Мы уверены, что рекламный контент должен принести пользу всем пользователям Pinterest. Реклама может вдохновлять людей и помогать им воплощать свои идеи в жизнь. Поэтому мы хотим, чтобы рекламные объявления были среди лучших вещей, которые можно найти в Pinterest — красивых, практичных и интересных. Мы надеемся, что наши основные принципы и правила для размещения рекламы помогут нам осуществить задуманное.
 
Принципы
Мы предъявляем жесткие требования к рекламным объявлениям. При размещении рекламы в Pinterest необходимо руководствоваться данными принципами.
  • Будьте искренними. Используйте в рекламе контент, отражающий то, что вы из себя представляете, и что вы реально можете предложить.
  • Старайтесь использовать рекламные Пины, которыми можно было бы гордиться. Они должны гармонично смотреться в одном ряду с лучшими экземплярами, которые люди могут видеть в Pinterest.
  • Не занимайтесь продвижением спама и других не очень хороших вещей. Пользователи Pinterest не должны страдать от этого.
  • Соблюдайте соответствующие законы и нормы. Не выходите за пределы правового поля.
​For tips on making great ads, check out our creative best practices.
 
Особенности
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. If you're trying out One-tap Promoted Pins, there are a few additional standards to meet. These rules apply to all parts of the promoted content, including the image, description and destination, and to features like audience targeting. 
 
Будьте искренними и честными
Под искренностью мы подразумеваем предоставление правдивой и честной информации о товарах или услугах, которые вы предлагаете. Пользователи должны ясно понимать, чего им ожидать при взаимодействии с вашими объявлениями, веб-сайтом или при получении товара или услуги.
  • Предоставляйте достоверную информацию о товаре, услуге или бренде.
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    Ваш объявления должны соответствовать типу вашего бизнеса и рекламируемому товару. Реклама «с исчезающей приманкой» (тип рекламы, используемый для привлечения покупателей в магазин, где выясняется, что приобрести товар на объявленных условиях затруднительно, а то и невозможно) не подходит для Pinterest. Поэтому убедитесь, что изображения товара, его описание и целевые страницы соответствуют друг другу.

  • Избегайте преувеличений и дезинформации. 
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    Please don't make false promises about your products and services in your ads.

  • Опишите вашу практику выставления счетов. 
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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.

  • Придерживайтесь правила: один аккаунт — один рекламодатель. Кроме того, должно быть понятно, кто им является. 
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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.

  • Будьте честны при описании своих отношений с 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.

  • Уважайте права других людей.
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    Your ads can't infringe upon or violate the rights of any third party, including copyright, trademark or privacy rights.

Хорошо продумывайте содержание объявлений
To keep ads beautiful, actionable and helpful, we set high standards for the editorial quality of promoted content. 
For inspiration and help with creating the best possible ads, check out our creative best practices or visit the Pin Factory boards

Your ads should be:

  • Clear and understandable 
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    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 or excessive capitalization and symbols

    • More than 1 hashtag in ad descriptions

  • Professional and neatly edited 
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    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 
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    Ads should set the right expectations and shouldn’t pressure people to click them.

    We never allow:

    • Images with trick-to-click elements like fake video play icons, download buttons, search bars or buy buttons

    • Images that create a sense of urgency with phrases like “Click here,” “Try now,” “Hurry,” or “Limited time only”

  • Positive and aspirational 
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    Ads should be optimistic and inspire creativity, joy  and confidence.  

    We never allow:

    • Clickbait tactics that play on people’s fears, damage self-esteem, use alarmist language or imagery, or purposefully withhold information

    • Demeaning before-and-after shots for health and skincare products that suggest user deficiencies or capitalize on anxiety

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.
  • Правильно определите целевую аудиторию. 
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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

  • Не пытайтесь выделять группы, связанные какими-либо деликатными особенностями. 
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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:

    Отслеживание конверсий

    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.

  • Уважительно относитесь к информации, принадлежащей участникам нашего сообщества, и ее конфиденциальности. 
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    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)
Старайтесь, чтобы ваши объявления выглядели на уровне мировых стандартов
Нас волнует весь цикл взаимодействия пользователей с вашими объявлениями от начала до конца — вплоть до сайта, на который ссылается объявление.
  • Указывайте точную ссылку на сайт. 
    Learn more

    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.

  • Пользователь должен ясно понимать, попадет он на целевую страницу с контентом, или на страницу регистрации. 
    Learn more

    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.

  • Не используйте переходы на низкокачественные целевые страницы. 
    Learn more

    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.

Безопасность Пинеров прежде всего
Вы несете ответственность за контент, который вы продвигаете в Pinterest, а также за безопасность и добросовестное описание рекламируемых продуктов или услуг. Предупреждение: в отличие от других платформ, мы не допускаем размещение определенных категорий рекламных объявлений. Это связано с требованиями законодательства, особенностями продукта, а также с необходимостью поддерживать репутацию.
 
We never allow:
  • 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 
    Learn more
    You can't promote fake IDs, passports or other official documents.
  • Healthcare 
    Learn more
    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 
    Learn more
    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 
    Learn more
    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 
    Learn more

    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 
    Learn more
    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 
    Learn more
    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. 
  • Shocking content
    Learn more

    Your ads can't include anything that's sensational, aggressive, offensive, disrespectful, threatening or excessively violent, regardless of the message attached to the image. We also don't allow profanity, censored or not.

  • 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.
 
Для рекламы этих товаров и услуг существуют ограничения:
  • Alcohol 
    Learn more
    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
    Learn more
    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
    Learn more

    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.

 
Мы оставляем за собой право отклонить, одобрить или удалить любое объявление, которое негативно сказывается на наших отношениях с пользователями или противоречит нашим интересам. Мы также можем удалить объявление или целую категорию объявлений, если она вызывает множество негативных отзывов от пользователей. Мы можем изменить эти правила в любой момент.