Inappropriate content

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What is subject to this policy?

This prohibition applies to the ad, the landing page, the username, handle, bio, profile photo, and header image of the advertiser account. It also applies to targeting and hashtag appropriation.

This policy applies to Twitter’s paid advertising products.

What is the policy?

Twitter prohibits ads that contain inappropriate content globally. While all content on Twitter is subject to the Twitter Rules, we place additional restrictions on advertising content. 

Categories of content we consider to be inappropriate for advertising include:

  • Dangerous or exploitative content
  • Demeaning or inflammatory content
  • Personal attacks
  • Misrepresentative content
  • Misleading synthetic or manipulated content
  • Content engaged in coordinated harmful activity
  • Distasteful content
  • Profanity and vulgarity
  • Violence
  • Content that promotes claims or services attempting to change a person’s sexual orientation, gender identity or gender expression.
  • Content that refers to a sensitive event or topic (e.g. deaths, natural/industrial disasters, violent attacks, civil disorder, etc.) and contains any of the following: personal attacks, hashtag appropriation, the selling of goods/services, political campaigning, solicitation of followers, or other inappropriate content. See also Eligibility Policy on Sensitive Events.

COVID-19 Guidance for advertisers (last updated July 13th 2021) 

What is restricted?

  • Distasteful references to COVID-19 (or variations) are prohibited
  • Content may not be sensational or likely to incite panic
  • Prices of products related to COVID-19 may not be inflated
  • News related to COVID-19 is only allowed from media publishers who have been exempted under the Political Ads Content policy. If you are interested and qualify for this exemption please reach out to your AM/AE or contact Twitter
  • Hand sanitizers will be allowed but can’t mention COVID19 in their creative.

What other Twitter resources relate to this policy?

What do advertisers need to know about this policy?

Review our guidelines and make sure you understand the requirements for your brand and business. You are responsible for all your promoted content on Twitter. This includes complying with applicable laws and regulations regarding advertisements.

If you are an advertiser whose account or Tweets are under review and you would like to check on the status or request an expedited review, please log in to and file a support ticket using the Help button in the top right corner of your ads dashboard.

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