Ad content policies.

Designed to give users a safe search experience.

Apple Search Ads Advertising Content Policies explain what is and isn’t allowed when advertising content in Apple Search Ads. When apps are first submitted to the App Store, they are reviewed against Apple’s policies to help ensure that App Store customers have a positive experience with apps and any ads related to them.

Advertisers are required to comply with all Apple Search Ads Policies. If you violate any of these, your app will not be eligible to participate. Please read and keep yourself up to date with Apple Search Ads Policies to avoid any rejections, pauses, or delays for your ads.

Last updated November 9, 2020

Advertiser Responsibilities.

You are responsible for the following before advertising with Apple Search Ads:

Your app must comply with all App Store Guidelines.

Ad content (content you submit to the App Store, which Apple Search Ads uses to generate paid search results) must comply with all applicable federal, state, local, provincial, and, if applicable, foreign country laws or regulations.

Ad content does not violate the intellectual property rights, rights of publicity, or mask work of any third party (you acknowledge and agree that the inclusion of any intellectual property, logo, graphic, artwork, audio, film, celebrity, or person is properly licensed for use).

Ad claims are substantiated.

Ad content does not mislead users.

Ad content does not deceive users into providing personal information (1) without informed consent or under false pretenses, or (2) to companies who 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.

Prohibited Content.

Apple Search Ads does not allow ad content that contains the following:

Discriminatory Content: 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.

Defamatory Content: Ad content that is defamatory, libelous, or slanderous.

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

Adult Content: 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.

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

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

Falsified Documents: Ad content that promotes false degrees, certifications, or documents.

Inappropriate Business Practices: Ad content that inappropriately incentivizes downloads or the manipulation, filtering or faking of reviews, feedback, taps, or downloads. Additionally all Apple Search Ads Terms of Service including payment of services must be followed.

Deceptive Messaging: 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 is 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

False Pricing and Price Claims: 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).

Questionable Legality: 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.

Apple Search Ads may restrict or limit showing the following ad content:

Age-Restricted Content: Content promoting or containing age-sensitive products and services must be appropriately age targeted, including content that explicitly or implicitly references frequent or intense violence or any adult subject matter.

Gambling: Ad content promoting products or services related to gambling is allowed only in countries and regions where it is permitted.

Alcohol Content: Content promoting the sale or consumption, or which refers to the usage of alcoholic beverages, must be appropriately age targeted. All text, images, video, and audio used for promotional and/or advertising purposes must depict age-appropriate people and scenes.

Pharmaceutical Content: Content promoting pharmaceutical products, medical devices, medical services, or treatments must comply with all applicable federal, state, local, provincial, and, if applicable, foreign country laws or regulations.

Apple reserves the right to modify these Apple Search Ads Advertising Content Policies at any time without notice. If you have any questions about Apple Search Ads or our policies, please feel free to contact us.