Twitch Advertising Guidelines and Acceptance Policies

2.0 Brand Elements
3.0 Prohibited Content, Products, and Services


Twitch is a global community of millions who come together each day to create their own entertainment: unique, live, unpredictable, never-to-be repeated experiences created by the magical interactions of the many. Advertising is a critical component of the Twitch ecosystem where creators can earn a living doing what they love. We believe the ads delivered through Twitch should be relevant and useful to our community and Twitch reserves the right to refuse and to take appropriate action against content that is inappropriate or doesn’t meet the following guidelines. For clarity, this advertising policy refers to advertising sold by Twitch Advertising and does not cover any relationships creators may have with their sponsors (these relationships are governed by Twitch’s Community Guidelines and Terms of Service).

Twitch will accept advertising from categories like alcohol or gambling in some locales in order to fully recognize the revenue opportunity, but does apply safeguards like contextual targeting and daypart targeting in order to limit exposure to viewers that may not have a positive experience with the advertisements. Locale-specific rules are important because products or services may be more socially acceptable in some places, in addition to being fully legal (ex. gambling in the UK).

This ad acceptance policy is owned and created by the Twitch advertising business, with legal advice, while also aligning closely with Amazon’s ad acceptance policy.

Any advertising, sponsorship, or other form of endorsement made by a creator on their own channel, other than those sold by Twitch, are not in scope for this ad acceptance policy. If policies are not specified here, ads follow the Amazon Ads ad policies for display ads running off Amazon (see Amazon Ads Guidelines and Acceptance Policies) and the creative specifications found here.

I. Advertising Content

1.0 General Guidelines

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

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

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

1.1 Claims and Substantiation

Claims in ads are a material component of the customer’s purchase decision. We require all claims to be accurate and truthful. The table below lists the claim types for which we require substantiation so that customers can verify the authenticity of the information provided to them.

Ads stating that a product is "new," "just released," or similar claims must only be used for a product that has been released within the past 6 months.

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

The following information must be included either in the disclosure section of the ad text or on the landing page:

TypeMust include
Awards- The name of the award provider
- The date of the award
Survey results- The source of the survey
- The date of the survey
Statistical claims- The source of the study
- The date of the study
Superlative claims*- An independent source that supports the claim
- The date of the study
Comparative claims- An independent source that supports the claim
- The date of the study

* Substantiation is not required for superlative claims that only reference a brand's own products, e.g. "Our most powerful vacuum cleaner" or "[brand]'s most advanced formulation yet."

1.2 Pricing and Savings Claims

Pricing and saving claims must:

  • Be the exact same across the ad and the landing page.
  • Be used in the correct context. For example, use phrases like “limited-time offer” for time-bound savings claims.
  • Use seasonal claims during the relevant promotional period only. For example, “Back to school offers” or “Valentine’s Day Special Prices” is only acceptable during the periods leading up to the beginning of the school year or Valentine’s Day.

1.3 Disclosures

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

  • Accurate
  • Legible (both in size and contrast with the background of the ad)
  • Understandable to the average customer (for example, only abbreviations that are common and well understood are permitted)

1.4 Editorial Guidelines

We require that ads are presented in a clean, grammatically correct, and professional manner just like the rest of our content.

The following are prohibited on all ads:

  • Misspellings and grammatical errors such as a wrong verb tense. Slang or wordplay (such as “Cuz” as opposed to “Because”) may be permitted if otherwise compliant with these policies.
  • Random capitalization (such as “QUALITY HeadPhones”), except for common abbreviations or trademarks.
  • Improper punctuation, such as repeated questions or exclamation marks (“!!!”)
  • Special characters such as @@, ###, emojis, or ASCII art, except when part of the advertiser’s logo or included on the product image. Hashtags (#) are permitted if they do not contain inappropriate content (for example, #[profanity])
  • Ad copy that uses personalized language (such as “you/your”) which may be perceived by a customer as if Amazon is addressing him/her directly and that may cause customer discomfort. This requirement only applies to sensitive products or conditions. For example, ad copy reading “Use our product to solve for your incontinence problems” or “You are overweight. Use our dietary supplement.”
  • Ad copy that acknowledges or implies the targeting criteria used for the campaign. For example, an ad copy reading "Did you enjoy watching the latest version of our game? Try our newest version."
  • Ads must not promote the sale of products that are out-of-stock, back-ordered or under recall, or services that are unavailable for purchase at the time that the campaign runs. Ads must be paused when the product or service promoted becomes unavailable.
  • Inconsistency between ad copy and landing page. If the ad copy features a certain offer or product, the same offer or product must be present on the landing page. For example, we would prohibit ad copy reading “Save on household supplies” with an image of a dish soap leading to a landing page that features vacuum cleaners.
  • Landing pages consisting solely of a sign up/registration form. Landing pages should expand on the ad's message and provide a satisfactory experience before the customer is forced to enter his/her info to find out more. For example, a landing page that consists solely of a form to collect contact information (name, phone number, mailing address, and email address) is prohibited.
  • Interactive ad elements that are not appropriately placed. Inappropriately placed interactive elements like CTA buttons, sliders, or video playback buttons can cause customer discomfort. For example, we prohibit placing a CTA button over a model's breasts or a slider over a gruesome image.

1.5 Language

Ads must be in the primary language of the site on which they appear, unless we are using the targeting options below:

  • Ads that are geo/geo-IP targeted at customers in another country can be in the language of that country. For example, an ad in Spanish can run on Twitch if it is targeted at customers in Mexico.
  • Offsite ads that target customers based on the language settings of their internet browser can be in the customer’s preferred language. This does not apply to ads served onsite. For example, a Polish-language ad can run on a German website if it is targeted at customers who have set their internet browser to view sites in Polish.

1.5.1 Ads with More than One Language

If you use foreign languages in the ads as part of the creative approach, these rules give creative freedom but also protect the customer experience.

  • France: All ad copy must be in French unless a translation accompanies it in the ad unit.
  • Canada: Ads on Twitch must be in both English and French.
  • Brand/product names and other trademarks are always acceptable, regardless of where the ad is running or how it is targeted. For example, “GoPro” and “Vorsprung Durch Technik” never require translation.
  • The following types of ad copy must always be in the ad’s primary language:
    • CTA
    • Disclosures
    • Pricing information
    • Product descriptions
    • Promotional messages

2.0 Brand Elements

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

However, creatives may not use Twitch logos or trademarks without Twitch’s prior consent and may not use Amazon logos or trademarks without Amazon’s prior consent.

3.0 Prohibited Content, Products, and Services

Content that cannot be promoted on Twitch
  • Alcohol ads or ads from alcoholic beverage companies including “alcohol-free” and “non-alcoholic” beverage brands (US only).
  • Any product or service that violates applicable laws, or any content that features, encourages, offers, or solicits illegal activity.
  • Religious advocacy - either advocating for or demeaning any religion (ads may contain references to a specific religion or faith in a historical or fictional context if the primary purpose is to entertain - for example, movies or TV).
  • Political candidate, political party, or political issue of public debate, including: for or against labor union, organized labor, or labor dispute-related advertising.
  • Habit-forming drugs or drug-related paraphernalia, including tobacco products, e-cigarettes or vaping, nicotine, and similar products.
  • Herbal remedies or “miracle cure” products, or other products or services with questionable health claims.
  • Unauthorized and/or unlawfully distributed copyrighted works, or other content that violates or infringes intellectual property rights of others.
  • Counterfeit, fake or bootleg products, or products or services that promote or encourage fraudulent activity.
  • Pay-per-call services, such as 900 numbers.
  • Products that are marketed to children through messaging, imagery, or targeting.
  • Firearms, weapons, ammunition, or firearm accessories (ex. gun sights).
  • Spam, scams, malware, fraud, or any other content or activity that disrupts, interrupts, harms, or otherwise violates the integrity of Twitch services, including selling user accounts or reselling Twitch services or features.
  • Nudity, pornography, or other sexually suggestive, obscene, or exploitative content.
  • Any content that promotes discrimination, denigration, objectification, harassment, or violence based on race, ethnicity, national origin, religion, sex, gender, gender identity, sexual orientation, age, disability, medical condition, physical characteristics, or veteran status.
  • Any content that invades the privacy of others, or shares (or encourages others to share) content that reveals private personal information about individuals or their private property without permission.
  • Any products or services that exploit sensitive events, like natural disasters, mass violent events, or other human-caused events, pandemics, or similar.
  • Any adult-oriented products or services (including adult-oriented pay-per-view programs, escort services, sex toys, and male enhancement products).
  • Games on the prohibited games list.
  • Charity ads require confirmation of 501(c)(3) status or equivalent and may not be emotionally manipulative.
  • Cannabis-related products, including vaping, delivery, and CBD.
  • Fireworks and pyrotechnic devices.
  • Traffic devices (ex. Radar-detecting devices).
  • Payday loans or predatory lending.
  • Get-rich-quick and pyramid schemes.
  • Psychics and related services.
  • Tattooing and body branding products and services.
  • UV tanning services and equipment.
  • Academic aids.
  • Aids to pass drug tests.
  • Aerosol paint and etching cream.
  • Healthcare practitioners, such as doctors or acupuncturists.
  • Medical research solicitations.
  • Online pharmacies.
  • Fantasy sports or daily fantasy sports sites that are gambling-related (ex. Draft Kings, Fanduel).