In the early morning of June 23, 2021, Apple updated the Apple Advertising Policy along with the regional option in the search ad ASA backend. The update includes clarifying what is prohibited to be displayed in ads, what is restricted to be displayed, etc. We have compiled these contents to help you avoid Apple’s disallowed behaviors and improve placement efficiency in a timely manner when promoting your products.
Table of Content
Here’s a look at the key contents of the release with me.
Content prohibited from display in advertising
Apple’s updated “Apple Advertising Policy” clearly stipulates that the following content will not be allowed to be advertised in the materials for App placement.
Discriminatory content: Advertising content that promotes hatred, violence, harassment or racism against individuals or groups based on race, gender, faith, country of origin, disability status, religious affiliation, age, language, sexual orientation, gender identity or financial status.
Defamatory Content: Advertising content that is defamatory, libelous or slanderous in nature.
Vulgar Content: Advertising content that is vulgar or obscure, including indecent use of words or phrases.
Adult content: Advertising content that promotes adult themes or pornographic content, such as pornographic content, Indian love scriptures, erotic content or content that promotes “sex tips” or other sexual games.
Controlled Substances: Content that directly or indirectly promotes or advertises the sale, distribution or use of any tobacco products, illegal drugs, narcotics, weapons, ammunition, explosives or fireworks, excessive alcohol consumption or underage drinking.
Controversial content: Advertising content that is considered offensive, yellow or contains personal attacks, bullying or threats against individuals or individual businesses or companies.
Falsified documents: Advertising content that promotes documents or materials such as academic degrees or certificates that are falsified.
Improper business practices: Advertising content that improperly induces downloads or manipulates, filters or fakes reviews, feedback, taps or downloads.
Fraudulent content: Advertising content should be honest and transparent and must accurately represent the product or service you are offering. False, fraudulent, dishonest or deceptive statements or content (including misleading headlines, statements or illustrations) are not permitted, including the following.
“get-rich-quick” scams, “freebies” or similar money-making opportunities or products and services
Free products or services and sweepstakes, such as “You have been selected to win a free…”
“Free goods” that require payment of any kind, administration, shipping or other fees, and therefore are not really free goods
Deceptive pricing and price statements: The products or services listed must be clear and transparent to the user and must not misrepresent the true nature of the product or service (prices and any rate statements must be accurate in all cases).
Illegal advertising content
Advertising content that does not comply with applicable laws and regulations, including the laws and regulations of each country or region in which the advertising content is distributed.
Unauthorized Advertising Content: Advertising Content that lacks the necessary licenses, permits or other authorization required by law, including the laws and regulations of each country or region in which the Advertising Content is distributed.
Questionable legality: Advertising content that advertises products or services of questionable legality, such as passwords obtained by improper means, pyramid schemes, products used to circumvent speed testing laws, or where the target advertised country or region is on a U.S. trade embargo list or sanctions list.
The following content is not allowed to be advertised.
Gaming: advertising content that promotes gaming products or services.
Virtual Gaming: Advertising content promoting virtual slot machines and other simulated casino gaming.
VPN: Advertising content promoting products or services designed to mask IP addresses or user locations.
Pharmaceuticals and Medical Devices: The content advertises pharmaceutical products and medical devices.
Debt collection: The content of the advertisement advertises debt collection services.
Funeral or Burial Services: Advertisements advertise funeral or burial services.
Pesticides: The advertisement advertises the sale of pesticides.
International marriage agency: The advertisement advertises international marriage agency services.
Government Documents: The content of the advertisement advertises the sale or use of unauthorized government documents or other documents (such as ID cards, files, licenses, invoices, etc.).
Language: Advertising content that is not displayed primarily in simplified Chinese.
Apple also notes that the App may be subject to restrictions when advertising in different countries and regions. The type of restrictions may be the need to select the appropriate age audience or to provide the necessary licenses or permits for the country or region in which they are located. In addition, developers are responsible for proactively and appropriately restricting the content of their ads. For example
Alcohol: Some countries and regions may prohibit or restrict advertising that advertises the sale or consumption of alcohol, or advertising that mentions the consumption of alcoholic beverages. All text, images, video and audio used for promotional or advertising purposes must indicate the age group and scenario for which they are appropriate.
Dating: In some countries and territories, advertising for dating and related services may be prohibited or restricted.
Gaming: In some countries and territories, advertising for gaming-related services may be prohibited or restricted.
Pharmaceuticals and Medical: In some countries and regions, advertising of content promoting pharmaceutical products, medical devices, medical services or medical treatments may be prohibited or restricted.
The above are restrictions for all regions when placing ASA ads. When placing ads in mainland China, the following additional points need to be noted.
App may be required to provide proof of some qualifications, such as business licenses, permits, other forms of government approval, or other materials or information in order to advertise in mainland China when placing ads with ASA.
Certain industries or categories of advertising may be limited to commercial corporate entities and individual entities are not able to advertise.
Certain industries or categories of advertising have age restrictions.
For more information on the requirements for advertising in mainland China, please refer to AppSA’s previous articles, link to the article: [Second Bounce] Apple Search Ads Open to App Store in Mainland China, these highlights are not to be missed!
In this update of Apple’s advertising policy on ASA, in addition to the points we have sorted out above, it also clarifies the responsibilities of advertisers, such as: advertisers must comply with Apple’s terms of service for advertising services; the content of advertisements and the use of advertising services must not infringe on the intellectual property rights of any party; the content of advertisements must not deceive users to agree without their knowledge or under the influence of false information Provide personal information …… More ASA-related content I suggest you pay attention to the AppSA public number, we will continue to share!