X ad policy: why ads on X (Twitter) get rejected

When you promote content with X Ads, both your account and the content go through an approval process to check compliance with X's advertising policies. You also have to follow X's Terms of Service and the X Rules, and accounts must meet eligibility criteria to advertise at all.

X's policy pages say you are responsible for all your promoted content, including complying with applicable laws and regulations.

X's Deceptive & Fraudulent Content policy is global. It prohibits ads that use deceptive marketing, and it groups the most common problems into a few types.

X's Quality Policy is stricter on formatting than most platforms. Ads must use proper grammar and spelling and should avoid excessive capitalization, symbols and punctuation mistakes. Ads must not include hashtags or URLs in the ad text, and should not include more than one emoji (boosted posts and ads targeting only Japan or Korea are the exception).

The ad creative, copy, images, video and call to action should be consistent with the brand or product promoted. The landing page must work, be directly relevant to the ad, not exist mainly to show more ads, and avoid disruptive pop-ups or automatic downloads.

X restricts health and pharmaceutical ads by product and by country: unless a product and country are listed in its Healthcare policy, promotion is prohibited. The policy covers health, dietary and weight-loss supplements, products claiming to diagnose, cure, treat or prevent disease or to influence weight loss or muscle growth, and medical and cosmetic services such as Botox. Some cases need prior authorization from X.

Financial products and services are allowed only in listed countries and often require a license from the local regulator; each category (for example crypto vs NFTs) needs its own certification. Binary options, bail bonds, penny stocks and financial spread betting are prohibited.

X's policy pages direct advertisers whose account or posts are under review to log in to ads.x.com and file a support ticket with the Help button, where you can check the status or ask for an expedited review. Fix the specific issue first, such as removing a hashtag, a time-bound promise or a missing price, so the next review has nothing to flag.

InspectAd AI can check an X ad against these policies before you publish it, and it can also create ads, which helps you catch clickbait, emoji or hashtag issues before X's review.