Updated November 13, 2013
Advertisers on Twitter are responsible for their Twitter Ads. This means following all applicable laws and regulations, creating honest ads, and advertising safely and respectfully. This article describes our advertising policies. Our policies require you to follow the law, but they are not legal advice. We organize our policies around six principles:
1. Keep users safe.
Advertisers are responsible for the safety of the product, service, or message that their advertisement promotes. This includes responsibility for links within ads, as well as for transactions and sales promoted through Twitter Ads. To maintain user trust, the following rules apply to all advertisers:
- Ads for illegal goods and services are prohibited.
- Ads for products or services that are potentially unsafe or deceptive are prohibited.
- Ads making misleading or deceptive claims are prohibited, such as “get rich quick” offers.
- Ads that aren’t compatible with the way Twitter or Twitter Ads currently work are prohibited. For example, advertisements encouraging users to share their login information or post spam are prohibited.
- All advertisers should be honest and transparent about the product or service they offer. Include ample information and relevant disclaimers about the products you provide. Make sure users clearly understand the product or service they may be purchasing, along with any applicable billing or participation requirements.
Some of the categories that have particular Twitter Ads policies based on these rules are listed below. Please refer to the linked policy pages for more detail about how policies apply.
Twitter prohibits the promotion of products or services in the following categories:
- Adult or sexual products and services
- Drugs and drug paraphernalia
- Endangered species products
- Hate content, sensitive topics, and violence
- Tobacco and tobacco accessories
- Unauthorized ticket sales
- Weapons and weapon accessories
- Trade restrictions
- Twitter prohibits advertisements targeted to, or advertisers from, countries subject to U.S. trade restrictions.
Twitter restricts the promotion of products or services in the following categories:
Note: Restrictions can be based on the specific product or service being promoted, as well as the country that the campaign is targeting.
- Alcohol content
- Financial services
- Gambling content
- Health and pharmaceutical products and services
- Political campaigning
TIP Certain industries and trade associations have their own self-regulatory codes for advertising and marketing. Advertisers on Twitter who are members of these associations should refer to these codes, in addition to Twitter's policies, for guidance on appropriate advertising practices.
2. Promote honest content and target it responsibly.
Advertisers are responsible for the authenticity of promoted content. Be honest with both the content of your ads and how you target them. Do not select targeting criteria that could reveal sensitive information about users. Don't subject users to advertising that isn't relevant to your brand or product. Twitter Ads must comply with the policies and rules listed below:
- Copyrighted materials and Twitter Ads
- Counterfeit goods policy
- Trademark Policy for Twitter Ads
- Sensitive categories policy and best practices
- Collecting user information
- Pages where users are asked to enter private and confidential information must use a secure processing server (https://). Examples of private and confidential information include: credit card numbers, bank information, and social security number.
- Including user content in ads
- Do not include another person’s content in Twitter Ads without the person’s permission. Create your own Tweets, or get permission from the authors of the Tweets and Retweets you use.
- Selecting targeting keywords
- Trending topics represent popular conversations on Twitter at any moment. Do not target trending topic keywords unless your Tweets are relevant to that conversation.
- Targeting sensitive breaking news events such as political uprisings, disasters, and deaths is restricted.
TIP Be ready to make changes to your targeting if the context of a keyword changes because of an emergent event. Familiarize yourself with the steps for adding, removing, and excluding keywords within your campaigns. For more information, click here.
3. Don't distribute spam, harmful code, or other disruptive content.
Unsolicited content is annoying to users. Keep Twitter engaging.
- Do not spam users. The specific behaviors that are considered as spam are described in the Twitter Rules.
- Phishing and malware
- Do not direct users to phishing links, malware, or other harmful codes or sites that alter the user's machine without notification or user consent.
TIP If your ad campaign uses @replies or direct messages to interact with many users, pay attention to user feedback showing whether users find your approach annoying or spammy. Advertiser accounts that are blocked or reported as spam by users are at risk of being suspended. Please also review our Automation Guidelines for an overview of what types of programmatic automation are prohibited.
4. Set high editorial standards for the Twitter Ads content you create.
Advertisers are responsible for the editorial quality of their Twitter Ads. Your account and Twitter Ads copy must comply with the following set of editorial guidelines, which are designed to encourage clear, legible advertisements:
- Advertising potentially offensive content policy and best practices
- Editorial guidelines for advertising
- Promoted Trends guidelines
- Twitter Ads profile guidelines
5. Set high standards for the off-Twitter connections you create.
Advertisers are responsible for the links within ads that connect users to information and content outside of the Twitter.com domain. Help us maintain a positive experience for user interactions by observing good URL habits in your promoted content.
URL requirements include:
- Your URLs must be valid and may not lead to non-functioning sites or error pages.
- You may not change the end destination or landing page of your URLs after you have promoted them.
- Your URLs may not include excessive redirects.
- URLs may not generate pop-ups or pop-unders.
- Your URL may not lead to a page that requires a user to sign in to view the landing page content.
6. Be informed about the Twitter Ads processes that support these policies
Twitter has various processes to ensure that these ads policies are followed. Please take a moment to familiarize yourself with the ways in which ads policy processes can impact your use of Twitter Ads:
TIP In addition to Twitter Ads Policies, advertisers must follow Twitter’s Terms of Service, Twitter Rules, and all the policies on our Help Center governing use of our services. Please take a moment to review them.
If you have a question about this content and are an advertiser, please contact our support agents directly by signing in to ads.twitter.com and clicking the “Need Help” text in the top navigation bar.
Please contact us through this channel so that we can easily match your report to the ads account in question.
If you are not an advertiser and need to bring to our attention ads that are potentially violating these policies, you can use our Help Center forms to Report an Ad.
If you are interested in advertising on Twitter and want to learn more, please visit business.twitter.com.