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AppLovin Policies for Publishers Revision – April 7, 2025

Content

Effective: April 7, 2025

Introduction*

When you use the Services, including the AppLovin software development kit (the “SDK”), applications programming interfaces, pixels, documentation, tools and assemblies, libraries, scripts, object code, sample source code, and similar developer material made available by AppLovin (collectively the “Software” as further defined in the EULA), as a Publisher (“you” or “your”), you must adhere to these AppLovin Policies for Publishers (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.  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 publishers seeking to use the Services, including restrictions on the content that may be monetized through the Services.  

AppLovin may update these Policies at any time by posting the updated version on the AppLovin website.  If an update includes material changes, AppLovin will provide notice via email.  By continuing to use the Services, you agree to the updated Policies.

Contents

  1. General Compliance Obligations
  2. Content Restrictions
  3. Technical Requirements and Other Standards
  4. Third-Party SDKs or Other Software Integrations
  5. General Privacy Requirements  
  6. Prohibition on Sensitive Personal Data or Protected Health Information
  7. Prohibition on Children Data or Using the Services for Children
  8. Miscellaneous
  9. Enforcement
  10. How to Contact Us

General Compliance Obligations

Your business practices 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, regulatory requirements or self-regulatory guidance, 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. Minimum content requirements to use the Services.
  2. Content that contains prohibited content will be rejected or removed and not eligible for monetization.
  3. Content that contains restricted content may be allowed to monetize depending on the local jurisdiction in which the content appears.

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

a. Minimum Content Requirements

In order to use the Services, your Property must contain substantive, original content, and demonstrate signs of user engagement.

AppLovin does not work with any Property that:

  • Features mainly links or content from others without additional commentary, curation, or otherwise adding value to the content;
  • Contains more ads than Publisher content, or appears designed primarily to display ads or low quality;
  • Has little to no evidence of user engagement; and/or
  • Remains under construction.

b. Prohibited Content

Publishers may not use the Services to monetize 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.
  • Significant unmoderated user-generated content.  This includes apps that do not have a method to moderate user-generated content, a method to report or remove any misconduct, and/or the ability to remove or block users.
  • 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.

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

c. Restricted Content

Publishers may be permitted, in AppLovin’s sole discretion, to use the Services to monetize any of the following restricted content categories, provided that they 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, and any similar requirements), these Policies, and any other applicable AppLovin policies or agreements:

  • Alcohol.
  • Gambling apps or websites, including online or offline lotteries, casinos, and sports betting, or real-money apps or websites.
  • Political.
  • Tobacco.
  • Financial Services, investing, retirement planning, or similar.
  • Health, wellness, and pharmaceutical products and services, including prescription drugs.
  • Cause-based advertising.

If your Property or Properties contain or may contain any of these restricted content categories or collect or may collect from end users information about any of these restricted content categories, you must notify the AppLovin account team.

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

Technical Requirements and Other Standards

  • Integration/Ad Space Setup. You must correctly integrate the AppLovin SDK and any other Software as described in the AppLovin technical integration documentation available at https://dash.applovin.com/documentation/mediation and in other documentation provided by AppLovin.
  • Property Ownership. You must either own the Property on which you display ads or have a direct, contractual relationship with the Property’s owner and be authorized to display ads.
  • Better Ads Standards. Your Property must conform to the Better Ads Standards.  For more information about the types of disallowed ad experiences, please visit the Coalition for Better Ads.
  • Deceptive or Misleading Elements. Your Property must not contain content, experiences, or behavior designed to be deceptive or misleading.  This includes elements like redirects to unwanted content without user action, navigation links that lead to an ad or landing page, typically non-clickable areas that lead to an ad or landing page when clicked, fake messages that lead to an ad or landing page when clicked, social engineering, browser history or settings manipulation, fake error messages or system flags, malware or unwanted software or downloads, requesting more permissions than are necessary for the proper functioning of the Property, or any other elements that attempt to trick a user into interactions, engagement, or sharing their personal information.
  • Viewability. To ensure the authenticity of impressions or clicks, ads must be visible (i.e., not hidden or invisible, out of page, stacked, or stuffed) and placed reasonably and oriented correctly within the content.  Ads that are not visible or reasonably viewable may be considered, in AppLovin’s sole discretion, invalid activity.  For more information, please visit the AppLovin Terms of Use Agreement.
  • Final Auction for Mediation Purposes / Restrictions on Redirecting Inventory. When you use the Services for mediation purposes in connection with a given impression, the Services serve as the final auction for that impression.  As such, once you have made an ad request for mediation through the Services, you may not redirect the impression associated with that ad request through any other auction or system that allocates ad requests based on actual or estimated pricing information.
  • VPN Apps / VPN Connections. You may not use the Services in connection with apps that provide virtual private networks, proxy servers, or similar products or services. 
  • Audience/Authenticity. Impressions and clicks on ads must be the result of legitimate human end user activity.  You may not artificially inflate impressions, clicks, or requests, or source traffic from pop-ups, pop-unders, forced redirects, or similar means.  AppLovin strictly prohibits invalid impressions, clicks, or requests, invalid traffic, or any other form of invalid activity, and any inducement, design, or encouragement of the same, including through the use of “robots” or “spiders” by you or any third party.  AppLovin shall determine, in AppLovin’s sole discretion, what constitutes valid impressions, clicks, and requests, valid traffic, and valid activity.  Please note that payments to you may be withheld or adjusted if you engage in any actual or suspected violation of these Policies or the AppLovin Terms of Use Agreement.
  • Safety or Security Risks. You may not use or attempt to distribute any content, app, or activity that interferes with the operation of the Services, the normal operation of an end user’s device, or otherwise creates 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.  This includes any form of malicious code or programs, including malware, spyware, adware, corrupted files, and any similar forms of digital or internet abuse. Property or Properties 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.
  • Transparency. Any ad request sent via the AppLovin SDK or other Software must contain all the requisite information and characteristics of the inventory and the actual traffic source must match the disclosed traffic source.  Any request must also include any applicable flags, including Do Not Track, Limit Ad Tracking, and flags related to laws or policies of similar effect in any applicable jurisdiction, as well as other consent flags.

Third-Party SDKs or Other Software Integrations

When you integrate third-party SDKs, APIs, pixels, connections, or similar software into your Property for mediation through the Services, you create a direct relationship with the third-party provider, subject to the terms of any agreement applicable to those integrations, connections, or software.  AppLovin has no ability to control and no responsibility for any data processing between you and the third-party provider or any other aspect of the third-party integrations, connections, or software that you choose to integrate.  You and the third-party provider must ensure compliance with all applicable laws and regulations, including those concerning privacy and data protection, as well as the collection, passing, and appropriate treatment of any end user- or device-based privacy choices or flags.

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.  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 for each Property that complies with all applicable laws, including by accurately and transparently disclosing your data collection, usage, and sharing.  In addition, the privacy policy must be easily accessible from the your properties, including your website, specifically disclose that third parties, including AppLovin, may be collecting, processing, and sharing Personal Data for advertising purposes (including serving interest-based advertising and improving their advertising services), and that third-party measurement partners may be collecting and processing Personal Data as part of the Open Measurement Working Group to perform ad measurement and other services. To comply with this disclosure obligation with respect to AppLovin’s use of data, you have the option to display prominently the following language in your privacy policy: “We work with AppLovin to deliver ads in our mobile application and other devices and/or platforms. For more information about AppLovin’s collection and use of your information visit: https://www.applovin.com/privacy/”.
  • Notice and Consent: You 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 serving interest-based advertising and improving the Services, including our AI-powered technologies).

    You must correctly integrate the AppLovin SDK and any other Software and correctly collect and pass consent flag values in order to serve interest-based advertising to end users in the European Union, EFTA States, the United Kingdom, the State of California, and other locations as legally required.

    AppLovin may provide you access to impression-level data delivered through the AppLovin SDK and any other Software (“Impression Level Reporting”). If you receive Impression Level Reporting, you must obtain legally sufficient consent from your end users before combining, commingling, correlating, associating, or merging any Impression Level Reporting data with personal data or enabling or allowing a third party to, combine, commingle, correlate, associate, or merge Impression Level Reporting data with personal data in any manner that exceeds the purposes authorized by such user consent.
  • Honoring Privacy Choices: You must respect all end user- or device-based privacy choices made known to you, including those limiting ad tracking or age gating.
  • U.S. Multistate Privacy Choices: You are responsible for compliance with the laws of the U.S. states that have enacted comprehensive consumer privacy laws, including the California Consumer Privacy Act, the Colorado Privacy Act, the Connecticut Data Privacy Act, the Virginia Consumer Data Protection Act, the Utah Consumer Privacy Act, and each of their associated regulations, as well as similar consumer privacy laws that may be enacted in the future (collectively, the “U.S. Multistate Data Protection Laws”).  If you use the Services in a way that causes AppLovin to collect personal information from residents covered by the U.S. Multistate Data Protection Laws, you must provide all notices, disclosures, and rights required by the U.S. Multistate Data Protection Laws, including by posting appropriate links to allow applicable U.S. state residents to opt out of the sale or sharing of their personal information, limit the use of their sensitive personal information, or exercise other rights.  In addition, you must correctly set “Do Not Sell” flag values (or similar flags and other appropriate or required flags) via the AppLovin SDK and any other Software. 
  • 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. 

Prohibition on Sensitive Personal Data or Protected Health Information

  • Sensitive Personal Data: You may not include in the data that you share with AppLovin any personal data about an individual’s 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.  You may not use any feature or functionality of the Services to send, collect, share, track, infer, or identify any sensitive categories of data or custom 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

Publishers 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 qualifies as a “child” under the definitions 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.

In addition, you may not use the Services for any Property that is exclusively designed for or exclusively directed to children, or for any property that could implicate the Children’s Online Privacy Protection Act (“COPPA”), laws of similar effect in any applicable jurisdiction in the collection and use of “Personal Information” (as defined by COPPA or other applicable laws) from children, and any applicable app store policies.  AppLovin does not knowingly collect personal information from children or serve ads to children.

If any Property within your publisher network initializes or uses any AppLovin SDK in any way or otherwise uses any aspect of the Services in connection with a child, you are in violation of these Policies and the AppLovin Terms of Use Agreement and your account(s) may be subject to immediate termination.  

In addition, if any Property within your publisher network is exclusively designed for or exclusively directed to children, or knowingly passes personal information from children, you are in violation of these Policies and the AppLovin Terms of Use Agreement and your account(s) may be subject to immediate termination. 

Miscellaneous

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

All pricing information, including revenue share 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 level of impressions of ads, the timing of delivery of such impressions or the amount of any resulting payment to be made.

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 ads from appearing against your Property, the suspension or termination of your account or access to the Services, the imposition of limits on your account or access to the Services, and/or the suspension, withholding, or termination of any payments potentially owed to you.  

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.

AppLovin Legal Information
All Terms & Policies

U.S. Multistate Privacy Notice Revision – March 30, 2025

Content

Effective Date: March 30, 2025

Introduction

This U.S. Multistate Privacy Notice (the “Notice”) supplements the information contained in our Privacy Policy and applies only to individual residents (the “Covered Individual Residents”) of the U.S. states that have enacted comprehensive consumer privacy laws, including the California Consumer Privacy Act of 2018 as amended by the California Privacy Rights Act (“CCPA”), the Colorado Privacy Act, the Connecticut Data Privacy Act, the Virginia Consumer Data Protection Act, the Utah Consumer Privacy Act, and each of their associated regulations, as well as similar consumer privacy laws that may be enacted in the future (collectively, the “Applicable Laws”).  

This Notice addresses the specific disclosure requirements under the Applicable Laws and provides additional information about how we collect, use, share, and otherwise process Covered Individual Residents’ personal information, the rights of Covered Individual Residents in relation to that personal information, and the ways to exercise those rights.  You can find more information and details about AppLovin and our personal information collection and use practices in our Privacy Policy. Unless otherwise indicated, all terms in this Notice have the same meanings as defined in our Privacy Policy or as otherwise defined under the Applicable Laws.

Collection, Use, and Disclosure of Personal Information

As explained in our Privacy Policy, consumers interact with us in a few ways, primarily through advertisements served by AppLovin on behalf of advertisers.   We may collect information about you when you use a mobile application, platform, or service that contains the AppLovin SDK, when you interact with e-commerce platforms or merchant websites that embed our pixel, API, or similar technologies, when you interact with our advertising platform in another way, or when your visit our corporate website at www.applovin.com.  We encourage you to review the privacy policies of the mobile apps, websites, and platforms you interact with, which may contain additional information regarding their sharing of personal information with AppLovin or other parties.  

The chart below summarizes the categories of personal information we collect, the sources of the personal information collected, the business purposes for our collection, and the categories of third parties with whom we “disclose” or “share” personal information.  The chart describes our practices, both current and during the last 12 months.   

Category of Personal Information Collected Source(s) of Personal Information Business Purpose(s) for Collection Third Parties — Disclosure for a Business Purpose
Identifiers, such as IP address and Advertising IDs (IDFA/GAID/Amazon FOSAID) if available. • You or your device(s)
• Publishers
• Advertising Partners
• Affiliates		 • Service Delivery
• Delivery of Advertisements
• Technical Support
• Customer Support
• Processing Payments
• Analytics
• Business Research & Development
• Marketing & Promotions
• Platform Protection & Fraud Prevention
• Compliance with Legal Obligations		 • Service Providers
• Affiliates
• Online identifiers with Advertising Partners (shared for personalized advertisements)
• Your Specified Recipient(s)
• Government Entities/Law Enforcement
Additional Customer Records, such as bank account number or other financial information • You (only for business users) • Service Delivery
• Technical Support
• Customer Support
• Processing Payments
• Platform Protection
• Compliance with Legal Obligations		 • Service Providers
• Affiliates
• Your Specified Recipient(s)
Characteristics of Protected Classifications, such as age or gender • Publishers Certain publishers may choose to share this information for purposes of their own direct ad serving. We do not retain this data or pass it downstream to advertising partners. N/A
Sensitive Personal Information, such as social security numbers, precise geolocation, or genetic and biometric data* • AppLovin does not collect or seek to elicit end users’ “sensitive personal information” as defined by the Applicable Laws N/A N/A
Commercial Information, such as records of services considered or other purchasing or consuming histories or tendencies • You or your device(s)
• Publishers		 • Service Delivery
• Delivery of Advertisements
• Analytics
• Business Research & Development
• Platform Protection & Fraud Prevention
• Compliance with Legal Obligations		 • Service Providers
• Affiliates
• Your Specified Recipient(s)
Internet or Network Information, such as information regarding interactions with a website, application, or advertisement, or online shopping browser history • You or your device(s)
• Service Providers
• Publishers		 • Service Delivery
• Delivery of Advertisements
• Analytics
• Business Research & Development
• Platform Protection & Fraud Prevention
• Compliance with Legal Obligations		 • Service Providers
• Affiliates
• Advertising Partners (shared for personalized advertisements)
• Your Specified Recipient(s)
Geolocation Data, such as city or county-level geolocation information N/A** N/A N/A
Inferences, such as the derivation of information, data, or assumptions from the categories of personal information included above • You or your device(s)
• Publishers
• Advertising Partners
• Affiliates
• Service Providers		 • Service Delivery
• Delivery of Advertisements
• Analytics
• Business Research & Development
• Platform Protection & Fraud Prevention
• Compliance with Legal Obligations		 • Service Providers
• Affiliates

*AppLovin does not collect or seek to elicit end users’ “sensitive personal information” as defined by the Applicable Laws.  This means that AppLovin does not collect social security numbers, drivers’ licenses, financial account or credit card numbers (except as provided by our business customers to us for payment processing purposes), precise geolocation, racial and ethnic characteristics, religious and philosophical beliefs, union membership, the contents of messages (mail, email, or text), mental or physical health condition or diagnosis, sex life or sexual orientation, genetic and biometric data, or personal data from a known child.
**As of June 2024, the AppLovin SDK no longer collects geolocation data.

Selling or Sharing of Personal Information

AppLovin does not “sell” information as most people would commonly understand that term; AppLovin does not, and will not, disclose your personal information in direct exchange for money or some other form of payment.  However, AppLovin may “share” personal information about you for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising” or “cross-context behavioral advertising.”  Under the CCPA and similar state laws’ expansive definition of “sell,” certain advertising and analytics activities may constitute a sale.  For example:

  • When you use a mobile application, the publisher of that application may decide to serve you with interest-based ads.  If that application embeds AppLovin’s software, we’ll send a bid request that contains certain of your device information (if available) to our advertising demand side partners to enable their ads to be served to you based on your interests (which they derive from their own or other third-party advertising partners). Under the CCPA, passing device data in a bid request to our demand side partners is “sharing” under the CCPA and may be a “sale” of personal information.

The chart included above sets forth the categories of third parties with whom we have “shared” personal information within the last 12 months.  

Data Retention

As explained in our Privacy Policy, we retain the categories of personal information included in the chart above for up to 2 years.

Your Privacy Rights

As a Covered Individual Resident, you may be able to exercise the following rights in relation to the personal information that we may have collected about you, subject to certain limitations and requirements, including the verification of your identity and our right to retain information to comply with our legal obligations, among other circumstances.

Privacy Right Brief Details
Know and Access your Personal Information You may request, up to two times in a 12-month period, that we disclose to you the categories and specific pieces of personal information that we have collected about you, the categories of sources from which your personal information has been collected, the business or commercial purpose for collecting your personal information, the categories of personal information that we disclosed for a business purpose, any categories of personal information about you that we sold or shared, the categories of third-parties with whom we have shared your personal information, and the business or commercial purpose for selling your personal information, if applicable.
Request Deletion of your Personal Information You have the right to request that we delete certain personal information that we may have collected from you.
Opt-Out of the “Sale” or “Sharing” of your Personal Information AppLovin may “share” personal information about you for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising,” “targeted advertising,” or “cross-context behavioral advertising.”

You have the right to opt-out of any future “sales” or “sharing” of your personal information as defined by the Applicable Laws (and as explained below).
Non-Discrimination You have the right to exercise the rights conferred on you by the Applicable Laws without discrimination.
Data Portability You have the right to request that we transmit certain personal information that we may have collected from you to other entities, unless transmitting the information would not be technically feasible.
Correct Inaccurate Information You have the right to request that we correct errors or inaccurate information in the personal information that we may have collected from you.
Opt-Out of Sharing for Cross-Contextual Behavioral Advertising You have the right to opt-out of the “sharing” of your personal information for “cross-contextual behavioral advertising,” often referred to as “interest-based advertising” or “targeted advertising.”
Limit the Use or Disclosure of Sensitive Personal Information In certain circumstances, you have the right to limit the use of any sensitive categories of personal information. As noted above, AppLovin does not collect or seek to elicit sensitive categories of personal information.
Opt-Out of the Use of Automated Decision Making In certain circumstances, you have the right to opt-out of the use of automated decision making in relation to your personal information.

How to Exercise Your Privacy Rights

To exercise your rights to know and access your personal information or to request deletion of your personal information, you have the following options (listed according to the types of interaction you may have with AppLovin):

For Users of Mobile Games and/or Other Applications, Platforms, or Services Containing the AppLovin SDK or Similar Technologies

  • To manage the personal information that AppLovin may have about you from the mobile games and/or other applications, platforms, or services that you use, you may download the AppLovin Privacy Management Application from the Apple or Google Play Stores:
App Store
Google Play

By navigating through the tabs in the AppLovin Privacy Management Application, you can erase the personal information that AppLovin may have collected about you or request a copy of that personal information.

To exercise your right to opt-out of interest-based advertising, you have the following options:

  • Opt-Out through AppLovin Ads.  AppLovin allows you to opt-out of all interest-based advertising served by AppLovin through the “i” or “Learn more about ad preferences” link available on the face of an ad served by AppLovin.  Once you click on the link, you will see a button to “Opt-Out of Interest-Based Advertising.”
  • Opt-Out through Device-Level Choices.  In addition, if you do not want to receive interest-based advertisements, you can limit the collection of certain information through your device’s settings.  Detailed instructions on how to change these device settings can be found in the “Manage Your Privacy Choices” section of our Privacy Policy and in the instructions available here.
  • Opt-Out through Industry Consumer-Choice Platforms.  Finally, you can make choices about data collection for certain companies by visiting an industry consumer-choice platform, such as the NAI or DAA.

Please know that opting out of targeted advertising does not mean that you will not receive advertising.  Please know that opting out of interest-based advertising does not mean that you will not receive advertising.  You may still receive ads, but those ads may be less relevant to your interests.  

To exercise any other rights that you may have under applicable law, or if you have any questions regarding any response to your request, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy

For Our Website Visitors

  • To opt-out of the automated collection of your personal information by certain cookies or other data collection technologies through our website, you can click “Cookie Settings” in the footer of our website.  In addition, you may follow the steps outlined in the “Cookies and Other Similar Technology” and “Your Advertising/Marketing Choices” sections of our Privacy Policy. To access or manage information that you have manually submitted to us, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.

For Our Customers and Business Contacts

  • Please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.  Please provide enough information about you and your request for our Data Protection Officer to be able to identify your information in our records.

*    *    *    *

Please note that requesting to exercise your rights through us will not bear on the personal information processed about you by our third-party partners and customers, including the Publishers that have the AppLovin SDK embedded in their mobile games and/or other applications, platforms, or services.  If you wish to exercise your rights with respect to these third parties, please submit a request with each party directly.

Children Under the Age of 16

As explained in our Privacy Policy, AppLovin does not knowingly collect personal information from, or serve advertisements to, children as defined and required by applicable laws.  If you believe we have served an advertisement to a child or might have any personal information from or about a child, or if you believe a mobile application in which an AppLovin-served advertisement appeared may be designed for, directed to, or pass personal information knowingly from, children, please contact us via email at [email protected].

Appointment of an Authorized Agent

In certain circumstances, you may appoint an authorized agent to exercise any rights that you may have on your behalf.  If you choose to exercise any rights through an authorized agent, you will need to verify your identity directly with us before we can process any requests.  In addition, we will need written documentation demonstrating the authorized agent’s authority to act on your behalf.

Data Access and Deletion Transparency Report

Our annual transparency report shows the number of data access and deletion requests we received last year and how long it typically takes us to fulfill those requests.

Type of Request Requests Completed* Average Time to Substantively Respond
Requests to Know and Access
 3081 Less than 1 day (successful requests processed automatically)
Requests for Deletions
 26830 Less than 1 day (successful requests processed automatically)

*The Data Access and Deletion Transparency Report includes data for US-based users, who submitted requests via the AppLovin Privacy Management App.  The AppLovin Privacy Management Application processes all requests automatically, except where the requests cannot be verified.

Updates or Amendments to this Notice

As explained in our Privacy Policy, we may make changes to this Notice from time to time.  If we make any changes, we will update the “Effective Date” posted at the top of this Notice.  We encourage you to review this Notice periodically.

How to Contact Us

You can find our contact information in the “Contact Us” section of our Privacy Policy.

AppLovin Legal Information
All Terms & Policies

Privacy Policy Revision – March 30, 2025

Content

Effective Date: March 30, 2025

AppLovin Corporation (“we,” “us,” “our,” or “AppLovin”) operates a suite of tools for app 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 (collectively, the “Advertising Services” or “Services”).  As explained below, consumers interact with us in a few ways, primarily through advertisements served by AppLovin on behalf of advertisers.

The AppLovin Privacy Policy (this “Privacy Policy”) explains how we collect, use, and share information through our Services and advertising platform, and our corporate website at www.applovin.com (the “Website”), as well as your choices related to that information.

Our Advertising Services

This section describes the information we collect, use, and share through our Advertising Services.

General Information Collection and Use

If you are a consumer who downloads and uses an application which contains the AppLovin SDK or otherwise interacts with the Services through advertisements served within a digital property, we may collect certain information, including the following:

Device, App, and Browser Data

  • Device make, model, and operating system;
  • Device properties related to screen size, orientation, audio, battery, device memory usage, settings, and boot time;
  • Device settings related to accessibility features, font size, and theme; 
  • Carrier;
  • Name and properties of mobile application through which a consumer interacts with the Services;
  • Country, time zone, and locale settings (country and preferred language);
  • Network connection type and speed;
  • IP Address;
  • Internet browser user-agent used to access the Services;
  • HTTP header information;
  • Advertising IDs (IDFA/GAID/Amazon FOSAID);
  • Vendor IDs (IDFV);
  • App Set IDs; and
  • Advertising and tracking preferences and restrictions.

Advertisers (through the advertiser itself or through a third party service provider on behalf of such advertiser) may also share transactional or “event” data related to a consumer’s interaction with an application, such as information about the actions taken in an application like purchases or application installations.

Information Collection and Use Specific to e-Commerce Ads Only

If you are a consumer who interacts with the Services through an e-commerce platform or a merchant website, we may collect certain additional information (that you provided to the e-commerce platform or merchant, through a third party’s API, our SDK, pixel, or other similar technologies), including the following:

  • User IDs;
  • Shopping browsing behavior (e.g., views) and search history;
  • Records of products purchased or considered (e.g., added to cart, check out);
  • Purchasing histories; and
  • Information regarding user interactions with advertising partners and their merchant partners’ sites and advertisements.

How We Collect Your Information

This information may be collected automatically across mobile apps and devices or received from third-parties across different technologies over time. We may also combine information we collect with other information we derive through analytical techniques, and we will use that combined information to offer the Services. 

How We Use Your Information

We generally use the information we collect to:

  • Deliver the Services, maintain, and improve them, including our AI-powered advertising technology, and research and develop new ones;
  • Promote safety, security, and integrity of Services;
  • Provide measurement, analytics, and reporting; and
  • Comply with legal and regulatory obligations.

We use AI-powered advertising technology (sometimes referred to as “automated decision-making”) to help us improve our advertising products and Services and serve ads that are relevant and interesting to you. We use it in ways that do not produce legal or similarly significant effects on you (for example, by reordering how advertisements might appear when you visit a digital property such as a mobile app or a website).

Information Sharing

We may share information we collect or derive with third parties in the following contexts:

  • Service Providers. We transfer information to service providers, and other partners who support our business, such as providing technical infrastructure services, analyzing how our Services are used, measuring the effectiveness of ads and services, providing customer service, or facilitating payments. These partners must adhere to strict confidentiality obligations in a way that is consistent with this Privacy Policy and the agreements we enter into with them.
  • Affiliates. We may share information within the AppLovin family of companies for purposes consistent with this Privacy Policy.
  • Advertising Partners. We share information with our third-party advertising partners, including advertisers, ad networks, exchanges, demand side platforms, merchants, other advertising partners (who aggregate their own demand sources), and ad optimization and measurement/attribution partners (e.g., mobile measurement partners or “MMPs”) to provide our clients with Advertising Services. This information may be used by such third-party partners to measure how effective ads are, show advertisements to end users for products and services that are more likely to appeal to them (a practice known as interest-based advertising or behavioral advertising), and to undertake web analytics to analyze traffic and other ad activity to improve the advertising experience.

    Unless otherwise noted in our partner list, each AppLovin advertising partner is an independent controller of your data. You can view a list of AppLovin advertising partners with whom we share your data here, current as of the date listed at the top of that page.

    If you do not want to receive interest-based advertisements, please see the “Manage Your Privacy Choices” section below. If you are located in the European Union, UK, or Switzerland, you may also see the “Additional Provisions for EU/UK/Swiss Individuals” section below for more options. If you are an individual resident of the U.S. states that have enacted comprehensive consumer privacy laws, you may also review the “U.S. Multistate Privacy Notice” section below for more options.

    Please note that the practices of our third-party advertising partners delivering advertisements through our Services are subject to those partners’ own privacy policies.
  • Regulatory or Legal Requirements. We may disclose information to governmental regulatory authorities as required by law, including for tax or accounting purposes, in response to their requests for such information or to assist in investigations. We may also disclose personal information to third parties in connection with claims, disputes, or litigation, when otherwise required by law or court order.
  • Safety and Terms Enforcement. We may disclose information if we determine, in our sole discretion, that its disclosure is necessary to protect the health, safety, or rights of you or any other person, protect against fraud, or enforce our legal rights, including contractual commitments made to us by third parties.
  • Business Transfers. We may disclose personal information as part of an organizational business transaction, such as a merger, acquisition, joint venture, financing, or sale of organizational assets and may transfer personal information to a third party as one of the business assets in such a transaction. We may also disclose personal information in the event of insolvency, bankruptcy, or receivership.

Manage Your Privacy Choices:

To limit collection of information from mobile devices, please visit your device’s settings to set the “Limit Ad Track” or other similar features on your device. Additionally, you may opt-out of interest-based advertising within ads served by AppLovin. For detailed instructions, see How AppLovin Shows You Ads. You can also make choices about data collection for certain companies by visiting an industry consumer choice platform such as the NAI (https://optout.networkadvertising.org/) or DAA (https://optout.aboutads.info/).  You may still receive ads after limiting processing of information for interest-based advertising, but those ads may be less relevant to your interests. 

To see or manage the data collected by AppLovin from your device, you may download the AppLovin Privacy Management Application from the Apple or Google Play Stores:

App Store
Google Play

By navigating through the tabs in the AppLovin Privacy Management Application, you can erase the personal information that AppLovin may have collected about you or request a copy of that personal information.

Children’s Privacy

We do not knowingly collect personal information from, or serve advertisements to, children as defined and required by applicable laws. If you believe we have served an advertisement to a child or might have any personal information from or about a child, or if you believe a mobile application in which an AppLovin-served advertisement appeared may be designed for, directed to, or pass personal information knowingly from, children in violation of our policies, please contact us via email at [email protected].

Data Security and Retention

We implement reasonable measures to help secure the information we collect through the Services. We retain the data we collect through the Services for up to 2 years. Information is automatically purged from our system if the Services do not receive any updated information for a device in the last 2 years. Note that we will retain information in our systems for as long as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.

[END OF ADVERTISING SERVICES-SPECIFIC PROVISIONS]

AppLovin

Our Website

This section describes the information we collect, use, and share through our Website.

Cookies and Other Similar Technology

The Website uses cookies, web beacons, or other similar technology to collect information for various purposes, including interest-based advertising. This information may include your IP address, device identifier, browser type, device type, the date and time of your visit, and the areas of the Website you visit. To learn more about and manage the cookies on this Website, please click “Cookie Settings” in our Website footer. You may also be able to limit the use of cookies through your browser settings. Note that certain parts of the Website may not function properly without cookies. Additionally, you may still receive ads after limiting processing of information for interest-based advertising, but those ads may be less relevant to your interests. If you erase your cookies, reset your device identifier, or use different browsers or devices, you may need to make your choices again.

We partner with Google Analytics to learn more about how you use our Website. For more information about how Google Analytics works you can visit here. To opt-out of Google Analytics, you can visit here and follow the instructions.  

Additional Information Collection for Business Account Owners

When you register with AppLovin to use our Services, you may provide us with personal information such as your name, email address, phone number, mailing address, user name, and password. You may also provide us with payment information when you submit or receive a payment, or other information when you complete the online forms available on the Website. We may also acquire information from other trusted sources to update or supplement the information that you voluntarily provide to us or that we collect automatically.

How We Use Your Information

We may use the information we collect or you provide to us through the Website for various purposes, including:

  • To communicate with you, for example through newsletters or with other information about our products and services;
  • To operate and improve the Website and our Services;
  • To customize the Website;
  • For analytics and research;
  • For marketing purposes; and
  • For purposes disclosed at the time of collection.

Information Sharing

We may share information we collect through the Website in the following contexts:

  • With your consent;
  • For advertising and marketing purposes;
  • In response to a subpoena, court order, or other legal process;
  • To protect our rights and the rights of others;
  • With our affiliates;
  • With service providers that help us operate the Website and Services;
  • As part of a sale, merger, or acquisition, including at bankruptcy; and
  • For purposes disclosed at the time of collection.

Links to Other Websites

The Website may provide links to other websites or other digital properties that we do not control. We encourage you to review the privacy policy of those digital properties that you may visit.

Updating Information

You can update the personal information you provide to us by correcting, updating, or deleting the information associated with you via your AppLovin account. To add, modify, remove, or request access to the personal information about you that we hold, please see the “Contact Us” section below.

Your Marketing Choices

If you no longer wish to receive marketing-related emails from us on a going-forward basis, you may opt out of receiving these emails by clicking “Unsubscribe” at the bottom of any marketing email you receive from us or by emailing us at [email protected].

Children

Our Website is not intended for use by children as defined and required by applicable law. We do not knowingly collect personal information from children through the Website. If you believe we might have any personal information from or about a child, please contact us via email at [email protected].

Data Security and Retention

We have implemented reasonable physical, technical, and administrative security measures for the Website to help protect information we collect and store.

For detailed information regarding retention associated with cookies on the applovin.com domain, please click “Cookie Settings” in our Website footer to learn more. 

We retain other information such as customer contact and payment information in our systems for as long as necessary as permitted by law to comply with our legal obligations, resolve disputes, and enforce our agreements.

[END OF WEBSITE-SPECIFIC PROVISIONS]

AppLovin

Additional Provisions for EU/UK/Swiss Individuals

If you are located in the European Union, United Kingdom, or Switzerland, the following additional provisions apply to you.

Data Privacy Framework

AppLovin complies with the EU-U.S Data Privacy Framework (EU-U.S. DPF), the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. Data Privacy Framework (Swiss-U.S. DPF) as set forth by the U.S. Department of Commerce.

AppLovin has certified to the U.S. Department of Commerce that it adheres to the EU-U.S. Data Privacy Framework Principles (EU-U.S. DPF Principles) with regard to the processing of personal data received from the European Union and the United Kingdom in reliance on the EU-U.S. DPF and the UK Extension to the EU-U.S. DPF.  AppLovin has certified to the U.S. Department of Commerce that it adheres to the Swiss-U.S. Data Privacy Framework Principles (Swiss-U.S. DPF Principles) with regard to the processing of personal data received from Switzerland in reliance on the Swiss-U.S. DPF. If there is any conflict between the terms in this Privacy Policy and the EU-U.S. DPF Principles and/or the Swiss-U.S. DPF Principles, the Principles shall govern. To learn more about the Data Privacy Framework (DPF) program, and to view our certification, please visit https://www.dataprivacyframework.gov/.

If you are an EU, UK, or Swiss individual, where we transfer your personal data to third party servicer providers (see above) who perform services for us or on our behalf, we are responsible for the processing of that data by them and shall remain liable if they process your personal data in a manner inconsistent with the DPF Principles, unless we are not responsible for the event giving rise to the damage. 

With respect to personal data received or transferred pursuant to the Data Privacy Framework, AppLovin is subject to the regulatory enforcement powers of the U.S. Federal Trade Commission. In certain situations, AppLovin may be required to disclose personal data in response to lawful requests by public authorities, including to meet national security or law enforcement requirements.

In compliance with the EU-U.S. DPF, the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF, AppLovin commits to resolve DPF Principles-related complaints about our collection and use of your personal information. EU, UK, and Swiss individuals with inquiries or complaints regarding our handling of personal data received in reliance on the EU-U.S. DPF, the UK Extension to the EU-U.S. DPF, and the Swiss-U.S. DPF should first contact AppLovin at [email protected]. AppLovin refers unresolved complaints to TRUSTe, an alternative dispute resolution provider based in the United States.  If you do not receive timely acknowledgment of your DPF Principles-related complaint from us, or if we have not addressed your DPF Principles-related complaint to your satisfaction, please visit https://feedback-form.truste.com/watchdog/request for more information or to file a complaint.  These dispute resolution services are provided at no cost to you.

For complaints regarding DPF compliance not resolved by any of the other DPF mechanisms, you have the possibility, under certain conditions, to invoke binding arbitration. Further information can be found on the official DPF website.

Lawful Basis for Processing

On certain occasions, we process your personal data when it is necessary for the performance of a contract to which you are a party, such as to provide services to you. We may also process your personal data to respond to your inquiries concerning our products and services.

On other occasions, we process your personal data where required by law. We may also process your personal data if necessary to protect your interests or the interests of a third party.

Additionally, we process your personal data when necessary to do so for fraud prevention, improving our network and services, and marketing our services to advertisers and publishers, where these interests are not overridden by your data protection rights.

If the processing of your personal data is necessary, we will generally ensure that consent has been obtained from you if there is no other lawful basis for such processing. You have the right to withdraw your consent to processing of personal data at any time.

If personal data covered by this Privacy Policy is to be used for a new purpose that is materially different from that for which the personal data was originally collected or subsequently authorized, or is to be disclosed to a non-agent third party in a manner not specified in this Privacy Policy, we will provide you with an opportunity to choose whether to have your personal data so used or disclosed. Requests to opt out of such uses or disclosures of personal data should be sent to us as specified in the “Contact” section below. Certain personal data, such as information about medical or health conditions, racial or ethnic origin, political opinions, religious or philosophical beliefs, is considered “Sensitive Information”. AppLovin does not collect or seek to elicit “Sensitive Information”.

For questions about data processing, please contact our Data Protection Officer. Visit the “Contact” section below for contact information.

Your Rights

If you are an individual in the EU, UK, or Switzerland, you are able:

  • To request access to the personal data we hold about you;
  • To request that we rectify or erase your personal data;
  • To request that we restrict or block the processing of your personal data;
  • Under certain circumstances, to receive personal data about you that we store and transmit to another without hindrance from us, including requesting that we provide your personal data directly to another, i.e., a right to data portability; and
  • Where we previously obtained your consent, to withdraw consent to processing your personal data.

To exercise these rights, please contact us at the email address set forth in the “Contact Us” section below.  Our Data Protection Officer can also be reached at this email address.  Please be aware that we may be unable to afford these rights to you under certain circumstances, such as if we are legally prevented from doing so.

In certain circumstances, you may appoint an authorized agent to exercise any rights that you may have on your behalf.  If you choose to exercise any rights through an authorized agent, you will need to verify your identity directly with us before we can process any requests.  In addition, we will need written documentation demonstrating the authorized agent’s authority to act on your behalf.

Additionally, you have the right to lodge a complaint against us. To do so, contact the supervisory authority in your country of residence.

EU and UK Privacy Representatives

We have appointed Prighter Group as our privacy representatives in the EU and UK.  You can contact us through our privacy representatives at the following addresses:

For residents of the EU:
PrighterGDPR-Rep by Maetzler Rechtsanwalts GmbH & Co KG
c/o AppLovin Corporation
Kriegerstraße 44
30161 Hannover
Germany

For residents of the UK:
PrighterUK-Rep by Prighter Ltd.
c/o AppLovin Corporation
20 Mortlake Mortlake High Street
London, SW14 8JN
United Kingdom

Additional information regarding our privacy representatives can be found at the following link: https://prighter.com/q/19826057144.

[END OF EU/UK/SWISS SPECIFIC PROVISIONS]

AppLovin

U.S. Multistate Privacy Notice

Additional provisions for individual residents of the U.S. states that have enacted comprehensive consumer privacy laws are included in our U.S. Multistate Privacy Notice, which explains how those residents may exercise their privacy rights.

AppLovin

Policy Changes

We may, in our sole discretion, make changes to this Privacy Policy from time to time in order to accommodate new technologies, industry practices, regulatory requirements, or for other purposes. If we make any changes, we will update the “Effective Date” posted at the top of this Privacy Policy. If we make any material changes, we may notify you by email (sent to the email address specified in your account) or by means of a notice on the Website prior to the change becoming effective. We encourage you to review this Privacy Policy periodically to ensure that you understand how we collect, use, and share information.

Any changes to this Privacy Policy will become effective when the revised Privacy Policy is posted on the Website. By continuing to use the Website or Advertising Services following such changes, you are agreeing to accept the terms of the revised Privacy Policy.

Contact Us

If you have any questions or comments about this Privacy Policy, please write to us at:

Data Protection Officer
AppLovin Corporation
1100 Page Mill Road
Palo Alto, CA 94304

You can also contact us or our Data Protection Officer via email at [email protected].

Please be sure to include your relevant account information in any correspondence to us.  This will help ensure that we can respond to your inquiry in a timely manner.

If you have a customer care issue, please visit AppLovin Support.

AppLovin Legal Information
All Terms & Policies

Prohibited Content: Misleading or Deceptive Content Revision – March 27, 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: 

Content cannot include:

  • Misleading, Deceptive, or Fraudulent Claims or Practices: Content that misrepresents or conceals information about the content or publisher; makes or promotes unreliable or harmful claims; entices users to engage with content under false or unclear pretenses, or promotes 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.
  • Dishonest Pricing Practices: Content that promotes products or services as free when they require payment, deceptively suggests that certain sales or promotions may be time limited when in fact they continue for significant periods of time, charges users without their knowledge or consent, or creates unnecessary hurdles for cancellation or returns.
  • Deceptive or Misleading Designs or Elements: Content that includes content, experiences, designs, elements, or behavior that could be deceptive or misleading.  
  • Inconsistent Information: Content that includes inconsistent information or does not include key information like product descriptions, disclaimers, or terms and conditions.
  • Misinformation: Content that features inaccurate, misleading, or false information that may cause significant harm to individuals or society.
AppLovin Legal Information
All Terms & Policies

Restricted Content: Gambling or Real-Money Apps or Websites Revision – March 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 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.
  • 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., 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.
  • Advertisers must ensure that their ads only target those U.S. states where the product can lawfully be used and advertised consistent with applicable laws.
  • 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 or warning.
  • 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.
AppLovin Legal Information
All Terms & Policies

Restricted Content: Tobacco & Nicotine Products Revision – March 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 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.
  • Advertisers must ensure that their ads include the specific warning statements required by the FDA (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 FDA.
  • Ads must include any other labels or disclaimers required under applicable laws (e.g., 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.
  • Advertisers must ensure that their ads only target states, municipalities, and jurisdictions that permit online sales and advertising of tobacco and nicotine products.
  • Ads must comply with any state, local, or self-regulatory style requirements (e.g., some 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 and nicotine 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.
AppLovin Legal Information
All Terms & Policies

Restricted Content: Alcohol or Alcohol-Related Content Revision – March 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.
  • Ads must clearly state the alcoholic content and strength of a beverage. 
  • Ads must include an appropriate responsible drinking and age disclaimer, 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 states where the advertiser can lawfully distribute and ship the product.  The following provides general state-specific information, which may change over time and Advertisers must independently confirm:
    • Allow the shipment of all spirits subject to requirements: District of Columbia, Florida, Hawaii, Kentucky, Nebraska, New Hampshire, Rhode Island, and West Virginia.
    • Allow the shipment of beer and wine subject to requirements: Delaware, Massachusetts, Montana, North Dakota, Ohio, Oregon, Vermont, and Virginia.
    • Allow the shipment of wine, cider, and mead subject to requirements: Connecticut and New Jersey.
    • Allow the shipment of wine and cider subject to requirements: New Mexico.
    • Allow the shipment of beer, wine, and cider subject to requirements: Oregon.
    • Allow the shipment of wine and mead subject to requirements: Arkansas.
    • Allow the shipment of wine subject to requirements: All other U.S. States, including California and New York, except for Mississippi and Utah.
  • 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, 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.
  • Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws.
  • 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 – March 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.
  • Ads for FDA-approved products (certain food and drug products) must include any approved labels and warnings.
  • Ads for FDA-approved products (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 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 approval may not state or imply that they are as effective as FDA-approved products 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 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 approval must include an appropriate FDA-related 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., 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. 
  • Ads may not promote products that have been subject to any government or regulatory action or warning.
  • 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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Restricted Content: Financial Services Revision – March 26, 2025

Content

Additional Guidelines Specific to Financial Services
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as financial services 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 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 financial services products (e.g., investing, retirement planning, etc.) 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, licenses, accreditations, and certifications required under applicable laws (and produce them on request) to market and promote their products.
  • Advertisers must ensure that their ads comply with any applicable disclosure requirements required under applicable laws, including risk disclaimers and the disclosure of other information necessary for users to make an informed decision. 
  • Advertisers must ensure that the landing page(s) for the product(s) include any applicable disclosures and disclaimers required under applicable laws.  To the extent applicable, this obligation includes disclosing the applicable interest rates, annual percentage rates, transaction fees, disclaimers, repayment periods, representative examples, and other disclosures required under applicable laws.
  • Ads may not promote get-rich-quick offers, pyramid schemes, too-good-to-be-true financial offers, products that could be considered predatory, bail bonds, complex speculative financial investments, payday loans, pawnbroker loans, precious metals trading, peer-to-peer products, NFTs or virtual currencies, single securities, or similar products.
  • Ads may not promote products that have been subject to any government or regulatory action or warning.
  • Ads may not misstate, exaggerate, or minimize the benefits or risks of the products.
  • Advertisers may not target individuals under the age of 18.
  • Ads cannot request the input of any personally identifiable information or financial information such as bank account information, credit/debit card information or routing numbers.
  • 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: CBD/Hemp Products Revision – March 26, 2025

Content

Additional Guidelines Specific to CBD/Hemp Products
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as CBD/hemp 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 CBD/hemp 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 law (and produce them on request) to market, promote, and ship their products.
  • Advertised products must qualify as hemp under applicable law, which generally means a total THC content of less than 0.3%. THC or similar products regulated by the Controlled Substances Act or other applicable laws cannot be advertised through the Services.
  • Ads must include an appropriate age and information disclaimer, such as: “Federally legal hemp product; Must be 21+ to purchase; only available to purchase in certain states.”
  • Ads must include any other labels or disclaimers required under applicable laws (e.g., state- or local-specific 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.
  • Advertisers must ensure that their ads only target those U.S. states where the product can be lawfully advertised, distributed, and shipped consistent with applicable laws.
  • Advertisers may not target individuals under the age of 21.
  • Ads may not depict marijuana leaves, stems, buds, or similar imagery or use terms typically associated with THC, cannabis, and marijuana.  As such, ads should avoid using terms like “420,” “kush,” “reefer,” “green,” “Mary Jane,” “herb,” “pot,” “chronic,” “hash,” “shrooms,” or any other slang terms typically associated with illegal drugs. 
  • Ads must clearly reflect that they concern hemp products, not THC or similar products regulated by the Controlled Substances Act or other applicable laws.  As such, ads should avoid using terms like
    “THC” or “cannabis” by themselves and without the necessary context, because that would not make clear that the products qualify as hemp-based products, not illegal drugs. Acceptable variants include: hemp-derived THC, hemp-based THC, hemp THC, hemp cannabis, federally legal cannabis, federally legal weed, or federally legal THC.
  • 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 consumption.
  • Ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
  • Ads may not claim that the products “diagnose, treat, cure, mitigate or prevent any disease and/or affect any structure or function of the human body.” 
  • Advertisers must ensure that their ads and/or the landing page(s) for the product(s) include an appropriate FDA-related disclaimer, such as: “Note: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.”
  • Ads may not promote products that have been subject to any government or regulatory action or warning.
  • 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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