  • Fireworks
  • Illicit and legalized drugs such as cannabis (including brick and mortar shops)
  • Mail order brides
  • Medical research solicitations
  • Political party-related and/or issue-related messages
  • Pornography, escort services (including prostitution and sexual massage services), products claiming to enhance sex, and adult/sexual content
  • Premium pay-per-call services, such as 900 numbers in the US and 087 and 09 numbers in the UK
  • 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 (including astrology and horoscopes)
  • Red band trailers and video content rated NC17 and AO (18 in Germany and the UK)
  • Religious, ideological, or spiritual services
  • Sexual wellness products
  • Shock collars and pinch or choke collars
  • Short-term, high-interest loans (e.g. "payday lenders")
  • Tobacco or tobacco-related products, including e-cigarettes and nicotine pouches
  • UV tanning services and equipment
  • Weapons, firearms, ammunitions and related parts or accessories
Locale Requirements
Australia
  • Candles with lead wicks
  • Combustible candle holders
  • Diethylhexyl phthalate (DEHP) in children’s plastic items
  • Fire footbags and similar items
  • Gas masks with asbestos breathing devices
  • Glucomannan in tablet form
  • Mini jelly cups containing konjac
  • Novelty cigarette lighters
  • Novelty cigarettes
  • Pools and spas with unsafe design features
  • Sky lanterns
  • Small high powered magnets
  • Smokeless tobacco products
  • Tinted headlight covers
  • Tongue studs without holes
  • Toothpaste containing diethylene glycol
  • Toys containing beads
  • Undeclared knives or cutters in stationery sets
  • Yo-yo water balls.
Austria
  • Betting systems/products intended to facilitate winning games of chance
  • Products indexed on the German list for harmful media and telemedia
Germany
  • Betting systems/products intended to facilitate winning games of chance
  • Products indexed on the German list for harmful media and telemedia
France
  • Health centers or any ads encouraging use of health procedures
  • Medical products
UK
  • Breath-testing devices
  • Betting systems/products intended to facilitate winning games of chance

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 that encourage, glamorize or depict excessive consumption of alcohol are prohibited.

Alcohol ads are only permitted run in the following locales: Australia, Belgium, Brazil, Canada, Germany, 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 are not permitted to:

  • 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 (e.g. by portraying drinking as a challenge, or linking it to brave/daring behavior).
  • Promote excessive consumption.
  • Suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to personal success, or solves problems).
  • Suggest that regular solitary drinking is acceptable
  • Focus on the alcoholic strength of the beverage.
  • Be targeted to Amazon Family or Prime Students.
  • In addition, to protect family audiences, day parting and de-targeting will apply based on country-specific regulations.
Locale 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 to be permitted.
Austria
  • Ads for alcoholic beverages shall not directly address minors or show minors drinking.
  • 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, or imply that those playing sports have consumed alcohol.
    • Imply that alcohol makes one better at sports.
    • Be presented as essential to enjoying sports.
Belgium
  • Ads for beer must include the following warnings to be permitted: 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 to be permitted: “Ons vakmanschap drink je met verstand” or in French: “Notre savoir faire se déguse avec sagesse”.
Brazil
  • Models in alcohol ads that are or have the appearance of being, under the age of 25 are prohibited.
  • Alcohol ads must not link alcohol with any sporting or professional 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.
  • Ads cannot include visuals or references that present or suggest ingestion of the product, aggressiveness, use of weapons, and changes of emotional equilibrium.
Canada
  • Frequency must be capped at 3 times per 24 hours (3x24).
France
  • Unskippable ads for alcohol products are prohibited (applies to any product containing alcohol regardless of %).
Germany
  • Ads for alcoholic beverages shall not directly address minors or show minors drinking.
  • 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, or imply that those playing sports have consumed alcohol.
    • 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.
  • The below rules apply to +1.2 % alcohol products:
    • Ads cannot:
      • Link the consumption of alcohol with good physical performance or driving
      • Suggest that consumption of alcohol contributes to social or sexual success
      • Suggest that alcohol has stimulating or calming qualities, or contribute to resolving psychological conflict
    • Day Parting:
      • Ads can’t be aired within content/programs aimed at minors and during the 15 minutes before and after their broadcast
      • Ads for spirits (above +21% alcohol content) are prohibited between 4pm and 7pm
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
  • Ads must include any of the following disclosures: “Evite el Exceso,” “Conocer es no excederse,” or “Todo con medida.”
  • Ads must secure a permit before the COFEPRIS and must show the permit number.
  • Ads must include precautionary statements legends (health warning) related to the danger that the consumption of beer may cause to consumer’s health (e.g., may cause health problems).
  • Ads cannot include certifications or legends that imply any kind of recognition by professional organizations or associations.
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.
    • Be presented as essential to enjoying sports.
  • Ads cannot:
    • suggest that alcohol consumption contributes to social or sexual success, or personal, family, social, sporting or professional success.
    • Portray a negative image of abstinence or sobriety.
    • Present alcohol as essential to enjoying sports.
    • Ads for alcohol must include a message promoting moderate and low-risk drinking.
  • Day Parting:
    • 20% or less alcohol content: ads can only be displayed between 10:30 p.m. and 5:00 a.m.
    • More than 20% alcohol content: ads may only be displayed between 1:00 a.m. and 5:00 a.m.
UK
  • Disclaimer: Ads must include “For the facts about alcohol visit www.drinkaware.co.uk” or “Drinkaware.co.uk for the facts,” and (if relevant) warnings around the dangers of drinking and driving.
  • People who are (or seem to be) under 25 cannot play a significant role/be seen drinking in ads.
  • 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, or imply that those playing sports have consumed alcohol.
    • Imply that alcohol makes one better at sports.
    • Be presented as essential to enjoying sports.
  • Audience requirements:
    • Ads for drinks containing 1.2% alcohol or more cannot be placed next to programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 18.
    • Ads for drinks containing less than 1.2% alcohol must not be placed next to programs commissioned for, principally directed at, or likely to appeal particularly to audiences below the age of 16.
    • Programs with an audience where more than 25% is under 18 cannot include alcohol ads (including low-alcohol ads).

6.2 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.

Locale Requirements
Australia

Content that is contrary to general community standards, including on health and safety, e.g. unsafe driving practices. Depictions of off-road vehicles in an unsafe manner, including (but not limited to) involving excessive or unsafe speeds.

In addition, ads specifically for motor vehicles are subject to the following best practice (but voluntary) requirements:

  • Content that contradicts road safety messages or undermines efforts to achieve improved road safety.
  • Content that depicts, encourages or condones dangerous, illegal, aggressive or reckless driving.
  • References to the speed or acceleration capabilities of a motor vehicle (e.g. “0-100km/h in 6.5 seconds”) on a public road where the driving (and reference to these capabilities) indicates unsafe driving.
  • Suggestions that motor vehicles depicted in closed circuit environments (e.g. motor sport / simulated motor sport or similar vehicle testing or proving activities) are associated with normal on-road use.
  • Note: Where closed circuit environments are depicted, the ad should clearly identify this as such.
Brazil

Disclosure of performance data corresponding to conditions of use atypical for the majority of consumers are not allowed, unless such conditions are clearly specified.

The advertisement cannot contain suggestions for using the vehicle that could endanger the personal safety of the user and third parties, such as overtaking not allowed on roads, speeding, not using safety accessories, disrespecting signs, disrespecting pedestrians and traffic regulations in general.

Advertisements that induce users to disrespect the rules of silence and hygiene on public roads, as well as respect for natural and ecological resources when traveling, are not allowed.

France

Ads must include the following information:

  • The carbon dioxide emission class graph.
  • The hashtag #SeDéplacerMoinsPolluer ("#LowerPollutionMovement")
  • One of the following three messages:
    • "For short trips, give priority to walking or cycling" (FR: «Pour les trajets courts, privilégiez la marche ou le vélo»)
    • "Think of carpooling" (FR: «Pensez à covoiturer»)
    • "Every day, take public transport" (FR: «Au quotidien, prenez les transports en commun»)
Germany

Passenger cars ads must include gas consumption and CO2 emissions information:

  1. Official consumption in the “combined” test cycle:
    • When fuel driven (l/100 km)
    • When natural gas and biogas driven (kg/100 km)
    • When electricity driven (kWh/100 km)
  2. Official specific CO2 emissions in the “combined” test cycle (g/km)
  3. The CO2 efficiency “A+++ - G” rating, including a rating graph (example below). Alternatively, ads can refer to the relevant advertiser website for the rating graph.
  4. Reference to the website where a complete guide on fuel consumption, CO2 emissions and electricity consumption can be consulted (e.g. the manufacturer’s website).
Italy

Vehicles ads must disclose fuel consumption and C02 emissions information, in Italian. This information is often included on a foot note. Example:

  • IT: “Valori Massimi Ciclo Combinato NEDC-BT: Consumi 5,8l/100 KM; Emissioni CO2 138g/KM.” (ENG: “NEDC-BT Maximum Combined Cycle Values: Fuel Economy 5.8l/100 KM; CO2 Emissions 138g/KM.")
US

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.

UK

Speed or acceleration claims cannot be the main message of an ad (but these features can be mentioned as general information). Safety claims must not be exaggerated.

6.3 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 a customer's emotional guilt to donate.

All ads must de-target content rated NR, TV-Y, TV-Y7 and G.

Ad content that is identified by Amazon as emotionally charged, depressing or appear to be insisting on customers' donations will be blocked. For example, an ad that shows a crying child, or a voice over that reads “until every last child has a place to call home” or a video for a pet shelter showing sad or wounded puppies will be blocked.

Locale Requirements
Austria, Germany, and the UK

If an advertiser runs a charity promotion linked to charity (e.g. by donating a % of profits), the charity/cause needs to be named in the ad.

6.4 Contests, Competitions, and Prize Draws

To be permitted, 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.
  • Describe conditions of participation, game design and prizes accurately and transparently.
  • 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.

To be permitted, video ads for contests, competitions, and prize draws must 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.
Locale Requirements
Austria and Germany

The participation fee cannot exceed 0,50 EUR.

Brazil

Advertiser must obtain authorization from a governmental entity to run ads for contests and sweepstakes.

Prizes such as cash, medicine, weapons, explosives, fireworks, alcoholic beverages, tobacco/cigars/cigarettes and similar products are prohibited.

UK

Ads for free-to-enter competitions/contests/prize draws are permitted. Please reach out to Amazon for approval if the advertised competition/contest/prize draw requires a participation fee.

6.5 Dating

We do not permit ads for services that promote “hook-ups'” or sexual dating/partners.

Ads cannot:

  • Feature seductive or sexual body positions or facial expressions
  • Mention or refer to hook-ups, one-night stands, or similar expression
  • Feature sexual innuendo (text and/or image)
  • Dwell exclusively on loneliness or suggest people without a partner are inadequate

In addition, to protect family audiences, we will block ads from content rated TV-Y, G, and TV-Y7

Locale Requirements
Austria, Germany, and the UK
  • Dating ads are prohibited from being directly accessible from programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18.
  • Ads are prohibited from dwelling exclusively on loneliness, or suggest people without a partner are inadequate.
Spain

Ads must include clear advice on precautions to take when meeting people through dating agencies (linear only).

  • Dating ads must not be directly accessible from programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18.
  • Ads must include advice on precautions to take when meeting people
UK

Ads must include clear advice on precautions to take when meeting people through dating agencies (linear only).

6.6 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.

Locale Requirements
Austria and Germany
  • Ads unsuitable for under 16s cannot be transmitted between 6 a.m. and 10 p.m.
  • Ads unsuitable for under 18s cannot be transmitted between 6 a.m. and 11 p.m.
Spain

Ads must not:

  • Encourage violence.
  • Promote stereotypes linked to gender, race, ethnicity, nationality, religion, beliefs, disability, age or sexual orientation.
  • Promote body-building, aesthetic medicine, self-image rejection, loss of weight, aesthetic surgery or treatments.
  • Suggest that personal image may cause social rejection or success.
UK

Ads for films with an 18- or 15-certificate, and computer/console games with an 18+, 16+, or 15+ rating must not be directly accessible from programs commissioned for, principally directed at, or likely to appeal particularly to children.

Film:

Content Adjacency RestrictionsTarget PG13, TV-14, TV-MA, R and NC-17; Day-partPG and TV-PG from 6PM to 6AM; De-target all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; De-target 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; De-target all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; De-target 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; De-target all other contentTarget TV-MA, R and NC-17; Day-part PG13 and TV-14 from 6PM to 6AM; De-target 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+
X18+
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+
TMAO

6.7 Financial Products and Services

To be permitted, 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) and high risk/specialist investments
  • 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.
Locale Requirements
Austria, Germany, and the UK
  • Ads must be easily understandable by the audience, and must not take advantage of consumers' inexperience. The basis used to calculate any rate of interest, forecast or projection must be apparent immediately.
  • Ads must make clear the value of investments is variable and, unless guaranteed can go down as well as up, and that past performance does not warrant future performance.
  • Ads must state any condition of applicable terms (e.g. limitation, expense, penalty or charge, and terms of withdrawal).

6.7.1 Banking and Investments

Ads for credit services are prohibited from encouraging customers to take out credit or loan to shop online.

Locale Requirements
Austria and Germany
  • Advertisers obliged to publish a prospectus by law, must mention that a prospectus has been published or is pending publication in ads
  • Ads for financial/credit institutes, capital management companies and externally managed investment companies that contain information considered as misconduct are prohibited
  • Ads likely to create misconceptions about banking transactions, that may impair the banking industry or that suggest reducing savings activity are prohibited
  • Ads for publicly offered investments (Vermögensanlagen) must include the following information:
    • A reference to the sales prospectus and its publication
    • The following warning, clearly visible "The acquisition of this investment involves considerable risks and may lead to the complete loss of the invested assets"
    • Ads indicating unguaranteed investment returns must include "The promised return is not guaranteed and may be lower"
    • Ads cannot contain references to the authority of the DE Federal Agency
    • Ads must not use the term "fund" or similar to refer to the offeror, issuer, or investment
Brazil

When the ad has a projection or estimate of future results (income, profitability, valuation or any other) in the form of index or percentage, the advertisement must:

  • identify the basis of the projection or estimate;
  • explain whether applicable taxes were taken into consideration, whether there was use of profits generated in the period being analyzed, whether there was deduction of tax incentives and, especially, whether the projection or estimate was made based on past results, the repetition of which in the future may be uncertain or unlikely.

Ad must observe the same bases and comparison conditions concerning term, guarantee, liquidity, redemption and criteria for calculation of profitability or other benefits generated by the advertised products or services.

Ad must valorize the informative and educational content of the message and avoid assertions that may give mistaken information or create confusion among investors.

France
  • Ads must include information on all related costs, fees, commissions, and charges.
  • Ads must balance the presentation of the performance (gains, returns) and risks.
  • Ads must contain clear and perfectly legible and/or audible information on specific risks
  • Ads must clearly state that the advertiser is authorized. This authorization can’t be presented as a guarantee.
  • Past performance must be clearly identified, as "past" and must specify that doesn’t not guarantee not future performance. Past performance is annualized, with an indication of the period over which it has been calculated.
Italy
  • Ads must indicate their nature of “advertisement” (messaggio pubblicitario) and that information sheets (fogli informativi) are available, indicating ways to find them.
  • Ads for public offerings (e.g. sale of equity) must contain the following warning: “before subscribing, read the prospectus” at least in audible form; and indicate that a prospectus has been or will be published and where it’ll be available.
  • Ads showing investments returns must: specify the reference period for the calculation of the return; represent the risk profile; indicate applicable taxes; and contain the warning “Past returns are no indication of future ones."
Spain

Ads must include information on the below points, in spoken and/or written form (advertisers can choose to include this info at the end of the ad, on a static screen for at least three seconds):

  • A reference to the nature of the banking product/service in question
  • Nominal interest rate
  • Applicable bank fees
  • Bank website where all relevant information can be found

Other content rules:

  • Risk indicator warnings must remain on screen for the entire time ads are reproduced.
  • If the ad refers to the advantages of a certain tax regime, it must clarify if it applies generally or only to a subset of people
  • Information on the cost or past profitability must expressly indicate the period of time.
  • Ads can’t suggest endorsement from the CNMV or other ES authority.
UK
  • Ads for units in collective investment must be authorized by the FCA (unless approved by BCAP, UK broadcast advertising regulator).
  • References to interest payable on savings are acceptable, subject to these conditions:
    • They must be accurate at the time of broadcast – ads must be modified immediately if the rate changes;
    • Ads quoting a rate must (i) use the Annual Equivalent Rate and the contractual rate; and (ii) make clear whether it is gross or net of tax, or tax-free;
    • If conditions apply, the ad must refer to the conditions and how they can be accessed;
    • Where the interest rate is variable, this must be stated;
    • If investment returns of different types of savings products are compared (e.g., a unit trust and a bank deposit), ads must explain differences between products.

6.7.2 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 to be permitted.

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) to be permitted.

Locale Requirements
UK (broadcast and linear)

Ads for unsecured consumer credit by consumer credit, consumer hire, credit brokering or related credit services (e.g. debt counselling) are subject to additional financial promotions rules. Please consult with Amazon for approval of these categories.

6.7.3 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?”).

Locale Requirements
Austria and Germany

Ads cannot undermine trust in the insurance economy, or create a false impression about insurance services and remuneration payments. Ads can’t suggest unrestricted insurance cover is offered, if restrictions of any kind apply. Maximum benefits under the insurance must specify terms and conditions.

Spain

Ads must:

  • Indicate the full name of the insurance company
  • Clearly indicate the type of insurance contract being offered
France

Ads must:

  • Indicate the advertiser trademark name or corporate name, and business address
  • Balance the presentation of benefits in relation to potential risks incurred
Italy

Ads must:

  • Be immediately detectable as such by adding a disclaimer e.g. “Advertising message for promotional purposes” / “Advertising”, etc.)
  • Include the following disclaimer in clear characters: “Read the information set before subscribing” (i.e., “Prima della sottoscrizione leggere il set informativo”)
  • Indicate the full name of the insurance company
UK

Reference to specific assured sums must include all relevant qualifying conditions; e.g. age and gender of the assured, period of policy and amount and number of premiums payable.

6.7.4 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.

Locale Requirements
Austria and Germany

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

  1. The identity and address of the advertiser
  2. The net loan amount, and total amount payable by the consumer
  3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
  4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
  5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
  6. Real estate consumer loans: the indication that the loan is secured by real property
  7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount
Brazil

These ads cannot:

  • indicate that the credit transaction may be concluded without consulting credit protection services or without assessing the consumer's financial situation;
  • hide or make it difficult to understand the burdens and risks of taking out credit or selling in installments;
  • harass or pressure the consumer to contract the supply of a product, service or credit, especially if the consumer is elderly, illiterate, ill or in a state of aggravated vulnerability or if the contract involves a prize
  • condition the fulfillment of consumer requests or the initiation of negotiations on the waiver of legal claims, the payment of legal fees or judicial deposits
France

All video ads must prominently contain the disclaimer: "Credit is binding and must be repaid. Check your ability to repay before committing ".

Prohibited content:

  • Ads for credit with a grace period of more than 3 months (with the exception of government-subsidized loans)
  • Permanent credit ads can’t be presented as an increase in purchasing power; and must state whether its use will generate a cost
  • Ads implying that loans improve the borrower's financial situation, constitute a substitute for savings, or grant immediately available money without financial consequences.
  • Ads indicating that a credit can be granted without assessing borrowers’ financial situation

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

  1. The identity and address of the advertiser
  2. The net loan amount, and total amount payable by the consumer
  3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
  4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
  5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
  6. Real estate consumer loans: the indication that the loan is secured by real property
  7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount
Italy

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

  1. The identity and address of the advertiser
  2. The net loan amount, and total amount payable by the consumer
  3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
  4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
  5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
  6. Real estate consumer loans: the indication that the loan is secured by real property
  7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount
Spain

Ads for consumer loans cannot create false expectations regarding the possibility of obtaining a loan. Ads must include the following information, using a representative example:

  1. The identity and address of the advertiser
  2. The net loan amount, and total amount payable by the consumer
  3. The borrowing rate and whether the rate is fixed or variable (or a combination of the two), and details of all loan charges
  4. The annual percentage rate of charge (which must be emphasized as much as any other interest rate)
  5. The term of the consumer loan agreement, the amount of each installment, and total number of installments
  6. Real estate consumer loans: the indication that the loan is secured by real property
  7. Real estate consumer loans in foreign currency: a warning that exchange rate fluctuations may affect the total payable amount
UK

Advertisements for mortgages and re-mortgages are subject to additional requirements. Please reach out to Amazon for approval.

6.8 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.

6.8.1 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
Locale Requirements
UK

Ads for crossbows and knives (including camping or other “non-weapon” knives) must include a prominent disclaimer stating such products are not available for purchase to those under 18.

6.8.2 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.

6.8.3 Non-weapon sport shooting equipment

Non-weapon sport shooting equipment such as targets, goggles, or carrying cases are approved to advertise but are prohibited from:

  • Running next to content rated TV-Y, TV-Y7 and G.
  • Running next to content rated PG and TV-PG between 6AM and 5PM.
  • Containing any images of weapons or ammunition.
  • Showing the product in use or having recently been in use (for example, showing bullet holes in a target).
  • Containing 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 are not permitted to:

  • 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.

6.9 Infant/Baby Formula (Australia, Brazil, Europe,Mexico and the UK)

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 are prohibited from:

  • Confusing follow-on formula with infant formula (for example, by referring to the product as “formula” without any age qualification).
  • Comparing 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.
  • Containing content relating to the feeding or care of infants under the age of six months.
  • Discouraging breastfeeding or encourage formula as a replacement to breastfeeding.
  • Being directed at nursing mothers through pre or post-natal targeting segments related to the nursing of infants of any age.
Locale Requirements
AU

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

Informational materials about the feeding of infants intended to reach pregnant women/parents should include information on:

  • the benefits and superiority of breastfeeding
  • maternal nutrition and preparation for and maintenance of breastfeeding
  • the negative effect on breastfeeding of introducing partial bottle-feeding
  • the difficulty of reversing the decision to not breastfeed, and
  • where needed, the proper use of infant formula. This should include the social and financial implications of its use, the health hazards of inappropriate foods or feeding methods and the health hazards of unnecessary or improper use of infant formulas.
BR

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

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").

MX

Ads of infant formulas must:

  • Promote breastfeeding by clearly pointing out the benefits of breastfeeding.
  • Expressly state that the use of infant formulas is recommended only in the following cases (i) due to the infant’s intolerance to breast milk, (ii) due to the mother’s absence, or (iii) due to the mother’s inability to breastfeed or any other well-founded sanitary reasons.

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

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

Video ads related to negative events or situations cannot show graphic or distressing visuals (car crash, children crying, injuries, and more) and cannot 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 or let customers believe that the improvement of their living conditions or financial situation is guaranteed.

6.11 News and Journalism

Ads for news sites, blogs, apps or channels require pre-approval from Amazon 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 de-target content rated TV-Y, TV-Y7 and G and day-part content rated PG and TV-PG from 5PM to 6AM

6.12 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.

Local Requirements
Australia
  • Unless a specific exemption applies, only therapeutic goods (including medical devices and complementary medicines) that are included on the Australian Register of Therapeutic Goods (“ARTG”) can be advertised.
  • Ads must not include:
    • a testimonial about a therapeutic good from a person who has been incentivized to provide the testimonial (e.g. an influencer) or a person who is engaged in the production, marketing or supply of the good
    • a testimonial or endorsement from a:
      • government authority (or its employees / contractors)
      • healthcare facility (or its employees / contractors)
      • current or former health practitioners or researchers, or anyone who represents themselves as being qualified to diagnose, treat, or prevent disease or injury
      • an organization that represents the interests of healthcare consumers or practitioners (unless the ad discloses its name and whether it received any incentive for the endorsement).
    • If an ad includes a testimonial, advertisers must verify the identity of the person and that the person has used the good.
    • Ads must not be not be inconsistent with a current public health campaign.
    • Ads must include the following mandatory statements and information (depending on the type of good and ad)
      • Medicines:
        • name of the medicine and approved indication
        • the statement ‘ALWAYS READ THE LABEL AND FOLLOW THE DIRECTIONS FOR USE’
        • where an ad facilitates the supply of medicines not able to be physically inspected before supply (e.g. an ad on the Amazon AU website where the medicine can be purchased), the ad must also include: the dosage, quantity of medicine, each active ingredient supplied and a list of or a link to health warnings
      • Medical devices:
        • trade name of the device
        • accurate description of the device
        • approved purpose
        • the statement ‘ALWAYS FOLLOW THE DIRECTIONS FOR USEOR ‘ALWAYS READ THE LABEL AND FOLLOW THE DIRECTIONS FOR USE’
        • where an ad facilitates the supply of medicines not able to be physically inspected before supply (e.g. an ad on the Amazon AU website where the medicine can be purchased), the ad must also include: each ingredient of the device that is a substance in the Poisons Standard and if applicable, a list of or a link to health warnings
      • Other therapeutic goods (e.g. disinfectants, bandages, tampons):
        • the trade name
        • accurate description of the goods
        • accepted indication(s)
        • where there is a label attached to the goods, the statement ‘ALWAYS READ THE LABEL AND FOLLOW THE DIRECTIONS FOR USE’
        • where there is no label attached to the goods, the statement ‘ALWAYS FOLLOW THE DIRECTIONS FOR USE
        • where an ad facilitates the supply of medicines not able to be physically inspected before supply (e.g. an ad on the Amazon AU website where the medicine can be purchased), the ad must also include: each ingredient of the good that is a substance in the Poisons Standard and if applicable, a list of or a link to health warnings
      • Analgesics: the statement ‘INCORRECT USE COULD BE HARMFUL’. Advertising for analgesics must not state that taking analgesics is safe, or that they will relax, relieve tension, sedate or stimulate
      • Sunscreens: where the ad claims that the sunscreen will prevent sunscreen or skin cancer, the ad must:
        • depict sunscreen as being only one component of sun protection
        • include words to the effect that prolonged high-risk sun exposure should be avoided and frequent use and re-application in accordance with directions is required for effective sun protection
  • Vitamins & Supplements
    • If an ad about a vitamin or supplement includes claims based on evidence of traditional use, the ad must include a statement about the reliance on the traditional use; and
    • ads must not include representations:
      • that vitamins or supplements are a substitute for good nutrition or a balanced diet
      • that purport to show the recommended daily or dietary intake or allowance of a vitamin or supplement unless the amount shown is that recommended by the National Health and Medical Research Council
      • that express the quantity of a vitamin or supplement contained in a preparation as a percentage or proportion of the recommended daily intake
    • Vitamins must not be referred to (specifically or generally) other than by the approved ‘Substance’ or ‘Name’
Brazil
  • Ads for prescription drugs are prohibited
  • Ads cannot include statements by professionals that imply professional advice, preferences or recommendations
  • Ads cannot promote off-label use of medicines (i.e. use for purposes other than the ones approved by the BR Health Authority – Anvisa
  • Ads cannot:
    • stimulate or induce the indiscriminate use of the pharmaceutical product
    • suggest or stimulate diagnosis in general or have pictures of people using the pharmaceutical product
    • announce a pharmaceutical product as new after 2 years of its launch in Brazil
    • include stamps, nominative, figurative or mixed marks of government institutions, philanthropic entities, foundations, associations and/or medical societies, non-governmental organizations, associations representing the interests of consumers or health professionals and/or quality certification stamps
    • suggest that the pharmaceutical product has pleasant organoleptic characteristics, such as: "tasty", "yummy", "delicious" or equivalent expressions; as well as the inclusion of images or figures referring to the indication of the taste of the pharmaceutical product
    • employ imperatives that directly induce the consumption of pharmaceutical product, such as: "have", "take", "use", "try"
  • Medicine ads must generally contain:
    • Commercial name of the medicine, list of the active ingredient(s), and registration number before Anvisa
    • A mandatory warning (“SE PERSISTIREM OS SINTOMAS, O MÉDICO DEVERÁ SER CONSULTADO” – in EN: “IF SYMPTOMS PERSIST, CONSULT WITH A DOCTOR”)
Germany
  • Medicinal products ads must contain the name and registered office of the pharmaceutical company, the name of the medicinal product, the composition of the medicinal product and indications for use, contraindications, and side effects.
  • All ads must include the text "For risks and side effects, read the package leaflet and ask your doctor or pharmacist" (German: Zu Risiken und Nebenwirkungen lesen Sie die Packungsbeilage und fragen Sie Ihren Arzt oder Apotheker"). This must be included after the ad, inserted against a neutral background and spoken at the same time.
  • Ads for abortions or other treatments suitable to terminate pregnancy are prohibited.
  • Before/after images that depict a physical alteration of the body are prohibited, and testimonial references too.
  • Ads for prescription drugs are prohibited.
  • Medicinal products:
    • Claims suggesting that health may be impaired by not using the product, or improved by using it are prohibited.
    • Ads cannot include statements by professionals that imply professional advice, preferences or recommendations. Unless obvious from context, ads including a health professional must make clear if he or she has a direct financial interest or equivalent in the sale of the advertised product/service.
MX
  • Ads for medicines and medical devices must secure a permit before the Federal Commission for the Protection Against Sanitary Risks (“COFEPRIS”) and must show the permit number.
  • Ads for medicines and medical devices must include:
    • The legend: “Consult your doctor”.
    • The legends that indicate to avoid self-treatment, when required due to their characteristics.
    • Precautionary legends when the consumption of the product may cause risk or to the health of the consumers.
    • Legends and health messages in a similar size and in proportion with the Ad.
  • Ads for medicines cannot include:
    • The legends that change the posology information authorized by the authority in Marketing Authorization.
    • Promote the medicine consumption through raffles, contests, collectibles, or other events involving chance.
    • Promote consumption by offering any other product or service in exchange.
    • Caricature techniques that may confuse and induce minors to consume the medicines.
  • Ads for supplements must include the permit number from COFEPRIS and a disclosure determined by the authority based on the health risks that the product represent (e.g., “This product is not a medicine”).
  • Ads cannot advertise supplements as they are dietary and cannot attribute preventive, therapeutic, rehabilitative, nutritional, stimulating, or other qualities that do not correspond to the function of the product.
UK
  • Medicines, vitamins and/or other dietary supplements cannot be advertised in or next to programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 16.
  • Ads in which children are shown having a medicine/vitamin/food supplement cannot be broadcast before 9:00 PM.
  • Medicinal product ads (including legible on-pack product claims within a pack shot) must include the name of the product, an indication of what it is for, text such as "Always read the label" and the common name of the sole active ingredient, if it contains only one.
  • Medicinal product ads cannot include recommendations by a person well-known in public life, sport, entertainment or similar. Recommendations by medical charities, patient groups and health or sport organizations are forbidden too.
  • Ads can refer to the likely absence of a side effect (e.g. "unlikely to cause drowsiness") but suggestions that a product has no side effects are forbidden.
  • Ads for medicinal products must not offer to provide a diagnosis or suggest a treatment by correspondence (e.g. by post or e-mail).
  • Comparative advertising is forbidden for medicinal products.
  • Ads for prescription drugs are prohibited.
  • Medicinal products:
    • Claims suggesting that health may be impaired by not using the product, or improved by using it are prohibited.
    • Ads cannot include statements by professionals that imply professional advice, preferences or recommendations. Unless obvious from context, ads including a health professional must make clear if he or she has a direct financial interest or equivalent in the sale of the advertised product/service.

6.12.1 Online Pharmacies

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

6.12.2 Institutions and Insurances

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

6.12.3 Practitioners

Ads for healthcare practitioners, such as doctors or acupuncturists must de-target 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.

Locale Requirements
Germany and the UK
  • Ads must not portray cosmetic surgery as a flippant decision, but as a decision that requires time and thought – “safe”, “easy” or “risk free” claims are not allowed.
  • Ads must not use degrading, objectifying, or gender stereotyping imagery. A degree of nudity is acceptable, gratuitous nudity is not.
  • Ads cannot exploit insecurities. Cosmetic surgery ads portraying people as only being confident or happy because of surgery are not acceptable.
  • Plastic surgery and cosmetic procedures ads cannot target minors or include content aimed at minors.

6.12.4 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 must de-target 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.) are prohibited from leveraging behavioral targeting segments, must de-target content rated TV-Y, TV-Y7 and G, and must day-part content rated PG/TV-PG from 9PM to 6AM.

6.12.5 Hair Growth

Hair growth ads are prohibited from explicitly addressing customers directly or referring to a potential hair loss condition.

Ads are prohibited from conveying exaggerated claims and mislead customers around the effectiveness of the product.

Hair growth ads are prohibited from using behavioral targeting segments and must be frequency capped at three times per 24 hours, with no Amazon branding.

Hair growth ads must de-target 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.

6.12.6 Weight Loss

The advertising of fat burners and fat blockers is prohibited.

Ads for weight loss products/programs must de-target content rated TV-Y, TV-Y7 and G, and are prohibited from leveraging behavioral targeting segments.

Ads for weight loss products/programs are prohibited from encouraging unhealthy eating or negative body image/self-perception.

Effectiveness claims must be backed by rigorous trials on people; testimonials that are not supported by trials do not constitute substantiation.

Ads for weight loss products/programs are prohibited from claiming 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
Locale Requirements
UK
  • Weight-loss or slimming products, treatments and/or establishments cannot be advertised in or next to programs commissioned for, principally directed at or likely to appeal particularly to audiences below the age of 18. (This does not apply to ads for calorie-reduced foods and drinks, provided ads do not refer to slimming or weight control).
  • Ads must not encourage excessive use of weight-control or slimming products.
  • Promises or predictions of specific weight loss are not acceptable.
  • Ads must not contain claims that weight or fat can be lost from specific parts of the body.
  • Health claims for food products that refer to weight loss are not permitted.
  • Ads for intensive exercise programs must encourage users to check with a doctor before starting.
  • Ads for Very Low-Calorie Diets or diets below 800 kilo-calories a day must indicate they are appropriate for short-term use only, and encourage to take medical advice before embarking on them.
  • Obesity treatment ads are only allowed if treatments require qualified supervision.
  • Non-prescription obesity medicines are only allowed if their sale or supply requires the involvement of a pharmacist.

6.12.7 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

6.12 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 permits 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 de-target 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.

6.13 Recruitment and Job Offers

Ads for employer/employee relation businesses are permitted 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
Locale Requirements
Brazil

Military recruitment is prohibited.

6.14 Travel

6.14.1 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.

6.14.2 Gambling and Casinos

Ads for State lotteries, Sports Betting, Daily Fantasy Sports, and Online Gambling may be approved, but can only run via Managed Service. These ads must de-target content rated below PG/TV-PG , and must day-part content rated PG/TV-PG from 9PM to 6AM. Additional restrictions and requirements vary by locale.

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 approved, and must day-part content rated PG/TV-PG from 9PM to 6AM and de-target 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 are prohibited from misrepresenting 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 must not address, or 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 six times per 24 hours per customer.

6.15 Food, Food Supplements, and Associated Health or Nutrition Claims

Locale Requirements
AU

Ads must not:

  • Encourage or include representations of product/s or portion sizes which are excessive or otherwise contrary to the Australian Dietary Guidelines
  • Make health claims or therapeutic claims
  • Where a food is not intended or suitable as a substitute for meals, portray food as suitable as a substitute for a meal
BR

Ads for food in general:

  • Ads cannot claim that a food has healing or disease-treating properties. Although there are foods sold in typically pharmaceutical forms (capsules, tablets, syrups, among others), they should not be confused with medicines;
  • Food ads can only present claims of functional and/or health properties when these characteristics have been previously analyzed and approved by Anvisa. Such claims are different from medicinal, therapeutic or curative indications that are prohibited by law.

Food and drinks with high levels of sugar may display warning phrases about the dangers of excessive consumption. Example:

  • Sugar: [Brand] contains high levels of sugar, if consumed in large quantities increases the risk of obesity and dental cavity
  • Saturated fat: [Brand] contains high levels of saturated fat, if consumed in large quantities, increases the risk of diabetes and heart disease
  • Trans fat: [Brand] contains high levels of trans fat, if consumed in large quantities increases the risk of heart diseases
  • Salt (sodium): [Brand] contains high levels of sodium, if consumed in large quantities, increases of hypertension and heart diseases
FR

Ads must display one of the following four health warning messages:

  • “For your health, eat at least five fruits and vegetables a day” (Pour votre santé, mangez au moins cinq fruits et légumes par jour); or
  • « For your health, exercise regularly » (Pour votre santé, pratiquez une activité physique régulière) ; or
  • “For your health, avoid eating too much fat, too much sugar, too much salt” (Pour votre santé, évitez de manger trop gras, trop sucré, trop salé); or
  • “For your health, avoid snacking between meals” (Pour votre santé, évitez de grignoter entre les repas).

Ads for cereal-based preparations and baby foods must include one of these messages:

  • “Teach your child not to snack between meals” (Apprenez à votre enfant à ne pas grignoter entre les repas) and
  • “Exercise and play are essential for your child’s development” (Bouger, jouer est indispensable au développement de votre enfant).

Ads for food for feeding of infants over 4 months must display this message:

  • “In addition to milk, water is the only essential drink” (En plus du lait, l’eau est la seule boisson indispensable) and
  • “Exercise and play are essential for your child's development” (Bouger, jouer est indispensable au développement de votre enfant).
IT

Food ads in connection with children’s programs must not emphasize positive nutritional qualities of fat, trans-fatty acids, sugar, sodium or salt

MX

Ads cannot:

  • Include children´s characters or animations, celebrities, sportsmen, mascots, interactive elements and certifications or legends that indicated that they have been endorsed or certified by professional organization/associations.
  • Attribute preventive, therapeutic, rehabilitative, nutritional, stimulating, or other qualities that do not correspond to the function of the prepackaged food and non-alcoholic beverages and cannot present the product as a stimulant or modifier of the physical or mental state of consumers.
  • Indicate or suggest that the use or consumption of the product is a determining factor to modify people’s behavior and that the products itself meets the nutritional requirements for the human beings.
  • That are useful to prevent, alleviate, treat, or cure a disease, disorder, or physiological state.
  • Explicitly or implicitly indicate or induce to believe that the product has ingredients or properties that it lacks, nor can it attribute to industrialized foods a nutritional value superior or different from the ones they have.
  • Include subliminal messages, i.e., those messages that within an explicit advertisement influence the receiver, without there being a conscious perception of the messages.
  • Be directly or indirectly associated with the consumption of alcoholic beverages or tobacco.
UK

Ads must block content rated TV-Y, TV-Y7, G, PG, and TV-PG

Ads must not:

  • Be targeted, directed, or aimed at anyone younger than 16 years of age.
  • Condone or encourage poor nutritional habits or an unhealthy lifestyle in children.
  • Disparage good dietary practice or the selection of options, such as fresh fruit and fresh vegetables.