Through Axon Ads Manager, AppLovin’s AI-powered advertising platform, we aim to create a safe and positive experience for all users. Our Policies for Demand Partners set clear rules for ad content and behavior. We review the landing pages you promote and ads you upload to ensure compliance with our requirements.
General Best Practices
Follow these general guidelines to help you avoid policy violations and account issues.
Be Clear and Accurate About Your Products
- Describe your product, service, pricing, promotional offers, and recurring billing terms accurately. Customers should know exactly what they’re getting.
- Avoid misleading tactics like fine-print surprises, false urgency, or exaggerated promises.
- If you offer returns or cancellations, make those terms easy to find and simple to complete.
Make Truthful, Verifiable Claims
- We do not allow misleading, exaggerated, or unverifiable claims.
- Ads must reflect realistic, real-world results supported by evidence.
- Do not suggest outcomes you cannot support, imply guaranteed or “miracle” effects, or promote endorsements you do not actually have.
Keep Ads Tasteful and Appropriate
- We do not allow explicit, violent, hateful, or offensive content.
- Ads should not include sexual or sexually suggestive content, including suggestive movements, sounds, gestures, poses, or a focus on private areas.
Promote a Positive User Experience
- Your ad content must align with the actual user experience.
- Avoid obscuring the ad’s promotional nature, pushing unrealistic outcomes, or using misleading “limited time” claims.
- Do not use ads that redirect users to unwanted content or include confusing features.
Maintain User Trust
- Ensure your product reviews are genuine and reflect real user feedback.
- Address negative feedback to cultivate trust and ensure long-term value.
- Our systems may consider user and post-purchase feedback signals to ensure quality across the ecosystem.
The Ad Review Process
Our systems use a mix of automated tools and manual review. When you upload an ad to Axon Ads Manager, our tools check the images, video, text, and the landing page for compliance.
| Status | Meaning |
|---|---|
| In review | The ad remains in review. |
| Approved | The ad can begin serving. |
| Rejected | The ad violates the identified policies. |
We also review your overall domain and assets. If we find policy violations, your account may face restrictions, suspension, or a permanent ban.
What do I do if my ad gets rejected?
- Review the Policies for Demand Partners and create a new ad that complies with our advertising policies. The new ads will be reviewed by our ad review system.
What do I do if my account gets suspended?
- Review the Terms of Use Agreement and the Policies for Demand Partners.
Overview of Ad Policies
Advertisers cannot deliver ads (or direct users to content) that contains the following:
| Category | Prohibited Content |
|---|---|
| Illegal or dangerous products | Illegal, illicit, dangerous, or unsafe products, activities, or services. Learn more here |
| Sexual or adult content | Sexually explicit or adult content, including pornography, highly suggestive content, or implied sexual acts/language. Learn more here |
| Violence | Graphic or explicit violence, including assault, injury, torture, or terrorism. Learn more here |
| Discriminatory or hateful content | Harassment, bullying, threats, excessive profanity, or hate speech that advocates violence or discrimination. Learn more here |
| Illegal drugs | Illegal drugs, paraphernalia, or substance abuse promotion. Learn more here |
| Weapons and weapon accessories | Weapons and weapon accessories, including guns, ammunition, and explosives. Learn more here |
| IP infringement | Content that violates third-party intellectual property rights (e.g., counterfeit products, file sharing). Learn more here |
| Defamatory or libelous content | Libelous or defamatory content. |
| Misleading or deceptive practices | False, unrealistic, or deceptive claims; misleading ad designs; unreliable or harmful claims. Learn more here |
| Scams | Attempts to scam users, fraudulent collection of personal information, or dishonest practices. Learn more here |
| False or misleading news | False or misleading informational content. |
| Malicious or abusive content | Malicious programs, code, or content, including malware, spyware, corrupted files, or hacking. |
| Hacking and cybercrime | Content promoting black-hat hacking, cracking, or warez. |
| Politics and elections | Political or election-related content. Learn more here |
| Legal or claim solicitations | Legal or claim solicitations. |
| Contests, sweepstakes or giveaways, and lotteries. | Contests, sweepstakes or giveaways, and lotteries. |
| Personal information search services | Personal information search services. |
| Coregistration offers | Coregistration offers. |
| Insufficient minimum content | Digital assets designed primarily to display ads, or low-quality content that fails our Publisher Minimum Content Requirements. |
| Launcher apps (or similar) | Apps that customize default device home screens or launcher settings. |
| Fraudulent traffic | Content promoting traffic generation or fraudulent traffic. |
| Shocking, disturbing, or offensive content | Other shocking, disturbing, or offensive content, including graphic depictions of bodily functions/fluids or grotesque images. Learn more here |
We also have specific guidelines for Restricted Content categories (like financial services or health and wellness products). You must review the full Policies for Demand Partners before serving ads.