Advertising on YouTube Kids

All advertisements sold in the YouTube Kids app must comply with the additional advertising policies outlined below, as well as YouTube’s general advertising policies. YouTube Kids advertising policies may evolve over time. We encourage you to check back often to read the latest updates. All YouTube Kids Paid Ads must be pre-approved by YouTube’s policy team prior to being served in the YouTube Kids app. Additionally, advertisers must also comply with applicable laws and regulations (including any relevant self-regulatory or industry guidelines). You can read more about our ad format requirements below.

What is a Paid Ad in YouTube Kids?

To provide an experience free of charge, YouTube Kids is ad-supported with limited advertising. When you select a YouTube video in the app, you may see an ad bumper followed by a video ad- marked with an "Ad" disclaimer- before the video you selected. These are paid advertisements ("Paid Ads").

Videos uploaded by users to YouTube are not Paid Ads and therefore they are not marked as an Ad nor are they subject to our advertising policies. This may also include content about or from companies who may have also purchased Ads in the app. For example, a search for trains could result in train cartoons, songs and videos of real trains uploaded by a user or a toy train company, none of which we consider as Paid Ads, as they are not part of the YouTube Kids advertising program. Likewise, a search for chocolate can show a user-uploaded video on making chocolate fudge even though we do not allow paid Ads for chocolatiers. Learn more about Videos on YouTube Kids.

Ad Format Requirements

  • Format: At this time we only accept the in-stream video ad format in YouTube Kids.
  • Maximum time length: 15-20 seconds long for non-skippable (depending on where the viewer is based) and 60 seconds for skippable (length may vary based on market). This excludes the 3 second ad bumper that may play before the Paid Ad.
  • Destination URLs: Destination URLs and outbound links (including call-to-action overlays and infocards) are disabled from the app. Ads in YouTube Kids will not be clickable.
  • Site-served: All Paid Ads must be hosted on YouTube. Third-party served ads are prohibited.

Ad Targeting and Data Collection

  • We prohibit interest-based advertising in YouTube Kids.
  • Paid Ads with remarketing or other tracking pixels are prohibited.

Restricted Product Categories

Paid Ads for the following products are prohibited in YouTube Kids.

Age Sensitive Media Content

Media that is sensitive to show to users under the age of 13 are prohibited. Examples include advertisements for films rated higher than ‘PG’ by the MPAA and television shows rated higher than 'G' by TV Parental Guidelines.

Beauty and Fitness

Products related to external personal care, fitness, exercise, weight-loss, diet and nutrition are prohibited.

Dating or Relationship

Paid Ads for dating sites, family counseling, and marital or divorce services are prohibited.

Food and Beverages

Products related to consumable food and drinks are prohibited, regardless of nutrition content.

Illegal or Regulated Products

Products that are regulated or illegal to advertise to children, including Prohibited Content and Restricted Content are prohibited. This also includes products that may pose safety risks for children.

Online or Virtual Communities

Platforms and services related to virtual communities in which members interact primarily on the internet are prohibited.

Political Ads

Political Paid Ads of any kind are prohibited, including information about political candidates or their policy positions, political parties, fundraising or political action committees or their agendas.

Religious Ads

Religious Paid Ads of any kind are prohibited.

Video Games

Electronic video games (and related accessories) that may be played on a video game console, the computer, or another electronic device such as a cell phone or tablet are prohibited if the industry rating of the game would not be suitable for audiences 12 years or under. For example, up to and including ESRB E10+, PEGI 7, or any equivalent local industry rating according to IARC, are allowed. Apps or web content with interactive educational content such as puzzles, worksheets, math problems, language learning exercises are allowed.

Prohibited Content Guidelines

Paid Ads that feature or promote any of the following content are strictly prohibited.

Adult and Sexually Suggestive Content

Sexual and mature content that is intended for adult audiences and not suitable for users under the age of 13.


Paid Ads need to be clearly branded by the advertiser and/or product marketed in the video. The Paid Ad needs to be distinctive to the user that this is an ad, and not general YouTube content.


Contests or sweepstakes promotions, even if free of charge to enter.

Dangerous Content

Content that is dangerous and inappropriate for users under the age of 13 or that generally requires adult supervision.

Incitement to Purchase

Promotions or content that incites children to purchase a product or service or to urge parents or others to buy the item.

Misleading and Deceptive Claims
  • Paid Ads cannot be misleading to children and make any deceptive and/or unsubstantiated claims. All claims and assertions need to be substantiated within the video itself.
  • Paid Ads cannot imply that the product will improve your social status.
  • Paid Ads cannot include features or call-to-actions that don’t work or where the desired action can’t be completed.
Violent Content

Violent and graphic content that is intended for adult audiences and not suitable for users under the age of 13.

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