X Ads Policies

This document governs X's paid advertising products and monetization on the X platform, establishing the policies advertisers must follow as a condition of participation in the X Ads ecosystem. The terms state that advertisers are responsible for their own ads, must follow all applicable laws and regulations, and are subject to an approval process; the document further establishes prohibited content categories, restricted content categories requiring prior written approval, and targeting restrictions including prohibitions on targeting based on sensitive categories such as race, religion, health conditions, and sexual orientation. The document asserts broad discretion to reject, remove, or suspend advertiser accounts and campaigns without specifying appeal timelines or procedural guarantees, and requires advertisers to obtain prior written approval for a range of restricted categories including alcohol, financial products, gambling, pharmaceutical products, and political advertising, with availability varying by country. The policy engages the FTC Act's requirements around truth in advertising, country-specific regulations governing alcohol, gambling, pharmaceutical, and financial advertising, and the EU's Digital Services Act and Digital Markets Act insofar as X operates as a designated platform in the EU; political advertising restrictions also engage electoral law frameworks across multiple jurisdictions. Material compliance considerations include the document's reservation of unilateral enforcement discretion, the requirement for advertisers to independently verify legal compliance in each market, and the absence of explicit SLA commitments for the ad approval process, which may create operational uncertainty for advertisers running time-sensitive campaigns.