Through AppLovin Max, AppLovin’s monetization solution, we aim to create a safe and positive experience for all users. Our Policies for Publishers set clear rules for content monetized through our services. We review the content you seek to monetize to ensure compliance with our requirements.
General Best Practices
Follow these general guidelines to help you avoid policy violations and account issues.
Offer Substantive, High-Quality, Original Content
- Your property must be live in an official app store. We do not allow content hosted by other third parties or direct APK downloads.
- Your property must contain substantive, high-quality, and original content and show signs of real user engagement.
- We do not work with properties that mainly aggregate links or content without adding value, contain more ads than original content, appear primarily designed to display ads, have little evidence of user engagement, or remain under construction.
- We do not allow illegal, explicit, violent, hateful, offensive content, or other types of Prohibited Content.
Maintain Technical and Implementation Standards
- Before you begin the integration process, ensure you understand and comply with our privacy and data sharing requirements.
- Use our testing tools, including our Mediation Debugger, verbose logging, and Test Mode, to validate your integrations and ensure you set and pass consent values and other data appropriately at SDK initialization.
- Maintain an accurate app-ads.txt file that includes our line items and those of your network partners, and truthfully declare your seller identity and any reselling or intermediary relationships.
- Regularly check our support documentation to ensure you meet our technical requirements and update to the latest SDK to take advantage of improvements and bug fixes.
Source Authentic Audiences and Traffic
- Impressions and clicks on ads must result from legitimate human end-user activity.
- Do not generate or manipulate clicks or installs through click injection, click spamming, install or device farms, emulators, or undisclosed or prohibited incentivized traffic.
- Do not artificially inflate impressions, clicks, or requests, and do not source traffic from pop-ups, pop-unders, forced redirects, robots, spiders, or similar means.
- Do not misrepresent your traffic through device, SDK, or location spoofing, or by falsifying ad requests.
- Take steps to identify fraudulent behavior, avoid invalid activity, and maintain authentic traffic, including traffic from hijacked devices, data centers, or proxies that mask its true origin, as well as any other technique designed to generate invalid, non-human, or misrepresented activity.
Maintain Transparent Data Practices and Honor User Privacy Choices
- Maintain an accessible privacy policy that accurately and transparently discloses your data collection, use, and sharing practices, and that identifies AppLovin as a third party that may collect data for advertising purposes.
- Correctly collect and pass consent flag values at SDK initialization and use our testing tools to ensure you set and pass them appropriately.
- Ensure that you will not provide or use AppLovin’s services to collect, share, process, or infer any sensitive personal data or protected health information.
- Do not use or initialize the AppLovin SDK in connection with end users who qualify as “children” and do not use the Services with any property or advertisement exclusively designed for or directed to children.
Use Mediation as Designed
- Own the property on which you display ads, or have a direct, contractual relationship with the property’s owner authorizing you to display ads.
- Once you make an ad request through MAX, do not redirect that impression through any other auction.
- Every ad request must contain all requisite information about the inventory, and the actual traffic source must match the disclosed traffic source.
Use AppLovin’s Native Review Tools
- Use AppLovin’s native tools, including Ad Review and our Creative Debugger, to identify and flag potentially non-compliant ad creatives.
Promote a Positive User Experience
- Address negative user feedback promptly and maintain genuine, accurate ratings and reviews.
- We do not allow deceptive, misleading, harmful, or fraudulent content, experiences, or behavior.
Content Review and Enforcement
All publishers go through an account approval process before they can monetize through MAX. AppLovin uses a combination of automated tools and manual review to monitor publisher properties and traffic for policy violations, and we actively analyze metrics to identify indications of invalid activity.
If we identify a violation or suspected violation, AppLovin may take appropriate action as outlined in our Terms of Use Agreement and the Policies for Publishers.
What do I do if my account is suspended?
- Review the Terms of Use Agreement and the Policies for Publishers.
- 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 Publisher Policies
Publishers may not monetize properties that contain the following prohibited content categories. These categories change over time; please review the full Policies for Publishers 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. |
| Significant unmoderated user-generated content | This includes apps that do not have a method to moderate user-generated content, a method to report or remove any misconduct, and/or the ability to remove or block users. |
| 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 Restricted Content categories. You must review the full Policies for Publishers, including our privacy and data sharing requirements, before attempting to monetize your content.