Advertising Policy & Guidelines

We have 5 guiding principles at Waze Ads:

  1. User Experience: Ads should be a positive experience for users.

  2. Safety & Security: Ads should be safe for all users.

  3. Accurate Ads: Ads should be accurate and truthful.

  4. Transparency & Privacy: Ads should not violate users’ trust or privacy.

  5. Legal: Ads should comply with local laws and regulations.

Physical location

In order to advertise your business with Waze Local, your ad must include a physical location where Waze users can navigate and receive the advertised service at.

Advertising a service that's not available at physical locations? Ask us about Waze Local Plus.

Guest advertisers

Your business doesn’t have a physical location but is sold/offered in one? You can advertise with Waze Local Starter as long as:

  • The ad images represent your own brand.
  • The ad location names are the physical location names only, for drivers to understand where your service/product is offered at.
  • The location description establishes a connection between your service and the locations it is offered at.

Ad images

Your ad images must comply with the policies and guidelines listed below. Images showcasing representations of prohibited content and practices will not be approved.

Logo icon

Along with complying with the below guidelines, your Pins and Search logo icon (the 152x112 pixels asset) must not showcase a photo of a human face.

Real estate

Properties for sale/rent listed by private individuals cannot be advertised on Waze.

However, real estate agencies may promote their listings as long as the location names and description meet the guidelines below:

  • The location name isn't the agency name alone.
  • The location name isn't the address, unless it’s the property name.
  • The location includes the phrase “For Sale” or “For Rent”.
  • The location description states clearly that the listing is promoted by a real estate agency, with the agency name included.


  • Location name
    • “Apt for For Rent $1,000/month”.
    • “House for Sale by HomeSeller”.
  • Location description
    • “Property listed by HomeSeller”.
    • “$1M cottage for sale. Listed by John Smith of HomeSeller”.

​Forbidden content

Please reference the Waze Advertising Terms and Conditions for more information about prohibited content, including, but not limited to, unlawful, defamatory, or pornographic images/text.

Along with the reasons outlined below, Waze may reject or remove a specific ad at any time for any or no reason, as determined by Waze in its sole discretion.

Dangerous products or services

We want to help keep people safe both online and offline, so we don't allow the promotion of some products or services that can cause damage, harm, or injury:


Ads for explosive materials and fireworks, or instructions for making explosives or other products harmful to nearby people or property are prohibited on Waze.


Ads for products containing tobacco, facilitating tobacco consumption or simulating tobacco consumption are prohibited on Waze.


Ads for weapons and weapon accessories are prohibited on Waze. However, ads for businesses working to increase the safety of a gun are permitted as long as the operation of a gun isn’t marketed as a recreational activity.

Recreational drugs

Ads for substances that alter mental state for the purpose of recreation, or ads for products or services facilitating recreational drug use are prohibited on Waze.


Adult content

Ads containing sexually oriented content are prohibited on Waze. Non-family-friendly businesses are approved under certain conditions. Rejecting or approving non-family-friendly businesses is under Waze’s sole discretion.


Ads on Waze are displayed to drivers, so we can’t promote products or services that are at odds with safely operating a vehicle. Ads for businesses promoting alcohol consumption are prohibited on Waze.


Ads for businesses promoting physical, real-money gambling activity or establishments are prohibited on Waze, as well as the promotion of businesses that contain or link to content relating to gambling.

State-run lottery ads are permitted to advertise on Waze under certain conditions, determined by Waze in its sole discretion.

Political content

Ads for campaigns against/for public figures, political parties, organizations, or a political agenda are prohibited on Waze.

However, ads encouraging people to go vote in municipal, state, or national elections are allowed, as long as they're not endorsing a specific party, figure, and/or agenda.

Inappropriate content

We value diversity and respect for others, and we strive to avoid offending users, so we don’t allow ads or destinations that display shocking content or promote hatred, intolerance, discrimination, or violence.

Dishonest behaviour

We value honesty and fairness, so we don't allow the promotion of products or services that are designed to enable dishonest behaviour. Products or services that mislead users or help users to mislead others are prohibited on Waze.

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