Homepage advertiser guidelines

Allowing diverse content to coexist at an unprecedented scale has helped make YouTube the compelling platform it is today. The thoughtful application and enforcement of our policies allows us to accommodate this wide range of content, while taking into consideration how and where our users encounter it, in order to foster an experience that is enjoyable and valuable to users, partners, and advertisers alike.

Ads are particularly visible and engaging when they appear on the YouTube homepage. The homepage is the front door, or portal, through which many users experience YouTube. It's our prime real estate, and we want to ensure that it is appropriate and welcoming for all YouTube audiences.

Because of the unique nature of the homepage, we work hard to ensure that all content that appears there, including advertising, is appropriate for a general audience of YouTube users aged 13 or older. This means that mature or "edgy" advertising content -- which may be permitted with age-restriction elsewhere on the site -- is generally not appropriate for the homepage.

All homepage ads must abide by YouTube's Community Guidelines and Ads Policy. Period. Context matters too. Ad creatives that include auto-play or auto-expand elements are held to a higher standard because the automation prevents users from choosing whether or not to view it. Thumbnails are also held to a higher standard given their high visibility.

Although interpretation of exactly what crosses the line is ultimately up to our policy team, a good rule of thumb is: if the categories below describe your ad, in whole or in part, the YouTube homepage probably isn't the right place for your promotion.

Adult Content

  • Pornography
  • Exposed or minimally covered breasts, buttocks, or genitals
  • Sex acts (real or implied)
  • Underwear/Lingerie
  • Sexually suggestive poses
  • Concentrated attention on particular body parts
  • Adult toys or products (e.g., condoms and sexual aids)

Violent or Shocking Content

Excessive violence and/or gore, including graphic or disturbing images of:

  • Bloodshed
  • Physical injury
  • Infliction of harm to self or others
  • Fighting
  • Bodily excretions
  • Gruesome accidents

Profane & Sexually Lewd Content

  • Excessive profanity
  • Sexually lewd or obscene language

Hateful/Anti Content

  • Content that advocates against any person, organization or group of people

Political & Religious Content

  • Inflammatory or exploitative uses of political or religious issues

Depictions of Drugs, Alcohol, and Tobacco

  • Inappropriate, excessive, or illegal use of drugs (even if portrayed in a comedic manner)
  • Use of drug paraphernalia

Movie Trailers, Video Games, and TV Clips

  • Redband or Yellowband trailers
  • Trailers or clips where sex, horror, shock, or violence are a significant element (irrespective of the underlying MPAA, ESRB, TV Parental Guidelines, or other rating)

Still not sure if your content crosses the line? You might try asking yourself the following questions: Would I be comfortable showing this content to my kids or my parents? Would I be comfortable looking at this content if my boss walked up to my computer at work? Would I see this content on primetime television? If you answered "yes" to these questions, that may not be the end of the story, but it's a good starting point. If you answered "no," your content may not be appropriate for YouTube's homepage audience.

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