Snap Political Advertising Policies

Effective: 13 August 2018

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

The bottom line

These Political Advertising Policies apply to all political ads served by Snap, including election-related ads and issue ads. Election-related ads include ads about candidates or parties for public office and ads that urge people to vote. Issue ads are ads for, against or about political issues or other issues that are the subject of national debate and include things like ads about abortion, immigration and guns.

Political advertising must comply with all 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 ad that is followed by the name of the paying person or entity. In the United States, electoral ads must state whether or not the ad was authorised by a candidate or organisation and election ads not authorised by the candidate must include contact information for the sponsoring organisation.

Political advertising must not be misleading or deceptive. It must comply with Snap’s Terms of Service, Community Guidelines and Advertising Policies. That means, among other things:

  • No content that harasses, intimidates, threatens or ridicules.
  • No content that 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.

See the documents linked above for further details.

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

Snap’s rights

Snap will review political ads on a case-by-case basis.

We reserve the right to reject in our sole discretion, or request modifications to, ads 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.

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 ad will run.