ADVERTISING GUIDELINES
Our mission
Our mission at Pinterest is to help people discover and do what they love. We believe promoted content can play a big role in helping people design their lives, which is why we want ads to be some of the best stuff you see on Pinterest. If you follow these guidelines, you’ll be all set for promoting great content on Pinterest.
If you're trying out One-tap Promoted Pins, there are a few additional guidelines that apply.
Be authentic with our users
Authenticity means being truthful and honest about the product or service you're promoting. It also means being transparent with people about what they should expect when they interact with your ad, your site and your products or services.
Accurately reflect your product, service or brand More
Accurately reflect your product, service or brand Less
Your ads must reflect who you are and what you're promoting. Bait and switch ads (misleading ads that promise one thing but lead to another) are poor experiences for people on Pinterest, so make sure your images, descriptions and landing pages are consistent.
Don't make misleading or exaggerated claims More
Don't make misleading or exaggerated claims Less
Please don't make false promises about your products and services in your ads.
Disclose your billing practices More
Disclose your billing practices Less
If you charge users on a recurring basis, be transparent with them and disclose the terms of payment.
Stick to one advertiser per account, and be clear about who's advertising More
Stick to one advertiser per account, and be clear about who's advertising Less
We want people on Pinterest to understand who's promoting content. You can't manage more than one advertiser through a single account or change the advertiser on an account. You also can't create boards for someone else (for example, if you're an agency) and promote stuff from those boards. Instead, you can help someone else promote ads from their own account.
Be honest about your relationship with Pinterest More
Be honest about your relationship with Pinterest Less
Your ads should stick to our brand guidelines and shouldn't suggest that Pinterest is sponsoring your promotion or is formally affiliated with it. Basically, your design should look like it came from your business, not from Pinterest. You can use the word "Pinterest," but not our wordmark.
Respect the rights of others More
Respect the rights of others Less
Your ads can't infringe upon or violate the rights of any third party, including copyright, trademark or privacy rights.
Be thoughtful with your editorial
To keep ads inspiring and actionable, we set high standards for the editorial quality of promoted content. For tips, check out our creative best practices and boards from The Studio.
YOUR ADS SHOULD BE:
Clear and understandable More
Clear and understandable Less
Ads should be simple, clean and easily understood.
We never allow:
Fuzzy or grainy images (try at least 600x900 pixels)
Incorrectly oriented images that are upside down or sideways
Overly busy images that are packed with text overlay or have too many font styles and colors (try no more than 4 frames and 2 font styles or colors)
Improper grammar, incorrect spelling or excessive capitalization and symbols
Professional and neatly edited More
Professional and neatly edited Less
Ads should adhere to the highest levels of editorial quality.
We never allow:
Poorly edited images that are distracting or exaggerated
Poorly cropped images that feel careless or recycled Amateur or user-generated content like selfies and screenshots
Authentic and straightforward More
Authentic and straightforward Less
Ads should set the right expectations and shouldn’t pressure people to click them.
We never allow:
Images with artificial functionality like play or download buttons, notification icons, search bars, or elements that mimic Pinterest features (like our Save or Buy buttons.) Calls-to-action that resemble buttons are OK if they accurately describe where the Pinner will be taken when clicking through. For example, an image with a "Shop Now" button that leads to a shopping site is OK.
Positive and aspirational More
Positive and aspirational Less
Ads should be optimistic and inspire creativity, joy and confidence.
We never allow demeaning images or language for health and skincare products that suggests user deficiencies or capitalizes on anxiety, like the use of before-and-after shots.
Be respectful with your targeting
Make sure your targeting is relevant. It's never okay to target people in a way that implies you're aware of sensitive info about them.
Target the right audience More
Target the right audience Less
Your ads should be relevant and show up for the right people. Please don't pick irrelevant criteria when deciding how to target your ad.
Examples
An ad about shoes that targets "high heels," "sneakers" and "spring fashion" is okay
An ad about shoes that targets "recipe," "Christmas decorations" or "wedding dresses" isn't okay
Don't target sensitive categories More
Don't target sensitive categories Less
Targeting certain audiences can be inappropriate and even offensive. You can't target any audience based on:
Sensitive health or medical condition
Racial or ethnic origin
Negative financial status or condition
Religious or philosophical affiliation or beliefs
Sexual behavior or orientation
Alleged or actual commission of a crime
When targeting ads outside of the US, you also can't target any audience based on:
Trade union membership or affiliation
Political affiliation
Be careful with any data usage
When using data to advertise on Pinterest, make sure to be transparent with users and respect their privacy.
Follow all audience targeting and conversion tracking rules More
Follow all audience targeting and conversion tracking rules Less
If you use Pinterest technology that stores and accesses cookies or other information on a user's device, you must clearly disclose and get consent for that activity where required by law.
Don’t give us information that relates to sensitive categories—like medical condition or ethnic origin—or that’s collected from a child-directed site or app, or from anyone who’s under 13.
On any site or app where you collect data used with a Pinterest service, you must get legally-required consent from each user for that data collection, sharing and use, and give the notice described below:
CONVERSION TRACKING
If you use a Pinterest tag or other technology to provide us with data for conversion tracking, you must give clear and prominent notice to your users that their information will be shared with third parties to measure ad effectiveness.
AUDIENCE TARGETING
If you give us data that you’ll use on Pinterest for audience targeting—for example, by uploading a customer list—you must give clear and prominent notice to everyone you collect data from letting them know that their information will be shared with third parties for targeted advertising.
If your use of that data qualifies as online behavioral advertising—for example, if you’re using data from a Pinterest tag for visitor retargeting or from an audience onboarder— please also:
Give people instructions on how to opt out of the use of their information for targeting advertising. For Pinterest visitor retargeting, you must tell people they can opt out through their browser's Do Not Track feature or their Pinterest personalization settings.
Don’t send us information about people who’ve opted out.
Regularly update data to remove people who’ve opted out.
Respect our community's data and privacy More
Respect our community's data and privacy Less
You can't:
Use data you get from a third party to buy ads
Use data from a Pinterest service for any purpose other than to understand your Pinterest campaigns
Share data from a Pinterest service with a third party, including another advertising service
Join data from a Pinterest service with personally identifiable information (like an email address) or browser- or device-level information (like a cookie or device identifier)
Be clear about the destination
We care about the ad experience from start to finish—including the URL your ad links to.
Use an accurate destination URL More
Use an accurate destination URL Less
Make sure the URL people land on is consistent with the destination URL you chose for your ad. You can't cloak your URLs or change them during clickthrough.
Be clear if your landing page goes to a hardwall or signup wall More
Be clear if your landing page goes to a hardwall or signup wall Less
If you require people to take an action (like signing up) before they can see certain content, your ad should make that clear. Also, your ads can't suggest or imply that a product is available on your landing page if you don't actually offer that product.
Don't send people to low quality landing pages More
Don't send people to low quality landing pages Less
Your landing pages should build trust in the quality and substance of your ads. Your landing page can't:
Trick people into visiting another page
Start automatic downloads on someone's device. If your landing page has a download link, that's okay—the download just can't start automatically.
We also use landing page quality to determine auction competitiveness, find out more in our Help Center.
Be responsible with your content
Some content, regardless of context, can be disruptive. For legal and reputational reasons, we don't allow certain categories of ads. As always, you're responsible for the content you promote on Pinterest, as well as the safety and trustworthiness of the products and services you offer.
WE NEVER ALLOW ADS WITH:
Adult products and services More
Adult products and services Less
You can't promote sex toys, videos, publications, live shows, sexual enhancement products, or services that provide casual sex, international match-making or escorts.
Badware and hacking More
Badware and hacking Less
We don't allow anything that links to software that results in a misleading user experience. We also don't allow products that promote instructions for or equipment to illegally access or tamper with software, servers, cell phones or websites.
Clickbait More
Clickbait Less
We want ads to be beautiful and useful. We don’t want them to pressure or trick users with baiting content. We don’t allow sensational clickbait tactics that exploit user curiosity by playing on people’s fears, damaging self-esteem, using alarmist language or images, or purposefully withholding information.
False documents More
False documents Less
You can't promote fake IDs, passports or other official documents.
Healthcare More
Healthcare Less
We don't allow any ads for medical devices or prescription healthcare items.
We do allow ads for non-prescription family planning and contraception as long as the focus isn't improving sexual performance or pleasure.
Illegal activity More
Illegal activity Less
You can't promote anything that facilitates or promotes illegal activity.
Illicit drugs and drug paraphernalia More
Illicit drugs and drug paraphernalia Less
Your ads can't promote the sale or use of illegal or recreational drugs. This includes any drug paraphernalia, images of or informational material about illegal or recreational substances, and products to cheat drug tests.
Imitation or counterfeit goods More
Imitation or counterfeit goods Less
We never allow ads for:
Knockoff products
Brand-name replicas
Goods wrongfully advertised as authentic brand-name
Fake IDs, passports or other official documents
Live animals and products from endangered or threatened species More
Live animals and products from endangered or threatened species Less
You can't promote the sale of live animals. You also can't advertise products made from tortoise shell, ivory, coral, crocodile skin, tiger, polar bear or sea otter fur, and other endangered wildlife. This includes medicinal products made from rhinos, tigers or Asiatic black bears. For a full list of prohibited wildlife products, please visit our partner, the World Wildlife Fund.
Online gambling and lotteries, or games of skill More
Online gambling and lotteries, or games of skill Less
You can't promote any kind of lottery, gambling game applications or gambling websites. We also don't accept ads for fantasy sports or other online prize-based games that require payment for entry.
Ads for brick and mortar casinos that don't lead to online gambling, lotteries or games of skill are okay.
Nudity More
Nudity Less
Promoted content shows up in places that it normally wouldn't so we have to be a bit more conservative with nudity. We'll reject anything with nudity—artistic or not—as well as some images that aren't actual nudity. For example, we don't allow implied nudity (such as blurred out images and illustrations), implied sexual activity (clothed or unclothed), or any focus on certain body parts (genitals, pubic hair, male or female butt and female breasts.)
You can advertise modeled clothing such as bathing suits and lingerie, as long as the pose and product aren't adult-themed or overtly sexual.
Pharmaceutical manufacturers, online pharmacies, prescription drugs and unsafe supplements More
Pharmaceutical manufacturers, online pharmacies, prescription drugs and unsafe supplements Less
We don't allow ads from pharmaceutical manufacturers. We also don't allow anything that promotes online pharmacies, clinical trial recruitment, the sale of prescription drugs (for humans or pets), or the sale of supplements we consider unsafe or questionable (like anabolic steroids, chitosan, comfrey, dehydroepiandrosterone, ephedra, human growth hormones.)
Ads for over-the-counter drugs and medicines (that don't require a prescription) and for online contact lens and eyeglass providers are OK.
Pinterest incentives More
Pinterest incentives Less
We don't allow anything that directs people to click on Pinterest buttons to get money, prizes or deals.
Sensitive content More
Sensitive content Less
We want to keep Pinterest a safe place for discovering possibilities, so we don’t allow divisive or disturbing ads that could trigger users. We don’t allow language or imagery that is:
Offensive or profane (censored or not)
Excessively violent or gory
Sickening or gross
Sexually suggestive
Politically, culturally or racially insensitive
Unless paired with educational or charitable information, we also don’t allow:
Content that capitalizes on recent controversial or tragic events
References to sensitive health and medical conditions
Tobacco More
Tobacco Less
You can't promote tobacco products like cigarettes, e-cigarettes and chewing tobacco, or paraphernalia like pipes, pipe cleaners or rolling papers.
Unacceptable business practices More
Unacceptable business practices Less
We don't allow anything that promotes products, services or business models that we consider unacceptable. This includes models like penny or bidding fee auctions, payday loans, plaintiff recruitment services and financial services that facilitate the purchase or trade of bitcoin and other cryptocurrencies. We also don't allow business models that don't clearly explain their value proposition or use deceptive tactics with customers.
Weapons and explosives More
Weapons and explosives Less
We don’t allow weapons, fireworks or explosives that can cause damage, harm or injury. We also don’t allow instructions for how to use or make any of these products. Ads can’t promote:
Guns, firearms, ammunition or any imagery of these items. This includes functioning antique devices, BB guns, airsoft guns, paintball guns and lifelike fake firearms.
Gun accessories of any kind
Knives intended for violent use (like switchblades or hunting knives)
Products intended for damage or injury (like crossbows, tasers or pepper spray)
Fireworks
Explosives
Instructions on how to make weapons or fireworks, or information on how to harm or kill people
Weight loss products and services More
Weight loss products and services Less
You can't promote weight loss pills, supplements or fat burners. For now, we also reject ads that focus on weight loss or fat loss. We're okay with ads that promote healthy eating and fitness if they don't focus on weight or fat loss, or make unrealistic claims encouraging unhealthy weight loss goals.
WE HAVE RESTRICTIONS ON ADS FOR THESE PRODUCTS AND SERVICES:
Alcohol More
Alcohol Less
You can promote ads for alcohol, including beer, wine, spirits, liqueurs, and alcohol memberships.
In all cases, you're responsible for complying with applicable federal and local laws and regulatory guidelines, including age gating where necessary.
Alcohol ads on Pinterest:
Can't be Buyable Pins or Shopping Ads
Can't target minors, or depict minors consuming alcoholic beverages
Can't associate the consumption of alcohol to enhanced physical performance, improved social standing or better sexual success
Can't imply that drinking excessively is beneficial, or that alcohol has therapeutic qualities either as a stimulant or relaxant
Can't depict people under the influence of alcohol, or associate drinking with activities that are risky (such as driving, operating heavy machinery), antisocial or illegal
Can't emphasize high alcoholic content as a positive quality
Promoting ads about the following products or services are always okay, and won't be considered alcohol advertising:
Accessories like wine glasses, beer steins and flasks
Homebrewing kits
Recipes for drinks or food containing alcohol
Recipes that suggest paired alcoholic beverages
Events that may involve alcohol consumption, like happy hours, winery tours and homebrewing classes
Events sponsored by alcohol brands
News and information about alcohol products
Contests and sweepstakes More
Contests and sweepstakes Less
If you promote a contest or sweepstakes, please encourage authentic behavior, keep Pinterest spam-free and be sure to comply with all relevant laws and regulations. In addition, please:
Don't require participants to save a specific image
Don't allow more than one entry per participant
Don't suggest that Pinterest sponsors or endorses you or the promotions
Make sure participants use the word "contest" or "sweepstakes" in their descriptions or images when they save Pins for the event
Learn more at our community guidelines.
Political campaigning More
Political campaigning Less
You can only promote political campaigning ads if you're a US federal or state political candidate running for public office, a political party, or a political committee that's advocating for the election or defeat of a US federal or state candidate for public office.
We don't allow negative campaigning ads that attack a political opponent, including their personality, record or opinion. We also don't allow political campaigning ads that promote hate speech.
All political candidates and political committees must comply with the Federal Election Commission's rules.
Keep in mind...
You're responsible for making sure your ads and your use of our ad services follow all relevant laws, regulations and industry codes. You must also follow our community guidelines, terms, and the above advertising guidelines. These advertising guidelines apply to all parts of your promoted content, including the image, description and destination, and to features like audience targeting.
We reserve the right to reject or remove any ad that negatively affects our relationship with people on Pinterest or that goes against our interests. We may also remove ads or categories of ads that get lots of negative feedback from people on Pinterest. These rules may change at any time. Need help? Visit our Help Center
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