Apple Advertising Policies

These policies help explain what is and isn’t allowed when advertising your content with Apple’s advertising services. 

When advertising your app, in addition to complying with all App Store policies and guidelines, you must also comply with all the following policies relating to advertising. If you violate any of these policies, your app will not be eligible to participate. Please read and keep yourself up to date with our policies to avoid any rejections, pauses, or delays for your ads.

Last updated June 22, 2021

Advertiser Responsibilities.

You are responsible for the following:

You must comply with the Apple Advertising Services Terms of Service.

Your app must comply with all App Store Guidelines.

Your ad content, including content you submit to the App Store used to generate your advertisement, and your use of Apple’s advertising services, must comply with all applicable laws and regulations, including the laws and regulations of each country or region where you advertise.

Your ad content and your use of Apple’s advertising services may not violate the intellectual property rights, rights of publicity, or mask work of any party. The inclusion or use of any other party’s intellectual property, logo, graphic, artwork, audio, film, celebrity, or person must be properly licensed for use.

All claims made in ad content must be adequately substantiated.

Ad content may not be misleading.

Ad content may not deceive users into providing personal information (1) without informed consent or under misleading or false pretenses, or (2) to parties that gather personal information for the purpose of reselling, trading, bartering, or otherwise misusing that personal information.

Your app title, description, images, and previews on the App Store accurately reflect the app’s intent and core experience.

Use of the Apple name, products, logo, or other brand attributes without prior approval is prohibited.

You must have all required licenses and permits for your advertising, and must provide them to Apple when required or requested.

When advertising in mainland China:

  • You may be required to provide business licenses, permits, other forms of, (government approvals), or other materials or information in order to advertise in mainland China.

  • Advertising in certain industries or categories may be restricted to business company entities.

  • Age restrictions apply to advertising in certain industries or categories.

  • You may be required to comply with specific content requirements and it must be in simplified Chinese.

  • For more information about requirements for advertising in mainland China, please read the guidelines (PDF).

Prohibited Content.

Apple does not allow the following in advertising:

Ad content that promotes hate, violence, harassment, or racism toward an individual or group of any race, sex, creed, national origin, disability, religious affiliation, age, language, sexual orientation, gender identity, or financial status.

Ad content that is defamatory, libelous, or slanderous.

Ad content that is profane or obscure, including distasteful wording or phrases.

Ad content that promotes adult-oriented themes or graphic content, for example, pornography, Kama Sutra, erotica, or content that promotes “how to” and other sex games.

Ad content that directly or indirectly facilitates or promotes the sale, distribution, or use of any tobacco products, illegal drugs, narcotics, weapons, ammunition, explosive materials or fireworks, excessive alcohol consumption, or alcohol use by minors.

Ad content that is deemed offensive or graphic or contains personal attacks, bullying, or intimidation against a person or an individual business or institution.

Ad content that promotes false documents or materials, such as degrees or certifications.

Ad content that inappropriately incentivizes downloads or the manipulation, filtering or faking of reviews, feedback, taps, or downloads.

Ad content should be honest and transparent and must accurately represent the product or service you offer. False, fraudulent, dishonest, or deceptive claims or messaging including misleading titles, statements, or illustrations are not allowed, including the following:

  • Get-rich-quick schemes, “free money,” or similar money-making opportunities or offers
  • Free offers and sweepstakes, such as “You have been chosen to win a free…”
  • “Free items” that require any type of payment, administrative costs, carrying charges, or other fees, and hence are not truly free items
Outlined offers made must be clear to users and cannot misrepresent the true nature of the offer (prices and any rating claims must be accurate at all times).
Ad content that does not comply with applicable laws and regulations, including the laws and regulations of each country or region where the ad content is disseminated.
Ad content that lacks the necessary licenses, permits, or other authorization required by law, including under the laws and regulations of each country or region where the ad content is disseminated.
Ad content promoting products or services of questionable legality, for example, falsely obtained passwords, pyramid schemes, products designed to evade speed-enforcement laws, or promotion of countries subject to U.S. trade embargoes or sanctions.

Restricted Content.

You are responsible for appropriately restricting your advertising content in the countries and regions where you advertise.

Restrictions can include limiting your advertising to appropriate age audiences or having the necessary licenses or permits for the country or region. Examples include:

Advertising promoting the sale or consumption of alcohol, or that refers to the usage of alcoholic beverages, may be prohibited or limited in some countries and regions. All text, images, video, and audio used for promotional or advertising purposes must depict age-appropriate people and scenes.

Advertising for dating and related services may be prohibited or limited in some countries and regions.

Advertising for gambling-related services may be prohibited or limited in some countries and regions.

Advertising for content promoting pharmaceutical products, medical devices, medical services, or medical treatments may be prohibited or limited in some countries and regions.


Apple reserves the right to modify these Policies at any time. Apple may also apply restrictions or limitations to your advertising. If you have any questions about our policies, please feel free to contact us.