Quality Policy for Advertising

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Why does Twitter have editorial guidelines for advertising?

While Twitter's character limit celebrates creativity within a constraint, certain styles can appear gimmicky, annoying or unclear to our users. Our editorial guidelines are in place to ensure that users have a positive user experience with ads on Twitter.

What are the guidelines?

User Bio URL

Advertisers must include a functioning URL in their bio. This cannot be a link to their Twitter profile. 

Content, clarity and accuracy

Twitter’s editorial guidelines include, but are not limited to: 

  • Ads should be accurate and clear. It should be clear to the user what is being promoted and who the sponsoring entity is.
  • Don't mislead users. Ads cannot mislead users into opening content by including exaggerated or sensationalized language or misleading calls to action.

Destination URL 

  • URLs must be valid and may not lead to non-functioning sites or error pages. 
  • URLs may not include excessive redirects. 
  • URLs may not lead to a page that requires a user to sign in to view the landing page content. 
  • You may not change the end destination or landing page of your URLs after you have promoted them. 
  • URLs may not require the user to view the content in a separate software or program. 
  • Landing pages should contain quality, original content and be directly relevant to what is advertised in the ad copy. 
  • Landing pages should not be predominately composed of ads.
  • Landing pages should not contain any disruptive content that interferes with a user's access to the content (e.g. disruptive pop-ups, pop-unders, interstitials). 
  • Landing pages must not contain any type of fake functionality or automatic downloads. 


  • Don't include excessive or unnecessary capitalization or punctuation to draw attention to your ad copy.
  • Don't include punctuation, spaces or symbols in your hashtags; these cause a break in the hashtag.
  • Ad copy should be legible and clear. Use correct grammar and spelling.
  • Don't include content or language that could offend or shock your audience.


  • Advertisers must upload a profile photo and header image. 
  • Profile and header photos may not use animated images (e.g., animated GIFs).
  • Images in Twitter Ads should be of high editorial quality. Don’t include images that are gimmicky, misleading or which are otherwise of low editorial quality.


  • Video in Twitter Ads must be uploaded in an appropriate format. Information on the format can be found in the creative tool page.
  • Video and sounds in Twitter Ads must be of clear quality, the information and media appearing in the content must be clearly understandable and relevant to the product or service advertised. 
  • Video content should be suitable for all users. 


Have questions or feedback about something on this page?

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 ads.twitter.com and file a support ticket using the Help button in the top right corner of your ads dashboard.

Learn more about blocking or dismissing ads by reading Reporting Twitter Ads. To report an ad that is potentially violating these policies, use the Report an Ad form.

Using Twitter Ads Policy, the Twitter Rules and our Terms of Service, we will examine reported violations and take appropriate action.

If you are interested in advertising on Twitter and want to learn more, please visit business.twitter.com