Snap Advertising Policies

Effective as of 12/01/2018

  1. General Information
  2. Review
  3. Disclosures
  4. Third-Party Services
  5. Prohibited Content
  6. Restricted Content

1. General Information

We want Snapchatters to have fun and to be safe, and those goals drive our Advertising Policies. Advertisers must be honest about the products or services their ads promote; they must avoid content that misleads or offends; and they must never compromise our users' privacy. These Advertising Policies apply to all ads served by Snap.

Advertisers 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.

Our user base includes teenagers (as young as 13), nonagenarians, and everyone in between. Advertisers are responsible for ensuring that their ads are suitable for Snapchatters ages 13+ in each geographic area where the ads will run. They're also responsible for ensuring that their ads comply with all applicable laws, industry codes, rules, and regulations in each geographic area where the ads will run.

All ads must meet high quality and editorial standards. Please visit the Specs and Creative Guidelines section of our Business Help Center for the technical and creative specifications for each of our ad products.

We may share information related to ads with third parties, including: (a) our media partners when your ads 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 ads.

Our users may share ads with other Snapchatters or save ads 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 ad. Age-targeted ads can be shared within Snapchat with Snapchatters of any age. To find out if you can restrict ad sharing and ad saving for your ads within Snapchat, please contact your account representative or visit our Business Help Center.

2. Review

All ads are subject to our review and approval. We reserve the right to reject or remove any ad in our sole discretion for any reason, including if the ad does not comply with these Advertising Policies. We also reserve the right to request modifications to any ad, and to require factual substantiation for any claim made in an ad.

Snap may suspend or terminate your account(s) if you violate our Advertising Policies.

3. Disclosures

All required disclosures and mandatory warnings in ads must be clear and conspicuous.

Advertiser(s) must be accurately and clearly identified in the ad.

4. Third-Party Services

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 Inc. and its affiliates are not responsible or liable for a third party’s terms or actions.

5. Prohibited Content

The following types of advertisements are prohibited:

  • Ads targeted to countries subject to U.S. trade sanctions and other U.S. export control laws.
  • Ads that encourage illegal activity, or any illegal conduct, product, or enterprise.
  • Ads that solicit the user’s participation in lawsuits or ads that ask users to report on their medical history for purposes of potential compensation.
  • Ads that depict drug use or excessive drinking.
  • Ads that encourage violence or depict hyper-realistic violence.
  • Ads that encourage Snapping and driving or other dangerous behaviors.
  • Ads that suggest violating laws or regulations.
  • Ads that direct users to phishing links, malware, or similarly harmful codes or sites.
  • Ads that promote cigarettes (including e-cigarettes), cigars, smokeless tobacco, and other tobacco or nicotine related products.
  • Ads that promote firearms, weapons, or ammunitions.
  • Illegal wildlife trade, and products and services derived from endangered or threatened species.
  • Ads intended to shock the user.
  • Ads that encourage dishonest behavior.
  • Ads that address or are intended to appeal specifically to children under the age of 13.
  • App installs from sources other than the official app store for the user’s device.

Infringing Content

Ads must not infringe the intellectual property, privacy, publicity, or other legal rights of any person or entity. For that reason, Advertisers must have in place all necessary rights and permissions for all elements of their ads. Ads must not feature the name, likeness (including look-alikes), voice (including sound-alikes), or other identifying features of an individual without the individual's consent.

The following is prohibited:

  • Ads for products or services principally used to infringe the intellectual property rights of others, such as those designed to bypass copyright protection (for example, software or cable signal descramblers).
  • Ads for products or services principally dedicated to selling counterfeit products, such as imitations of designer or officially-licensed products.
  • Ads for products that attempt to transform the user into a celebrity or other public figure.

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

Deceptive Content

  • Ads that are deceptive, false, or misleading, including deceptive claims, offers, or business practices.
  • Ads that deceive users into providing personal information without their knowledge, under false pretenses, or that otherwise misuse personal information.
  • Bait-and-switch techniques or other deceiving calls to action.

Hateful or Discriminatory Content

  • Ads that demean, degrade, discriminate, or show hate toward a particular race, ethnicity, culture, country, belief, national origin, age, sexual orientation, gender, gender identity or expression, disability, condition, or toward any member of a protected class.
  • Ads that promote harassment or bullying.

Inappropriate Content

  • Ads that depict nudity (with the exception of breastfeeding in certain circumstances), or sexual content.
  • Ads that may be considered culturally inappropriate in the selected location.
  • Profanity or obscene gestures (with the exception of censored profanity).
  • Adult products and services, including strip clubs, escort services, and specialty shops for adult products.

6. Restricted Content


Snap does not permit targeting ads 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.

Where ads that promote or reference alcohol are permitted, they must not:

  • Target or be likely to appeal particularly to minors.
  • Encourage or depict excessive consumption of alcoholic beverages.
  • Exploit an individual who is drunk or otherwise intoxicated.
  • Glamorize alcohol, or otherwise misrepresent the effects of consuming alcohol.
  • Associate alcohol with operating a vehicle or other activities that require a certain degree of skill or physical coordination, or with any illegal behavior.

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

Ads 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.

Financial Products & Services

Ads 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.

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

Ads 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 ad campaign must be age targeted to 18+.

Ads for the following are not permitted:

  • Get-rich-quick or pyramid schemes or other deceptive or too-good-to-be true financial offers.
  • Ads that promote particular securities or that provide or allege to provide insider tips.
  • Payday loans or predatory lending.
  • Cryptocurrency including: Wallets, Trading Platforms, and Initial Coin Offerings (ICOs) unless prior approval is obtained from Snap.
  • Any other Financial Products and Services of questionable legality or other sensitivities, at our sole discretion.

Food Products

Ads for food products must accurately describe the qualities and characteristics of a food product, including any associated health and nutritional claims.

Gambling & Lotteries

Our ad policies regarding the promotion of gambling apply to the promotion of online casinos, brick and mortar casinos, lotteries, and any product or service that asks Snapchatters to pay to play games of chance to win prizes with real-world value.

Advertisers must comply with all applicable licensing or registration requirements. Advertisers must provide Snap with proof of current license or registration. All gambling and lottery advertisers must be pre-approved by Snap.

Snap does not permit targeting ads for gambling or lotteries to the following countries:

  • Algeria, Argentina, Bahrain, Colombia, Egypt, Gaza and The West Bank, Kuwait, Morocco, Oman, Pakistan, Qatar, Saudi Arabia, Tunisia and the United Arab Emirates.

Snap permits targeting ads for gambling and lotteries to the following countries:

  • Australia, Austria, Belgium, Bulgaria, Canada, Chile, Costa Rica, Croatia, Czech Republic, Denmark, Dominican Republic, Finland, France, Germany, Gibraltar, Greece, Hungary, India, Ireland, Japan, Kazakhstan, Kenya, Lithuania, Luxembourg, Mexico, Monaco, The Netherlands, New Zealand, Nigeria, Norway, Peru, Philippines, Portugal, Romania, Serbia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, United Kingdom, The United States, and Uruguay.

Snap permits targeting ads for lotteries to the following countries:

  • Brazil, Ecuador, Hong Kong, Indonesia, Iraq, Israel, Italy, Jordan, Lebanon, Malaysia, Poland, Russia, Thailand, and Turkey.

Ads for gambling and lotteries must not:

  • Target territories where the advertiser is not authorized to operate.
  • Target or be likely to appeal particularly to minors.
  • Glorify gambling or misrepresent the benefits of participation.
  • Encourage individuals to play beyond their means.

Ads for gambling and lotteries must be age targeted to at least 18+, or the applicable minimum age in the country to which you are advertising.

Online gambling license Target market(s) Permissible?
U.K. U.K.
U.K. and France U.K. and/or France
U.K. France

Mainstream Dating Services

Ads for online dating services must be age targeted to 18+ and must not be provocative, overtly sexual in nature, or reference prostitution.

Snap does not permit advertisements that promote infidelity.

Snap does not permit targeting ads for online dating services to the following countries:

  • Bahrain, Egypt, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.

Pharmaceutical & Healthcare

Ads 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. For example, a prescription drug approved for Canada must not be advertised in the United States, unless it has been approved for the United States as well.

Prescription Medicines

Snap permits targeting ads 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.

Ads 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).

Over the Counter (OTC) Medicines

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

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

Health and Dietary Supplements

Ads for health and dietary supplements 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.

Age targeting is required in the following countries:

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


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

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

Age targeting is required in the following countries:

  • Australia, Chile, Egypt, Lithuania, Peru, Philippines, Portugal, Russia, Slovakia, and Turkey: 18+
  • Norway: 16+

Where ads for condoms are permitted, content may not be provocative or overtly sexual in nature.

Hormonal Contraceptives

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

  • Bahrain, Colombia, Czech Republic, Denmark, Germany, 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+

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

Plastic Surgery

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

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

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

Prenatal Gender Determination

  • Ads for tests to determine prenatal gender are not permitted in India.

Diet and Fitness

  • Any ads that portray negative self-imagery towards the user, contain over-exaggerated claims or “Before and After” images, or otherwise demean the user are not allowed.

Political Advertising

Political ads are subject to Snap's Political Ad Policies.

In Canada, Snap does not permit “partisan advertising” or “election advertising” (as defined by the Canada Elections Act, as amended from time to time (“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 which promotes or opposes any of these individuals/groups, or an issue associated with any of those individuals/groups.


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

References to Snap

Ads must not suggest an affiliation with or endorsement by Snap or its products. Ads must also not contain altered or confusingly similar variations of any Snap-owned trademark. Permitted references to Snap-owned trademarks are limited and must comply with Snap's Brand Guidelines

User Data Collection & Usage

Ads may not collect information about racial or ethnic origin, political opinion, religious or philosophical beliefs, trade-union membership, health, or sex life without our prior permission.

The advertiser’s privacy policy must be made available when any personal information is collected.

Personal information must be collected and processed securely.

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