Ad Policies

Allowing diverse content to coexist at an unprecedented scale has helped make YouTube the compelling platform it is today. With over 48 hours of video being added to the site every minute, YouTube hosts the largest, most diverse collection of online videos in history. The thoughtful application and enforcement of our policies allows us to accommodate this wide range of content, while taking into consideration how and where our users encounter it, in order to foster an experience that is enjoyable and valuable to users, partners, and advertisers alike.

Ads are particularly visible and engaging when they appear on the YouTube homepage. The homepage is the front door, or portal, through which many users experience YouTube. It's our prime real estate, and we want to ensure that it is appropriate and welcoming for all YouTube audiences.

Because of the unique nature of the homepage, we work hard to ensure that all content that appears there, including advertising, is appropriate for a general audience of YouTube users aged 13 or older. This means that mature or "edgy" advertising content -- which may be permitted with age-restriction elsewhere on the site -- is generally not appropriate for the homepage.

All homepage ads must abide by YouTube's Community Guidelines and Ads Policy. Period. Context matters too. Ad creatives that include auto-play or auto-expand elements are held to a higher standard because the automation prevents users from choosing whether or not to view it. Thumbnails are also held to a higher standard given their high visibility.

Although interpretation of exactly what crosses the line is ultimately up to our policy team, a good rule of thumb is: if the categories below describe your ad, in whole or in part, the YouTube homepage probably isn't the right place for your promotion.

Adult Content

• Pornography
• Exposed or minimally covered breasts, buttocks, or genitals
• Sex acts (real or implied)
• Underwear/Lingerie
• Sexually suggestive poses
• Concentrated attention on particular body parts
• Adult toys or products (e.g., condoms and sexual aids)

Violent or Shocking Content

Excessive violence and/or gore, including graphic or disturbing images of:

• Bloodshed
• Physical injury
• Infliction of harm to self or others
• Fighting
• Bodily excretions
• Gruesome accidents

Profane & Sexually Lewd Content

• Excessive profanity
• Sexually lewd or obscene language

Political & Religious Content

• Inflammatory or exploitative uses of political or religious issues

Depictions of Drugs, Alcohol, and Tobacco

• Inappropriate, excessive, or illegal use of drugs (even if portrayed in a comedic manner)
• Use of drug paraphernalia

Movie Trailers, Video Games, and TV Clips

• Redband or Yellowband trailers
• Trailers or clips where sex, horror, shock, or violence are a significant element (irrespective of the underlying MPAA, ESRB, TV Parental Guidelines, or other rating)

Still not sure if your content crosses the line? You might try asking yourself the following questions: Would I be comfortable showing this content to my kids or my parents? Would I be comfortable looking at this content if my boss walked up to my computer at work? Would I see this content on primetime television? If you answered "yes" to these questions, that may not be the end of the story, but it's a good starting point. If you answered "no," your content may not be appropriate for YouTube's homepage audience.

The product categories listed below are prohibited from advertising on YouTube.

• Academic Aids
• Adult and Sexual Content
• Aids to Pass Drug Tests
• Anabolic Steroids
• Anti & Violence
• Automated Ad Clicking
• Bulk Marketing
• Copyrighted Works
• Counterfeit Designer Goods
• Data Entry Affiliate Programs
• Dialers
• Drugs & Drug Paraphernalia
• e-Gold
• Endangered Species
• Escort Services and Adult Dating Sites
• Fake Documents
• Fireworks & Pyrotechnic Devices
• Hacking & Cracking Sites
• Inflating Ad Clicks or Impressions
• Miracle Cures
• Mobile Content Services
• Prostitution
• Tobacco and Cigarettes
• Traffic Devices

Learn more.

YouTube ads can not mimic YouTube site elements in any way, shape or form. This includes, but is not limited to:

• Homepage mastheads should not look or attempt to look like part of the YouTube homepage site experience
• Ads should not deliver or appear to deliver messages that are intended to look like they originate from YouTube
• Any YouTube video thumbs in an ad need to provide users the opportunity to click and watch a video, either within the masthead or on the YouTube watch page. For example, a few seconds of animation of thumbs being destroyed does not provide users an opportunity to click and watch the videos. Additionally, any meta data associated with video thumbs must be accurate.

Note: The above policy may be different for Brand Channels; please consult with your YouTube representative for more information.

Streaming live content is an exciting space that YouTube is entering with some of our most valued partners, but with that comes a degree of accountability. We trust advertisers to be responsible, and millions of our users respect that trust.

Read more about our policy around live streaming programs.

YouTube provides age-gating and demo-targeting solutions to advertisers where such targeting is required for their advertisements.

Learn more about our age targeting features.

YouTube allows alcohol advertising that promotes the branding of the alcohol with some restrictions on the content and demographic targeting. Campaigns may only target countries where these ads are permissible under applicable laws and regulations and all ads must comply with local restrictions. Alcohol ads must be targeted to the appropriate age demographic on YouTube. We may require some alcohol-related content to sit behind an age gate in order to be used in an advertisement.

Read more about our policy around alcohol advertising.

You may not use locally shared object (LSO) technologies (including but not limited to flash cookies, browser helper objects, or HTML5 localStorage) for behavioral advertising, ad delivery, reporting, and/or multi-site advertising because these are not exposed via typical browser user controls.

Geo-aware ads or features are those that use a viewer's IP location to localize the ad's geographic content in a way that's visible to the viewer (the ad usually includes a local maps component). When the targeting is more specific than the city level, the Geo-aware ads should include an "About this ad" link in the creative or in a landing page that explains how the geo-targeting works as well as a link to their privacy policy within the gadget or ad.

Learn more about our policy on geo-aware technology.

Advertisers can only target their ads to countries where YouTube has launched a monetized site.

Learn more about these countries.

Advertising for the promotion of online gambling includes, but is not limited to, the following: online casinos, sports books, poker, and sites that provide tips, odds, and handicapping ("online gambling ads"). Online gambling ads are not permitted, except by licensed entities located in England, Scotland, Wales, Italy, France, or Spain ("Permitted Locations"). We may accept online gambling ads from licensed entities that have been previously approved through the appropriate AdWords application process, provided that those ads are not targeted outside the Permitted Locations. For more information about our gambling policy, the approval process for licensed entities, and country exceptions, please visit the AdWords Help Center.

Our policies related to the sale and promotion of prescription drugs vary depending on the ad format and where the ads appear on YouTube. Pharmaceutical ads must be clearly branded by the manufacturer and it needs to comply with all regulatory and legal guidelines applicable to the advertiser. The ad may not contain any links to any site that provides the online sale of pharmaceuticals.

Learn more about our pharmaceutical and medicines policy.

Advertisers may utilize pixels for interest-based advertising (IBA) on YouTube. Any use of pixels for collection of data for remarketing lists is subject to the AdWords Policies.

There are additional restrictions around where and how remarketing can be used. Learn more.

Advertising is not permitted for sites collecting sensitive personal information or money with fake forms, false claims, or unauthorized use of Trademarks. Examples of personal information include email addresses, user names, passwords, and/or payment information. In addition, advertising is not permitted for "run your car on water" programs or content.

Send-to-phone ads have a field that allows viewers to send themselves information about the ad through SMS. This is different from tell-a-friend where the ad encourages the viewer to share the ad with a friend.

Learn more about our send-to-phone policy.

Ads or Brand Channels which include social media from third party sites or applications may only incorporate content which is owned and controlled by the advertiser.

In addition to the above restrictions, when ads or Brand Channels incorporate third-party or Google-owned applications or APIs, all ads must meet the following criteria:

• Advertiser must be wholly compliant with third party's terms and/or have third-party approval where applicable.
• Advertiser must use an approved or official version of the API or application.
• Advertiser may not pass any data from the third party either to or through YouTube's servers.

Additionally, some APIs will not be permitted on YouTube. You can check in with your sales contact for more information.

All software downloads must adhere to Google’s Software Principles. We only allow file downloads that can be "universally" opened, i.e. no special software is required to download the file, with an exception of (1) iTunes Store, (2) Flash plug-ins required to view page, and (3) PDF files provided that the ad clearly identifies the download as a PDF. Ads and gadgets cannot trigger fee-based downloads without the user's prior consent to pay (e.g. mobile ringtone subscriptions), and may not contain links or interactions which directly initiate the download of a client application automatically.

Learn more about our software downloads policy.

Only government-registered charities may solicit funds. Political fundraising is generally permitted.

Users can send a referral email or voicemail through the ad unit to a chosen recipient for viral campaigns.

Learn more about our tell-a-friend policy.

YouTube requires that all ads run on or through the site are clearly branded with the advertiser's name or logo. This includes Brand Channels as well as display, text or promoted video ads.

In order to include user-generated content in your ads, such as videos uploaded by YouTube users, advertisers must obtain explicit permission from the owner of that content. This applies to all ad formats except for homepage mastheads, where user-generated content is prohibited even if permission has been given.

Learn more about our policy around user-generated content.