Advertiser-friendly content examples and guidelines

This article will help you self-rate your content and understand whether a video meets our advertiser-friendly content guidelines.

You'll see three options in this article:

  • You can turn on ads for this content: This type of content meets our advertiser-friendly content guidelines
  • You can turn on ads but many brands may choose not to advertise: This type of content is suitable for some advertisers, but some brands may choose to opt out. This means that you may earn less revenue on this content (because fewer ads are likely to appear) compared to content that's suitable for all advertisers.
  • You should turn off ads for this content: This type of content is not suitable for any of our advertisers. You should turn off ads

Keep in mind that anything that you post on YouTube must meet our Community Guidelines. Our advertiser-friendly content guidelines are an extra set of rules on top of the Community Guidelines. They tell you whether or not advertisers want to have their brands seen with this content. If it's not ad-friendly, then you should turn off ads.

We're not telling you what to create. Each and every creator on YouTube is unique and contributes to the vibrancy of YouTube. These guidelines aim to help you understand more clearly the types of content that advertisers may not wish to appear against. While certain types of content may not be suitable for all brands, you could still earn money from YouTube Premium and features like Super Chat and channel memberships.

Self-rate your content

Profanity

Vulgarity or inappropriate language

You can turn on ads for this content

Light profanity (shit, hell, damn, etc.) or occasional use of strong profanity even if bleeped ('f-word' or occasional use of vulgar words)
You can turn on ads but many brands may choose not to advertise Strong profanity used during the beginning part of the video; or strong profanity used multiple times throughout the video even for the purpose of comedy, documentaries, news or education
You should turn off ads for this content Profanity in the title or thumbnail image; or strong profanity used repeatedly in a hateful or derogatory way

Sexually suggestive content

Implicit or explicit sexual behaviour, language or euphemisms
You can turn on ads for this content Romance, kissing, general discussions of relationships or sexuality, or moderately sexually suggestive content that may include limited clothing, sensual dancing, non-graphic sex education; or a music video containing sexual content without nudity
You can turn on ads but many brands may choose not to advertise Blurred nudity, focus on sexual body parts (even if covered), discussions about sex acts, implied sex acts, sex toys without contact/nudity or realistic representations of genitalia
You should turn off ads for this content Full nudity, exposed breasts, sex acts, animal mating or thumbnail with sexual content

Violence or graphic content

Situations depicting hurt, damage or injury

You can turn on ads for this content Mild violence, injury without showing blood or graphic content, or dramatised violence as part of video games, animation, comedy, drama or music videos
You can turn on ads but many brands may choose not to advertise Real injury/violence with blood shown as part of sports, accidents, pranks, 'fails' or animal videos. Dramatised excessive violence with blood and gore as part of video games, animation, comedy, drama, music videos
You should turn off ads for this content Content showing severe real injury, real death, harm to minors or abuse of animals; depictions or discussions of sexual abuse

Harmful and dangerous

Situations that may endanger participants
You can turn on ads for this content Content that is slightly dangerous, but in professional and controlled environment where it's clear that no-one is seriously injured
You can turn on ads but many brands may choose not to advertise Shows physical harm or distress but is not the focus of the video. This includes acts performed in non-professional, non-controlled environments
You should turn off ads for this content Focus on accidents, pranks or stunts that have risk to health like drinking/eating non-edibles, or depicts serious physical or mental damage

Drugs

Illegal, recreational, regulated substances
You can turn on ads for this content Humorous references, education, music or statements without glorifying or promoting drugs or other dangerous products
You can turn on ads but many brands may choose not to advertise Content focusing on the display or consumption, fabrication and distribution of or other dangerous products in the context of music, comedy, news, education or documentary
You should turn off ads for this content Depicts or discusses abuse, buying, making, selling or finding drugs or other dangerous products in a graphic and detailed way

Hurtful

Content that is likely to offend an individual or members of a marginalised group
You can turn on ads for this content References to marginalised groups in a non-hurtful or comedic context
You can turn on ads but many brands may choose not to advertise Yes, but used as part of news, documentary or education
You should turn off ads for this content Yes, the content is biased, demeaning or hateful against a protected group

Firearms

Depiction of real or fake guns
You can turn on ads for this content Other depictions of firearms not described below
You should turn off ads for this content Content involving firearm fabrication or modification such as how-to guides or content that seeks to facilitate the sale of a firearm (promotional content for gun stores, manufacturers or discount codes for same) 

Sensitive current events and controversial issues

Recent global or domestic events dealing with war, death or tragedy
You can turn on ads for this content Analysis of or opinion around serious and topical events not described below
You should turn off ads for this content Discusses recent acts of terror, events resulting in the catastrophic loss of human life or controversial social issues

Disclaimer: These questions help us better understand how your video aligns with our advertiser-friendly content guidelines. Keep in mind that YouTube has the right, not the obligation, to display any advertisements alongside your videos. These guidelines are not prescriptive or exhaustive, and apply to all aspects of your video including title, thumbnail, images and description.

YouTube reserves the right, at its discretion, to not show ads on videos and watch pages – including ads from certain advertisers or certain formats. Serious or repeated violations of these policies may lead to ads being disabled for your channel or suspension from the YouTube Partner Programme.

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