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<div class="dev_page_bread_crumbs"></div>
<h1 id="dev_page_title">Ad Policies and Guidelines</h1>
<div id="dev_page_content"><p>These Ad Policies and Guidelines apply to all ads displayed on the Telegram Ad Platform and describe what ad content is allowed on Telegram.</p>
<p>Advertisers are responsible for their ads and for complying with these <strong>Ad Policies and Guidelines</strong>, the <a href="https://promote.telegram.org/tos">Telegram Ad Platform Terms of Service</a>, the <a href="https://telegram.org/tos">Telegram Terms of Service</a> and <a href="https://telegram.org/privacy">Privacy Policy</a>.</p>
<hr>
<p><a href="#1-ad-format">1. Ad format</a><br><a href="#2-editorial-requirements">2. Editorial requirements</a><br><a href="#3-link-format">3. Link format</a><br><a href="#4-destination">4. Destination</a><br><a href="#5-prohibited-content">5. Prohibited content</a><br> <a href="#5-1-graphic-shocking-or-sexual-content">5.1. Graphic, shocking, or sexual content</a><br> <a href="#5-2-hate-violence-harassment">5.2. Hate, violence, harassment</a><br> <a href="#5-3-third-party-rights">5.3. Third party rights</a><br> <a href="#5-4-deceptive-misleading-or-predatory-advertising">5.4. Deceptive, misleading, or predatory advertising</a><br> <a href="#5-5-elections-political-ads-religion">5.5. Elections, political ads, religion</a><br> <a href="#5-6-gambling">5.6. Gambling</a><br> <a href="#5-7-deceptive-or-harmful-financial-products-or-services">5.7. Deceptive or harmful financial products or services</a><br> <a href="#5-8-uncertified-medical-services-medications-supplements">5.8. Uncertified medical services, medications, supplements</a><br> <a href="#5-9-drugs-alcohol-tobacco-fast-food">5.9. Drugs, alcohol, tobacco, fast food</a><br> <a href="#5-10-weapons-firearms-explosives-ammunition">5.10. Weapons, firearms, explosives, ammunition</a><br> <a href="#5-11-spam-software-malware-hacking">5.11. Spam software, malware, hacking</a><br> <a href="#5-12-products-of-questionable-legality">5.12. Products of questionable legality</a></p>
<div id="dev_page_content"><!-- scroll_nav -->
<p>These Ad Policies and Guidelines apply to all ads displayed on the Telegram Ad Platform and describe what ad content is allowed on Telegram.</p>
<p>Advertisers are responsible for their ads and for complying with:</p>
<ul>
<li>these Ad Policies and Guidelines</li>
<li><a href="https://promote.telegram.org/tos">Telegram Ad Platform Terms of Service</a></li>
<li><a href="https://telegram.org/tos">Telegram Terms of Service</a> and</li>
<li><a href="https://telegram.org/privacy">Telegram Privacy Policy</a>.</li>
</ul>
<hr>
<h3><a class="anchor" name="1-ad-format" href="#1-ad-format"><i class="anchor-icon"></i></a>1. Ad format</h3>
<p>Ads can only promote products inside Telegram, such as <strong>channels or bots</strong>. Each ad consists of an ad text and a button that opens a link to the advertised product. The maximum length of the ad text is <strong>160 characters</strong> including spaces.</p>
<p>Each ad consists of an ad text and a button that opens a link to the advertised product. The maximum length of the ad text is <strong>160 characters</strong> including spaces.</p>
<h3><a class="anchor" name="2-editorial-requirements" href="#2-editorial-requirements"><i class="anchor-icon"></i></a>2. Editorial requirements</h3>
<p>Standard requirements of style, clarity, spelling and punctuation apply to all ads. Numbers, marks and symbols must be used properly. The following is not allowed:</p>
<ul>
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<li>Line breaks, bullet points, numbering lists</li>
</ul>
<h3><a class="anchor" name="3-link-format" href="#3-link-format"><i class="anchor-icon"></i></a>3. Link format</h3>
<p>In addition to the main ad link submitted in the ‘URL’ field, ads may also include one optional link in the ad text itself, using the format <code>t.me/link</code> or <code>@link</code>. The ad link and the link in the ad text must both lead to the same channel or bot on Telegram.</p>
<p>If the destination is a Telegram bot, links may include <a href="https://core.telegram.org/bots#deep-linking">start parameters for the bot</a>.</p>
<p>In addition to the main ad link submitted in the ‘URL’ field, ads may also include one optional link in the ad text itself, using the format the format <code>@link</code>, <code>t.me/link</code>, or <code>t.me/link/123</code>. The ad link and the link in the ad text must both lead to the same destination. If the destination is a Telegram bot, links may include <a href="https://core.telegram.org/bots/features#deep-linking">start parameters for the bot</a>.</p>
<p>Links must be used properly. Particularly, the following is not allowed:</p>
<ul>
<li>Using more than one link in the ad text</li>
<li>Using any external links, <em>such as URL shorteners or links to any other websites, even if users are ultimately redirected to the channel or bot</em></li>
<li>Using any unacceptable link formats, <em>such as URL shorteners or an IP-address in the place of the link, even if it ultimately leads to a valid destination</em></li>
</ul>
<h3><a class="anchor" name="4-destination" href="#4-destination"><i class="anchor-icon"></i></a>4. Destination</h3>
<p>The destination channel or bot on Telegram must be technically and visually complete and functional, and its content should be consistent with the ad. Destination channels must be public. Destination bots must be <em>beneficial to the user</em> and are expected to provide a user experience and interfaces that are consisent with the capabailities of the <a href="https://core.telegram.org/bots/features">Bot Platform</a>. Particularly, the following is not allowed:</p>
<h3><a class="anchor" name="4-destination-requirements" href="#4-destination-requirements"><i class="anchor-icon"></i></a>4. Destination requirements</h3>
<p>To keep all ads beneficial for both Telegram users and advertisers, these Ad Policies and Guidelines set out requirements for proper destinations.</p>
<h4><a class="anchor" name="4-1-destination-quality" href="#4-1-destination-quality"><i class="anchor-icon"></i></a>4.1. Destination quality</h4>
<p>Ad destinations must have quality, original content and provide a proper user experience. Particularly, the following applies:</p>
<ul>
<li>Destinations solely designed for displaying ads</li>
<li>Unrelated destinations, <em>such as when the destination link doesn’t correspond with the ad text</em></li>
<li>Invalid or unsupported destinations, <em>such as external links, etc.</em></li>
<li>Mostly noninteractive bots designed to collect data (e.g., phone number, email) or redirect elsewhere</li>
<li>Telegram channels and bots must have both a profile image and a complete text in their ‘about’ or ‘description’ section.</li>
<li>Bots must be <em>beneficial</em> to the user and are expected to provide a user experience and interfaces that are consistent with the capabilities of the <a href="https://core.telegram.org/bots/features">Bot Platform</a>.</li>
<li>Destinations using excessive CAPITALIZATION, <strong>highlighting</strong>, emoji, punctuation (exclamation marks etc.) or strong language are not allowed.</li>
</ul>
<h4><a class="anchor" name="4-2-destination-functionality" href="#4-2-destination-functionality"><i class="anchor-icon"></i></a>4.2. Destination functionality</h4>
<p>Ad destinations must be functional, technically complete, and active. Particularly, the following applies:</p>
<ul>
<li>Empty or abandoned Telegram channels are not allowed as destinations.</li>
<li>Telegram channels must have had some activity at least once in the two weeks prior to review.</li>
<li>Destination bots must respond to commands properly on both mobile and desktop devices.</li>
<li>Inactive, expired and inaccessible websites are not allowed. This covers websites “under construction”, websites returning error codes, preventing access by a paywall or login form, websites unavailable from targeted locations, and websites that fail to load.</li>
</ul>
<h4><a class="anchor" name="4-3-irrelevant-destinations" href="#4-3-irrelevant-destinations"><i class="anchor-icon"></i></a>4.3. Irrelevant destinations</h4>
<p>Destinations must match the ad text and may not be used only for redirecting to other landing pages. Particularly, the following is not allowed:</p>
<ul>
<li>Destinations not corresponding with the ad text, <em>e.g., cat food ads with links to an online clothing store</em></li>
<li>Mock destinations created solely for displaying other ads or collecting user data with “call me back” forms or similar</li>
<li>Mostly noninteractive bots designed to redirect elsewhere</li>
<li>Websites that automatically redirect users to a different webpage or domain, <em>e.g., through 302-redirect or .htaccess-redirect</em></li>
</ul>
<h4><a class="anchor" name="4-4-manipulation-of-content" href="#4-4-manipulation-of-content"><i class="anchor-icon"></i></a>4.4. Manipulation of content</h4>
<p>The contents of a destination may not be altered to scam users or evade moderation review. Advertisers using manipulated destinations may be suspended without notice. Particularly, the following is not allowed:</p>
<ul>
<li>Concealing or replacing the content of the destination to pass the ad review</li>
<li>Spoofing and cloaking, <em>such as when a destination imitates a legitimate website or uses names of other brands to mislead visitors</em></li>
</ul>
<h3><a class="anchor" name="5-prohibited-content" href="#5-prohibited-content"><i class="anchor-icon"></i></a>5. Prohibited content</h3>
<p>These Ad Policies and Guidelines prohibit some types of content to ensure a safe and pleasant experience for Telegram users. The following requirements apply to ads on the Telegram Ad Platform and to the products they promote, whether implied or explicit. <strong>All examples given are non-exhaustive.</strong></p>
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<ul>
<li>Clickbait or similar unrealistic statements, <em>including you-just-won-X claims, shock or scare tactics</em></li>
<li>Exaggerated comparisons and absolute claims, <em>including unsupported use of comparatives and superlatives: “highest incomes”, “best company”, and comparing your brand to a different one</em></li>
<li>Asserting personal attributes, <em>including by using words ‘your’, ‘other’ and derivatives, such as “We know that your family prefers Telegram”</em></li>
<li>Highlighting personal characteristics (e.g., ethnicity, religion, location, financial status), <em>including asking personal questions: “Do you like channels about finance?”, “Looking to pay off high debt?”</em></li>
<li>Implying negative outcomes for the viewer: <em>“Check out our channel so you don&#39;t get scammed”</em></li>
<li>Capitalizing on tragedies, health crises or acts of mass violence</li>
</ul>
<h4><a class="anchor" name="5-5-elections-political-ads-religion" href="#5-5-elections-political-ads-religion"><i class="anchor-icon"></i></a>5.5. Elections, political ads, religion</h4>
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<li>Get-rich-quick offers, pyramid schemes, multilevel marketing, <em>including offers of investment with guaranteed return, claims on providing insider tips on investments</em></li>
<li>Concealing or masking significant information about the promoted paid product, such as fees, terms, payment deadlines.</li>
</ul>
<h4><a class="anchor" name="5-8-uncertified-medical-services-medications-supplements" href="#5-8-uncertified-medical-services-medications-supplements"><i class="anchor-icon"></i></a>5.8 Uncertified medical services, medications, supplements</h4>
<h4><a class="anchor" name="5-8-uncertified-medical-services-medications-supplements" href="#5-8-uncertified-medical-services-medications-supplements"><i class="anchor-icon"></i></a>5.8. Uncertified medical services, medications, supplements</h4>
<p>Promoted products must comply with all local regulations and sellers must be properly licensed. Ads must not promote content, products or services implicitly or explicitly related to any unverified health and wellness benefits.</p>
<p><strong>Examples:</strong></p>
<ul>
<li>Nutrition products, including weight loss or gain products, herbal drugs, dietary supplements, pregnancy, and fertility-related products</li>
<li>Medicines or supplements not approved by the respective local regulatory body</li>
<li>Sale of medicines or medical products by a shop or entity that is not state-registered and authorized</li>
<li>Medicines not approved by the respective local regulatory body</li>
<li>Sale of medicines or medical products by a shop or entity that is not government-registered and authorized</li>
<li>Unlicensed medical devices, services and treatments</li>
<li>Prescriptions for medications</li>
<li>Products with unverified claims of healthful, curative or stimulating effects</li>
<li>Products with unverified claims of healthful, curative or stimulating effects, <em>including methods suggesting unrealistic health improvements</em></li>
</ul>
<h4><a class="anchor" name="5-9-drugs-alcohol-tobacco-fast-food" href="#5-9-drugs-alcohol-tobacco-fast-food"><i class="anchor-icon"></i></a>5.9. Drugs, alcohol, tobacco, fast food</h4>
<p>Ads must not promote psychoactive substances, alcoholic beverages, tobacco products or fast food.</p>
<h4><a class="anchor" name="5-9-drugs-alcohol-tobacco" href="#5-9-drugs-alcohol-tobacco"><i class="anchor-icon"></i></a>5.9. Drugs, alcohol, tobacco</h4>
<p>Ads must not promote psychoactive substances, alcoholic beverages or tobacco products.</p>
<p><strong>Examples:</strong></p>
<ul>
<li>Alcoholic beverages, <em>including home brewing kits, non-alcoholic beer</em></li>
<li>Tobacco, <em>including e-cigarettes, rolling papers, chewing tobacco</em></li>
<li>Recreational drugs, <em>including equipment and paraphernalia, e.g., pipes, bongs</em></li>
<li>Instructions on producing drugs</li>
<li>Fast food, <em>including fast-food chains, etc.</em></li>
</ul>
<h4><a class="anchor" name="5-10-weapons-firearms-explosives-ammunition" href="#5-10-weapons-firearms-explosives-ammunition"><i class="anchor-icon"></i></a>5.10. Weapons, firearms, explosives, ammunition</h4>
<p>Ads must not promote the sale of weapons, explosives or ammunition, or any related content.</p>
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