Advertising Policies

General Requirements

Targeting and Compliance

All ads must be suitable for their selected audience in each geographic area where the ads will run. Snapchat is a 13+ app, so we will reject ads that are addressed to, or intended to appeal to, children under 13. 

Ads must comply with all applicable laws, statutes, ordinances, rules, public order rules, industry codes, regulations, and cultural sensitivities in each geographic area where the ads will run. Please note:

  • Ads for certain products or services may not be targeted on the basis of gender, age, or location.

  • Certain locations have language requirements.

  • As a US-based company, Snap will not accept ads targeted to or paid for by entities in countries subject to U.S. trade sanctions or certain other U.S. export control laws.


All required disclosures, disclaimers, and warnings in ads must be clear and conspicuous (see Ad Specifications and Guidelines for more detail), and advertisers must be accurately and clearly identified in the ad.

Privacy: Data Collection and Usage

Ads may not collect sensitive information or special category data, including information based on or including: (i) an alleged or actual commission of a crime; (ii) health information; or (iii) information about users’ financial status, racial or ethnic origin, religious beliefs or preferences, sex life or sexual preferences, political opinions, or trade union membership. We permit health-related surveys only from accredited research institutions or public health organizations.

The advertiser’s privacy policy must be readily accessible where any personal information is collected.

Personal information must be collected and processed securely. Ads that deceive users into providing personal information under false pretenses are prohibited.

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

Intellectual Property

Infringing Content

Ads must not infringe the intellectual property, privacy, publicity, or other legal rights of any person or entity. Advertisers must have all necessary rights and permissions for all elements of their ads. Ads may 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 mechanisms (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 or services with false celebrity testimonials or usage.

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.

References to Snap

Ads must not suggest an affiliation with or endorsement by Snap or its products. This means that ads must not use any Snap-owned trademark or copyright, Bitmoji artwork, or representations of the Snapchat user interface, except as permitted in the Snapchat Brand Guidelines or the Bitmoji Brand Guidelines. Nor may ads contain altered or confusingly similar variations of any Snap-owned trademark.

Creative Quality and Landing Page

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. Ad creatives that do not meet these guidelines will be rejected.

When reviewing ads, we apply our policies not only to the ad’s creative (such as the “top Snap,” Filter, or Sponsored Lens), but also to the ad’s landing page or other associated elements. We reject ads with landing pages that are:

  • Low quality (e.g., dead links, pages that are non-functional or not formatted for mobile phones)

  • Disruptive (e.g., unexpected user experiences, sudden loud noises, aggressive flashing)

  • Irrelevant (e.g., pages that don’t match the product or service being advertised, or that unnecessarily draw out the purchase process in order to expose the user to more and more ads)

  • Unsafe (e.g., attempts to automatically download files or phish for user data)


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