We believe promoted content should make the Pinterest experience better for everyone. Advertising can play a big role in helping people get inspired and bring their future plans to life, which is why we want ads to be among some of the best stuff you see on Pinterest—beautiful, actionable and interesting. To make sure of that, we've put together these advertising principles and rules.
 
Principles 
We have high standards for ads. These principles should guide your content and behavior as you advertise on Pinterest.
  • Be authentic. Promote content that expresses who you really are and what you actually offer.
  • Promote Pins that make you proud. Your ads should be some of the best stuff people see on Pinterest.
  • Don't promote spam or other bad stuff. People should be safe from that on Pinterest.
  • Obey applicable laws and regulations. Keep it legal.
​For tips on making great ads, check out our creative best practices.
 
The specifics
You're responsible for making sure your use of our ad services and your ads follow all relevant laws, regulations and industry codes. You must also follow our acceptable use policy, terms, and these advertising standards. These rules apply to all parts of the promoted content, including the image, description and destination, and to features like audience targeting. 
 
Be authentic and honest
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
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    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 Pinners, so make sure your images, descriptions and landing pages are consistent.

  • Don't make misleading or exaggerated claims 
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    Please don't make false promises about your products and services in your ads.

  • Disclose your billing practices 
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    If you charge users on a recurring basis, be transparent and use your ad's description to disclose the terms of payment.

  • Stick to one advertiser per account, and be clear about who's advertising 
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    We want Pinners to know 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 
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    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
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    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 beautiful, actionable and interesting, we set high standards for the editorial quality of promoted content. 
 
We never allow:
  • Images with a false sense of urgency 
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    Your ad's image can't include calls to action that create a false sense of urgency or encourage immediate action. That means you can't include phrases like "Click," "Buy now," "Quick! Visit our website!" or "Call now." Videos and your ad's description can include these phrases.

    Calls to action that don't necessarily require immediate action are okay. For example, we'll allow things like "Fall in love with," "Spruce up," or "Get the look."

  • Images or videos with confusing design elements 
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    Your ad's image or video must be correctly oriented (not upside down or sideways) and can't include fake clickable elements or trick-to-click language (like "Click here" or "Download"). That means no simulated menus, search boxes, buttons, messages or alerts.

  • Descriptions with more than one hashtag
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    Stick to one hashtag in your ad description. Hashtags don't work on Pinterest like they do on other platforms—they don't help you track what's trending and they can confuse Pinners. If you do include a hashtag, try using your business name or tagline.

  • Images, videos or descriptions with shocking content or profanity 
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    Your ads shouldn't include anything that's sensational, aggressive, offensive, disrespectful, threatening or excessively violent, regardless of the message attached to the image.

    Don't include profanity (censored or not), or cautionary language that creates a false sense of urgency (like "warning" and "attention"). 

    We also don't allow clickbait ads, including anything that's sensationalist, hyperbolic, or alarmist, or that plays on people's fears or self-esteem.

  • Images, videos or descriptions with improper grammar or lots of capitalization and symbols
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    Excessive capitalization and incorrect punctuation (like using several exclamation points in a row) are hard on the eyes. Use proper grammar, spelling, capitalization and punctuation in your ads.

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 
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    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 
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    Targeting certain audiences can be inappropriate and even offensive. You can't target any audience based on:

    • 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
    • Trade union membership
Be careful with 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 
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    If you use Pinterest technology that stores and accesses cookies or other information on an end user's device, you must clearly disclose and obtain end user consent for that activity where required by law.

    You must not provide Pinterest with information that relates to sensitive categories like medical condition or ethnic origin, or that is collected from a child-directed website or app or from anyone who is under 13.

    On any site or application where you collect data used with a Pinterest service, you must obtain legally-required consent from each end user regarding that data collection, sharing, and use, and provide clear and prominent notice as described below:

    Conversion tracking

    If you use a Pinterest tag or other technology to provide Pinterest with data for conversion tracking, you must notify your site or app visitors that their information will be shared with third parties to measure advertising effectiveness.

    Audience targeting

    If you provide Pinterest with data that you will use on Pinterest for audience targeting, you must ensure clear and prominent notice is given to everyone the data is collected from letting them know that their information will be shared with third parties for targeted advertising.

    If you will use of any of that data for online behavioral advertising, for example if you’ll use data from a Pinterest tag for visitor retargeting or from an Audience Onboarder, you must also:

    • Ensure they’re given instructions on how to opt out of the use of their information for targeting advertising. For Pinterest visitor retargeting, you must notify users they can opt out through their browser's Do Not Track feature or their Pinterest personalization settings

    • Not send Pinterest information relating to people who have opted out, and

    • Regularly update data to remove people who have opted out.

  • Respect our community's data and privacy 
    Learn more

    You may not:

    • Use data you get from a third party to buy ads or perform marketing off Pinterest
    • Use data from a Pinterest service for any purpose other than to understand your Pinterest campaigns on an anonymous basis
    • Use or share data from a Pinterest service with a third party, including another advertising service
    • Join data from a Pinterest service with personally identifiable information or device-level information (like a cookie or device identifier)
Deliver a world class experience
We care about the ad experience from start to finish—even the URL your ad links to.
  • Use an accurate destination URL 
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    Make sure the URL Pinners 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 
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    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 
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    Your landing pages should build trust in the quality and substance of your ads. Your landing page can't trick Pinners into visiting another page, have 3 or more ads in the first frame of the page, and/or start automatic downloads on a Pinner's device. If your landing page has a download link, that's okay—the download just can't start automatically.

  • Don't use off-domain redirect links 
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    At this time, we don't allow off-domain redirects to be used with Pinterest ads. You may use affiliate links in Pins as long as you don't distribute spam, or engage in other spam-like behavior which disrupts the Pinner experience. We only support some third party measurement at this time.

Put Pinners' safety first
You're responsible for the content you promote on Pinterest, as well as the safety and trustworthiness of the products and services you offer in Pinterest ads. Heads up: for legal, product and reputational reasons, we don't allow certain categories of ads that other platforms do allow.
 
We never allow ads for these products and services:
  • Adult products and services 
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    You can't promote sex toys, videos, publications, live shows, sexual enhancement products, or services that provide casual sex, international match-making or escorts.

  • False documents 
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    You can't promote fake IDs, passports or other official documents.
  • Healthcare 
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    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 
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    You can't promote anything that facilitates or promotes illegal activity.
  • Illicit drugs and drug paraphernalia 
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    Your ads can't promote the sale or use of illegal or recreational drugs, including products to cheat drug tests and drug paraphernalia.
  • Imitation or counterfeit goods 
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    You can't promote knockoffs, brand-name replicas or goods wrongfully advertised as authentic brand-name.
  • Badware and hacking 
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    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.
  • Nudity or sexually suggestive content 
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    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.

  • Online gambling and lotteries, or games of skill 
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    You can't promote 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.
  • Online pharmacies, prescription drugs and supplements 
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    We don't allow anything that promotes online pharmacies, the sale of prescription drugs, clinical trial recruitment, or the sale of supplements we consider unsafe or questionable, like anabolic steroids, chitosan, comfrey, dehydroepiandrosterone, ephedra, human growth hormones, and prescription medications for pets.
     
    Over-the-counter drugs and medicines that don't require a prescription are okay. Online contact lens and eyeglass providers are okay. 
  • Pinterest incentives 
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    We don't allow anything that directs people to click on Pinterest buttons to get money, prizes or deals.
  • Products from endangered or threatened species 
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    You can't promote products made from tortoise shell, ivory, coral, crocodile skin, tiger, polar bear or sea otter fur, and other endangered wildlife. You also can't promote 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. 
  • Tobacco 
    Learn more
    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 
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    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, and plaintiff recruitment services. We also don't allow business models that don't clearly explain their billing policy or value proposition, or use deceptive tactics to charge customers.
  • Weapons and explosives 
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    You can't promote firearms, ammunition, firearm accessories (like high-capacity loaders and scopes) or other weapons, like knives or bows intended for violent use. We also don't allow fireworks, explosives, instructions on how to make weapons or fireworks, or any other instructions on how to harm or kill people.
  • Weight loss products and services 
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    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 
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    You can promote alcohol branding ads on Pinterest as long as your ads don't lead to the online sale of alcohol. Ad landing pages that allow users to add beer, wine, spirits, liqueurs or alcohol club memberships to a cart for purchase will be disapproved.
     
    Alcohol branding ads on Pinterest:
    • Can't be Product Rich Pins
    • 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

    ​In all cases, you're responsible for complying with applicable local laws and regulatory guidelines, including age gating where necessary.

    Promoting ads about the following products or services are always okay, and won't be considered alcohol branding 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 but don't solely revolve around alcohol consumption, like happy hours, winery tours and homebrewing classes
    • Events sponsored by alcohol brands, where the event isn't focused on alcohol
    • News and information about alcohol products
  • Contests and sweepstakes
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    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

    See further explanations for these guidelines in our acceptable use policy.

  • Political campaigning
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    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 is 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. Political campaigning ads that promote hate speech will also be disapproved.

    All political candidates and political committees must comply with the Federal Election Commission's rules.

 
We reserve the right to reject, approve or remove any ad that negatively affects our relationship with people on Pinterest or goes against our interests. We may also remove ads or categories of ads that get lots of negative feedback from Pinners. These rules may change at any time.