Advertisers are prohibited from targeting audiences based on sensitive personal attributes including health conditions, race, religion, sexual orientation, political affiliation, and personal hardship, and the prohibition extends to targeting proxies for these categories.
This analysis describes what Pinterest Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes that targeting restrictions apply not only to direct use of sensitive category signals but also to proxy signals that function as substitutes, creating an operationally broad restriction that requires advertisers to evaluate audience construction methodologies for indirect sensitive category correlations.
Under these terms, Pinterest users cannot be targeted by advertisers based on inferred or direct signals relating to their health status, race, religious beliefs, sexual orientation, political opinions, financial hardship, or criminal history, and users under 18 are excluded from ad targeting.
Cross-platform context
See how other platforms handle Sensitive Category Targeting Prohibition and similar clauses.
Compare across platforms →"Don't target sensitive categories Targeting certain audiences can be inappropriate and offensive. It's never okay to target people in a way that implies you're aware of sensitive info about them. You can't target any audience based on: Sensitive health or medical condition Race, color or ethnic origin Personal hardship, including financial, physical and emotional hardship Religious or philosophical beliefs or affiliation Sexual behavior, orientation, or gender identity Alleged or actual commission of a crime Trade union membership or affiliation Political affiliation and opinions Additionally, you can't target ads to Pinners under 18 years old Please note that the targeting of proxies for the sensitive categories above is also not allowed.Excerpt from Pinterest Ads's Pinterest Advertising Guidelines
(1) REGULATORY LANDSCAPE: This provision engages GDPR Article 9 prohibitions on processing special category data, including health, racial or ethnic origin, religious beliefs, sexual orientation, and political opinions.
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This provision establishes that targeting restrictions apply not only to direct use of sensitive category signals but also to proxy signals that function as substitutes, creating an operationally broad restriction that requires advertisers to evaluate audience construction methodologies for indirect sensitive category correlations.
Under these terms, Pinterest users cannot be targeted by advertisers based on inferred or direct signals relating to their health status, race, religious beliefs, sexual orientation, political opinions, financial hardship, or criminal history, and users under 18 are excluded from ad targeting.
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