Advertising potentially offensive content policy and best practices

Twitter provides a platform for its users to share and receive a wide range of ideas and content, and we greatly value and defend our users' ability to express themselves.

Advertisers on Twitter have access to a wide range of targeting option to promote their Tweets to a wider audience. Because of this, advertisers on Twitter have the power to reach an audience beyond the users who choose to follow their account.

This article describes best practices and Twitter policies designed to help advertisers avoid reaching an audience with a message that they may find disagreeable or offensive.

Target the Right Audience

Consider the audience you may reach through Twitter Ads. When configuring a campaign, be cognizant of the audience(s) you may reach and align your targeting and message in a way that is appropriate.

Targeting Promoted Tweets to users like your followers

• Promoted Tweets in timelines to users who are not following you can be misunderstood and deemed offensive or inappropriate without proper context. If you think your message may cause offense to users like your followers, or could be misinterpreted, consider targeting only your followers.
• Twitter is made up of users of varying ages and walks of life, who have a wide range of interests and sensitivities. Keep this in mind as you consider which Tweets to target to users like your followers.

Targeting Promoted Tweets to search results

• Monitor the keywords in your campaigns. Be aware of current events that may be related to the keywords you are targeting, and update your campaigns accordingly to prevent your Promoted Tweets from displaying when a user searches for a sensitive news topic.
• Twitter may disable the use of obscene and inflammatory keywords.
 You will be notified in your campaign interface if you add a disabled keyword to a campaign.

Promoted Trends

• Promoted Trends are visible to all users in the region the trend is running.
• Do not select a hashtag or terms that are inappropriate for certain audiences or age groups. The text and media content of the Tweet associated for the Promoted Trend should be appropriate for all audiences.

What happens when Twitter receives complaints?

Twitter takes violations of its policies, Rules and Terms of Service seriously; we examine reported violations and take action where appropriate. We will notify you directly of any changes we make to your campaigns or advertising account.

The following actions may be taken on a campaign or advertiser upon receipt of complaints:

• Limit Targeting - we may take measures to restrict the targeting of your campaigns to followers only or remove restricted or inappropriate keywords or interests
• Campaign or Tweet removal - we may take measures to remove a Promoted Tweet from your campaign or suspend your campaign
• Removal from Twitter Ads - we may suspend and remove your account from the Twitter advertising program

Advertisers are responsible for the content of their accounts, Tweets, and all promotions they run on the Twitter Ads platform.