Through AppLovin Ads Manager, AppLovin’s self-serve advertising platform powered by Axon AI, 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 and Ad Experiences Tasteful and Appropriate
- We do not allow illegal, explicit, violent, hateful, offensive content, or other Prohibited Content.
- Ads should not include sexual or sexually suggestive content, including suggestive movements, sounds, gestures, poses, or a focus on private areas.
- Your ads must comply with the Better Ads Standards. For more information about the types of disallowed ad experiences, please visit the Coalition for Better Ads.
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.
- We may take user and post-purchase feedback into account as part of our review process.
Additional Requirements for All Ads
In addition to the best practices above, the Policies for Demand Partners include the following important requirements:
Disclose AI-Generated Content
- If your ad includes AI-generated content (for example, images, audio, or video), include any required disclosures or labels and ensure you have appropriate authorization to use or incorporate that content.
Do Not Circumvent Our Ad Review Systems
- You may not manipulate ad components to attempt to bypass detection or enforcement or engage in practices that attempt to circumvent or interfere with AppLovin’s systems and processes, including our ad review systems.
The Ad Review Process
Our systems use a mix of automated tools and manual review. When you upload an ad to AppLovin Ads Manager, our tools check the images, video, text, and the landing page for compliance.
| Status | Meaning |
|---|---|
| In review | The ad has yet to be reviewed by our system. |
| Approved | The ad can be added to creative sets and 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 is suspended?
- Review the Terms of Use Agreement and the Policies for Demand Partners.
- If you believe your account was suspended in error, you can reach out to your account manager or contact AppLovin Support for further information.
Overview of Ad Policies
Advertisers may not deliver ads (or direct users to content) that contain the following prohibited content categories. These categories change over time; please review the full Policies for Demand Partners for the complete list and associated guidelines.
| 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 |
| Tobacco and nicotine products | Tobacco and nicotine products. |
| 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. |
| 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, including our privacy and data sharing requirements, before serving ads.