Snap Advertising Policies

Introduction

Snapchat is an app that empowers people to express themselves, live at the moment, learn about the world and have fun together. It's the easiest and fastest way to communicate the full range of human emotions with your friends without pressure to be popular, pretty or perfect.

In that spirit of authenticity, we expect advertisers to be honest about their products, services and content, to be kind to our diverse community and to never compromise Snapchatters' privacy. 

These advertising policies apply to all aspects of advertisements served by Snap — including any creative elements, landing page or other relevant components of the advertisements themselves — and you are responsible for ensuring all advertisements comply.

Advertisers are also required to comply with Snap's Terms of Service, Community Guidelines and all other Snap policies governing the use of our Services. We may update our terms, policies and guidelines from time to time, so please check in and review them regularly.

All advertisements are subject to our review and approval. We reserve the right to reject or remove any advertisement in our sole discretion for any reason, including in response to user feedback, which we take seriously. We also reserve the right to request modifications to any advertisement, to require factual substantiation for any claim made in an advertisement or to require documents evidencing that you hold any licence or authorization which may be required in connection with your advertisement.

Snap may suspend or terminate accounts tied to businesses or individuals who violate our Advertising Policies.

Snapchatters may share advertisements with others or save advertisements to their devices. They may use any of the tools and features we make available in Snapchat to apply captions, drawings, filters or other creative elements to the advertisement or, if you run ads in the Audience Network, they may use any tools and features made available where the advertisement is run. Age-targeted advertisements can be shared within Snapchat with Snapchatters of any age. To find out if you can restrict advertisement sharing and advertisement saving for your advertisements within Snapchat, please contact your account representative or visit our Business Help Centre.

We may publish information related to advertisements (including the creative, targeting, paying entity, contact information and the price paid for those advertisements) or share that information with third parties, including: (a) our media partners when your advertisements run in content related to that media partner; and (b) third parties whose products or services you’ve elected to use in connection with the advertisements.

As we say in our Terms of Service, if you use a service, feature or functionality that is operated by a third party and made available through our Services (including Services we jointly offer with the third party), each party's terms will govern the respective party's relationship with you. Snap and its affiliates are not responsible or liable for a third party’s terms or actions.

General requirements

Targeting and compliance

All advertisements must be suitable for their selected audience in each geographic area where the advertisements will run. Snapchat is a 13+ app, so we will reject advertisements that are addressed to, or intended to appeal to, children under the age of 13.

Advertisements must comply with all applicable laws, statutes, ordinances, rules, public order rules, industry codes, regulations and cultural sensitivities in each geographic area where the advertisements will run. Please note:

  • Advertisements for certain products or services may not be targeted on the basis of gender, age or location.

  • Certain locations have language requirements.

  • Advertisements targeting the UK must comply with the CAP Code.

  • As a US-based company, Snap will not accept advertisements targeted to or paid for by entities in countries subject to US trade sanctions or other US export control laws.

Disclosures

All required disclosures, disclaimers, and warnings in ads must be clear and conspicuous (see 1Ad Specifications and Guidelines1 for more detail), and advertisers must be accurately and clearly identified in the ad.

Privacy: data collection and usage

Advertisements may not collect information about racial or ethnic origin, political opinion, religious or philosophical beliefs or trade union membership. We permit health-related surveys only from accredited research institutions or public health organizations.

The advertiser's privacy policy must be readily accessible where any personal information is collected.

Personal information must be collected and processed securely. Advertisements that deceive users into providing personal information under false pretences are prohibited.

Advertisements must not state or imply knowledge of personal data, sensitive information, online activity or the precise whereabouts of a user.

Intellectual property

Infringing content

Advertisements must not infringe the intellectual property, privacy, publicity or other legal rights of any person or entity. Advertisers must have all necessary rights and permissions for all elements of their advertisements. Advertisements may not feature the name, likeness (including lookalikes), voice (including soundalikes) or other identifying features of an individual without the individual's consent.

The following is prohibited:

  • Advertisements for products or services principally used to infringe the intellectual property rights of others, such as those designed to bypass copyright protection mechanisms (for example, software or cable signal descramblers).

  • Advertisements for products or services principally dedicated to selling counterfeit products, such as imitations of designer or officially-licensed products.

  • Advertisements for products or services with false celebrity testimonials or usage.

If you believe your copyright, trademark or publicity rights have been infringed by an advertisement served on Snapchat, we encourage you to attempt to contact and resolve your concerns with the advertiser directly. Alternatively, rights holders and their agents can report alleged intellectual property infringement to Snap here. We take all such reports seriously.

References to Snap

Advertisements must not suggest an affiliation with or endorsement by Snap or its products. This means that advertisements must not use any Snap-owned trademark or copyright, Bitmoji artwork or representations of the Snapchat user interface, except as permitted in the Snapchat Brand Guidelines or the Bitmoji Brand Guidelines. Nor may advertisements contain altered or confusingly similar variations of any Snap-owned trademark.

Creative quality and landing page

All advertisements must meet high quality and editorial standards. Please visit the Specs and Creative Guidelines section of our Business Help Centre for the technical and creative specifications for each of our advertising products. Advertisement creatives that do not meet these guidelines will be rejected.

When reviewing advertisements, we apply our policies not only to the advertisement's creative (such as the Top Snap, Filter or Sponsored Lens), but also the advertisement's landing page or other associated elements. We reject advertisements with landing pages that are:

  • Low quality (e.g., dead links, pages that are non-functional or not formatted for mobile phone)

  • Disruptive (e.g., unexpected user experiences, sudden loud noises, aggressive flashing)

  • Irrelevant (e.g., pages that don't match the product or service being advertised, or that unnecessarily draw out the purchase process in order to expose the user to more and more advertisements)

  • Unsafe (e.g., attempts to automatically download files of phish for user data)

Promotions

Promotions on Snapchat are subject to Snap’s Promotion Rules.

Category-specific requirements

Adult content

All advertisements must respect the laws and cultural norms of the targeted location, even if they are stricter than the guidelines listed on this page. 

Adult content includes depictions of, or references to:

  • Sexual organs 

  • Other frequently sexualised body parts (for example: bums, breasts, legs, bare abdomens) 

  • Sexual activity

We conditionally allow adult content when it is not intended to provoke sexual arousal, in these contexts:

  • References to human genitalia or sexual anatomy in the context of health, personal grooming or education.

  • Examples: menstrual products, STI testing, safer sex PSAs from reputable sources or a trailer for a documentary about human sexual anatomy.

  • References and depictions of internal sexual organs in a health context.

  • Examples: pregnancy tests, ovulation kits, pelvic floor therapy. 

  • Incidental depiction of the pelvic area, if clothed.

  • Examples: belts, compression shorts, bikini bottoms

  • Emphasis on frequently sexualised body parts that are relevant to a non-sexual/-erotic product or service.

  • Examples: advertisements for swimwear, bare abdominal muscles in advertisements for exercise programmes or references to bums in an advertisement for a comfortable chair.

  • References to sexual activity in a health or public safety context.

  • Examples: an educational PSA about sexual consent or positive references to sexual orientation or gender identity. 

  • Dating advertisements (as long as there are no references to sexual activity)

We restrict content that is sexually suggestive (i.e., intended to provoke sexual arousal, without being explicit). Suggestive content must be age-gated 18+ (or the age of majority in the targeted location). We do not permit sexually suggestive Sponsored Lenses. Restricted sexually suggestive content includes:

  • References to sexual anatomy, human genitalia or non-specific sexual activity outside a health, grooming or educational context.

  • Examples: a film trailer with sexual innuendo, vibrator advertisements that do not use graphic language or imagery to describe their purpose or allude to masturbation (without graphic language), condom advertisements that use non-specific phrases like “getting it on.” 

  • Emphasis on frequently sexualised body parts that are not relevant to the product of service. 

We prohibit content that is sexually explicit. This includes:

  • Sexual solicitation of any kind.

  • Depictions or graphic descriptions of genitalia in any context, exposed nipples, bare buttocks or partially obscured nudity. 

  • Examples: a person that is naked except for body paint or emojis.

  • Depictions of, or references to specific sex acts, in any context. This includes gestures that imitate a specific sex act, with or without props. 

  • Dating advertisements that emphasise casual sexual encounters.

  • Sexual solicitation of any kind.

  • Adult entertainment

  • Examples: pornography, sexual live streams, strip clubs, burlesque. 

  • Non-consensual sexual material.

  • Examples: tabloids that publish leaked, private, suggestive photos

  • Depictions of, or gratuitous references to sexual violence

  • Examples: graphic film trailers that depict sexual assault, self-defence products that describe attempted sexual assault

Regulated goods

Alcohol

Advertisements that promote or reference alcohol must not:

  • Target or be likely to appeal particularly to people under the legal drinking age in the territory where the advertisement will run.

  • Encourage or depict excessive or irresponsible consumption of alcohol.

  • Exploit an individual who is drunk or otherwise intoxicated.

  • Glamourise alcohol, or otherwise misrepresent the effects of consuming alcohol, or imply that alcohol is necessary for success or social advancement.

  • Associate alcohol with operating a vehicle or other activities that require a certain degree of skill or physical coordination or with any illegal behaviour.

Mandatory warning labels, such as “please drink responsibly” or its local variation (if applicable) must be prominently displayed in the advertisement.

Snap does not permit targeting advertisements that promote or reference alcohol to the following countries:

  • Algeria, Bahrain, Egypt, Indonesia, Jordan, Kazakhstan, Kuwait, Lithuania, Morocco, Nigeria, Norway, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkey and the United Arab Emirates.

Advertisements for alcohol products must be age targeted to at least 18+ or the applicable minimum drinking age in the country to which you are advertising:

  • Canada: 19+

  • Japan, Thailand: 20+

  • United States: 21+

  • Sweden: 25+

  • India: either 18+, 21+ or 25+, depending on the States or Union Territories being targeted

Drugs and tobacco

We prohibit the depiction of illegal drug use or the recreational use of pharmaceuticals. 

We allow some limited advertisements for cannabis, CBD and related products, where legal, with appropriate targeting. 

We do not allow the depiction of smoking or vaping, except in the context of public health messaging or smoking cessation. 

Weapons and explosives

We prohibit advertisements for the sales of weapons and explosives and related accessories. This includes firearms, ammunition, fireworks, combat knives and pepper spray. 

Entertainment

Advertisements for movies, video games and television programmes must be age-targeted to the intended audience of the content they promote.

When illegal, regulated, dangerous, violent or otherwise harmful elements are presented in a fictional, newsworthy or documentary context, we will review based of appropriateness for the targeted audience and whether the fictional nature is clear enough to the user.

Health

Advertisements for pharmaceutical and healthcare products and services must only promote those products or services that have been approved by the local regulatory authorities in each of the countries targeted.

Online pharmacy

Advertisements for online pharmacies must be registered with the relevant authorities in the country in which you are advertising. For example, in the United States and Canada, online pharmacies must be verified by the National Association of Board of Pharmacies (NABP).

Prescription medicines

All advertisers of prescription medicines must be pre-approved by Snap and may be required to submit proof of authorization to advertise the medicine in the applicable jurisdiction. To get started, please fill out this medication advertiser form

Snap permits targeting advertisements for prescription medications only to the following countries:

  • Algeria, Bahrain, Canada, Costa Rica, Egypt, Hong Kong, Japan, Kuwait, New Zealand, Oman, Qatar, Saudi Arabia, Singapore, Tunisia, the United Arab Emirates and the United States

Over-the-counter (OTC) medicines

Advertisers of OTC medicines may require pre-approval from Snap.

Snap does not permit targeting advertisements for OTC medicines to the following countries:

  • Colombia, Iraq, Lebanon, Romania, Spain and Turkey

Age targeting is required in the following countries:

  • Czech Republic: 15+

  • Israel and the United Kingdom: 16+

  • Argentina, Egypt, Finland, Italy, Kuwait, Lithuania, Oman, Poland, Portugal, Russia and Sweden: 18+

Health and dietary supplements

Health and dietary supplement advertisers must be pre-approved by Snap and may be required to submit proof of authorization to advertise the medicine in the applicable jurisdiction. To get started, please fill out this medication advertiser form

Advertisers must not:

  • Promote products that may present risks for consumers (such as those included in advisories by local regulatory agencies).

  • Promote weight-loss supplements.

  • Contain exaggerated or unrealistic claims.

  • Include “before and after” pictures related to weight loss.

Age targeting is required in the following countries:

  • Colombia, Greece, Kuwait and the United States: 18+

Diet and fitness

Advertisements for diet and fitness products or services must not:

  • Contain exaggerated claims or “before" and after” images

  • Demean the user, or shame anyone on the basis of body shape or size

  • Mislead or inaccurately describe the qualities and characteristics of a food product, including any associated health and nutritional claims.

Advertisements that reference weight loss must be targeted 18+. 

Condoms

Where advertisements for condoms are permitted, content may not depict sex acts or overly provocative imagery. See the Adult Content section for more details. 

Snap does not permit targeting adverts for condoms to the following countries:

  • Bahrain, Ireland, Kuwait, Lebanon, Monaco, Oman, Poland and Qatar.

Age targeting is required in the following countries:

  • Norway: 16+

  • Australia, Chile, Egypt, Lithuania, Peru, Philippines, Portugal, Russia, Slovakia and Turkey: 18+

Hormonal contraceptives

Hormonal contraceptives classified as medicines are subject to the policies for either prescriptions or OTC, as applicable according to country-specific requirements.

Snap does not permit targeting advertisements for hormonal contraceptives to the following countries:

  • Bahrain, Colombia, Czech Republic, Denmark, Germany, Iraq, Ireland, Italy, Kuwait, Lebanon, Monaco, Oman, Poland, Qatar, Romania, Saudi Arabia, Spain, Switzerland, Thailand, Turkey, the United Arab Emirates and Uruguay.

Age targeting is required in the following countries:

  • Australia, Egypt, Lithuania, Portugal and Slovakia: 18+

Cosmetic products and procedures

Snap does not permit targeting advertisements for plastic surgery to the following countries:

  • Greece, Hong Kong, India, Indonesia, Italy, Jordan, Lebanon, Monaco, Oman, Philippines, Poland, Serbia, Tunisia and Turkey.

Advertisements for plastic surgery must be age targeted to 18+, except Bahrain where they must be age targeted to 21+.

Advertisements for non-surgical cosmetic procedures (e.g., lip fillers, Botox) must be age targeted 18+. 

We prohibit advertisements for skin lightening products or procedures. 

Gaming, gambling and lotteries

Our advertisements policies regarding the promotion of Gaming and Gambling Services apply to the promotion of online casinos, brick and mortar casinos, lotteries, daily fantasy sports and any product or service (including online or mobile games) that asks Snapchatters to pay to play games of chance to win prizes with real-world value (“Gaming and Gambling Services”).

Advertisers for Gaming and Gambling Services must comply with all applicable licencing or registration requirements and must provide Snap with proof or current licence or registration. All Gaming and Gambling Services advertisers must be pre-approved by Snap. To apply for approval, please complete the Advertising of Gambling Services Application and agree to the Snap Gambling Terms

Advertisements for Gaming and Gambling Services must not:

  • Target territories where the advertiser is not authorised to operate.

  • Target or be likely to appeal particularly to people under the legal gambling age in the territory where the advertisement will run.

  • Glorify gambling or misrepresent the benefits of participation.

  • Encourage individuals to play beyond their means.

Advertisements must not promote gambling tipster services (information about odds or offers available from gambling operators).

Financial products and services

Advertisements for financial products and services must clearly and prominently disclose all applicable material terms and conditions to consumers prior to the submission of an application.

Advertisements for loans must disclose, amongst other things, APR, repayment period, fees and costs, penalties and the contact information of the lending institution.

Advertisements for products intended for a limited audience should only be targeted to that audience. For example, if a credit card offer is limited to individuals over the age of 18, the offer’s advertising campaign must be age targeted to 18+.

Advertisements for certain complex financial products, which may include cryptocurrency wallets and trading platforms, require prior approval from Snap.

We prohibit:

  • Get-rich-quick offers, pyramid schemes or other deceptive or too-good-to-be-true financial offers (see General Requirements: Fraud for more details). 

  • Promising guaranteed financial returns on speculative investments

  • Advertisements that promote particular securities or that provide or allege to provide insider tips

  • Pay day loans or predatory lending

Dating

Advertisements for dating services must be age targeted to 18+, or the legal age of majority in the location being targeted. 

Advertisements for dating services may not:

  • Be overtly sexual or provocative (see Adult Content)

  • Reference transactional companionship

  • Depict individuals who are, or appear to be, too young to use the service

  • Promote or glamourise infidelity

  • Target the following countries:

  • Algeria, Bahrain, Egypt, Gaza and the West Bank, Iraq, Jordan, Kuwait, Lebanon, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia and the United Arab Emirates.

Telecommunication services

Advertisements for calling, SMS and VPN services must contain clear pricing and terms, and must not reference using their services illegally or in a classroom setting. 

Sales to government entities

Government entities must work with a Snap sales representative and receive Snap authorization prior to running advertisements on our platform. 

Snap does not accept advertisements submitted by, paid for by or that promote Russian state-owned entities.

Snap political and advocacy advertising policies

Snapchat empowers self-expression, including about politics. But political advertising that appears on Snapchat has to be transparent, lawful and right for our users.

Requirements

These Political Advertising Policies apply to all political advertising served by Snap, including election-related advertisements, advocacy advertisements and issue advertisements.

  • Election-related advertisements include advertisements about candidates or parties for public office, ballot measures or referendums, political action committees, and advertisements that urge people to vote or register to vote.

  • Advocacy or issue advertisements are advertisements concerning issues or organisations that are the subject of debate on a local, national or global level, or of public importance. Examples include: advertisements about abortion, immigration, the environment, education, discrimination and guns.

Political advertising must comply with all the applicable laws and regulations, including all national election laws, copyright law, defamation law and (where applicable) Federal Election Commission regulations and state or local laws and regulations. Complying with those laws and regulations will be the sole responsibility of the advertiser.

All political advertising must include a “paid for by” message in the advertisement that is followed by the name of the paying person or entity. Snap may also require a “paid for by” disclosure on advertisement content that links to political content, advertisement content for political merchandise or in other cases at Snap's sole discretion. In the United States, electoral advertisements must state whether the advertisement was authorised by a candidate or organisation; election advertisements not authorised by the candidate must include contact information for the sponsoring organisation.

Like all advertisements on Snapchat, political advertisements must comply with Snap's Terms of ServiceCommunity Guidelines and our Advertising Policies. That means, amongst other things:

  • No content that harasses, intimidates or threatens.

  • No content that is misleading, deceptive, impersonates any person or entity, or otherwise misrepresents your affiliation with a person or entity.

  • No content that violates the publicity, privacy, copyright or other intellectual property rights of a third party.

  • No content that features graphic violence or calls for violence.

We encourage political advertisers to be positive. But we don't categorically ban “attack” advertisements; expressing disagreement with or campaigning against a candidate or party is generally permissible if it meets our other guidelines. That said, political advertisements must not include attacks relating to a candidate's personal life.

In Canada, Snap does not permit “partisan advertising” or “election advertising” (as defined by the Canada Elections Act, as amended from time to time (the “Act”)) purchased directly or indirectly on behalf of an eligible party, registered association, nomination contestant, potential or actual candidate or a third party required to register under subsection 349.6(1) or 353(1) of the Act. This may include (without limitation) content that promotes or opposes any of these individuals/groups, or an issue associated with any of those individuals/groups.

In the US, Snap does not currently permit advertisements for state or municipal elections or ballot initiatives in Washington state. 

Snap’s rights

Snap will review political advertisements on a case-by-case basis. To get started, please fill out our political advertiser form

We reserve the right to reject, in our sole discretion, or request modifications to advertisements that we believe violate the standards listed above or that are otherwise inappropriate. Our discretion will never be exercised with the intent to favour or disfavour any candidate, political view or political party.

We also reserve the right to require substantiation of an advertiser’s factual claims.

Snap may publicly display and otherwise disclose information relating to political advertising, including advertisement content, targeting details, delivery, spend and other campaign information.

Political advertising by non-resident foreign nationals or entities

Political advertisements served by Snap may not be paid for directly or indirectly by non-resident foreign nationals or entities — in other words, by people or entities that aren't residents of the country where the advertisement will run.

Transparency

We’re proud to maintain transparency with our political advertisement library.

Prohibited content

Harassment

Advertisements should not promote harassment, bullying or shaming. For example: fitness advertisements should not belittle anyone on the basis of body shape or size. 

We prohibit profanity, obscenity and obscene gestures. 

Violent or disturbing

We prohibit the depiction of real-life graphic violence in creatives (e.g., Top Snaps, Filters, Sponsored Lenses). Landing pages that depict real-life violent or disturbing imagery may do so only in a legitimate, newsworthy or documentary context, and only when the Top Snap prepares the viewer in some way and is appropriately age-targeted. 

For fictional violence in film trailers, video games, etc., see the Entertainment section. 

We prohibit the glorification of violence, including any glorification of self-harm, war, murder, abuse or animal abuse. 

We prohibit disturbing content that may cause distress, such as graphic depictions of gore, physical afflictions, bodily fluids and certain medical or cosmetics procedures.

We allow spooky and scary advertisements, but please avoid intense jump scares and audio or prolonged screaming or crying. 

Deceptive content

We are vigilant in our enforcement against fraudulent advertisements. Fraud includes a range of scams and deceptive marketing practices that abuse community trust or otherwise entice users to make purchases or engage in activities under misleading pretences. 

We prohibit: 

  • Advertisements that are false or misleading, including deceptive claims, offers, functionality or business practices.

  • Unauthorised or undisclosed sponsored content

  • Promotion of fraudulent goods or services, including counterfeit documents or certificates, or counterfeit products

  • Creating or sharing content that mimics the appearance or function of Snapchat features or formats

  • Advertisements that contain deceiving calls to action or lead to landing pages unrelated to the brand or content being advertised.

  • Cloaking, otherwise restricting landing page access or modifications to URL content following submission in an attempt to circumvent review.

  • Advertisements that encourage dishonest behaviour (e.g., advertisements for fake IDs, plagiarism, essay writing services).

  • Non-delivery of goods, or misrepresented shipping delays or inventory constraints

  • See also Industry Specifics: financial products and services

Hate speech, hate groups, terrorism and violent extremism

The Snapchat community includes diverse users from all over the world. To foster a welcoming platform, we prohibit hateful, discriminatory or extremist content that undermines our commitment to safety and inclusion. 

Hate speech is content that demeans, defames or promotes discrimination or violence on the basis of race, colour, caste, ethnicity, national origin, religion, sexual orientation, gender identity, disability or veteran status, immigration status, socio-economic status, age, weight or pregnancy status.

Avoid perpetuating stereotypes based on any of the categories listed above. 

We strive to maintain an inclusive community for all Snapchatters. Avoid the inappropriate use of culturally sensitive imagery. 

Illegal activity

We prohibit advertisements that facilitate or encourage illegal activity (conduct, products or enterprises). For example, advertisement should not:

  • Depict illegal drug use

  • Promote the illegal wildlife trade, or products and services derived from endangered or threatened species (for example: elephant ivory products, traditional medicine or supplements derived from tigers, rhinos, sharks, etc.)

Dangerous activities

Advertisements should not encourage or enlist participation in dangerous or harmful activities. For example, advertisements should not encourage Snapping while driving. 

Conclusion

For more information about how to launch and manage an advertising campaign on Snapchat, or how to troubleshoot the advertisement review process, please visit our Business Help Centre