Snap Commercial Content Policy

Effective: 1 August 2022

Snapchat is an app that empowers people to express themselves, live in the moment, learn about the world and have fun together. We want Snapchatters to have fun and to be safe, and those goals drive our policies. This Commercial Content Policy applies to content on the Snap platform other than adverts served by Snap, which is sponsored by, promotes or advertises any brand, products, goods or services.

You must comply with Snap’s Terms of Service and 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.

You must be honest about the brands, products and services your content promotes; you must avoid content that misleads, deceives or offends; and you must never compromise our users’ privacy. 

General requirements

Targeting and Compliance

You are responsible for ensuring that your content, and any brand, product or service it promotes, is suitable for Snapchatters ages 13+. We may provide you the option to age target content you make available. If that content requires age targeting in this policy, or by applicable laws or industry standards in the region where the content will run, you are responsible for using those targeting options and selecting the correct age(s), and we will not be liable if you fail to do so. If a required age-target option is not available, do not post that content. 

Commercial content that relates to housing, credit or employment and is directed or targeted (if applicable) toward a particular race, ethnicity, religion or belief, national origin, age, sexual orientation, gender, gender identity or expression, disability or condition, or toward any member of a protected class is not permitted.

You’re also responsible for ensuring that your content and any disclosures comply with all applicable laws, statutes, ordinances, rules, public order rules, industry codes and regulations. 

Disclosures

All disclosures, disclaimers and warnings must be clear and conspicuous. Commercial content must identify the commercial nature of the content, and any promoted third party brand. If required, you must include any necessary disclaimer or watermark indicating that your commercial content is retouched.

You understand that commercial content posted by you on your public profile may also be made available in the For You section of Snapchat and you will ensure that all disclosures are also appropriate in that context. In order for your commercial content to reach the widest possible audience on Discover, Spotlight, the Map, or other areas of the app, your disclosures must be visible and appropriate in those contexts. For example: if you post 6 Snaps of commercial content, but only the first Snap disclosed the commercial nature, then only the first Snap is eligible for amplification beyond your Public Profile.

Privacy: Data Collection & Usage

If you ask Snapchatters for personal information, you must make it clear that you, not Snap, are collecting the data, and you must make a privacy policy readily available where any personal information is collected.

Commercial content may not collect information about racial or ethnic origin, political opinion, religious or philosophical beliefs, trade-union membership, health, sex life or medical history.

Personal information must be collected and processed securely.

Intellectual property

Commercial content must not infringe the intellectual property, privacy, publicity or other legal rights of any person or entity. You must have all necessary rights and permissions for all elements of your content, including for use of any Snap provided content, like music, Lenses and GeoFilters. Don’t feature the name, likeness (including lookalikes), voice (including soundalikes) or other identifying features of an individual or brand without their consent.

If you believe your copyright, trademark or publicity rights have been infringed by commercial content on Snapchat, we encourage you to attempt to contact and resolve your concerns with the publisher 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

Commercial content must not suggest an affiliation with or endorsement by Snap or its products. This means that commercial content must not use any Snap-owned trademark, Bitmoji artwork or representations of the Snapchat user interface, except as permitted in the Snapchat Brand Guidelines or the Bitmoji Brand Guidelines. Commercial content must also not contain altered or confusingly similar variations of any Snap-owned trademark.

Promotions

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

Category-Specific Restrictions

Alcohol

Commercial content that promotes alcohol must not be directed at anyone under the applicable legal drinking age where the content is being displayed, or to places where such content is not permitted. You must use available targeting options. Such content must not depict excessive or irresponsible consumption of alcohol or drunk or otherwise intoxicated individuals.

Dating Services

Commercial content that promotes a dating service must not be directed at anyone under the age of 18. You must use available targeting options. Such content must not be overtly sexual in nature, reference transactional companionship, promote or glamorise infidelity, or depict individuals who are, or appear to be, too young to use the service. Snap does not permit directing content for online dating services to the following countries: Algeria, Bahrain, Egypt, Gaza and the West Bank, Iraq, Japan, Jordan, Kuwait, Lebanon, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia and the United Arab Emirates.

Diet and fitness

Commercial content that promotes weight loss products or services must not be directed at anyone under the age of 18. You must use available targeting options. Such content must not contain false claims or inaccurate descriptions of food products including associated health and nutritional claims.

Gambling Services

Commercial content that promotes gambling services must not be directed at anyone under the applicable legal gambling age where the content is being displayed, or to places where such content is not permitted. You must use available targeting options. 

Financial Products & Services

Commercial content that promotes certain complex financial products, which may include cryptocurrency wallets and trading platforms, must not be directed at anyone under the applicable legal age where the content is being displayed or to places where such content is not permitted. You must use available targeting options.

Pharmaceutical & Healthcare

Commercial content that promotes pharmaceutical products and services, including online pharmacies, prescription medicines, over the counter medicines, health and dietary supplements, condoms, hormonal contraceptives, or cosmetic surgery/procedures must not be directed at anyone under the applicable legal age where the content is being displayed or to places where such content is not permitted. You must use available targeting options.

Political and Advocacy Advertising

Commercial content that relates to the following is not permitted:

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

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

Snapchatters are free to express their own political opinions, but Snap restricts the paid promotion of political messaging to traditional ad formats. This is in order to be responsible to our community and to maintain transparency. For more details on political advertising, please view our Advertising Policies

Prohibited content

Please familiarise yourself with our Community Guidelines, which are the baseline standard for all content on Snapchat, including commercial content. In the context of commercial content, we further prohibit: 

Adult Content

  • Sexual solicitation of any kind

  • Depictions or graphic descriptions of genitalia in any context, exposed nipples or bare buttocks, or partially-obscured nudity (e.g., 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 services that emphasise casual sexual encounters

  • Adult entertainment (e.g., pornography, sexual live streams, strip clubs, burlesque) 

  • Non-consensual sexual material (tabloids that publish leaked, private, suggestive photos)

  • Depictions of, or gratuitous references to sexual violence

Harassment

  • Bullying or shaming. For example: commercial content related to fitness must not belittle anyone on the basis of body shape or size. 

  • Profanity, obscenity and obscene gestures

Threats

  • Attempts to intimidate or scare someone into purchasing a product or service

Violence or Disturbing Content

  • Graphic, real-life violence outside of a news or documentary context

  • Glorification of violence, including any glorification of self-harm, war, murder, abuse or animal abuse 

  • Disturbing, graphic depictions of serious bodily harm that could result in death or long-term injury.

Deceptive Content

  • False or misleading content, including deceptive claims, offers, functionality, or business practices

  • 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

  • Deceiving calls to action, or bait-and-switch links to landing pages unrelated to the brand or content being promoted

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

  • Encouraging dishonest behaviour. (e.g., commercial content related to fake IDs, plagiarism, essay writing services)

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

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

  • Products or services with false celebrity testimonials or usage

  • Deceptive financial products such as payday loans, predatory lending, insider tips relating to financial products or services, get-rich-quick offers, pyramid schemes or other deceptive or too-good-to-be true financial offers.

Hate Speech, Hate Groups, Terrorism and Violent Extremism

  • Content that demeans, degrades, discriminates or shows hate toward a particular race, ethnicity, culture, country, belief, national origin, age, sexual orientation, gender, gender identity or expression, disability or condition, or toward any member of a protected class

Illegal Activity

  • Facilitating or encouraging illegal activity (conduct, products, or enterprises). For example:

    • promoting the illegal wildlife trade, or products and services derived from endangered or threatened species

    • 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)

Dangerous Activities

  • Encouraging or enlisting participation in dangerous or harmful activities, such as Snapping while driving or ingesting non-food items.