Apple Advertising Services
News and Stocks, Maps, and Sports Programming Policies

Effective Date: July 14, 2026

These policies help explain what is and isn’t allowed when advertising your content with Apple’s advertising services. The following is not intended as legal advice. Adherence isn’t necessarily sufficient to meet the standards of state, provincial, or federal laws. Apple encourages each advertiser and its agency to consult with legal counsel.

 

When advertising within Apple’s video, display, and maps advertising inventory, you must comply with all the following policies relating to advertising. If you violate any of these policies, you may not be eligible to use Apple’s advertising services. Apple reserves the right to modify these policies and reject, approve, or remove any ad content for any reason, at Apple’s sole discretion.

1. Advertiser Responsibilities

It is the advertiser’s responsibility to ensure that all ad content meets each of the following requirements:

  • 1.1 Your ad content must comply with all applicable laws, regulations (e.g., FTC, FDA, etc.), governmental guidelines and stated policies (e.g., the FTC’s guidance on native advertisements and endorsements, etc.), and generally accepted industry standards (e.g., CARU guidelines), including those relating to necessary licensing or permits for your ad content, including in all jurisdictions in which your ad content is disseminated. This includes the making of all legally required disclaimers and other statements. Ad content, including all disclaimers and other statements contained therein, must comply with all applicable language requirements of the jurisdictions where the advertising is disseminated. It is your responsibility to ensure your ad content contains references to your licenses and permits where required.

  • 1.2 Your ad content and your use of Apple’s advertising services must not violate the intellectual property rights, rights of publicity, mask work, or other legal rights of any party.

  • 1.3 You must have the appropriate rights and licenses for all material appearing within your ad content, including, but not limited to, imagery, logos, text, and likenesses.

  • 1.4 Using the Apple name, products, logo, or other brand attributes without prior approval is prohibited. Your ad content can't mimic or resemble the Apple brand or the user interface of Apple products. Refer to the Guidelines for Using Apple Trademarks and Copyrights for more details.

  • 1.5 Ad content promoting or containing age-sensitive products and services must be appropriately age targeted.

  • 1.6 Your ad content must not contain incorrect grammar, punctuation, or capitalization. Symbols, numbers, and letters must be used properly. Your ad content must use correct localization. Your ad content must not be of low quality, including images that are distorted, blurry, or illegible.

  • 1.7 Your ad content must not mislead or deceive viewers, including through material omissions. Advertised products or services must be truthfully and accurately represented in your ad content. Your ad content must not mislead or deceive viewers into believing that the content is independent, impartial, or from a source other than the sponsoring advertiser.

  • 1.8 All expressed and implied claims made in your ad content must be adequately substantiated before your ad content has been scheduled to appear. Claims that deal with attributes that are measurable and verifiable must be supported by substantiation that is equally measurable and verifiable. This includes competent and reliable scientific evidence for claims that require such substantiation (e.g., health, safety, or environmental claims) and may also include, for example, market research, product testing, and consumer surveys.

  • 1.9 Ad content that includes surveys must display the entity that is conducting the survey and have a Respondent/Privacy Statement.

  • 1.10 Disclaimers in your ad content must be presented clearly and conspicuously, and must comply with all applicable laws, regulations, and guidelines (e.g., FTC policy statements and guidance). Disclaimers should be in the same language as the claim and should be easily understandable by ordinary consumers. Visual text disclosures should appear in a font sufficiently large to be easily noticed and read and must remain on the screen long enough to be read by average viewers. Audible disclosures must be delivered in a volume, speed, and cadence sufficient for ordinary consumers to easily hear and understand. If your ad content uses both visual and audible means, the disclosure must be presented in both formats.

  • 1.11 Ad content that includes warranties, guarantees, or other types of assurances to consumers must disclose the materials and limitations of such and must comply with all applicable laws, regulations, and guidelines applicable to such claims.

  • 1.12 Endorsements or testimonials in your ad content must reflect the accurate and truthful experiences of the endorser, must not falsely or misleadingly represent that the endorsement is representative of the typical consumer experience, must clearly and conspicuously disclose the material connection between the endorser and the advertiser, and must not include statements or claims that would otherwise violate any applicable laws, regulations, or guidelines (e.g., the FTC’s Endorsement Guides: What People Are Asking).

  • 1.13 Unless explicitly agreed to by Apple in writing, your ad content must not state, imply, or reasonably cause viewers to believe that Apple supports, sponsors, or is associated with the content or subject matter of your ad content.

  • 1.14 Your ad content must not mislead or deceive viewers into providing personal information (1) without informed consent or under misleading or false pretenses or (2) to parties that gather personal information for the purpose of reselling, trading, bartering, or otherwise misusing that personal information.

  • 1.15 You must not use Apple’s advertising services to discriminate in a manner that contravenes applicable legal requirements or obligations, including through available targeting or exclusion products or features.

  • 1.16 If your ad content is for a product or service that seeks to collect viewers’ personal information, that product or service provider must obtain user consent and must make its public-facing privacy policy available to users as may be required under applicable law.

  • 1.17 Your ad content must not promote products or services that use personal information without user consent or are in violation of any applicable law.

  • 1.18 Offers available in your ad content must be clear to users and can’t misrepresent the true nature of the offer. For apps, music, movies, TV shows, and books, prices must be accurate as displayed in the respective Apple app. Additionally, any ratings claims must be accurate at all times, as displayed on the designated promotional page/service.

  • 1.19 Advertising on Apple Maps: Your ad content must comply with all Apple Business guidelines and policies.

2. Prohibited

Apple does not allow the following prohibited content in any advertising.

  • 2.1 Controlled or intoxicating substances: Ad content that contains or directly or indirectly promotes or facilitates the sale, distribution, consumption, adoption, support, or use of (1) any tobacco products or recreational drugs (substances that intoxicate or alter the mental state, whether lawful or not in any jurisdiction), (2) tobacco or drug paraphernalia or apparatuses used in tobacco or recreational drug use, or (3) tobacco products, recreational drugs, or paraphernalia/apparatuses by persons not lawfully permitted to use such (e.g., below the legal age in the jurisdiction where the ad content is disseminated). Alcohol advertising restrictions are addressed below.

  • 2.2 Deception: Ad content that contains or directly or indirectly promotes false, fraudulent, or deceptive claims or messaging including misleading titles, statements, or illustrations, including deception by implication or omission of material information. Illustrative examples include:
  • Ad content that uses enticing headlines or content to deceive or otherwise misrepresent the content being delivered (e.g., “You have been chosen to win a free...”) is prohibited.
  • Ad content that deceptively promotes items as free even when charges or fees apply (e.g., items that require any type of payment, administration costs, carrying charges, or other fees, and hence are not truly free items) is prohibited.
  • Ad content messaging that identifies personal information about the designated audience, if any, (e.g., “Single Men, 18-24 try this!”) is prohibited.
  • Representations about price, including “free” or “no cost,” must not be misleading or omit information about prices, payment terms, fees, or expenses a typical consumer would likely incur.
  • Offers available in your ad content must be clear to users and can’t misrepresent the true nature of the offer. For apps, music, movies, TV shows, and books, prices must be accurate as displayed in the respective Apple app. Additionally, any ratings claims must be accurate at all times.
  • Ad headlines and content must accurately represent the products/services being advertised.
  • Your ad content must direct a user to relevant content and not a “jump page” or “related links.”
  • The designated promotional page or service must not contain questionable, harmful, or controversial content.
  • Clickbait: Ad content cannot feature sensationalized headlines and text descriptions to tempt a person into clicking. Ad headlines and text must match the content/product on the landing page.

  • 2.3 Defamatory and profane content: Ad content that contains or directly or indirectly promotes defamatory, libelous, slanderous, or unlawful content, as well as profanity (including distasteful wording or phrases).

  • 2.4 Discriminatory content: Ad content that contains or directly or indirectly promotes or facilitates discrimination, attacks, or hate toward an individual or group based on race, sex, creed, color, national origin, ethnicity, disability, religious affiliation, age, language, sexual orientation, gender identity, or any other category of persons protected from such conduct under applicable law.

  • 2.5 Illegal or criminal conduct: Ad content that contains or directly or indirectly promotes illegal or criminal conduct, whether general or specific, as well as instructions or tips for engaging in illegal or criminal conduct, avoidance of detection of illegal or criminal conduct, or evasion of law enforcement. Illustrative examples include:
  • Ad content promoting or facilitating the sale of products or services of questionable legality (e.g., falsely obtained passwords, pyramid schemes, or products designed to evade speed-enforcement laws, countries subject to U.S. embargoes, or trade sanctions).
  • Ad content of Usenet, newsgroup, or peer-to-peer file-sharing networks that allow users to download or access files directly from other users.

  • 2.6 Intellectual property violations: Ad content that contravenes the lawful IP rights of others, as well as ad content that contains or directly or indirectly promotes or facilitates the sale of products or services that act to contravene IP protection (e.g., software, cable, or satellite signal descramblers), or counterfeit, fake, or bootleg products, or replicas or imitations of designer products.

  • 2.7 Miscellaneous Prohibited Content:

  • 2.7.1 Ad content that contains comparisons to or reduces, diminishes, or damages the goodwill, value, or reputation associated with Apple or Apple’s products, services, systems, or applications, is prohibited.

  • 2.7.2 Ad content that directly or indirectly promotes or facilitates the sale of products or services that compete with Apple hardware products (e.g., mobile phones/smartphones, tablets, notebook/desktop computers, and smart watches) is reviewed on a case-by-case basis.

  • 2.7.3 Apple reserves the right to evaluate and suspend or terminate any ad content that it views as harmful to its interests with notice to advertiser. For categories of ad content over which Apple has no control of suspension or termination (e.g., on-field, in-stadium, player jersey, etc.), the Parties will engage in good faith discussions to promptly address ad content that is harmful to Apple’s interests.

  • 2.7.4 Ad content of degrees or transcripts for sale or offered by non-accredited universities or programs, “life experience” degrees, academic paper-writing services, or the sale of pre-written essays, theses, and dissertations, is prohibited.

  • 2.8 Political advertising: Ad content that contains or directly or indirectly promotes political candidates, office holders, parties, organizations, fundraising, and electoral votes or initiatives, including advertising expressing opposition to such, is prohibited. Ad content regarding issues of public importance that may also be politically topical or sensitive may be evaluated on a case-by-case basis.

  • 2.9 Offensive, controversial, or inappropriate content: Ad content that contains or directly or indirectly promotes or facilitates the sale of obscene, shocking, or overly graphic content or imagery, as well as sexually explicit or suggestive themes or content (e.g., pornography, Kama Sutra, erotica, erectile dysfunction, “how to” and sex games).

  • 2.9.1 Ad content that promotes non-sexually explicit or suggestive adult-oriented products or services in a tasteful manner and with due sensitivity to the potential audience (e.g., intimate, personal care, contraceptive, and fertility products) may be evaluated on a case-by-case basis.

  • 2.10 Unsafe/unproven health-related products and services: Ad content that contains or directly or indirectly promotes or facilitates the sale of medicines, supplements, drugs and/or devices, or other health-related products, services, regimens, or recommendations the safety or efficacy of which has not otherwise been sufficiently established or substantiated under applicable law, and at least with competent and reliable scientific evidence.

  • 2.11 Weapons or ammunition: Ad content that contains or directly or indirectly promotes or facilitates the sale or use of guns, firearms, weapons, ammunition, or explosive items or materials (such as bombs, grenades, fireworks, or firecrackers), as well as instructional materials relating to creating, assembling, enhancing, or acquiring explosive items.

  • 2.12 Violence: Ad content that contains or directly or indirectly promotes violence, harm, or antisocial behavior.

Additional Prohibitions for Advertising on Apple Maps

  • 2.13 Home services: Ad content that contains or directly or indirectly promotes home services — including but not limited to plumbing, electrical, locksmith, HVAC, pest control, roofing, or general contracting services — is prohibited.

  • 2.14 Bail bonds: Ad content that contains or directly or indirectly promotes bail bond services or surety bond services related to criminal pretrial release is prohibited.

  • 2.15 Cryptocurrency ATMs: Ad content that contains or directly or indirectly promotes ATMs for cryptocurrencies is prohibited.

  • 2.16 Medical services: Ad content that promotes or references medical services will be evaluated on a case-by-case basis.

Additional Policies for Advertising on Apple News
and Stocks

  • 2.17 Publisher content: Certain prohibited categories listed above may be allowed for Publisher owned content.

3. Restricted Content

Some ad content may be restricted or prohibited by local laws. You are responsible for appropriately restricting your ad content in the countries or regions where you advertise. Restrictions can include limiting your advertising to appropriate age audiences or having the necessary licenses or permits for the country or region.

The following categories are subject to restrictions as specified below, in addition to all other stated restrictions and responsibilities.

  • 3.1 Alcohol: Ad content that contains or directly or indirectly promotes or facilitates the sale of alcohol products or services is subject to the following restrictions:

  • 3.1.1 Ad content must not depict the use of alcohol in any unsafe or illegal manner, including depictions of excessive or irresponsible alcohol use.

  • 3.1.2 All persons and scenes depicted in the ad content must be age-appropriate – e.g., involving persons who are reasonably perceived as above the legal drinking age.

  • 3.1.3 Ad content must not target or intentionally attract the attention of, portray, or encourage the consumption of alcoholic beverages by persons under the legal drinking age.

  • 3.1.4 Ad content must include all legally required disclaimers.

  • 3.1.5 Ad content must not express or imply that consumption of alcohol will produce enhancements in physical attributes, attractiveness, personality, intellectual, physical, or athletic performance or ability, or social, professional, educational, athletic, or financial success.

  • 3.1.6 Ad content must not promote the potency of alcohol products, including by reference to alcohol content by volume.

  • 3.1.7 Ad content must adhere to applicable scheduling restrictions – e.g., aired or displayed at certain, limited times of day to ensure appropriate viewer population or composition.

  • 3.1.8 Ad content must comply with all applicable laws, regulations, and guidelines applicable to such claims in each country or region where the ad content is disseminated.

  • 3.2 Religion: Ad content that advocates or discredits a religion may be restricted.

  • 3.3 Contests and sweepstakes: Ad content that contains or directly or indirectly promotes or facilitates the sale of contests or sweepstakes (including fantasy sports contests) is subject to the following restrictions:

  • 3.3.1 The advertised product or service must not be unlawful, fraudulent, unfair, or deceptive, and must offer all entrants a fair opportunity to achieve the advertised result.

  • 3.3.2 Ad content must clearly and conspicuously disclose all applicable material limitations on eligibility or participation in the contest or sweepstakes.

  • 3.3.3 Ad content must not make any misrepresentations about the nature of the contest or sweepstakes (e.g., false sense of urgency, limited number of eligible winners, exaggerated likelihood of winning, or that chances of winning increase as purchases increase).

  • 3.3.4 Ad content must not indicate that failure to participate will disqualify a person from future contest or sweepstakes opportunities.

  • 3.3.5 Ad content for contests or sweepstakes that require or provide a free means of entry must adequately disclose such fact and the material information about free entry (e.g., methods, locations, times, etc.).

  • 3.3.6 Ad content must not target or intentionally attract viewers in jurisdictions in which the promoted products or services are not lawfully available.

  • 3.3.7 Ad content must not target or intentionally attract viewers under the age for which the promoted products or services are lawfully available.

  • 3.3.8 Ad content must accurately, clearly, and conspicuously represent that the contest or sweepstakes is void where prohibited by law.

  • 3.3.9 Apple may require you to submit all relevant materials or information relating to the contest or sweepstakes (e.g., complete rules, list of all prizes, etc.).

  • 3.4 Dating: Ad content that contains or directly or indirectly promotes or facilitates the sale of dating products or services is subject to the following restrictions:

  • 3.4.1 Ad content must not promote international match-making services.

  • 3.4.2 Ad content must not promote casual sex or adultery.

  • 3.4.3 Ad content must not contain or promote otherwise impermissible sexual material under the guise of dating.

  • 3.4.4 Ad content must not target or intentionally attract the attention of minors.

  • 3.5 Dietary supplements: Ad content that contains or directly or indirectly promotes or facilitates the sale of dietary or nutritional supplements, herbal remedies, homeopathic remedies, vitamins, or weight loss or control substances or programs is subject to the following restrictions:

  • 3.5.1 Ad content must be supported by competent and reliable scientific evidence.

  • 3.5.2 Ad content must not deceptively express or imply regulatory, scientific, or medical approval.

  • 3.5.3 Ad content must not express or imply that a dietary supplement can treat, cure, or prevent any disease.

  • 3.5.4 Ad content must not expressly or implicitly overstate efficacy or safety, even as puffery.

  • 3.5.5 Individual examples of efficacy or safety in the ad content must be representative of the typical consumer experience, as supported by competent and reliable scientific evidence.

  • 3.5.6 Where appropriate, ad content should caution viewers to consult their physician.

  • 3.5.7 Ad content must comply with all laws, regulations, and guidelines applicable to the claims (e.g., Dietary Supplement Health and Education Act, FTC Act, etc.).

  • 3.5.8 Ad content for weight loss or control must not target or intentionally attract the attention of children.

  • 3.6 Financial products or services: Ad content that contains or directly or indirectly promotes or facilitates the sale of financial products or services is subject to the following restrictions:

  • 3.6.1 Ad content with categories of products or services associated with deceptive, unfair, or abusive practices is not allowed.

  • 3.6.2 Advertisers of short-term loans, such as payday loans or cash advances, must be registered with at least one nationally regulated financial association (e.g., InFin, Financial Services Alliance, or Online Lenders Alliance in the United States, the Canadian Payday Loan Association in Canada, or the Financial Conduct Authority in the United Kingdom).

  • 3.6.3 Ad content must not promote specific securities (e.g., stocks, bonds, notes, warrants, options, mutual funds), cryptocurrencies or similar digital asset tokens, initial public offerings, initial coin or token offerings, and other coin, token offerings, or cryptocurrency offerings.

  • 3.6.4 Ad content must not promote insider tips on a particular security, commodity, or investment.

  • 3.6.5 Ad content must sufficiently disclose all material risks, restrictions, and qualifications relating to eligibility or use.

  • 3.6.6 Ad content must not expressly or implicitly represent predictions about future investment outcomes or guarantees. If the ad content contains representations about past investment outcomes, it must contain a clear and conspicuous disclaimer that past results are not an indication or guarantee of future performance.

  • 3.7 Gambling or betting: Ad content that contains or directly or indirectly promotes or facilitates the chance to win money, prizes, or other consideration holding real-world value (including online gambling, sports betting, casino games, event prediction betting, etc.) is subject to the following restrictions:

  • 3.7.1 Ad content must not target or intentionally attract viewers in jurisdictions in which the promoted products or services are not lawfully available. Ad content must comply with all applicable laws, regulations, and guidelines in each country or region where the ad content is disseminated. It is the responsibility of the advertiser to ensure that they have the relevant permits and licensing required to operate in the countries or regions where they choose to advertise.

  • 3.7.2 Ad content must not target or intentionally attract viewers under the age for which the promoted products or services are lawfully available. For example, ad content must not: (1) contain images, symbols, celebrity or entertainment endorsements, or language designed specifically to appeal to minors; (2) feature anyone who is, or appears to be, a minor; (3) air, or be distributed within programs, that appeal primarily to minors; or (4) be placed before any audience where the majority of viewers is presumed to be minors.

  • 3.7.3 Ad content must clearly and conspicuously include all disclaimers required under applicable law (e.g., problem-gambling messages, disclaimers about the availability of the service in particular jurisdictions).

  • 3.7.4 Ad content for online gambling or sports betting services must include, in addition to any applicable legal requirements, the following disclaimers in legible font and on screen for no less than five seconds:

  • States, countries, regions, or locales where the advertised activity is legal (e.g., “only for players in New Jersey”) and “void where prohibited by law.”

  • Legal age to play.

  • If the ad content includes testimonials from winners or other players, a message stating “results not typical” (or using similar language). Apple may require a valid, binding affidavit or similar written assurance substantiating the veracity of testimonial claims. Testimonials that contain dramatization, reenactment, or actors must contain an appropriate disclaimer.

  • A general problem-gambling message, such as “Play Responsibly” or a statement identifying problem-gambling resources (e.g., “1-800-GAMBLER”).

  • 3.7.5 Ad content must adhere to applicable scheduling restrictions — e.g., aired or displayed at certain, limited times of day to ensure appropriate viewer population or composition.

  • 3.7.6 Ad content must include information regarding the terms and conditions of play or contain a prominent disclosure of where such terms and conditions may be found.

  • 3.7.7 Ad content must not describe offers, promotions, or bonuses as “free” or “risk free” if consumers risk loss of money or other assets. If customers must risk loss of money or other assets or incur any loss to qualify for an offer, promotion, or bonus, the ad content must disclose those terms.

  • 3.8 Movies and video games: Ad content that contains or directly or indirectly promotes or facilitates the sale of motion pictures, videos/streaming videos, or video games is subject to the following restrictions:

  • 3.8.1 Ad content must clearly and conspicuously disclose the applicable rating for the promoted content. Ad content for content that is not yet rated must include a statement of anticipated rating. For the avoidance of doubt, Apple shall rely exclusively on the advertiser to validate the rating presentation.

  • 3.8.2 Ad content must not target or intentionally attract viewers under the age for which the promoted content is rated or anticipated to be rated.

  • 3.8.3 Ad content must adhere to applicable scheduling restrictions — e.g., aired or displayed at certain, limited times of day to ensure appropriate viewer population or composition.

  • 3.8.4 Ad content must not promote adult themed or red-band promotional content.

  • 3.9 Prescription drugs and medical devices: Ad content that contains or directly or indirectly promotes or facilitates the sale of prescription drugs, pharmaceutical products, over the counter drugs, medical devices, or medical services or treatments is subject to the following restrictions:

  • 3.9.1 Ad content must comply with all applicable laws and regulations (e.g., the Food, Drug, and Cosmetics Act, HHS/FDA rules and guidance, etc.).

  • 3.9.2 Ad content must not promote off-label use and must include an overt reference to use the product in accordance with labeling directions.

  • 3.9.3 Ad content must not target or intentionally attract viewers in jurisdictions in which the promoted products or services are not lawfully available.

  • 3.9.4 Ad content must not target or intentionally attract viewers under the age for which the promoted products or services are lawfully available.

  • 3.9.5 Where appropriate, ad content should caution viewers to consult their physician.

  • 3.9.6 Claims that a product, device, service, or treatment is “clinically proven” effective should be supported by at least two competent and reliable clinical studies.

  • 3.9.7 Additional restrictions on the promotion of such products or services for cross-border sales may apply.

  • 3.10 Public issues: Ad content that contains or directly or indirectly promotes a position on public issues or topics of public importance is subject to the following restrictions:

  • 3.10.1 Ad content must not contain obscene, shocking, overly graphic, or offensive content or imagery, or content or imagery that is reasonably likely to generate or fuel public controversy.

  • 3.10.2 Ad content must not contain attacks of a personal or ad hominem nature against any person, group, or organization.

  • 3.10.3 Ad content must not address or comment on a private matter or dispute.

  • 3.10.4 Where required by applicable law, the ad content must clearly and conspicuously disclose the identity of the person or entity paying for or otherwise promoting the ad content.

  • 3.11 Sensitive content or imagery: Ad content or imagery may be deemed sensitive at the discretion of Apple's review teams. Ad content that is deemed sensitive may be prevented from running in certain countries or regions, in certain placements, or prohibited from running entirely.

Apple reserves the right to modify these Policies at any time. Apple may also apply restrictions or limitations to your advertising. If you have any questions about our policies, please feel free to contact us.