What are Pinterest Ads policies?

Pinterest Ads policies are a set of guidelines that govern what types of content and behaviors are allowed in advertisements on Pinterest. These rules help ensure that ads are safe, respectful, accurate, and aligned with the Pinterest community's values. Violating these policies can result in the rejection of ads, suspension of your ad account, or other penalties.

Here's an overview of the key Pinterest Ads policies:

1. Prohibited Content
Pinterest bans certain types of content to ensure the platform remains safe and appropriate for users.

Key Prohibited Content Includes:
Hate Speech and Discrimination: Ads cannot promote hate speech, discrimination, or violence based on race, ethnicity, religion, gender, sexual orientation, or disability.

Illegal Activities: Ads promoting illegal activities, including the sale of illegal goods or services, will be disapproved.

Misleading or Deceptive Claims: Ads cannot contain misleading or deceptive claims, including false testimonials, exaggerated product benefits, or fraudulent offers.

Dangerous or Harmful Content: Ads that encourage harm, violence, or self-destructive behaviors (e.g., promoting self-harm, suicide, or dangerous substances) are strictly prohibited.

Adult Content: Content that is sexually explicit or promotes adult services, escort services, or adult-related products is not allowed.

Violence or Threats: Ads cannot depict graphic violence, threats, or harmful behavior toward individuals or groups.

Tobacco and Drugs: The promotion of tobacco products, e-cigarettes, or recreational drugs is banned.

Weapons and Ammunition: Ads cannot promote firearms, ammunition, explosives, or any products related to weapons.

2. Restricted Content
Certain content may be allowed on Pinterest Ads but comes with specific restrictions and requirements. Advertisers must comply with local regulations, be transparent in their messaging, and ensure that content is appropriate.

Examples of Restricted Content:
Alcohol: Ads for alcoholic beverages are allowed, but they must target users who are of legal drinking age in the region and comply with relevant advertising laws.

Gambling: Gambling-related ads are allowed in certain regions but must comply with all local regulations, including age restrictions and responsible gambling guidelines.

Health and Fitness: Ads related to health, wellness, or fitness products or services must provide accurate and truthful claims. Misleading health claims or unverified results are not allowed. This includes weight loss products or fitness regimens.

Financial Services: Ads promoting financial services (e.g., loans, insurance, or credit cards) must provide clear and truthful information and not use misleading or deceptive tactics.

Dating Services: Dating apps or services may be allowed, but they must comply with specific guidelines and target users responsibly.

3. Ad Creative and Content Guidelines
Pinterest has specific rules regarding the types of images, text, and content that can be used in ads.

Key Ad Creative Guidelines:
Images: Pinterest recommends using high-quality, relevant, and visually appealing images. Images should be clear, well-lit, and properly sized (Pinterest recommends a 2:3 ratio for vertical images). Overly cluttered or low-quality images can lead to poor ad performance or disapproval.

Text Overlays: Ads should avoid excessive text overlays. Pinterest suggests that ads with little to no text on the image itself tend to perform better. If you do use text, make sure it's concise, legible, and relevant to the ad's message.

Product Claims: Any product claims must be truthful, accurate, and substantiated. Do not make exaggerated or misleading claims about the benefits of your products or services.

Branding: Ensure your branding is clear and recognizable. Keep logos and brand colors consistent with your overall marketing materials.

4. Targeting Guidelines
Pinterest aims to ensure that ads are shown to users who are interested in them, but there are restrictions on how you can target audiences.

Targeting Restrictions Include:
Sensitive Data: Pinterest restricts the use of certain sensitive personal data for targeting, including health conditions, race, religion, or other protected categories under privacy laws.

Targeting Based on Interests: Ads should be relevant to the audience's interests. Don't target overly broad groups or irrelevant users who may not engage with the content.

Exclusion of Sensitive Groups: Ads should not exclude, discriminate, or marginalize any group based on sensitive categories like race, gender, or religion.

5. Landing Page Requirements
Pinterest also has policies that govern the quality and content of the landing pages you link to from your ads.

Landing Page Guidelines:
Relevant Content: The content of your landing page must align with the message and claims of the ad. If your ad promotes a specific product, the landing page must feature that product clearly, with accurate pricing, availability, and descriptions.

No Clickbait: Your landing page should provide users with the information they were promised in the ad. Avoid misleading landing pages that offer more clickbait than substance.

User Experience: The landing page should provide a good user experience. This includes being mobile-friendly, fast-loading, and free from excessive pop-ups or intrusive ads. A poor landing page experience can negatively affect your ad performance and result in disapproval.

6. Disallowed Practices
Pinterest prohibits certain practices that can negatively impact user experience or the integrity of the ad platform.

Disallowed Practices Include:
Click Fraud: Any attempt to artificially inflate click-through rates or engagement (e.g., using bots to click ads) is prohibited.

Misleading Redirects: Ads that send users to a destination other than what was promised in the ad (such as misleading redirects or cloaking) are not allowed.

False or Deceptive Offers: Ads that make false promises or fail to clearly explain the offer, price, or terms are against Pinterest's policies.

7. Compliance with Local Laws
Pinterest Ads must comply with local laws and regulations, which can vary based on the region or country.

Key Compliance Aspects Include:
Advertising Law Compliance: Ads should adhere to the advertising laws of the region where the ad is running, including any specific rules for advertising sensitive products, health-related items, or financial services.

Age Restrictions: Ads for products like alcohol, gambling, or adult services may be restricted to specific age groups based on local laws.

Privacy Laws: Advertisers must respect privacy laws such as the General Data Protection Regulation (GDPR) in the EU or the California Consumer Privacy Act (CCPA). You must have the proper consent to collect data for targeting and retargeting.

8. Consequences of Policy Violations
Failure to comply with Pinterest's Ads policies can result in the following consequences:

Ad Rejection: Your ad may be disapproved if it violates any of the content or targeting guidelines.

Account Suspension: Repeated policy violations or severe infractions can lead to the suspension or permanent banning of your Pinterest Ads account.

Loss of Ad Spend: If your ads are disapproved or removed after being approved, you may lose money spent on those ads.

Conclusion
Adhering to Pinterest Ads policies is crucial for ensuring that your campaigns are effective, compliant, and reach the right audience. By following Pinterest's rules and focusing on high-quality, relevant, and truthful ads, you can improve your chances of success on the platform while maintaining a positive user experience. Always review Pinterest's Advertising Guidelines to stay updated with any changes to the policies and avoid potential issues with your campaigns.