Our Simple Guide to Twitter Ads Policies – What to Know

Jappe Pollentier, Founding COO

10 October 2019

Social media platforms regularly change their policies and algorithms, which means that marketers need to keep up with the pace. One of the most significant changes in 2019 is Twitter ads, which feature major facelifts that drastically affect how brands can fully optimize the platform.

It’s essential to be up to the speed of these changes as it can largely influence the success rate of your advertising. For that reason, we’re here to breakdown everything you need to know about Twitter Ads policies to help you create high-performing campaigns in 2019.

Twitter Ads Eligibility

Twitter has set specific criteria for participating in Twitter Ads, which means that accounts will need to meet the standard to be eligible to reap the benefits of advertising in this popular platform. Here are different accounts that influence your eligibility:

  • New accounts will be pending for review before they can begin advertising.
  • An advertiser’s account must be public
  • Advertisers cannot participate in Twitter Ads if they have deactivated their Twitter account
  • Similarly, advertisers cannot participate in Twitter Ads if their account is in a suspended state.

You can increase your chances of approval by complying with Twitter Ads quality policy, which requires accounts to have a profile and header photo that are not GIFs. Additionally, your profile will need to have a functional and live URL in your bio that is not gated.

Prohibited Content Policies

These are advertisements that you should steer clear of as it violates Twitter’s policies due to the content being globally prohibited:

  • Adult sexual content
  • Copyright
  • Counterfeit goods
  • Drugs and drug paraphernalia
  • Endangered species
  • Hateful content
  • Illegal products and services
  • Inappropriate content
  • Malware and software downloads
  • Prohibited content for minors
  • Poor quality ads
  • State media
  • Tobacco and tobacco accessories
  • Trademark
  • Unacceptable business practices
  • Weapons and weapon accessories

Restricted Content Policies

These are promotions that are acceptable for Twitter, although there are certain restrictions based on the specific product as well as the targeted demographic or country of the campaign:

  • Alcohol content
  • Financial products and services Gambling content
  • Health and pharmaceutical products and services
  • Political content

Twitter Ads Approval

The account and content of the advertiser are subject to Twitter’s approval process as a way to support the quality and safety guidelines of the platform. To that end, how you use your Twitter, the content of its profile, and your choice of demographic are all factors that determine the approval of your ad.

It’s essential to know the ropes of Twitter Ads policies as advertising through this leading platform has become just as important as Google. Twitter has a higher click-through rate than any other channel, making it one of the best online hubs for brands to promote their news, products, specials, and more to a wide range of consumers.

Failing to ensure your Twitter ad meets the community guidelines will result in it being taken down. As a marketer or business owner, you don’t want that to happen as each ad requires a significant amount of time, money, and energy. Therefore, when looking to market on Twitter, familiarise yourself with the policies beforehand so that every ad you make can be put on the platform with ease.

If you’re looking for a social media marketing company to help you ensure that your ads adhere to Ad policies, get in touch with us today to see how we can help!


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