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Prohibited Content: Misleading & Deceptive Content Revision – September 30, 2025

Content

Prohibited Content Category: 
Content that makes misleading, deceptive, or unrealistic claims, unreliable or harmful claims, or enables dishonest behavior.  This includes things like make-money-fast schemes, chain letters, or pyramid schemes, or products or services that help users mislead others or gain unauthorized access to systems, devices, or property.

Additional Guidelines: 

Ads cannot include:

  • Misleading Health Claims: Ads may not make medical claims or claims that could be interpreted as medical (e.g., “playing this game treats a medical condition”), or otherwise state or imply that the product may diagnose, treat, cure, or prevent any particular disease(s), absent the necessary authorizations under applicable laws.  Health, wellness, and pharmaceutical products must also follow the Additional Guidelines Specific to Health, Wellness, and Pharmaceutical Products.
  • General unsubstantiated claims: Ads that make statements or claims without evidence or appropriate support (e.g., endorsements by unidentified “experts,” references to unidentified “research” or “studies,” or a “#1 recommended” label).
  • Fraudulent or Deceptive Solicitations: Ads that deceive users into giving up money or personal data through tactics like phishing, investment scams, or other dishonest practices aimed at tricking or exploiting users; make or promote unreliable or harmful claims; or promote content, products, or services using false, dishonest, or deceptive claims.
  • Scams or Other Unacceptable Business Practices: Content that attempts to scam users, including by concealing, misstating, or failing to disclose information about the business, product, or service.  Examples include ads for products or services that do not exist, ads that do not accurately describe what the user will see on the landing page(s), ads that attempt to imply third-party endorsements that the products or services do not have, and ads that suggest or imply that the product or service has certain certifications or meets certain industry standards when it does not.
  • Dishonest Pricing Practices: Ads that fail to disclose the full payment model or cost, promote products or services as free when they require payment, deceptively suggest that certain sales or promotions may be time limited when in fact they continue for significant periods of time, charge users without their knowledge or consent, or create unnecessary hurdles for cancellation or returns.
  • Deceptive or Misleading Ad Designs or Elements: Ads that include content, experiences, designs, elements, or behavior that could be deceptive or misleading.  Examples include ads that obscure their promotional nature, such as those imitating system notifications or including fake interactive elements like overlaid non-functional close buttons; elements like redirects to unwanted content without user action; fake messages that lead to an ad or landing page when clicked; fake error or update messages; fake system messages or flags; malware or unwanted software or downloads; or any other designs or elements that mislead users or attempt to trick them into interactions, engagement, or sharing their personal information.
  • Unrealistic or Exaggerated Claims: Ads that make unsubstantiated, unrealistic, or exaggerated promises, such as claims of extraordinary financial returns, the ability to earn real money in properties that do not have that capability, miracle cures for health conditions.
  • Inconsistent Information: Ads and landing pages that do not match, include inconsistent information on the product, price, promotion, or similar details, or do not include key information like product descriptions, disclaimers, or terms and conditions.  Examples include ads that depict one product but send users to landing pages for a different product or a similar product but with different details. 
  • Misinformation: Content that features inaccurate, misleading, or false information that may cause significant harm to individuals or society.  Examples include ads that reference violent or hateful conspiracy theories, ads that may discourage people from getting appropriate medical care, and ads that attempt to undermine well-established scientific consensus. 

Ads can include:

  • The general suggestion that the use of the product(s) may improve mental clarity or sharpness or have similar effects (e.g., “playing this game may help improve your vocabulary and train your brain”).
  • Endorsements (e.g., “doctor approved”), testimonials or positive reviews, accolades (e.g., “award winning”), or similar claims for the product(s), if accurate and proven by documented support on the landing page(s) (e.g., evidence, clinical research, or scientific support).  For example, a product can claim to be “doctor recommended” or “the favorite product of a well-known celebrity,” if those claims would be accurate and can be proven by information available on the landing page(s).
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End User License Agreement — Software Revision – September 30, 2025

Content

Effective: September 30, 2025.

This End User License Agreement (this “EULA”) governs your access to and use of software development kits, applications programming interfaces, pixels, other integrations, documentation, tools and assemblies, libraries, scripts, object code, sample source code, and similar developer material owned by AppLovin and made available to you only for purposes of your access to and use of the Platform and the Services (collectively, “Software”).  Capitalized terms have the meanings ascribed to them in AppLovin’s Term of Use Agreement, unless otherwise indicated.  

By accessing and using the Platform, the Services, and the Software, you agree to be bound by this EULA.  This EULA applies to your access to and use of the Software in addition to other agreements and policies governing your use of the Software, the Platform, and the Services, including the AppLovin Terms of Use Agreement incorporated into this EULA by reference.  If you do not agree to this EULA, you must not use (or you must stop using) the Software, the Platform, and the Services.

Please note that we may from time-to-time update, improve, enhance, conduct testing, and further develop the Software (for example, in the form of bug fixes, enhancements, security patches, new software modules, or new versions).  You understand that these improvements, enhancements, or tests may impact your or end users’ experience.  In addition, we may add or remove functionalities or features of the Software at any time, and we may modify, suspend, restrict, terminate, or stop the Software (or any portion of it) at any time.  We may also suspend, restrict, delete, or remove access to the Software (or any portion of it) or your account at any time.

1. Eligibility to Access and Use the Software

You agree to access and use the Software consistent with this EULA and all laws and regulations, including United States export controls.  In addition, you may not use the Software if you or any of your affiliates or, to your knowledge, any director, officer, manager, or employee of such entities: (a) cannot receive products, including services or the Software, from the United States (because for example you live in a country embargoed by the United States) or have been the target of sanctions by any governmental entity; or (b) cannot access or use the Software in compliance with this EULA under the applicable laws of your jurisdiction.

2. Your Limited License to the Software

Provided that you comply with this EULA and any other agreements and policies governing your use of the Software, the Platform, and the Services, including the AppLovin Terms of Use Agreement, we grant you (a) a nonexclusive, nontransferable, revocable, worldwide, royalty-free right and license to use, copy, and distribute the Software solely for purposes of your access to and use of the Platform and the Services; and (b) a nonexclusive, nontransferable, revocable, worldwide, royalty-free right and license to use the relevant and necessary components of the Software solely for purposes of your access to and use of the Platform and the Services.

3. Our Retained Proprietary Rights; Restrictions on Your Use of the Software

Except for the limited license granted herein, we and our licensors retain all legal right, title, and interest in and to the Software, including all of the intellectual property associated with the Software, any improvements or derivative products or services, and all other aspects of the Software.  We reserve all rights not expressly granted to you.

You agree not to access or use the Software (or any part of it) other than as permitted by this EULA, and you may not use, copy, or distribute the Software without authorization.  In addition, you agree not to modify, create derivative works based on, decompile, reverse engineer or disassemble, or otherwise attempt to extract source code from the Software (or any part of it).  In addition, you may not (a) copy, distribute, rent, lease, lend, sublicense, transfer, or make the Software available to any third party, except as permitted by this EULA; (b) attempt to defeat, avoid, by-pass, remove, deactivate, or otherwise circumvent any software protection mechanisms in the Software; (c) use the Software to develop software to upload or transmit viruses or other harmful code; (d) modify, remove, or obscure any proprietary notices or legends that appear on the Software or during the use and operation thereof; (e) sell, assign, license, disclose, or otherwise transfer or make available the Software, any copies of the Software, or any information derived from the Software in any form to any third parties, except as permitted by this EULA; or (f) remove or alter any proprietary notices or marks on the Software.  

You may not represent that you have been certified or otherwise endorsed by AppLovin, and you may not use the AppLovin name or any other trademark or service marks of AppLovin in connection with your access to and use of the Services.

U.S. Government-Restricted Rights — The Software is deemed to be “commercial computer software” and “commercial computer Software documentation,” respectively, pursuant to DFAR Section 227.7202 and FAR Section 12.212, as applicable.  Any use, modification, reproduction release, performance, display, or disclosure of the Software by the U.S. Government will be governed solely by the terms of this EULA and shall be prohibited except to the extent expressly permitted by the terms of this EULA.

4. Data Privacy and Data Sharing

Your data privacy and data sharing obligations with respect to the Software, including your processing of any Personal Data (as defined under applicable data protection laws), shall be governed by the data privacy and data sharing provisions of the AppLovin Terms of Use Agreement and any other agreements and policies governing your use of the Software, the Platform, and the Services, including the applicable Data Processing Agreement.

5. Confidentiality Obligations

Your confidentiality obligations with respect to the Software, including your use and disclosure restrictions, shall be governed by the confidentiality provisions of the AppLovin Terms of Use Agreement and any other agreements and policies governing your use of the Software, the Platform, and the Services.

6. Your Indemnification of Us

You will indemnify and hold AppLovin, its officers, managers, directors, employees, affiliates, and subsidiaries, and each of their respective legal representatives, successors, and assigns, harmless (and, at AppLovin’s request, defend AppLovin) against any and all claims, demands, losses, costs, liabilities, and expenses (including reasonable attorneys’ fees) relating to or arising out of (a) your use of the Software or (b) your violation of any term of this EULA. 

At AppLovin’s option, you will assume control of the defense, but AppLovin retains the right to elect to take over the defense at any time.  You may not enter into a settlement covered by this indemnification clause without AppLovin’s prior written consent.  If AppLovin elects to assume control of the defense, you agree to cooperate fully in that defense.

7. Termination

Your and our termination rights with respect to this EULA, including survival and the effect of terminating this EULA, shall be governed by the termination provisions of the AppLovin Terms of Use Agreement and any other agreements and policies governing your use of the Software, the Platform, and the Services.

Promptly upon termination of this EULA, the AppLovin Terms of Use Agreement, or your use of the Platform or the Services, you must deactivate and deprecate any Software (and disable any associated data sharing) that you integrated or used for purposes of the Platform or the Services.  You agree to maintain documentation, as appropriate, demonstrating your compliance with these obligations, and to provide those documents promptly upon request by AppLovin.

8. Warranty Disclaimers and Limitation of Our Liability

Some jurisdictions do not allow the exclusion of certain warranties or the limitation of certain liabilities.  In those jurisdictions, the exclusions and limitations below shall apply only to the extent permitted by the laws of these jurisdictions.

Warranty Disclaimers — You access and use the Software at your own sole risk.  We provide the Software on an “as is” and “as available” basis, and explicitly disclaim all warranties of any kind to the full extent permitted by applicable law.  

  • We make no representations or warranties of any kind, express or implied, as to the Software.  In addition, we may suspend, withdraw, or restrict the availability of all or any part of the Software (including “beta” features or tools) at any time and for any reason.
  • You expressly agree that you use the Software at your sole risk. To the full extent permissible by law, we disclaim all warranties, express or implied, about the Software, including implied warranties of merchantability, fitness for a particular purpose, quiet enjoyment, non-infringement or availability, and any warranties arising out of course of dealing or usage of trade.  No advice or information, whether oral or written, obtained from us or elsewhere will create any warranty or condition not expressly stated in this EULA.  
  • We do not warrant that the Software will meet your requirements or be available on an uninterrupted, secure, or error-free basis (meaning free of viruses or other harmful components), that defects will be corrected, or that you will not encounter any connectivity problems or other technical issues.  
  • YOU ACCESS AND USE THE SOFTWARE AT YOUR SOLE RISK.  WE EXPLICITLY DISCLAIM ANY WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, ABOUT THE SOFTWARE.

Limitation of Our Liability and Cap on Damages — To the full extent permissible by law, you acknowledge and agree that neither we nor any other party involved in Software (including our affiliates, corporate parents, and vendors), will be liable: 

  • For any personal injury or indirect, incidental, punitive, special, exemplary, consequential, liquidated, or punitive damages, including lost profits, loss of data or goodwill, service interruption, computer damage, system failure, or the cost of substitute services, in anyway whatsoever (and under any theory in any applicable jurisdiction, including warranty, contract, and tort or negligence) arising out of or in connection with this EULA or your use of, access to, or inability to use or access the Software, even if we have been advised of the possibility of such damages; or
  • For the conduct of any third parties, including end users.

THE RISK OF USING THE SOFTWARE RESTS ENTIRELY WITH YOU, AS DOES THE RISK OF ANY FORM OF INJURY FROM THE SOFTWARE OR THE CONDUCT OF THIRD PARTIES. 

In addition, as explained in the AppLovin Terms of Use Agreement, to the full extent permissible by law, the aggregate (or total) liability of us (and any other party involved in creating, producing, or delivering the Software, including our affiliates and corporate parents) to you arising out of or relating to this EULA shall be subject to the cap on damages set forth in the AppLovin Terms of Use Agreement.  These limitations and exclusions regarding damages apply even if any remedy fails to provide adequate compensation.

9. Governing Law, Venue, and Dispute Resolution

The governing law and venue applicable to this EULA, as well as the resolution of any disputes arising out of or related to this EULA, shall be governed by the governing law, venue, and dispute resolution provisions of the AppLovin Terms of Use Agreement, including the Agreement to Arbitration and the consolidated, class action, and representative action waiver set forth in the AppLovin Terms of Use Agreement, and any other agreements and policies governing your use of the Software, the Platform, and the Services.

10. Miscellaneous Provisions

This EULA incorporates by reference the miscellaneous provisions set forth in the AppLovin Terms of Use Agreement.

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Terms of Use Agreement Revision – September 30, 2025

Content

We have updated our Terms of Use, effective September 30, 2025. By continuing to use the Platform, the Services, or the Software after that date, you agree to the changes.

These Terms of Use (the “Agreement”) govern the relationship between you (“User,” “you” or “your”) and These Terms of Use (the “Agreement”) govern the relationship between you (“User,” “you” or “your”) and AppLovin Corporation, a Delaware corporation, or AppLovin (Singapore) Pte. Ltd., a Singapore company, if applicable (collectively, “AppLovin,” “we” or “our,” and together with “User,” the “Parties,” and each a “Party”) and apply to your use of the Services (as defined below).  For purposes of this Agreement, and depending upon how you use the Services, you have contracted with the following AppLovin entity:

  • Advertisers in the United States — If your principal place of business is in the United States of America or its territories, you have entered into this Agreement with AppLovin Corporation.
  • Advertisers in all Non-U.S. Regions — If your principal place of business is outside of the United States of America or its territories, you have entered into this Agreement with AppLovin (Singapore) Pte. Ltd., except for the Data Processing Agreement incorporated into this Agreement, which you have entered into with AppLovin Corporation as the parent corporation for AppLovin (Singapore) Pte. Ltd.
  • Publishers in Singapore — If your principal place of business is in Singapore, you have entered into this Agreement with AppLovin (Singapore) Pte. Ltd., except for the Data Processing Agreement incorporated into this Agreement, which you have entered into with AppLovin Corporation as the parent corporation for AppLovin (Singapore) Pte. Ltd.
  • Publishers worldwide, excluding Singapore — If your principal place of business is in any other country or region except Singapore, you have entered into this Agreement with AppLovin Corporation.

Please read this Agreement and our Privacy Policy carefully before using the Services.  By accessing the AppLovin platform, currently located at www.applovin.com and on other pages (the “Platform”), or registering, enabling, or using any of the Services (as defined in Section 1 below), you become a User and agree to be bound by this Agreement.  If you do not agree to this Agreement, you must not use (or you must stop using) the Platform or the Services.  Your access to and use of the Platform or the Services may also be subject to additional terms or agreements between us and you.

If you have entered into this Agreement on behalf of a company or other entity, you represent that you have been duly authorized with the authority to enter into this Agreement on behalf of that company or other entity, and you expressly represent that the company or other entity agrees to be bound by this Agreement.  In that case, the term “you” refers to the third party or parties on a joint and several basis.  If you have entered into this Agreement on an individual basis, you represent that you are the age of legal majority or older in your jurisdiction (aged 18 and over) and have the legal capacity to enter into and be bound by this Agreement.

As described below, the Platform, the Services, and the Software may fall within United States export controls.  You may not use the Platform or the Services if United States law or other applicable law preclude you from receiving products, including services or the Software, from the United States or from using the Platform, the Services, or the Software.  Registration for and use of the Platform or the Services where prohibited will be void.

SECTION 14 OF THIS AGREEMENT CONTAINS AN INFORMAL DISPUTE RESOLUTION PROCESS, A BINDING AGREEMENT TO ARBITRATION, AND A CONSOLIDATED, CLASS ACTION, AND REPRESENTATIVE ACTION WAIVER, AND SECTION 9 CONTAINS WARRANTY DISCLAIMERS AND A LIMITATION OF OUR LIABILITY.  BY USING THE PLATFORM OR THE SERVICES, YOU AGREE TO THESE PROVISIONS.

* * * *

1. The Services; Changes to the Services or this Agreement

AppLovin operates a suite of tools for developers and other businesses to automate and optimize the marketing and monetization of their platforms, products, or services by enabling the placement of different types of advertisements on digital properties (including mobile apps, websites, and connected TV devices) and distributing our customers’ mobile apps, platforms, products, or services to end users using various technologies, including AI-powered tools and the Software (collectively, the “Services”).  AppLovin may offer additional services or revise any of the Services, at its discretion, and this Agreement will apply to all additional services or revised Services.  As explained below, AppLovin also reserves the right to stop offering any of the Services and to immediately suspend or terminate your access to any of the Services.

Registration and Account Information — You need to register and create an account to access the Platform and the Services (or some portion of them) for your own (i.e., individual or entity) use only. By registering and creating an account to access the Platform and the Services (or some portion of them), you agreed to be bound to this Agreement. You must provide us with accurate, complete, and up-to-date account information.  In addition, you may not authorize others to use your account, and you may not assign or otherwise transfer your account or this Agreement to any other person or entity.  You also understand that you must keep your account information secure and that you should not disclose your account credentials to anyone.  You alone remain solely responsible for all activities that occur under your account, regardless of whether you know about them or not. 

Updates or Changes to the Platform or the Services—We may from time-to-time update, improve, enhance, conduct testing, and further develop the Platform or the Services (for example, in the form of bug fixes, enhancements, security patches, new software modules, or new versions).  You understand that these improvements, enhancements, or tests may impact your or end users’ experience.  In addition, we may add or remove functionalities or features of the Platform or the Services at any time, and we may modify, suspend, restrict, terminate, or stop the Platform or the Services (or any portion of them) at any time.  We may also suspend, restrict, delete, or remove access to the Platform or the Services (or any portion of them) or your account at any time.

Notifications and Messages from the Platform or the Services — We may from time-to-time send you notifications or messages regarding the Platform, the Services, and the Software.  By using the Services, you consent to receive these messages from us, our affiliates, or providers.  

Changes to this Agreement—We may modify or update this Agreement (including the Publisher Policies, Demand Policies, EULA, Privacy Policy,  Platform DPA, and Demand Partner DPA incorporated into and made a part of this Agreement).  If we modify or update this Agreement, we will post the revised Agreement, which will generally become effective 30 days later.  In addition, we may notify you directly via email and/or through the Platform or the Services.  By continuing to use the Platform, the Services, or the Software after those modifications or updates become effective, you agree to be bound by the revised Agreement.  If you do not agree to be bound by the revised Agreement, then you must not use the Platform, the Services, and the Software anymore.

Retention — By creating a business account, you agree that your account and related data will be retained for the required periods under applicable law.

2. Your Use of the Platform and the Services

Advertisers’ Use of the Platform and the Services — Advertisers, media buyers, ad agencies, demand-side platforms, e-Commerce platforms, channel partners, or merchants, or other providers of advertisements (collectively, “Advertisers” or an “Advertiser”) may provide content, including text links, banners, videos, artwork, and graphics (“Advertisements”), and AppLovin may collect content, including text links, videos, artwork, and other files, for display on any Property.

If you use the Services as an Advertiser or as any other entity that bids on advertising inventory or serves Advertisements through the Services, you must comply with the AppLovin Policies for Demand Partners (the “Demand Policies”) and shall not contribute, submit, or make available through the Services, or use the Services in connection with, any Advertisements or content that violate the Demand Policies.

In addition, you hereby grant AppLovin a perpetual, irrevocable, sublicensable, non-exclusive, worldwide, and royalty-free right and license to copy, adapt, reproduce, distribute, display, publicly perform, and otherwise use Advertisements and other content, including any intellectual property rights contained on these materials, for the purpose of providing the Services, including serving the Advertisements and distributing Advertisers’ platforms, products, or services to end users.  In addition, you grant AppLovin a perpetual, irrevocable, sublicensable, non-exclusive, worldwide, and royalty-free right and license to use and retain data collected from you for purposes of improving the Services, including our AI-powered technologies and Software.

Publishers’ Use of the Platform and the Services — Developers and other businesses (collectively, “Publishers” or a “Publisher”) may list digital properties, including mobile applications, websites, connected TV devices, and other platforms or services (each a “Property,” and collectively “Properties”), and make them available for Advertisements (as defined above).  

If you use the Services as a Publisher, you must comply with the AppLovin Policies for Publishers (the “Publisher Policies”) and shall not contribute, submit, or make available through the Services, or use the Services in connection with, any Property or content that violates the Publisher Policies.  As set forth below and in the Publisher Policies, Publishers may not generate or engage in, or authorize or encourage any third party to generate or engage in, invalid activity, invalid traffic, fraudulent impressions of, or fraudulent clicks on, any Advertisement (as defined above) through any means.  AppLovin will determine what constitutes valid impressions, clicks, requests, valid traffic, and valid activity, and payments to you as a Publisher may be withheld or adjusted if you engage in any actual or suspected violation of this Agreement or the Publisher Policies. 

In addition, you hereby grant AppLovin all the necessary rights and permissions to: (a) use your Property’s or Properties’ intellectual property rights provided during the Services for the purpose of fulfilling AppLovin’s obligations; (b) access, index, store, and cache requests made from Property or Properties to the Services, including by automated means; and (c) access your Property or Properties to provide the Services, including placing or displaying Advertisements.  In addition, you grant AppLovin a perpetual, irrevocable, sublicensable, non-exclusive, worldwide, and royalty-free right and license to use and retain data collected from you for purposes of improving the Platform and the Services, including our AI-powered technologies and Software.

Eligibility to Use the Platform and the Services — You agree to use the Platform and the Services consistent with this Agreement and all laws and regulations, including United States export controls, 28 CFR Part 202, and similar requirements.  In addition, you may not use the Platform, the Services, or the Software if you or any of your affiliates or, to your knowledge, any director, officer, manager, or employee of such entities: (i) cannot receive products, including services or the Software, from the United States (because for example you live in a country embargoed by the United States) or have been the target of sanctions by any governmental entity; (ii) cannot access or use the Platform, the Services, or the Software in compliance with this Agreement under the applicable laws of your jurisdiction; (iii) have previously been suspended from the Services; or (iv) (a) qualify as (1) a foreign entity headquartered in or organized under the laws of a “country of concern” as defined in 28 CFR Part 202; (2) a foreign entity 50% or more owned by a country of concern or covered person as defined in 28 CFR Part 202; (3) a foreign individual primarily resident in a country of concern as defined in 28 CFR Part 202; or (4) a foreign individual who serves as an employee or contractor of a covered person entity or a country-of-concern government as defined in 28 CFR Part 202 and (b) your access or use of the Platform, the Services, or the Software would qualify as a “data transaction” as defined in 28 CFR Part 202.

Your Access to and Use of Our Software — You may have access to software development kits (SDKs), applications programming interfaces (APIs), pixels, other integrations, documentation, tools and assemblies, libraries, scripts, object code, sample source code, and similar developer material made available by AppLovin specifically for purposes of your access to and use of the Platform and the Services (the “Software”).  This Agreement and the End User License Agreement (the “EULA”) govern your use of the Software owned by AppLovin and provided to you only for purposes of your access to and use of the Platform and the Services.

Third-Party SDKs or Other Software Integrations — Your use of any third-party SDKs, APIs, pixels, connections, or similar software in connection with the Services will be governed by the terms of any agreement applicable to those integrations, connections, or software.  We have no responsibility for any aspect of these third-party integrations, connections, or software, including any ad serving or data processing that may occur through them.  You and the third-party provider must ensure compliance with all applicable laws and regulations, including those concerning privacy and data protection, age-related restrictions, labeling and disclaimer requirements, advertising guidelines, and any similar requirements.

3. Our Retained Proprietary Rights; Restrictions on Your Use

Except for the limited license granted herein, we and our licensors retain all legal right, title, and interest in and to the Platform and the Services, including all of the intellectual property associated with the Platform and the Services, the technologies and the Software used to provide the Platform or the Services, the advertisements created by AppLovin except to the extent they include your intellectual property (the “AppLovin Ads”), any improvements or derivative products or services, and all other aspects of the Platform and the Services.  We reserve all rights not expressly granted to you.

Restrictions on Your Access and Use — You agree not to access or use the Platform or the Services (or any part of them) other than as permitted by this Agreement.  You agree not to modify, create derivative works based on, decompile, reverse engineer or disassemble, or otherwise attempt to extract source code from, the Platform or the Services (or any part of them).  In addition, you may not (a) copy, distribute, rent, lease, lend, sublicense, transfer or make the Platform or the Services available to any third party; (b) attempt to defeat, avoid, by-pass, remove, deactivate or otherwise circumvent any software protection mechanisms in the Platform or the Services; (c) modify, remove, or obscure any proprietary notices or legends that appear on the Platform or the Services or during the use and operation thereof; (d) sell, assign, license, disclose, or otherwise transfer or make available the Platform or the Services, any copies of the Platform or the Services, or any information derived from the Platform or the Services in any form to any third parties; or (e) remove or alter any proprietary notices or marks on the Platform or the Services.  

This Agreement does not grant you or any other party any right, title, or interest in the Platform or the Services, any content in the Platform or the Services (including any AppLovin Ads), or in our or our licensors’ trademarks, logos, and other intellectual property.  We reserve all rights not expressly granted to you.

Our Use of Your Feedback — If you make suggestions regarding any features, functionality, or performance of the Platform, the Services, or the Software that AppLovin adopts for any of its products or services, such features, functionality, and performance shall be deemed automatically assigned to AppLovin under this Agreement and become our sole and exclusive property.   

4. Data Privacy and Data Sharing

Data Processing Agreement — To the extent that any Personal Data (as defined under applicable data protection laws) is shared hereunder, the processing of such Personal Data shall be governed by the terms set forth in the Platform Data Processing Agreement (the “Platform DPA”) (or the Demand Partner Data Processing Agreement (the “Demand Partner DPA”) for ALX demand side platforms), which are incorporated into and made a part of this Agreement.  As described above, you have entered into the Platform DPA or Demand Partner DPA, as applicable, with AppLovin Corporation.

Data Sharing Representations and Warranties — You represent and warrant, as applicable, that:

  • You will comply with all applicable laws, rules, and regulations relating to the collection, use, and sharing of information about any end user who interacts with the Services. 
  • You will ensure that you will have, at all times, a clearly labeled and easily accessible privacy policy that complies with all applicable laws and specifically provides end users with clear information about SDKs, cookies, device-specific information, location information, and other information stored on, accessed on, or collected from end users’ devices in connection with the Services.  
  • You will ensure (where required by law) that each end user consents to the storing and accessing of cookies, device-specific information, or other information on the end user’s device by AppLovin in connection with the Services, and upon AppLovin’s request, provide us with written evidence of such consent, including the date of the consent and the consent language presented to the end user. 
  • You will ensure that you have adequate rights and have obtained all necessary permissions and consents required under applicable laws to disclose Personal Data to AppLovin for purposes consistent with this Agreement, including improving the Services.
  • You shall, at all times and in accordance with the requirements of applicable data protection laws, make available, maintain, and make operational on your properties: (i) a mechanism for obtaining such consent from end users; and (ii) a mechanism to honor end users’ data subject rights (opt-out of sale for interest-based advertising, deletion, access, etc.).

Complying with 28 CFR Part 202 and Similar Requirements — If you qualify as a “foreign party” as defined in 28 CFR Part 202, you may not sell, provide access to, or otherwise share or attempt to share any data provided to you pursuant to your use of the Services to “countries of concern” or “covered persons” as defined in 28 CFR Part 202.  If you know or suspect that a country of concern or covered person has gained access to any data provided to you pursuant to your use of the Services, you must immediately notify us and take other appropriate steps required under applicable laws.  Failure to comply with this requirement will constitute a breach of this Agreement and may constitute a violation of 28 CFR Part 202.

AppLovin Privacy Policy — Our Privacy Policy describes how we collect, use, disclose, share, and otherwise process information and material provided by you.  By accessing and using the Platform or the Services, you affirm that you have reviewed and acknowledge the terms of the Privacy Policy.

5. Prohibition on Children Data and Using the Services for Children or Apps Exclusively Targeted to Children

Whether you are a Publisher or Advertiser, you may not provide AppLovin with children data or cause that information to be provided via a third party. You may not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with an end user who qualifies as a “child” under applicable laws.  Please note that jurisdictions define the term “child” differently and these definitions may change over time.  You shall be solely responsible for (1) determining whether an end user of your Property or Advertisement qualifies as a “child” under applicable laws and (2) taking the steps necessary to ensure that you do not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with a “child” under applicable laws.

In addition, you acknowledge and agree that you will not use the Services in connection with any Property or Advertisement exclusively designed for or exclusively directed to children as defined and required by applicable laws, or for any Property or Advertisement that could implicate the Children’s Online Privacy Protection Act of 1998 (15 U.S.C. 6501, et seq.) (“COPPA”), laws of similar effect in any applicable jurisdiction, as well as any applicable app store policies.  You shall be solely responsible for ensuring that any Property or Advertisements comply with all age-related laws and applicable app store policies, including COPPA or laws of similar effect in any applicable jurisdiction.

As explained above, in the Privacy Policy, the Publisher Policies, and the Demand Policies, children may not use the Services, you may not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with a child, and AppLovin does not knowingly collect personal information from children or serve advertisements to children.

If you believe we served an advertisement to a child or might have personal information from or about a child, or if you believe a User may be exclusively designed for or exclusively directed to children, or may be knowingly passing personal information from children to us, please contact us via email at [email protected].

6. Fees and Payments

a. Fees from Advertisers’ Use of the Services

Payments from Advertisers — For purposes of your use of the Services, AppLovin will provide you with access to an online system to manage and analyze your Advertisements served through the Services, maintain and update your payment and billing information, and perform other functions related to your account and Advertisements.  AppLovin manages Advertisers’ spend through Daily Spend Limits and Monthly Invoicing as applicable. 

  • Daily Spend Limits — If you are an e-Commerce Advertiser, you will by default be subject to daily spend limits and required to pay-as-you-go for your use of the Services and any applicable Taxes (as defined below) via AppLovin’s online system.  AppLovin will charge your designed payment method each day up to your daily spend limit or deduct that amount against your available account balance.  As such, you must maintain a positive account balance or designate an accepted payment method for automatic charges in AppLovin’s online system to serve Advertisements through the Services.  If your account balance falls to zero or your designated payment method fails to process, AppLovin will discontinue serving your Advertisements through the Services.  To restart the delivery of your Advertisements, you must deposit sufficient funds via AppLovin’s online system to establish a positive account balance or designate an accepted payment method for automatic charges.  Advertisers subject to daily spend limits acknowledge and understand that AppLovin will charge their designated payment methods or deduct against their available account balances for Advertisements served through the Services (and any applicable Taxes as defined below) exclusively based on the numbers in AppLovin’s online system.  In addition, all amounts must be paid in U.S. Dollars regardless of your primary place of business.
  • Monthly Invoicing — All Advertisers except for e-Commerce Advertisers will pay for their use of the Services after invoicing by AppLovin.  Advertisers acknowledge and understand that AppLovin will invoice them for Advertisements served through the Services (and any applicable Taxes as defined below) exclusively based on the numbers in AppLovin’s online system.  Unless otherwise indicated, payment will be due within thirty (30) days of the invoice date, and all amounts will be payable in U.S. Dollars regardless of your primary place of business.

Advertisers acknowledge and agree that they must comply with all payment and billing information in AppLovin’s online system or otherwise provided by AppLovin and pay all applicable Taxes as defined below.  AppLovin reserves the right, in its sole discretion, to modify the payment or billing requirements, change the supported payment methods via AppLovin’s online system (or any aspect of them, including requiring payments over certain amounts to be submitted via specific payment methods), modify daily spending limits or credit limits as applicable, or implement other account, payment, or billing changes at any time.

Past Due Accounts — If your payment method fails or any account(s) becomes past due, AppLovin may take steps to collect past due amounts using any available mechanisms, including netting or offsetting any past due amounts from payments to you as a Publisher or due to you under any other agreement, suspending or terminating your account(s), referring the balance to collections, or pursuing the balance through other available means.  You agree to pay all expenses associated with any such mechanism, including reasonable attorneys’ fees, court costs, or collections’ fees, plus interest accruing on any past due amounts at the lesser of 1% per month or the lawful maximum.

b. Payments to Publishers

Payments to Publishers — For purposes of your use of the Services, AppLovin will provide you with access to an online system to manage and analyze your Advertisements served through the Services, maintain and update your payment and billing information, and perform other functions related to your account.  You acknowledge and understand that AppLovin will pay you monthly earnings for valid impressions filled by AppLovin, calculated exclusively based on AppLovin’s accounting and the numbers in AppLovin’s online system, and subject to the minimum applicable payment threshold (communicated through the Services).  Payments to you will be calculated by AppLovin based on valid impressions served on your Property by AppLovin and the pricing associated with those impressions, which could take the form of cost per mille (CPM) or a percentage of Net Revenue (as defined below) as determined by AppLovin.     

  • Invalid Activity — For purposes of calculating these payments, AppLovin will, in its sole discretion, determine what constitutes valid impressions, clicks, requests, valid traffic, and valid activity.  Invalid activity includes: (i) spam, invalid impressions, or invalid clicks on Advertisements generated by any person, bot, automated program, or similar device, including through any clicks or impressions originating from your IP addresses, computers under your control, or similar self-click schemes; (ii) clicks solicited or impressions generated by payment of money and false representation; (iii) clicks or impressions co-mingled with a significant amount of the activity described in (i) and (ii) above; or (iv) any breach of this Agreement or the Publisher Policies.  As described in this Agreement and the Publisher Policies, AppLovin will only pay you for valid impressions served on your Property by AppLovin.
  • Net Revenue — For purposes of calculating these payments, “Net Revenue” means revenues actually received by AppLovin from the sale, use, or other disposition of Advertisements displayed on your Property, less Taxes (as defined below), less any agency commissions, buyer fees, carrier and/or partner fees, and less any allowances actually made or taken for returns, cash discounts, or promotional allowances, but excluding other revenues indirectly earned, if applicable, for consulting, planning and targeting, copywriting, site building, account management, or technical modifications or technical innovations that may be charged by AppLovin to third parties from time to time.  The portion of Net Revenue received by User will generally be determined on the first Monday of each calendar month, on which day those revenues accrued to your account thirty (30) or more days earlier shall become eligible to be paid.

Subject to the foregoing and the minimum applicable payment threshold, AppLovin will pay your monthly earnings according to the payment details entered into your AppLovin account.  You acknowledge and affirm that you are the beneficial owner of the bank account(s) reflected in your payment details.  Depending upon those payment details, you may be responsible for certain bank fees associated with the transmission of payments from your AppLovin account.  As set forth above, to help ensure proper payment, you remain solely responsible for providing and maintaining accurate contact and payment information associated with your account.

Our Right to Withhold, Adjust, or Offset Payments — We may withhold, adjust, or offset payments to you based upon any amounts you owe to AppLovin under this Agreement or any other agreement, any amounts refunded or credited to Advertisers, any amounts arising from invalid activity, or if you engage in any actual or suspected violation of this Agreement or the Publisher Policies, in any case as determined by AppLovin in its sole discretion.

Payments from Other Networks — Your monthly earnings for impressions filled through the Services by other networks, as may be reflected in AppLovin’s online system, will be paid in accordance with the policies and practices of those other networks. 

c. Miscellaneous Provisions

Taxes — You will pay (or have your account charged or deducted for) any direct or indirect local, state, federal or foreign taxes, levies (including any equalization levy), duties, or similar governmental assessments of any nature, including but not limited to VAT, GST, excise, sales, use, consumption, and withholding taxes (collectively, “Taxes”) or other charges in connection with its use of the Platform, the Services, or the Software, including any Taxes AppLovin is legally obligated to charge.  AppLovin’s fees do not include Taxes and you agree to pay, in addition to such fees, all applicable Taxes imposed by any taxing authority in connection with your use of the Services.  In all cases, you shall pay the full amount owed to AppLovin, inclusive of and without deduction for, any invoiced Taxes.  Advertisers subject to daily spend limits acknowledge and understand that AppLovin will charge their designated payment methods or deduct against their available account balances to cover any applicable Taxes.  You may provide AppLovin with an exemption certificate or equivalent information acceptable to the relevant taxing authority, in which case AppLovin will not charge or collect the Taxes covered by such certificate.  Where a Publisher supplies a Property or Properties to AppLovin which is subject to any Taxes, Publisher shall be responsible for remitting the Taxes to the proper authorities.  Where applicable, Publisher agrees to GST self-billing for Singapore GST purposes and agrees to remit all GST output tax to the proper authorities, as required by law, as shown on each AppLovin self-billed invoice.  Upon request, Publisher shall provide AppLovin with its GST registration number.

Payment Processing Fees — You will pay any processing fees associated with your payment of invoices from AppLovin.  In all cases, you shall pay the full amount owed to AppLovin, inclusive of and without deduction for, any processing fees associated with your payment.

Changes to Fees or Charges — AppLovin reserves the right to change its fees and to institute new charges at any time, upon prior notice, and to invoice for fees and/or make payments for earnings from any of our affiliates.

Refund of Unused Account Balance — If this Agreement terminates or your account remains inactive for more than ninety (90) continuous days, then AppLovin will upon request and as soon as reasonably practicable refund your available account balance less any fees owed by you to AppLovin or applicable Taxes.

7. Confidentiality Obligations

AppLovin Confidential Information — “AppLovin Confidential Information” includes: (a) all Software, technology, and documentation relating to the Platform and the Services and any other non-public technical or business information; (b) the existence of, and information about, beta features in the Services (or any aspect of them); (c) the terms of any order with AppLovin, pricing information related to the Services, and any statistics provided by AppLovin concerning your use of the Platform and the Services; and (d) any other information made available to you by AppLovin that either has been marked as confidential or would ordinarily be considered confidential given the nature of the information or the relevant circumstances.  AppLovin Confidential Information does not include information (i) that you already knew prior to your use of the Services or the Platform, (ii) that becomes public through no fault of yours or breach by you of this Agreement, (iii) that you independently developed without use of AppLovin Confidential Information, or (iv) that you rightfully obtained from a third party without restriction on use or disclosure.
Use and Disclosure Restrictions — You agree not to use AppLovin Confidential Information except as permitted under this Agreement or any other agreement, terms, or policies that govern your access and use of the Platform and the Services.  You further agree not to disclose AppLovin Confidential Information without our prior written consent.  In addition, without our prior written consent, you will not post, copy, modify, transmit, disclose, show in public, create any derivative works from, distribute, make commercial use of, or reproduce any (i) AppLovin Confidential Information or (ii) copyrighted material, trademarks, or other proprietary information accessible through the Platform or the Services.  These restrictions do not prevent you from disclosing AppLovin Confidential Information: (a) pursuant to a court order or other lawful process, provided that you first give AppLovin sufficient advanced notice of such disclosure pursuant to any such order or other lawful process; and (b) on an as-needed confidential basis to your legal or financial advisors.

8. Report Advertisements, Properties, or Content; Trademark & DMCA Policy

Report Properties, Advertisements, or Content — If someone may have violated this Agreement, misused the Platform or the Services, used the Services for inappropriate or unlawful Properties, Advertisements, or content, or engaged in other inappropriate or unlawful activity, or if you have any other issue you would like to raise with us, please visit AppLovin Support or submit your questions and requests to the AppLovin Support Team.

Trademark & DMCA/Copyright Policy — We respect the intellectual property rights of others and ask that you do the same.  We respond to notices of alleged trademark or copyright infringement, consistent with the US Digital Millennium Copyright Act or laws of similar effect.  For more information, please review our Copyright Page.  We reserve the right, in our sole discretion and without notice, to terminate your access to the Platform and the Services if we determine that you may be a “repeat infringer.”

9. Warranty Disclaimers and Limitation of Our Liability

Some jurisdictions do not allow the exclusion of certain warranties or the limitation of certain liabilities.  In those jurisdictions, the exclusions and limitations below shall apply only to the extent permitted by the laws of these jurisdictions.

Warranty Disclaimers — You access and use the Platform, the Services, and the Software at your own sole risk.  We provide the Platform, the Services, and the Software on an “as is” and “as available” basis, and explicitly disclaim all warranties of any kind to the full extent permitted by applicable law.

  • We make no representations or warranties of any kind, express or implied, as to the operation of the Platform, the Services, or the Software, the Advertisements, Properties, or content included on or otherwise made available through the Services, or any other information, content, materials, or other services included on or otherwise made available through the Platform and the Services.  In addition, we may suspend, withdraw, or restrict the availability of all or any part of the Platform, the Services, or the Software (including “beta” features or tools) at any time and for any reason.
  • You expressly agree that you use the Platform, the Services, and the Software at your sole risk. To the full extent permissible by law, we disclaim all warranties, express or implied, about the Platform, the Services, and the Software, including implied warranties of merchantability, fitness for a particular purpose, quiet enjoyment, non-infringement or availability, and any warranties arising out of course of dealing or usage of trade.  No advice or information, whether oral or written, obtained from us or elsewhere will create any warranty or condition not expressly stated in this Agreement.  
  • We do not warrant that the Platform, the Services, or the Software will meet your requirements or be available on an uninterrupted, secure, or error-free basis (meaning free of viruses or other harmful components), that defects will be corrected, or that you will not encounter any connectivity problems or other technical issues.  
  • We make no warranty regarding the quality, accuracy, or appropriateness of any Advertisement, Property, or content included on or otherwise made available through the Platform or the Services.  You acknowledge and agree that AppLovin has no control over (or responsibility for) any content that may be submitted or published by any advertiser (including Advertisements) or any content that may be available or published on any Property (or otherwise).
  • YOU ACCESS AND USE THE PLATFORM, THE SERVICES, AND THE SOFTWARE AT YOUR SOLE RISK.  WE EXPLICITLY DISCLAIM ANY WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED, ABOUT THE PLATFORM, THE SERVICES, AND THE SOFTWARE.

Limitation of Our Liability and Cap on Damages — To the full extent permissible by law, you acknowledge and agree that neither we nor any other party involved in creating or delivering the Platform, the Services, or the Software (including our affiliates, corporate parents, advertisers, and distribution partners), will be liable: 

  • For any personal injury or indirect, incidental, punitive, special, exemplary, consequential, liquidated, or punitive damages, including lost profits, loss of data or goodwill, service interruption, computer damage, system failure, or the cost of substitute services, in anyway whatsoever (and under any theory in any applicable jurisdiction, including warranty, contract, and tort or negligence) arising out of or in connection with this Agreement or your use of, access to, or inability to use or access the Platform, the Services, or the Software even if we have been advised of the possibility of such damages; or
  • For the conduct of any third parties, including other users of the Platform, the Services, or the Software, or operators of external platforms, websites, or resources, and end users.

THE RISK OF USING THE PLATFORM, THE SERVICES, AND THE SOFTWARE RESTS ENTIRELY WITH YOU, AS DOES THE RISK OF ANY FORM OF INJURY FROM THE SERVICES OR THE CONDUCT OF THIRD PARTIES. 

In addition, to the full extent permissible by law, the aggregate (or total) liability of us (and any other party involved in creating, producing, or delivering the Platform, the Services, or the Software, including our affiliates and corporate parents) to you arising out of or relating to this Agreement, your relationship with us, or your use of or access to the Platform, the Services, and the Software will not exceed the lesser of (a) ten thousand U.S. dollars (US$10,000) or (b) the total amount paid or payable to you or payable by you in the three (3) month period immediately before you first assert any claim.  These limitations and exclusions regarding damages apply even if any remedy fails to provide adequate compensation.  Notwithstanding anything in the foregoing, if no amount has been paid or become payable to you or payable by you in the three (3) month period immediately before you first assert any claim, our aggregate (total) liability in any form of action whatsoever in connection with this Agreement, your relationship with us, or your use of or access to the Platform, the Services, and the Software will be the total sum of twenty U.S. dollars (US$20). In the event that you assert any claim seeking statutory damages or penalties, you agree to waive any right to stack or combine those statutory damages or penalties in calculating the damages sought by you.

10. Your Indemnification of Us

You will indemnify and hold AppLovin, its officers, managers, directors, employees, affiliates, and subsidiaries, and each of their respective legal representatives, successors, and assigns, harmless (and, at AppLovin’s request, defend AppLovin) against any and all claims, demands, losses, costs, liabilities, and expenses (including reasonable attorneys’ fees) relating to or arising out of (a) your use of the Platform or the Services, (b) your violation of any term of this Agreement, including your representations and warranties, (c) your violation of any third-party rights, or (d) your violation of any applicable laws, rules, or regulations, including those concerning privacy and data protection. 

At AppLovin’s option, you will assume control of the defense, but AppLovin retains the right to elect to take over the defense at any time.  You may not enter into a settlement covered by this indemnification clause without AppLovin’s prior written consent.  If AppLovin elects to assume control of the defense, you agree to cooperate fully in that defense.

11. Ending Your Relationship with the Services (and vice versa)

Termination by Us — We may suspend or terminate this Agreement, your account(s), or your access to and use of the Platform, the Services, and the Software (or any portion of them) at any time, for any reason or no reason, and without notice or explanation to you.  In addition, we reserve the right to remove your account information or data from the Platform, the Services, the Software, and any other records at any time, for any reason or no reason, and without notice or explanation to you.

Termination by You — You may terminate this Agreement at any time by following the instructions on the Platform or in other documentation, or by sending a notice of cancellation to AppLovin Support.

Survival and Effect of Termination — Upon suspension or termination of this Agreement, your account(s), or your access to and use of the Platform, the Services, and the Software (or any portion of them), your right to use the Platform, the Services, and the Software will immediately cease and you must promptly remove all Software and pay any amounts owed to AppLovin pursuant to the applicable invoices.  In addition, all provisions of this Agreement which by their nature should survive will survive, including, without limitation, confidentiality provisions, fees and payments, indemnification, warranty disclaimers, limitations of our liability, and dispute resolution provisions.

12. Your Representations and Warranties to AppLovin

Representations and Warranties by Publishers — If you access and use the Platform, the Services, or the Software as a Publisher, you represent and warrant that: (i) you own each Property that you use in connection with the Services or that you have the legal authority and authorization to act on behalf of the owner of such Property for purposes of this Agreement; (ii) you have all necessary rights, power, and authority to enter into this Agreement and to perform the acts required hereunder; (iii) any data supplied or disclosed to AppLovin under or in connection with the Platform, the Services, or the Software shall be controlled, collected, and transferred in accordance with any applicable data protection laws and regulations; (iv) any data supplied or disclosed to AppLovin includes all necessary rights, licenses, consents, and permissions for AppLovin to receive, use, share, and transfer such data as set forth in this Agreement; and (v) you and each of your Properties will comply with the Publisher Policies. 

In addition, you represent and warrant that each of your Properties and any material displayed on those Properties: (a) comply with all applicable laws, statutes, ordinances, and regulations, including consumer protection, commerce, advertising, and product laws; (b) do not breach and have not breached any third-party rights, including intellectual property rights, rights of publicity or privacy, or rights, duties, or obligations under consumer protection, commerce, product liability, advertising, tort, or contract theories; and (c) comply with the Publisher Policies.

Representations and Warranties by Advertisers — If you access and use the Platform, the Services, or the Software as an Advertiser, you represent and warrant that: (i) you own each Advertisement you designate in connection with the Services or that you have the legal authority and authorization to act on behalf of the owner of such Advertisement for the purposes of this Agreement; (ii) you have all necessary rights, power, and authority to enter into this Agreement and to perform the acts required hereunder; (iii) any data supplied or disclosed to AppLovin under or in connection with the Platform, the Services, or the Software shall be controlled, collected, and transferred in accordance with any applicable data protection laws and regulations; (iv) any data supplied or disclosed to AppLovin includes all necessary rights, licenses, consents, and permissions for AppLovin to receive, use, share, and transfer such data as set forth in this Agreement; and (v) you and each of your Advertisements will comply with the Demand Policies. 

In addition, you represent and warrant that each of your Advertisements and any material displayed therein: (a) comply with all applicable laws, statutes, ordinances, and regulation, including consumer protection, commerce, advertising, and product laws; (b) do not breach and have not breached any third-party rights, including intellectual property rights, rights of publicity or privacy, or rights, duties, or obligations under consumer protection, commerce, product liability, advertising, tort, or contract theories; (c) do not include viruses and any other form of contaminants of any nature; and (d) comply with the Demand Policies.

Compliance with Anti-Bribery and Anti-Corruption Laws — Publishers and Advertisers represent and warrant that they will comply with all applicable anti-bribery and anti-corruption laws, including the U.S. Foreign Corrupt Practices Act of 1977 (as amended), the U.K. Bribery Act 2010, and laws of similar effect in any applicable jurisdiction.  You will maintain adequate internal controls and procedures and take other steps to ensure compliance with all applicable anti-bribery and anti-corruption laws and agree to provide reasonable support to us in the event of any investigation related to your compliance.

13. Governing Law and Venue for Legal Disputes Not Subject to Arbitration

This Agreement, and all claims or defenses based on, arising out of, or related to this Agreement or the relationship of the Parties under this Agreement, including those arising from or related to the negotiation, execution, performance, or breach of this Agreement, shall be governed by, and enforced in accordance with, the internal laws of the State of California, without reference to its choice of law rules or any principle calling for application of the law of any other jurisdiction.

Except as provided below, any disputes not subject to the Agreement to Arbitration set forth in this Agreement shall be heard only in the state or federal courts located in Santa Clara County, California, unless we mutually agree to some other location.  Each of us consents to venue and personal jurisdiction in Santa Clara County, California, for purposes of any such action.

14. Informal Dispute Resolution Process; Agreement to Arbitration; Consolidated, Class Action, and Representative Action Waiver

Notice of Dispute and Required Informal Dispute Resolution Process

Except as provided below, if any dispute arises between us concerning or relating to this Agreement, the Platform, the Services, the Software, or our relationship, we agree to work in good faith to resolve the dispute informally by providing a written notice of dispute (the “Notice of Dispute”) to the applicable Party.  Any Notices of Dispute should be submitted to AppLovin’s Support Team.

Agreement to Arbitration; Exceptions to Agreement to Arbitration 

As set forth in the table below, the specific details of this Agreement to Arbitration, including the Governing Law, the Alternative Dispute Resolution Provider, the Applicable Rules, and the Designated Venue for any arbitral proceedings, each as defined in the tables below, depend upon your principal place of business and whether you are a Publisher or Advertiser.

If the Parties cannot informally resolve the dispute within sixty (60) days from receipt of the Notice of Dispute, the Parties agree to submit the dispute arising between them, including any claim or controversy arising out of or relating to this Agreement or the breach, termination, enforcement, interpretation, or validity thereof, including the determination of the scope, applicability, or enforceability of this Agreement to Arbitration, for determination through binding arbitration administered by the Alternative Dispute Resolution Provider pursuant to the Applicable Rules (each as defined in the tables below).  

The Parties agree that all arbitration proceedings, including witness interviews, written statements or other submissions, hearings, and the arbitration decision, shall be conducted or rendered in English.  At the beginning of any arbitration process under this Agreement, the Parties will select an arbitrator, fluent in English, by mutual agreement.  Such an arbitrator shall be a retired judge or justice or another qualified and impartial person that the Parties decide upon, and any such arbitrator shall be subject to disqualification on the same grounds as would apply to a judge or justice in a court proceeding.  If the Parties cannot agree on the selection of an arbitrator, the Parties will request a list of an odd number of potential arbitrators from the Alternative Dispute Resolution Provider and alternatively strike potential arbitrators, with AppLovin going first, until one potential arbitrator remains.  The Parties agree that the arbitrator shall administer and conduct any arbitration in accordance with California law, including the California Code of Civil Procedure, and that the arbitrator shall apply substantive and procedural California law to any dispute or claim, without reference to rules or principles of conflicts of law.  To the extent that the Applicable Rules conflict with California law, California law shall take precedence. The Parties agree that any arbitration under this Agreement shall be conducted exclusively in the Designated Venue.  The Parties agree that the decision of the arbitrator shall be rendered within twelve (12) months of the commencement of the arbitration (unless extended by the arbitrator for good cause), and that the decision shall be in a reasoned written opinion based solely upon the law governing the claims and defenses pleaded. The arbitrator’s decision regarding the claims shall be final and binding upon the Parties and shall be enforceable in any court having appropriate jurisdiction within the Designated Venue. The Parties will split equally the arbitrator’s fees and other costs imposed by the Alternative Dispute Resolution Provider, but each Party shall be responsible for paying such Party’s own attorneys’ fees and costs related to the arbitration.   

Exceptions to Agreement to Arbitration

This Section does not apply to the following types of claims or disputes, which you or we may bring in court in accordance with this Agreement: 

  • Your payment obligations under this Agreement or our right to offset or pursue past due accounts through collections or other means;
  • Claims of infringement or other misuse of intellectual property rights;
  • Claims for violation of any applicable confidentiality provisions;
  • Claims for preliminary injunctive relief for any violations of this Agreement;
  • Claims to request enforcement or recognition of any award or order in any appropriate jurisdiction; and
  • Our right to suspend or terminate access to the Platform, the Services, or the Software.

For Publishers whose principal place of business is in a country or territory other than Singapore, Advertisers whose principal place of business is in the United States or its territories, and individual Users of the Platform, the specific details of this Agreement to Arbitration are as follows:

Advertisers’ or Publishers’ Principal Place of Business AppLovin Contracting Entity Governing Law Alternative Dispute Resolution Provider & Applicable Rules Designated Venue
Advertisers: United States or its territories

Publishers: Worldwide, except Singapore

Individual Users of the Platform: Worldwide		 AppLovin Corporation California, as set forth above, without reference to its choice of law rules or any principle calling for application of the law of any other jurisdiction. JAMS, administered by JAMS pursuant to (i) the Comprehensive Arbitration Rules & Procedures and (ii) the Mass Arbitration Procedures and Guidelines if seventy five or more demands for arbitration are filed that share common factual or legal issues and if counsel for the parties submitting those demands are the same or coordinated, except as modified by this Agreement to Arbitration Venue for Arbitration: Santa Clara County, California for any arbitration proceedings, unless the parties agree to some other location.

In addition, you and AppLovin Corporation agree to submit to the personal jurisdiction of any federal or state court in Santa Clara County, California in order to compel arbitration, to stay proceedings pending arbitration, or to confirm, modify, vacate, or enter judgment on any arbitral award.

For Advertisers whose principal place of business is outside of the United States, the specific details of this Agreement to Arbitration are as follows:

Advertisers’ Principal Place of Business AppLovin Contracting Entity Governing Law Alternative Dispute Resolution Provider & Applicable Rules Designated Venue
Worldwide in all non-U.S. Regions, including Asia-Pacific countries or territories, those in the EEA, and the UK AppLovin (Singapore) Pte. Ltd. (except for the Data Processing Agreement incorporated into this Agreement, which you have entered into with AppLovin Corporation, as explained above) California, as set forth above, without reference to its choice of law rules or any principle calling for application of the law of any other jurisdiction. International Centre for Dispute Resolution (ICDR), administered by the ICDR pursuant to the International Arbitration Rules (except as modified by this Agreement to Arbitration) Venue of Arbitration: Singapore or another location as agreed by the Parties for any arbitration proceedings.

In addition, you and AppLovin (Singapore) Pte. Ltd. agree to submit to the personal jurisdiction of the courts of Singapore in order to compel arbitration, to stay proceedings pending arbitration, or to confirm, modify, vacate, or enter judgment on any arbitral award.

For Publishers whose principal place of business is in Singapore, the specific details of this Agreement to Arbitration are as follows:

Publishers’ Principal Place of Business AppLovin Contracting Entity  Governing Law Alternative Dispute Resolution Provider & Applicable Rules Designated Venue
Singapore AppLovin (Singapore) Pte. Ltd. (except for the Data Processing Agreement incorporated into this Agreement, which you have entered into with AppLovin Corporation, as explained above) California, as set forth above, without reference to its choice of law rules or any principle calling for application of the law of any other jurisdiction. International Centre for Dispute Resolution (ICDR), administered by the ICDR pursuant to the International Arbitration Rules (except as modified by this Agreement to Arbitration) Venue of Arbitration: Singapore or another location as agreed by the Parties for any arbitration proceedings.

In addition, you and AppLovin (Singapore) Pte. Ltd. agree to submit to the personal jurisdiction of the courts of Singapore in order to compel arbitration, to stay proceedings pending arbitration, or to confirm, modify, vacate, or enter judgment on any arbitral award.

Consolidated, Class Action, and Representative Action Waiver

For disputes arising between us and you, or any other User, you and we agree that we can only bring a claim against each other on an individual basis.  EXCEPT AS PROVIDED HEREIN WITH RESPECT TO MATTERS QUALIFYING AS A MASS ARBITRATION, NEITHER YOU NOR WE CAN BRING A CLAIM AS A PLAINTIFF OR CLASS MEMBER IN A CLASS ACTION, CLASS-WIDE ARBITRATION, CONSOLIDATED ACTION, OR REPRESENTATIVE ACTION.  EXCEPT AS PROVIDED HEREIN WITH RESPECT TO MATTERS QUALIFYING AS A MASS ARBITRATION, THE ARBITRATOR CANNOT COMBINE MORE THAN ONE PERSON’S CLAIM INTO A SINGLE CASE, AND CANNOT PRESIDE OVER ANY CONSOLIDATED, CLASS, OR REPRESENTATIVE ARBITRATION PROCEEDING, UNLESS WE BOTH AGREE OTHERWISE IN WRITING.  NONETHELESS, IF ANY PORTION OF THIS CONSOLIDATED, CLASS ACTION, OR REPRESENTATIVE ACTION WAIVER IS DEEMED UNENFORCEABLE OR INVALID, THE ARBITRATOR SHALL HAVE AUTHORITY TO ISSUE ANY AND ALL REMEDIES AUTHORIZED BY LAW.  

YOU UNDERSTAND THAT, ABSENT THIS AGREEMENT TO ARBITRATION, YOU WOULD HAVE HAD A RIGHT TO LITIGATE THROUGH A COURT, TO HAVE A JUDGE OR JURY DECIDE YOUR CASE, AND TO BE PARTY TO A CONSOLIDATED, CLASS, OR REPRESENTATIVE ACTION.  HOWEVER, YOU UNDERSTAND AND CHOOSE TO HAVE ANY CLAIMS DECIDED INDIVIDUALLY AND ONLY THROUGH ARBITRATION.

Severability

This Section applies to the full extent permitted by applicable law.  If any competent authority deems any portion of this Section illegal or unenforceable, such provision will be severed and the remainder of this Section will be given full force and effect.  

In addition, if any competent authority determines that applicable law precludes the arbitration of any claim, cause of action, or requested remedy, then that claim, cause of action, or requested remedy, and only that claim, cause of action, or requested remedy, will be severed from this Agreement to Arbitration and brought in a court of competent jurisdiction.  If that occurs, then you and we agree that the severed claims, causes of action, or requested remedies will be stayed until all arbitrable claims, causes of action, and requested remedies have been resolved by the arbitrator.

15. Miscellaneous Provisions

Entire Agreement — This Agreement, the Privacy Policy, the EULA, the Platform DPA, Demand Partner DPA, the Publishers Policies, the Demand Policies, and any insertion order(s) or similar agreement referencing this Agreement comprise the exclusive understanding and entire agreement between you and AppLovin regarding your access to and use of the Platform, the Services, and the Software, and they supersede and replace all prior understandings or agreements between us related to your access to and use of the Platform, the Services, and the Software (including any prior versions of this Agreement).

No Waiver — Our failure to enforce any right or provision of this Agreement will not be considered a waiver of such right or provision.  The waiver of any such right or provision will be effective only if in writing and signed by our duly authorized representative.  Except as expressly set forth in this Agreement, the exercise by either party of any of its remedies under this Agreement will be without prejudice to its other remedies under this Agreement or otherwise.

Severability — If for any reason a court of competent jurisdiction finds any provision of this Agreement invalid or unenforceable, that provision will be enforced to the maximum extent permissible, and the other provisions of this Agreement will remain in full force and effect. 

Construction — For purposes of contract interpretation, the Parties acknowledge that the terms of this Agreement should not be strictly construed against either Party. 

Time Limitation on Claims — You agree that any claim you may have arising out of or relating to this Agreement or your relationship with us must be filed within one (1) year after the purported claim arose.  Otherwise, your claim will be permanently barred as untimely.  

Our Right of Assignment or Delegation — You may not assign or transfer this Agreement, by operation of law or otherwise, without our prior written consent.  We may freely assign or transfer this Agreement without restriction.  Subject to the foregoing, this Agreement will bind and inure to the benefit of the parties, their successors, and permitted assigns.

Force Majeure — AppLovin will not be in breach of this Agreement nor liable for any failure or delay in performance of any obligations under this Agreement (and, if applicable, the date for performance of the obligations affected will be extended accordingly) as a result of any event outside the reasonable control of AppLovin affecting its ability to perform any of its obligations under this Agreement, including an act of God, fire, flood, lightning, pandemic, compliance with any law or governmental order, rule, regulation or direction (including sanctions), war, revolution, act of terrorism, riot or civil commotion, strikes, locks outs and industrial action, failure of supplies of power, fuel, communication, transport, equipment, raw materials, or other goods or services.

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Prohibited Content: Harassment & Profanity Revision – September 30, 2025

Content

Prohibited Content Category: 
Harassment, intimidation, bullying, excessive profanity, threats, or content that can be characterized as hate speech that advocates violence or discrimination against any group, organization, or individual.  This includes groups, organizations, or individuals identified by their race or ethnic origin, religion, disability/medical condition, age, national origin, veteran status, sexual orientation, gender, gender identity, political association, or any other characteristic associated with systemic discrimination or marginalization.

Additional Guidelines: 

Ads cannot include:

  • Offensive, Obscene, and Explicit Language: Content containing explicit profanity (e.g., the “F-word”), slurs relating to race, sexuality, or other protected characteristics, or obscured or symbolic profanity conveyed through misspellings, symbols, or emojis, and profane gestures (e.g., “F__K” or the middle finger emoji).
  • Harassment, Defamation, and Exploitation: Content that targets, defames, or shames individuals based on personal traits like race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition, as well as content that seeks to exploit others through actions such as slavery, extortion, blackmail, or trafficking
  • Discrimination: Content that discriminates or encourages discrimination against people based on personal traits like race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.
  • Physical or Mental Harm: Content that threatens or advocates for physical or mental harm on oneself or others.  Examples include content advocating suicide, anorexia, or other self-harm, threatening someone with real-life harm or calling for the attack of another person, or promoting, glorifying, or condoning violence against others.

Ads can include:

  • Mild and Infrequent Coarse Language: Use of mild or infrequent coarse language, such as “damn,” “hell,” “shoot,” etc.
  • Non-Offensive Themes and Mild Teasing: Content featuring themes that would not likely cause offense, include mild forms of teasing (e.g., “your outfit is so last year,” etc.).
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Prohibited Content: Illegal or Illicit Products Revision – September 30, 2025

Content

Prohibited Content Category:

Illegal drugs, drug paraphernalia, or substance abuse.

Additional Guidelines: 

Ads cannot include:

  • Prohibited Drugs and Paraphernalia: Content that depicts, promotes, or instructs on the use, creation, or acquisition of illegal or misused drugs, including any items designed to aid, facilitate, or conceal illegal drug use, or the use or distribution of prescription drugs without a prescription.  Examples include marijuana, pipes, bongs, etc. 
  • Substance Abuse: Content that glamorizes, glorifies, or encourages substance abuse or addiction.  Examples include ads that tout the purported benefits of “getting high” or imply that illegal drugs make a person more social, “fun,” or happier.
  • Imagery or Slang Associated with Prohibited Drugs, Paraphernalia, or Substance Abuse: Content that depicts illegal or misused drugs or uses terms typically associated with them, including terms like “420,” “kush,” “reefer,” “green,” “Mary Jane,” “herb,” “pot,” “chronic,” “hash,” “shrooms,” or any other slang terms typically associated with illegal or misused drugs.

Ads can include:

  • CBD/Hemp Products, consistent with the Additional Guidelines Specific to CBD/Hemp Products.
  • Legal functional mushroom products for general wellness (e.g., products that include reishi, cordyceps, shitake, turkey tail, and lion’s mane), consistent with the Additional Guidelines Specific to Health, Wellness, and Pharmaceutical Products.
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Restricted Content: Gambling or Real-Money Apps or Websites Revision – September 26, 2025

Content

Additional Guidelines Specific to Gambling or Real-Money Apps or Websites
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as gambling or real-money apps or websites, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and you obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for gambling (e.g., online or offline lotteries, casinos, sports betting, and social casino games), real-money apps or websites, or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

  • Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market and promote their products in each jurisdiction in which they intend to target ads.
  • Ads must include an appropriate responsible gambling and age disclaimer, such as “Must be 21+ to play; age, product, and eligibility rules apply.  See terms.”
  • Ads and/or their landing pages must include a problem-gambling hotline reference and number, such as: “Gambling problem?  Call 1-800-GAMBLER.”
  • Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local warning language).
  • Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws in each jurisdiction in which they intend to target ads.
  • Advertisers must ensure that their ads only target those countries, states, municipalities, and jurisdictions where the product can lawfully be used and advertised consistent with applicable laws, which may change over time and advertisers must independently confirm.
  • Advertisers may not target individuals under the age of 21.
  • Ads may not feature individuals below the age of 25.
  • Ads may not depict products or use imagery or situations that would naturally appeal to underage individuals or attempt to promote or encourage underage use.
  • Ads may not depict products or use imagery or situations that would promote or attempt to encourage irresponsible gambling behavior.
  • Ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
  • Ads may not promote products that have been subject to any government or regulatory action, warning, or advisory, including opinions from state attorneys general or similar authorities.
  • Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
  • The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.
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Restricted Content: Tobacco & Nicotine Products Revision – September 26, 2025

Content

Additional Guidelines Specific to Tobacco & Nicotine Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as tobacco and nicotine products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and you obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for tobacco and nicotine products or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

  • Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
  • Advertisers must ensure that their ads include the specific warning statements required by the U.S. FDA or other comparable regulators (which depend on the specific type of product and may change over time), and these warnings must be presented in the sizing, prominence, and style required by the U.S. FDA or other comparable regulators.
  • Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local-specific warning language).
  • Advertisers may not target individuals under the age of 21.
  • Advertisers must ensure that the landing page for the product(s) include an adequate age gate consistent with applicable laws in each jurisdiction in which they intend to target ads.
  • Advertisers must ensure that their ads only target countries, states, municipalities, and jurisdictions that permit online sales and advertising of tobacco products.
  • Ads must comply with any country, state, local, or self-regulatory style requirements (e.g., some U.S. states require that ads be in black-and-white rather than color)
  • Ads may not depict products that resemble child-like snacks or candies or use imagery or situations that would naturally appeal to children or attempt to promote or encourage underage use.
  • Consistent with applicable laws, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the tobacco products.
  • Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
  • The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.
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AppLovin Policies for Demand Partners Revision – September 26, 2025

Content

Effective: September 26, 2025

Introduction*

Unless otherwise indicated by AppLovin, when you use the Services as an advertiser, media buyer, ad agency, demand-side platform, brand or merchant, another provider of advertisements, or any other entity that bids on ad inventory or serves ads through the Services (individually, “you” or “your” and collectively, the “Demand Partners”), you must adhere to these AppLovin Policies for Demand Partners (the “Policies”).  These Policies apply in addition to any other policies or agreements governing your use of the Services, including the AppLovin Terms of Use Agreement.

AppLovin seeks to create a safe, fair, and transparent ecosystem for publishers to monetize their content and for advertisers to reach prospective customers with useful, relevant products and services.  AppLovin also wants to ensure a safe and positive experience for end users.  Maintaining trust in the ads ecosystem and preserving the reputation and credibility of AppLovin, the Services, and those that use the Services, require setting minimum standards for the delivery of ads through the Services, including restrictions on the content that may be served through the Services.  

AppLovin may update these Policies at any time by posting the updated version on the AppLovin website.  By continuing to use the Services, you agree to the updated Policies.

General Compliance Obligations

Your business practices, including your ads served through the Services, your products and services advertised through the Services, and data handling, must comply with and not cause AppLovin to violate any applicable laws, including data protection, consumer protection, commerce, advertising, and product laws, age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, and any similar regulatory requirements or self-regulatory guidance, regulatory advisories or warnings, intellectual property and license restrictions, any consents or disclosures required to integrate third-party technology with the Services, or any third-party contractual terms, licenses, policies, or guidelines.  You agree to maintain documentation, as appropriate, demonstrating your compliance with these obligations, and to provide those documents promptly upon request by AppLovin.

Content Restrictions

The Content Restrictions applicable to your use of the Services fall into three categories:

  1. You may not use the Services to deliver ads that contain any prohibited content.
  2. You may be allowed to use the Services to deliver ads that contain restricted content, subject to certain limitations and requirements.
  3. You may not use the services to deliver ads concerning products or services that are generally prohibited for minors under the age of 18. 

AppLovin reserves the right to review and prohibit or restrict any content on a case-by-case basis and to update the content restrictions at any time.

a. Prohibited Content


Demand Partners may not use the Services to deliver ads containing (or directing end users to) any of the following prohibited content categories:

  • Illegal, illicit, dangerous, or unsafe products, activities, or services.  More details here.
  • Sexually explicit or other adult content, including pornographic or highly suggestive content or images, explicit, obscured or implied sexual acts, or explicit or implied sexual language,
    whether simulated or real. More details here.
  • Graphic or explicit violence, including assault/rape, injury to human beings or animals, or any acts or torture or terrorism. More details here.
  • Harassment, intimidation, bullying, excessive profanity, threats, or content that can be characterized as hate speech that advocates violence or discrimination against any group, organization, or individual, or otherwise promotes hateful behavior or ideologies..  This includes groups, organizations, or individuals identified by their race or ethnic origin, religion, disability/medical condition, age, national origin, veteran status, sexual orientation, gender, gender identity, political association, or any other characteristic associated with systemic discrimination or marginalization. More details here.
  • Illegal drugs, drug paraphernalia, or substance abuse. More details here.
  • Weapons and weapon accessories, including guns, gun accessories or ammunition, and explosives. More details here.
  • Content that violates or infringes upon any third-party intellectual property rights, including the sale or promotion of counterfeit products, file sharing, torrenting, or other infringing content, or content that violates or infringes any other third-party rights, including confidentiality obligations.  More details here.
  • Defamatory or libelous content.
  • Content that makes misleading, deceptive, false, or unrealistic claims, unreliable or harmful claims, enables misleading or dishonest behavior, or includes deceptive or misleading ad designs or elements. This includes things like make-money-fast schemes, chain letters, or pyramid schemes, products or services that help users mislead others or gain unauthorized access to systems, devices, or property, and unacceptable and dishonest business practices. More details here.
  • Content that attempts to scam users, entices engagement under false or unclear pretenses, attempts to obtain personal information unlawfully or fraudulently, tricks users into sharing personal information, or otherwise uses unacceptable or dishonest practices.  More details here.
  • False or misleading news.
  • Malicious or abusive programs, code, or content, including hosting, promoting, or facilitating the use or distribution of malware, spyware, adware, corrupted files, or other materials that could damage, render inoperable, interfere with, or gain unauthorized access to any computer, device, network, or any of the associated data or personal information, as well as any similar forms of digital or internet abuse.
  • Promotion of black-hat hacking, cracking, or warez.
  • Politics and Elections.  More details here.
  • Content that promotes digital assets that contain more ads than Publisher content, appears designed primarily to display ads, appears low quality, or would otherwise fail to meet the Minimum Content Requirements of the AppLovin Policies for Publishers.
  • Content that promotes launcher apps (or similar digital assets) that have the ability to customize default device home screens or launcher settings (or perform similar functions).
  • Content or material that offers traffic generation or promotes fraudulent traffic.
  • Other forms of shocking, disturbing, or offensive content, including but not limited to graphic depictions of bodily functions or fluids, or grotesque images, footage, or audio, or other potentially offensive, obscene, or sensitive events. More details here.

In addition, the landing page(s) for ads served through the Services may not direct end users to content that contains or may contain these prohibited content categories.

Please note that these Prohibited Content categories will change over time.  You must continue to review the Demand Partner Policies and these Prohibited Content categories, including their associated Additional Guidelines.

b. Restricted Content

Demand Partners may be permitted, in AppLovin’s sole discretion, to use the Services to deliver ads containing any of the following restricted content categories, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), in each jurisdiction in which they intend to target ads, these Policies, and any other applicable AppLovin policies or agreements:

  • Alcohol or alcohol-related content.  More details here.
  • Gambling apps or websites, including online or offline lotteries, casinos, sports betting, and social casino games, or real-money apps or websites.  More details here.
  • Tobacco and nicotine products.  More details here.
  • CBD/Hemp Products.  More details here.
  • Financial Services, investing, retirement planning, banking, or similar.  More details here.
  • Health, wellness, and pharmaceutical products and services, including prescription drugs.  More details here.
  • Cause-based advertising.

If your ad contains or may contain any of these restricted content categories, you must notify the AppLovin account team and obtain approval before attempting to serve the ad through the Services. Among the other requirements set forth above, Demand Partners must ensure that they have all necessary legal authority required under applicable laws to market, promote, and ship their products in each jurisdiction in which they intend to target ads for restricted content.

Please note that these Restricted Content categories will change over time.  You must continue to review the Demand Partner Policies and these Restricted Content categories, including their associated Additional Guidelines.

c. Content Prohibited for Minors

In addition to the other content prohibitions and restrictions set forth above, you may not use the Services to deliver ads to children or deliver ads concerning products or services that are generally prohibited for minors under the age of 18.

General Requirements and Other Standards

  • Creative Ad Attributes and Technical Requirements. You must comply with any ad specifications, technical requirements, or other documentation provided by AppLovin, including by respecting the attributes within the “battr” field of the bid requests and by providing any information required by the ad specifications.  In addition, as explained above, your ads must comply with all applicable laws, including labeling and disclaimer requirements, advertising guidelines, and similar requirements.
  • HTML Ads. Your HTML ads must comply with any documentation or specifications provided by AppLovin. Among other requirements, your HTML ads must be a single HTML file, and they may not include any external calls or requests without prior approval from your AppLovin account team.  External calls or requests may be permitted if they do not contain personal data and otherwise comply with our policies and applicable laws.
  • Playable Ads.  Your playable ads must comply with any documentation or specifications provided by AppLovin.  In addition, your playable ads must be single-line HTML code, and they should not include any external calls or requests without prior approval from your AppLovin account team.  External calls or requests may be permitted if they do not contain personal data and otherwise comply with our policies and applicable laws.
  • AI-Generated Content.  If your ad includes AI-generated content (e.g., images, audio, or video), you must include any disclosures or labels required under applicable laws, ensure appropriate authorization to use or incorporate that content, and ensure compliance with applicable laws.  In addition, you must comply with any other requirements or documentation provided by AppLovin.
  • Evasive Ad Content or Circumventing 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 AppLovin’s ad review systems).
  • Safety or Security Risks.  Your use of the Services may not interfere with the operation of the Services, the normal operation of an end user’s device, or otherwise create a safety or security risk to AppLovin, the Services, or those that use the Services, including any transmissions which may damage, interfere with, surreptitiously intercept, or expropriate any system, program, data, or personal information.  Any Demand Partners deemed unsafe or a security risk by AppLovin or reputable third parties may be suspended without further notice in AppLovin’s sole discretion until any safety or security issues have been addressed to AppLovin’s satisfaction. 
  • Open Measurement.  AppLovin SDK version 5.14.0 and above includes the IAB Open Measurement SDK (“OM SDK”), which enables third-party ad measurement partners to collect signals regarding ad impressions and performance for industry-standard ad measurement.  The OM SDK also facilitates features like brand safety and fraud detection.

    You may only work with measurement partners that partner with the Open Measurement Working Group to conduct measurements for advertisers using the OM SDK.  You must ensure an adequate legal basis for all personal data processing in connection with the OM SDK.  If you use a third-party vendor for measurements using the OM SDK, AppLovin will not be engaged in personal data processing in connection with the OM SDK.
  • Better Ads Standards.  AppLovin requires compliance with the Better Ads Standards.  For more information about the types of disallowed ad experiences, please visit the Coalition for Better Ads.

General Privacy Requirements  

When you use the Services, you are fully responsible for complying with all applicable laws and regulations concerning privacy and data protection and for ensuring that any third-party partners you engage in connection with the Services use data you provide or make available to them in compliance with such laws.  The requirements listed below help to facilitate compliance, but legal requirements extend beyond these.  You should solicit your own legal advice to determine how legal requirements apply to you.

  • Privacy Policy: You must have and abide by a privacy policy that complies with all applicable laws, including by accurately and transparently disclosing your data collection, usage, and sharing.  You must require advertisers and customers to abide by your privacy policy, as well as these Policies and any other policies or agreements governing your use of the Services.  In addition, the privacy policy must be easily accessible from your website (and other locations), specifically list AppLovin as a third-party that collects data, describe how data is shared with and used by third parties like AppLovin, and include the following statement and link in your privacy policy.  “For more information about AppLovin’s collection and use of your information visit: https://legal.applovin.com/privacy”
  • Notice and Consent: Publishers that use the Services must provide visible notice to end users and where necessary obtain a valid, specific, and informed consent from end users regarding the scope of collection, use, sharing, or other processing of data by AppLovin for advertising and related purposes (including for serving interest-based advertising and improving the Services, including our AI-powered technologies) as described in AppLovin’s Privacy Policy.  Your processing of personal data remains subject to any consent obtained by Publishers and, in all cases, may not extend beyond the purpose(s) authorized by the end user, absent appropriate legal grounds for such additional processing.
  • Cookie Banners: If you enable AppLovin’s pixel, script, or other integrations on your website, you must also implement a cookie banner (or comparable mechanism) that discloses that enablement, identifies AppLovin and the relevant technologies deployed on your website, collects and respects users’ consent choices concerning those technologies, and otherwise complies with applicable laws.   
  • Honoring Privacy Choices and Opt-Out Rights: You must respect all end user- or device-based privacy choices or flags made known to you, including, for example, DNT = 1, other signals indicating a “sale” or “share” opt-out (or similar opt-out) under any privacy legislation (including the laws of the U.S. states that have enacted comprehensive consumer privacy laws, as well as similar consumer privacy laws that may be enacted in the future), other signals indicating an opt-out from interest-based advertising, or other flags related to laws of similar effect in any applicable jurisdiction or under any applicable app store policies, or flags indicating a change in any prior consent.  In addition, you must provide end users with any opt-out rights required by applicable laws, including by posting appropriate links to exercise those rights. 
  • Compliance with Privacy and Data Security Obligations: You must not collect or use any data received through the Services for purposes other than those set out in these Policies or in any other policies or agreements governing your use of the Services.  In addition, you must implement adequate technical, security, and organizational measures to protect any data from loss and misuse, as well as any unauthorized access, disclosure, alteration, and destruction.  You must also provide a way for individuals to contact you with inquiries and requests regarding their personal data.  If for any reason you cannot comply with any privacy obligation set out in these Policies or in any other policies or agreements governing your use of the Services, you must (i) promptly inform AppLovin by contacting your AppLovin account team with the subject “Privacy: Demand Partner Non-Compliance,” (ii) take all necessary steps to remedy such non-compliance, and (iii) promptly cease use of any data received through the Services until you have remedied the non-compliance.

Prohibition on Sensitive Personal Data or Protected Health Information

  • Sensitive Personal Data: You may not use the Services to infer, collect, track, send, share, identify, or associate with any individual, household, or device any information concerning racial or ethnic origin, political opinions, religious or philosophical affiliation or beliefs, trade-union membership, health, sex life or sexual orientation, criminal convictions or alleged commission of an offense, genetic data, biometric data, government-issued identifiers, financial account information, account log-in credentials, the contents of user communications, precise geolocation information, or any other information that could be considered sensitive personal information under applicable laws.  In addition, in any data that you may share with AppLovin, you may not include any such sensitive categories of data or pass or append custom parameters, events, or objects (if applicable) that could include sensitive personal data.
  • Protected Health Information: AppLovin does not knowingly collect protected health information as defined under applicable laws.  You may not provide AppLovin with protected health information or use any aspect of the Services in connection with protected health information.

Prohibition on Children Data or Using the Services for Children

  • Demand Partners may not provide AppLovin with children data or cause that information to be provided via a third party.
  • You may not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with an end user who qualifies as a “child” under applicable laws.  Please note that jurisdictions define the term “child” differently and these definitions may change over time.  You shall be solely responsible for (1) determining whether an end user of your Advertisement qualifies as a “child” under the defintions and requirements of applicable laws and (2) taking the steps necessary to ensure that you do not initialize or use any AppLovin SDK in any way or otherwise use any aspect of the Services in connection with a “child” under applicable laws. 
  • You must comply with all applicable laws and policies governing the collection and use of personal information from children.  This includes the Children’s Online Privacy Protection Act (“COPPA”), laws of similar effect in any applicable jurisdictions in the collection and use of “Personal Information” (as defined by COPPA or other applicable laws) from children, as well as any applicable app store policies.
  • AppLovin does not knowingly collect personal information from children or serve ads to children.  You may not provide AppLovin with personal information from children or use any aspect of the Services in connection with a child.

Miscellaneous

You may not use the Services in a manner that abuses, exploits, undermines, or otherwise disrupts the Services. 

All pricing information, including bidding-related information or any information that would allow a third party to ascertain revenue share, constitutes AppLovin Confidential Information. You may not disclose pricing information, except as expressly permitted by AppLovin in writing.

The Services allow for transactions in real time, and bids and offers compete simultaneously against multiple other bids and offers.

AppLovin makes no guarantee regarding the frequency and access to ad inventory, the level of impressions of ads, and/or the timing of delivery of such impressions.

Enforcement

Any actual or suspected violation of these Policies (or any agreement governing your use of the Services, including the AppLovin Terms of Use Agreement) may result, in AppLovin’s sole discretion, in AppLovin blocking or limiting your ads or content from being served through the Services, the suspension or termination of your account or access to the Services, and/or the imposition of limits on your account or access to the Services, including limits on your ability to bid on or serve ads through the Services.

How to Contact Us

Please contact [email protected] with any questions regarding these Policies. 

*Capitalized terms have the meanings ascribed to them in the AppLovin Terms of Use Agreement, unless otherwise indicated.he AppLovin Terms of Use Agreement, unless otherwise indicated.

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Restricted Content: Alcohol or Alcohol-Related Content Revision – September 26, 2025

Content

Additional Guidelines Specific to Alcohol or Alcohol-Related Content
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as alcohol or alcohol-related content, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for alcohol, alcohol-related products, or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

  • Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
  • Ads must clearly state the alcoholic content and strength of a beverage. 
  • Ads must include an appropriate responsible drinking and age disclaimer tailored to the applicable jurisdiction, such as “Please drink responsibly; you must be 21+ to purchase.”
  • Advertisers may not target individuals under the age of 21.
  • Ads may not depict products or use imagery or situations that would naturally appeal to underage individuals or attempt to promote or encourage underage use.
  • Ads may not feature pregnant people or individuals under the age of 25.
  • Advertisers must ensure that their ads only target markets where the product can be lawfully advertised, distributed, and shipped consistent with applicable laws.
    • If targeting ads in the United States, the following provides general state-specific information where targeting is currently permitted, which may change over time and advertisers must independently confirm:
      • Allows the shipment of all spirits subject to requirements: District of Columbia, Florida, Hawaii, Kentucky, Nebraska, New Hampshire, Rhode Island, and West Virginia.
      • Allows the shipment of beer and wine subject to requirements: Delaware, Massachusetts, Montana, North Dakota, Ohio, Vermont, and Virginia.
      • Allows the shipment of wine, cider, and mead subject to requirements: Connecticut and New Jersey.
      • Allows the shipment of wine and cider subject to requirements: New Mexico.
      • Allows the shipment of beer, wine, and cider subject to requirements: Oregon.
      • Allows the shipment of wine and mead subject to requirements: Arkansas.
      • Allows the shipment of wine subject to requirements: All other U.S. States, including California and New York.
      • Does not allow the shipment of spirits, beer, wine, or mead: Mississippi and Utah.
    • If targeting ads outside of the United States, the following provides general country-specific information where targeting is currently permitted, subject to additional requirements, which may change over time and advertisers must independently confirm:
      • Albania
      • Argentina
      • Australia
      • Bosnia and Herzegovina
      • Brazil
      • Bulgaria
      • Cambodia
      • Cameroon
      • Canada
      • Chile
      • Colombia
      • Costa Rica
      • Cyprus
      • Czech Republic
      • Ecuador: Advertisers may not target ads for alcoholic beverages containing more than 5% ABV.
      • Estonia
      • Ghana
      • Hong Kong
      • Hungary
      • India: Advertisers may not target individuals under the age of 25.
      • Israel
      • Japan
      • Kenya
      • Latvia
      • Mexico
      • Micronesia
      • Montenegro
      • New Zealand
      • Nicaragua
      • Palau
      • Panama
      • Paraguay: Advertisers may not target individuals under the age of 25.
      • Peru
      • Philippines
      • Puerto Rico
      • Romania
      • Senegal
      • Singapore
      • Slovakia
      • Solomon Islands
      • South Africa
      • South Korea: Advertisers may not target individuals under the age of 25.
      • Sri Lanka
      • Taiwan: Advertisers may not target individuals under the age of 25.
      • Uganda
      • Ukraine
      • Uruguay
      • Vietnam: Advertisers may not target ads for alcoholic beverages containing more than 15% ABV.
    • Advertisers may not target ads for alcohol, alcohol-related products, or similar content outside the applicable markets listed above (and the applicable jurisdictions within those markets), which may change over time and advertisers must independently confirm.
  • Ads may not state or imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing, or provide health or therapeutic benefits (e.g., “ease stress” or “make you more social”).
  • Ads may not portray excessive drinking, intoxication, or reckless behavior under the influence of alcohol.
  • Ads may not depict alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the use of fine motor skills.
  • Ads may not offer alcohol as a prize or reward or promote any offers or incentives encouraging the consumption of alcohol.
  • Consistent with applicable laws in each jurisdiction in which advertisers intend to target ads, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
  • Ads may not promote products that have been subject to any government or regulatory action, or warning, or advisory, including opinions from state attorneys general or similar authorities.
  • Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws in each jurisdiction in which they intend to target ads.
  • Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
  • The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.
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Restricted Content: Health, Wellness, and Pharmaceutical Products Revision – September 26, 2025

Content

Additional Guidelines Specific to Health, Wellness, and Pharmaceutical Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as health, wellness, and pharmaceuticals products, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.

Demand Partners seeking to deliver ads for health, wellness, and pharmaceuticals products or similar content through the Services must also ensure their products and ads meet the following minimum criteria:

  • Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market, promote, and ship their products in each jurisdiction in which they intend to target ads.
  • Ads for products approved by the U.S. FDA or other comparable regulators (certain food and drug products) must include any approved labels and warnings.
  • Ads for products approved by the U.S. FDA or other comparable regulators  (certain food and drug products) may only promote the product for approved uses and purposes, not off-label or unapproved uses.
  • Ads for products not subject to FDA or comparable regulator approval, such vitamins, minerals, herbs, other dietary supplements, cosmetics, perfumes, shampoos, body cleansers, shaving creams, etc., may not make medical claims, claims that could be interpreted as medical (e.g., “this herbal supplement treats a medical condition”), or suggest or imply that they have any associated certifications or industry ratings. 
  • Ads for products not subject to FDA or comparable regulator approval may not state or imply that they are as effective as products approved by the U.S. FDA or other comparable regulators,  or that they are “safe” or effective for use in preventing, curing, or treating a particular disease or ailment.  As such, ads for products not subject to FDA or comparable regulator approval may not use words like “prevent,” “cure,” “treat,” or similar language that might suggest the products prevent, cure, or treat a particular disease or ailment.
  • Ads and/or the landing pages for products not subject to FDA or comparable regulator approval must include an appropriate FDA-related or comparable regulatory disclaimer, such as: “These statements have not been evaluated by the Food and Drug Administration. These products are not intended to diagnose, treat, cure, or prevent any disease.”
  • Ads must include any other labels or disclaimers required under applicable laws (e.g., country-, state-, or local-specific warning language).
  • Advertisers must ensure that the landing pages for the products include any applicable labels, warnings, or markings required under applicable laws in each jurisdiction in which they intend to target ads. 
  • Ads may not promote products that have been subject to any government or regulatory action,warning, or advisory, including opinions from state attorneys general or similar authorities.
  • Consistent with applicable laws, ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
  • Advertisers may not target individuals under the age of 18.
  • Ads cannot request the input of any personally identifiable information or health information.
  • Advertisers must ensure that ads do not attempt to exploit insecurities, contain distasteful messaging, or promote or reinforce negative or unhealthy body images.
  • Advertisers must ensure that ads do not encourage unhealthy lifestyles or promote unhealthy relationships with food (e.g., “starve yourself to look great in that bathing suit”).
  • Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
  • The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.
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