← Policies for Demand Partners
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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.