Ad policy overview
All advertisements on YouTube must conform to our Community Guidelines, Technical Guidelines, and Advertising Policies described in this section and be appropriate for a general audience of YouTube users aged 13 or older. Partners participating in the Partner Sold program must abide by our ad policies and billing terms as specified here.
YouTube is committed to providing an advertising service with fair and consistent policies that benefit our users, advertisers, and partners. To achieve this goal, we maintain high standards for ads accepted on our site, embodied by our technical, community, and advertising guidelines and policies. These policies may be applied based on the text or other creative elements in your ad, the content of your site and/or the content of your channel or video. Application of our policies will always involve an element of discretion and we reserve the right to reject or approve any ad, and to suspend or disable any promotional campaign, for violation of these policies. We also reserve the right to remove any ad from the site that we deem intrusive or inappropriate. Please note that is your responsibility to ensure that your ad complies with these guidelines, and refunds will not be issued for promotions where the related ads or videos are disabled, suspended, or age-restricted as a result of policy violations.
YouTube advertising and content policies complement our Terms of Use and describe YouTube’s advertising policies with regard to its DoubleClick products and services, including homepage and display ads, custom engagement programs, and mobile ads. Please note that any ad campaigns sold through Google AdWords (for example, TrueView ads), even if hosted and/or targeted only to YouTube must first and foremost comply with AdWords Policies and be approved Family Safe. You represent and warrant by your use of YouTube or its advertising programs that your website, videos, and/or advertisements comply with all applicable laws and regulations (including any relevant self-regulatory or industry guidelines).
Advertiser live streaming
Every cool new community feature on YouTube involves a certain level of trust. Streaming live content is an exciting space that YouTube is entering with some of our most valued partners, but with that comes a degree of accountability. We trust you to be responsible, and millions of our users respect that trust. We’ve outlined best practices, below, surrounding live stream content on our site, and expect that you will make a best faith effort to comply with these guidelines.
- Advertiser, promoter and/or production company is responsible for securing and ensuring they have all necessary rights (e.g. public performance, music licensing rights, and other publicity rights) to legally broadcast the live stream on YouTube.
- There is a 30 second animation limit for live streams running in a homepage masthead. The user can click the ad unit to view the whole live stream within an expanded masthead, or click through to a brand channel or external site. Any exceptions to the 30 second rule need to be approved by the YouTube Policy Team.
- The audio in a live stream happening in a masthead needs to be user-initiated.
- Content in live stream must adhere to our Community Guidelines.
- Promoter and/or producer must make a good faith effort to monitor the live stream under our Community Guidelines, including, among other things:
- Refrain from content that involves sexually explicit or strongly sexually suggestive material;
- Refrain from shots of nudity;
- Refrain from content that involves hate or abusive speech;
- Refrain from content that involves excessive vulgar and explicit language;
- Refrain from shots of violent or criminal acts;
- Refrain from shots of drug use;
- Refrain from displaying personal information;
- If any of the above categories describe or may be common occurrences at your event, it may be subject for policy review before we can approve streaming your event.
Advertising on YouTube Kids
Age targeting and ads
YouTube Age Gates:
When a video or brand channel is placed behind a YouTube age gate, either by advertiser choice or as a result of aCommunity Guidelines violation, only ‘of age’ users logged-in to our site with a YouTube account can access the content. In some instances, our policies require a video to be age-gated first in order for an advertiser to use it in an ad (e.g., Promoted Videos ad for an alcohol campaign). The YouTube Age Gate is the only option available to age-gating requests at the video watch page level.
Demographic targeting by age for ads:
If our policies or the advertiser requires that an ad be demo-targeted to a certain age demographic, our ad serving technology can demo-target the ad based on the birth date registration data on logged-in user accounts. For example, if content featured in an ad may not be appropriate for a general audience under our policies, we require the ad to be demo-targeted to 18+ users. What this means is that only users logged in to their YouTube account that are at least 18 years old may see this particular ad on our site. Non-logged in users will see a different ad.
Custom-built Age Gates:
YouTube will allow advertisers in the alcohol, gaming and movie verticals to build a custom age gate in a homepage ad as these are highly regulated industries where the YouTube age gate may be insufficient in complying with industry regulations (e.g. video game advertisers that need to comply with ESRB guidelines on a mature-rated game). Requests for a custom age gate from these advertisers need to be submitted to the YouTube Ads Policy team for prior approval. Advertisers in all other verticals are required to use the standard YouTube Age Gating features available at the brand channel and video watch page levels.
Alcohol advertising
Except for the First Watch ad products, YouTube allows alcohol advertising that promotes the branding and sale of alcohol with some restrictions (described in more detail below). Campaigns may only target countries where these ads are permissible under applicable laws and regulations and all ads must comply with local restrictions.
In all cases where promotion of alcohol is permitted, the following conditions must be met:
- Ad must act in compliance with all applicable laws and industry standards for each location that you are targeting.
- Ad must not target individuals below the legal drinking age.
- Ad must not imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing.
- Ad must not imply that drinking alcohol provides health or therapeutic benefits.
- Ad must not portray excessive drinking in a positive light or feature binge or competition drinking.
- Ad must not show alcohol being consumed in conjunction with the operation of a vehicle of any kind, or the operation of machinery, or the performance of any task requiring alertness or dexterity.
- Ad must not depict violent or degrading behavior.
Please note that products which are marketed in the same way as alcoholic beverages, regardless of alcohol content, are subject to our alcohol policy. Examples include low-alcohol and non-alcoholic beer and wine, as well as low-alcohol and non-alcoholic cocktails.
Alcohol advertisers who wish to use an age gate on their homepage, brand channel and/or video may do so under our age gate policies.
Birth control and contraceptives
YouTube allows ads for birth control products such as oral contraceptives and condoms. Campaigns may only targetcountries where these ads are permissible under applicable laws and regulations and all ads must comply with local restrictions. Furthermore, advertisements for oral contraceptives must comply with AdWords policy on Healthcare and medicines.
In addition, all YouTube ads must be approved as Family Safe. Learn more about the family status of ads here.
Ads for birth control products can contain product branding but with no adult themes, context, or imagery. If any of these elements describe the campaign creative, then it will be disapproved under our policy.In all cases where promotion of birth control products are permitted, the following conditions must be met:
- Ad must act in compliance with all applicable laws and industry standards for each location that you are targeting.
- Ads and landing pages can not promote other sexual aids such as sex toys, sexual enhancement pills, and sex lubricants.
- Ads must only focus on product branding and not contain any adult themes, context or imagery such as implied sexual acts, heavy kissing or scenes of intimacy.
Embedded third-party sponsorships and ads in YouTube content
YouTube creators can not include promotions, sponsorships or other advertisements for third party sponsors or advertisers in their videos where YouTube offers a comparable ad format, including but not limited to video ads (pre, mid and post rolls), image overlays and video bumpers. This is a violation of Section 4 of our Terms of Service and when we become aware of it, YouTube reserves the right to disable monetization and/or remove videos with such unauthorized third party promotions.
YouTube creators may include paid product placements or endorsements as part of their content only if they comply with our advertising policies and any applicable legal and regulatory obligations.Click here to learn more about our paid product placements and endorsements policy.
Flash cookies
You may not use locally shared object (LSO) technologies (including but not limited to flash cookies, browser helper objects, or HTML5 localStorage) for behavioral advertising, ad delivery, reporting, and/or multi-site advertising because these are not exposed via typical browser user controls.
Geo-aware ads or features
Geo-aware ads or features are those that use a viewer’s IP location to localize the ad’s geographic content in a way that’s visible to the viewer (the ad usually includes a local maps component). When the targeting is more specific than the city level, the Geo-aware ads should include an “About this ad” link in the creative or in a landing page that explains how the geo-targeting works as well as a link to their privacy policy within the gadget or ad.
An example disclaimer includes:
“This is a new ad from Company X. You may have noticed that it shows the closest Company X store to your current geographical location–your IP address is used to approximate your location to the city level and no address information is shared with Company X.”
Homepage advertiser guidelines
Allowing diverse content to coexist at an unprecedented scale has helped make YouTube the compelling platform it is today. With over 15 hours of video being added to the site every minute, YouTube hosts the largest, most diverse collection of online videos in history. The thoughtful application and enforcement of our policies allows us to accommodate this wide range of content, while taking into consideration how and where our users encounter it, in order to foster an experience that is enjoyable and valuable to users, partners, and advertisers alike.
Ads are particularly visible and engaging when they appear on the YouTube homepage. The homepage is the front door, or portal, through which many users experience YouTube. It’s our prime real estate, and we want to ensure that it is appropriate and welcoming for all YouTube audiences.
Because of the unique nature of the homepage, we work hard to ensure that all content that appears there, including advertising, is appropriate for a general audience of YouTube users aged 13 or older. This means that mature or “edgy” advertising content — which may be permitted with age-restriction elsewhere on the site — is generally not appropriate for the homepage.
All homepage ads must abide by YouTube’s Community Guidelines and Ads Policy. Period. Context matters too. Ad creatives that include auto-play or auto-expand elements are held to a higher standard because the automation prevents users from choosing whether or not to view it. Thumbnails are also held to a higher standard given their high visibility.
Although interpretation of exactly what crosses the line is ultimately up to our policy team, a good rule of thumb is: if the categories below describe your ad, in whole or in part, the YouTube homepage probably isn’t the right place for your promotion.
Adult Content
- Pornography
- Exposed or minimally covered breasts, buttocks, or genitals
- Sex acts (real or implied)
- Underwear/Lingerie
- Sexually suggestive poses
- Concentrated attention on particular body parts
- Adult toys or products (e.g., condoms and sexual aids)
Violent or Shocking Content
Excessive violence and/or gore, including graphic or disturbing images of:
- Bloodshed
- Physical injury
- Infliction of harm to self or others
- Fighting
- Bodily excretions
- Gruesome accidents
Profane & Sexually Lewd Content
- Excessive profanity
- Sexually lewd or obscene language
Hateful/Anti Content
- Content that advocates against any person, organization or group of people
Political & Religious Content
- Inflammatory or exploitative uses of political or religious issues
Depictions of Drugs, Alcohol, and Tobacco
- Inappropriate, excessive, or illegal use of drugs (even if portrayed in a comedic manner)
- Use of drug paraphernalia
Movie Trailers, Video Games, and TV Clips
- Redband or Yellowband trailers
- Trailers or clips where sex, horror, shock, or violence are a significant element (irrespective of the underlying MPAA, ESRB, TV Parental Guidelines, or other rating)
Still not sure if your content crosses the line? You might try asking yourself the following questions: Would I be comfortable showing this content to my kids or my parents? Would I be comfortable looking at this content if my boss walked up to my computer at work? Would I see this content on primetime television? If you answered “yes” to these questions, that may not be the end of the story, but it’s a good starting point. If you answered “no,” your content may not be appropriate for YouTube’s homepage audience.
In-Stream ads XML summary for VAST ad server response
Mimicking YouTube site elements
Ads can not mimic YouTube site elements in any way, shape or form. This includes, but is not limited to:
- Ads should not look or attempt to look like part of the YouTube homepage site experience;
- Ads should not deliver or appear to deliver messages that are intended to look like they originate from YouTube;
- Instream video ads, including TrueView, should not mimic the Skip btn;
- Any YouTube video thumbs in an ad need to provide users the opportunity to click and watch a video, either within the masthead or on the YouTube watch page. For example, a few seconds of animation of thumbs being destroyed does not provide users an opportunity to click and watch the videos. Additionally, any meta data associated with video thumbs must be accurate.
Online gambling (non-U.S. markets)
Advertising for the promotion of online gambling includes, but is not limited to, the following: online casinos, sports books, poker, and sites that provide tips, odds, and handicapping (“online gambling ads”). Online gambling ads are not permitted, except by licensed entities located in England, Scotland, Wales, Italy, France, or Spain (“Permitted Locations”). We may accept online gambling ads from licensed entities that have been previously approved through the appropriate AdWords application process, provided that those ads are not targeted outside the Permitted Locations. For more information about our gambling policy, the approval process for licensed entities, and country exceptions, please visit the AdWords Help Center.
Pharmaceuticals and medicines
All Pharmaceutical campaigns or programs must adhere to the AdWords policies around the advertisement or sale of prescription drugs in the country where the ad is targeted. This applies to homepage and display ads on YouTube. Learn more about AdWords Healthcare and Medicines policy.
Homepage, Video and Display Ads.
All pharmaceutical ads must be clearly branded under the manufacturer’s name and must comply with all regulatory and legal guidelines applicable to the advertiser.
Please note, pharmaceutical campaigns or programs which meet our policies must still be approved by YouTube Ads Policy prior to running in these locations. Be aware that this approval process may impact timeliness of your campaign.
Remarketing
Advertisers may utilize pixels for interest-based advertising (IBA) on YouTube. Any use of pixels for collection of data for remarketing lists is subject to the AdWords Policies.
There are additional restrictions around where and how remarketing can be used. Learn more.
Restricted products
Scams or phishing for personal information
Advertising is not permitted for sites collecting sensitive personal information or money with fake forms, false claims, or unauthorized use of Trademarks. Examples of personal information include email addresses, user names, passwords, and/or payment information. In addition, advertising is not permitted for “run your car on water” programs or content.
Send-to-phone ads
Send-to-phone ads have a field that allows viewers to send themselves information about the ad through SMS. This is different from tell-a-friend where the ad encourages the viewer to share the ad with a friend.
- Ads can only use text messages to send messages to the users themselves.
- The ad text must say: “send to yourself” and may not say “send to a friend.”
- The text message cannot include user-contributed content.
- All phone numbers must be deleted after sending to the phone and can only be used for the purposes of limiting the number of messages sent. Advertisers may not store or log this information in any way.
- The ad must include a notice of one-time use in the ad, e.g. “Your phone number is only used for the purpose of this feature” or the advertiser landing page must contain a link to a privacy policy that identifies and outlines the particular service they are using (such as tell-a-friend or data capture services), and the collection and use of data related to these services.
- The limit to the number of allowable messages sent is one referral text message to any one phone number per creative.
Social media and third-party applications
Ads or Brand Channels which include social media from third party sites or applications may only incorporate content which is owned and controlled by the advertiser.
In addition to the above restrictions, when ads or Brand Channels incorporate third-party or Google-owned applications or APIs, all ads must meet the following criteria:
- Advertiser must be wholly compliant with third party’s terms and/or have third-party approval where applicable.
- Advertiser must use an approved or official version of the API or application.
- Advertiser may not pass any data from the third party either to or through YouTube’s servers.
Additionally, some APIs will not be permitted on YouTube. You can check in with your sales contact for more information.
Software downloads
All software downloads must adhere to Google’s Software Principles. Additionally, we only allow file downloads that can be “universally” opened, i.e. no special software is required to download the file, with an exception of (1) iTunes Store, (2) Flash plug-ins required to view page, and (3) PDF files provided that the ad clearly identifies the download as a PDF.
Ads and Brand Channel gadgets cannot trigger fee-based downloads without the user’s prior consent to pay (e.g. mobile ringtone subscriptions), and may not contain links or interactions which directly initiate the download of a client application automatically. This includes plug-ins, browser helper objects, or other executable code that would run on a user’s computer. If you would like to promote such a download via your ad or gadget, we recommend you use a click-URL to lead users to a landing page that allows them to initiate the download.
Additionally, if the user will be required to have specific software or programs to view or download the content, the specific program required should be identified.
Solicitation of funds
Only government-registered charities may solicit funds. Political fundraising is generally permitted.
SSL capability
Depending on the status of a user (logged in/logged out), YouTube pages can be loaded over a secure or insecure connection. Secure connections are achieved using SSL. To avoid warning messages in the user’s browser, we require that ads, creatives and tracking elements are requested using an appropriate connection:
- For non-secure pages (HTTP://) the ad, creative and tracking pixels can use either HTTP or HTTPS.
- For secure pages (HTTPS://) the ad, creative and tracking pixels must only use HTTPS. Additionally, for ads and creatives loaded using a secure connection (HTTPS://), all subsequent requests to media assets or tracking URLs must also use a secure connection (HTTPS://). This means that all creatives must be able to deliver over HTTP and HTTPS without the need for special trafficking. If tracking pixel URLs are provided, they must be SSL compliant (begin with HTTPS://). The only part of an ad permitted to be non-SSL compliant is the click URL (target landing page).
Additional details
3rd party served display ads
Some vendors auto correct their creative to be SSL compliant which means for these vendors there is little change needed for your creative to be SSL compliant. A list of vendors and their capabilities is available here.
VAST tracking pixels
For the tracking of VAST ads such as inStream and inVideo, we will request any insecure URLs via a secure connection. We will achieve this by swapping out HTTP:// with HTTPS:// prior to requesting the URL. If your tracking vendor cannot support this functionality, the tracking URL supplied must be SSL compliant (start with HTTPS://). A list of vendors and their capabilities is available here.
3rd party served VAST ads
All 3rd party VAST ads must be SSL compliant. This means that any URL within a VAST response must use the appropriate connection.
- For non-secure pages (HTTP://) the creative and tracking pixels can use either HTTP or HTTPS.
- For secure pages (HTTPS://) the creative and tracking pixels must only use HTTPS If your vendor does not auto correct the ad response to use the appropriate protocol or does not support the swapping of HTTP:// with HTTPS:// then SSL (HTTPS://) must be returned by default for all media and tracking URLs within the VAST ad.
Tell-a-friend
Users can send a referral email or voicemail through the ad unit to a chosen recipient for viral campaigns. All such ads must meet the following criteria:
- Email addresses and phone numbers may not be used for any other purpose except to share the ad.
- The ad must include notice of one-time use in ad, e.g. “Your email address is only used for the purpose of this feature,” or the advertiser landing page must contain a link to a privacy policy that identifies and outlines the particular service they are using (such as tell-a-friend or data capture services), and the collection and use of data related to these services.
- The ad must include both a ‘To’ and a ‘From’ field for the user to populate.
- The tell-a-friend feature may not be used in an ad that provides an incentive for sharing the ad with a friend (e.g. coupon, movie tickets, cash).
- The ad backend must include a cap on the number of referrals that can be sent to one particular email address or phone number from a particular ad. This cap is per campaign.
Additionally, for tell-a-friend email:
- Email messages must contain a link to, or information about, the ad and/or product/service promoted.
- Email messages must clearly identify both the advertiser and the user who sent the ad (e.g. a “To” and “From” field; should say ‘John Doe, Jane Doe has sent you a message”).
- Email messages must include advertiser’s postal address.
- All messages that are sent through advertiser’s backend must include an easy-to-understand opt-out method for the receiver of the email that complies with CAN-SPAM regulations.
- The limit to the number of allowable messages sent is three referral emails per ad to any one email address.
Additionally, for offline message service:
- Users can send a voice mail to a chosen recipient using an IVR provider.
- Voice mail must clearly identify both the advertiser and the user who sent the ad.
- The limit to the number of allowable messages sent is one referral voicemail per ad to any one phone number.
Unbranded ads or brand channels
YouTube requires that all ads run on or through the site are clearly branded with the advertiser and/or product’s name or logo. This includes Homepage Ads and Channels, as well as display and TrueView ads.
User-generated content in ads
In order to include user-generated content in an ad, such as videos uploaded by YouTube users, the advertiser must obtain explicit permission from the owner of that content. This applies to all ad formats except for homepage mastheads, where user-generated content is prohibited even if permission has been given by the user. Advertisers can feature user videos in their brand channel through existing channel functions, such as creating Playlists of the videos or adding them as Favorites.
Some limited use of third-party social media APIs or features is permitted when approved by YouTube. Learn more
Brand Lift surveys
The policies herein play an important role in maintaining a positive experience for everyone using Brand Lift surveys. Be sure to check back from time to time as these policies may change.
All Brand Lift surveys must comply with our Ads Policies and Program Policies. You cannot use Brand Lift surveys to collect personally identifiable information. In addition, any questions related to sensitive topics such as demographic information, sexual orientation, age, race, or what we may determine to contain disturbing, distasteful or mature content, hateful or intolerant speech, vulgar language, or other inappropriate content will not be allowed in our sole discretion.
Restrictions that apply to sensitive categories in Brand Lift surveys
When using Brand Lift surveys, you cannot collect user feedback on sensitive topics. For the purposes of the policies herein, sensitive information includes, among others:
- interest or participation in adult activities (including alcohol, gambling, adult dating, pornography, etc.)
- sexual behavior or orientation
- racial or ethnic information
- political affiliation
- trade union membership or affiliation
- religion or religious belief
- financial status or situation
- health or medical information
- status as a child under 13
Additionally, any ads that are already prohibited by our YouTube ads content policies are prohibited from creating Brand Lift surveys.
What happens if I violate these policies?
- Survey disabling: Brand Lift surveys that do not comply with the policies herein may be suspended. This means that these surveys can no longer be used with ad campaigns and new surveys cannot be created.
- Account suspension: An AdWords account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup.
YouTube monetized markets
YouTube’s contest policies and guidelines
All contests run on YouTube or which use YouTube are subject to the below rules. In addition, your contest cannot be run or conducted in a way which conflicts with our Privacy Policy, Terms of Service or Community Guidelines.
YouTube does not allow contests to be run through ad units, but you can engage users in contests through your content on the platform, provided that the contest conforms with the below rules.
I. General Restrictions and Requirements:
- You are solely responsible for your contest.
- Your contest on YouTube must comply with all applicable federal, state and local laws, rules and regulations, including U.S. sanctions.
- Your contest cannot infringe upon or encourage the infringement of any third party rights or the participation in any unlawful activity.
- You cannot ask the user to give all rights for, or transfer the ownership of, their entry to you.
- Your contest must be free to enter (don’t forget to check your local lottery laws!)
- You may not pay a third party or parties to manipulate metrics on the YouTube Service, including numbers of views, likes, dislikes, or subscribers such that those metrics fail to reflect genuine user engagement with the YouTube Service.
- You cannot associate or affiliate YouTube with your contest without YouTube’s prior written consent. This prohibits, among other things, expressly stating, or doing anything that suggests, that YouTube is involved with or has endorsed your contest in any way.
II. Your Official Contest Rules:
- You must have a set of “Official Rules” which:
a. include links to the YouTube Community Guidelines and indicate entries which don’t comply will be disqualified.
b. state all disclosures required by all applicable federal, state and local laws, rules and regulations, including U.S. sanctions.
c. are wholly compliant and consistent with the YouTube Terms of Service. - Your contest must be conducted, and all prizes awarded as outlined in your Official Rules.
- You are responsible for your rules and all aspects of your contest administration.
- Your rules must clearly state that YouTube is not a sponsor of your contest and require users to release YouTube from any and all liability related to your contest.
- You must include a legally compliant privacy notice in your Official Rules which explains how you will use any personal data you collect for the contest and adhere to that use.
Disclaimer: We are not your attorneys and the information presented here is not legal advice. We provide it for informational purposes and suggest you seek advice in your jurisdiction for running a contest legally.
YouTube logo usage in ads
SUMMARY:
- YouTube (approved) social btn is permitted to use in context of a social media bar (a grouping of social btns that exit the banner).
Download red icon pack PSD files | PNG files
Download dark icon pack: PSD files | PNG files
- In a social media ‘bar’ the YouTube logo color CAN be altered as long as the other social btns are getting the same treatment. When scaling down the icon, it should be done in a program or editor where the aspect ratio & proportions can be maintained.
- YouTube horizontal text logo is NOT ok to use in advertisements, unless it’s a YouTube sponsored program.
- No YouTube logo or btn should be used as part of a sentence, only text. “YouTube/YOUTUBE” can be used as plain text as part of a sentence. All caps are ok. If using lower case, must capitalize the Y and T (YouTube). Examples:
- “WATCH ON YOUTUBE” or “Visit our YouTube channel” – all variations of this in plain text/client’s font are ok.
- “Watch on YOUTUBE” = not ok (if using caps, full sentence should be capitalized)
- “Watch on Youtube” = not ok (T is not capitalized properly)
- Edge cases should be escalated by your Media Solutions Consultant.
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