Cause-based advertising FAQs

Policy 

Can government agencies advertise on Twitter?

Government agencies are permitted to advertise and are subject to the policy’s content restrictions, as well as all other Twitter Policies. Cause-based content coming from government agencies is subject to keyword and interest targeting restrictions, but is exempt from the policy’s geo-targeting restrictions.

Are references to government programs allowed under this policy?

Yes, references to government programs are allowed with certification, provided that the content is not associated with any of the prohibited political content categories (candidates, political parties, or elected or appointed government officials, referendum, ballot measure, legislation, regulation, directive, or judicial outcome).

Does the cause-based policy allow calls to action?  

Calls-to-action about ads that educate, raise awareness, and/or call for people to take action in connection with civic engagement, economic growth, environmental stewardship, or social equity causes are allowed; however, they may not reference prohibited political advertisers or political content

What are the targeting restrictions? 

Targeting is restricted and limited to geo, keyword, and interest targeting. No other targeting types are allowed, including custom audiences. Geo-targeting may only happen at the state-level and above (or the country-specific equivalent, e.g. region or province). Zipcode level targeting is not allowed.

Keyword and interest targeting may not include terms associated with political content, prohibited advertisers, or political leanings or affiliations (e.g., “conservative,” “liberal,” “political elections,” etc). This is our initial approach and it may evolve over time.

How will this policy impact brands?

For-profit organizations that seek to run ads that educate, raise awareness, and/or call for people to take action in connection with civic engagement, economic growth, environmental stewardship, or social equity causes must comply with the following restrictions: 

  • Ads should not have the primary goal of driving political, judicial, legislative, or regulatory outcomes; and
  • ads must be tied to the organization’s publicly stated values, principles, and/or beliefs.

Are Public Service Announcements (PSA) ads allowed?  

PSAs from government or supranational agencies do not fall under this policy. Any other PSAs fall under this policy and are allowed with certification, as long as the ads abide by Twitter Ads Policies.

Are health topics allowed?  

Yes, health topics are allowed as long as they comply with all of Twitter Ads Policies. Health topics may fall under the cause-based advertising policy if the ad educates, raise awareness, and/or calls for people to take action in connection with civic engagement, economic growth, environmental stewardship, or social equity causes. Note that under Twitter’s healthcare policy, abortion advocacy is not allowed globally.

There are many different types of ad units on Twitter. Which ones does this new policy apply to?

This policy applies to all our promoted revenue products on Twitter. 

Enforcement

How will people be able to report ads that may be in violation of this policy?

People can report content in the Twitter timeline or through the Help Center form. Twitter will automatically prioritize and review reported content. 

Is the landing page contained in the ad reviewed as part of the policy? 

Yes, if the linked landing page refers to civic engagement, economic growth, environmental stewardship, or social equity causes, the ad will be considered as cause-based advertising and the advertiser will have to comply with the certification and targeting restrictions.

How often can an advertiser violate this policy before becoming permanently suspended? 

Our decision to offboard any advertiser is based on a series of factors including, but not limited to, how many times the advertiser violates a policy, which policies they violate, and the time frame over which their violations occur. 

Certification 

What is the certification process for allowed advertisers?

Twitter will need different information based on who the advertiser is. Learn more about the certification process here

Who should apply for certification?

Any advertisers wishing to promote content that falls within the cause-based advertising policy should apply here. Advertisers must have an advertiser account to access the certification application form.

How is Twitter using the data submitted for certification?

The information provided during the certification process will be used for this sole purpose only. Once Twitter confirms its validity, submitted attachments will be deleted within 6 days. If you do not complete the process and want your data to be deleted, or wish to revoke your certification, you can reply to Twitter’s Ads Support automated email sent to the address provided during certification indicating your desire to do so.

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