Telegram Ad Policies and Guidelines

Telegram · Official agreement

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Ad Policies and Guidelines

These Ad Policies and Guidelines apply to all ads displayed on the Telegram Ad Platform and describe what ad content is allowed on Telegram.

Advertisers are responsible for their ads and for complying with:

1. Ad format

Each ad consists of an ad text and a button that opens a link to the advertised product. The maximum length of the ad text is 160 characters including spaces.

2. Editorial requirements

Standard requirements of style, clarity, spelling and punctuation apply to all ads. Numbers, marks and symbols must be used properly. The following is not allowed:

3. Link format

In addition to the main ad link submitted in the ‘URL’ field, ads may also include one optional link in the ad text itself, using the format the format @link, t.me/link, or t.me/link/123. The ad link and the link in the ad text must both lead to the same destination. If the destination is a Telegram bot, links may include [start parameters for the bot](https://core.telegram.org/bots/features#deep-linking).

Links must be used properly. Particularly, the following is not allowed:

4. Destination and targeting requirements

To maintain all ads as beneficial for both Telegram users and advertisers, these Ad Policies and Guidelines set out requirements for proper destinations and targeting. Ad destinations must have original content and provide a proper user experience.

4.1. Profile details

Promoted channels, bots, and accounts must have both a profile image and a complete text in their ‘about’ or ‘description’ section.

4.2. Destination functionality

Ad destinations must be functional, technically complete, and active. Bots must respond to commands properly. Particularly, the following applies:

4.3. Irrelevant destinations

Destinations must match the ad text and may not be used only for redirecting to other landing pages. Particularly, the following is not allowed:

4.4. Manipulation of content

The contents of a destination may not be altered to scam users or evade moderation review. Advertisers using manipulated destinations may be suspended without notice. Particularly, the following is not allowed:

4.5. Empty destinations

Empty or abandoned Telegram channels, bots, and accounts are not allowed as destinations. Telegram channels must have at least one post published within the two weeks prior to review.

4.6. Destination style

Destinations containing profane language or with excessive or gimmicky use of capitalization or highlighting are not allowed.

4.7. Language mismatch

The language of the targeted channel should match the language of the ad and of the destination.

4.8. Keyword requirements

Search keywords selected for ad placement must not exploit harmful, prohibited or sensitive topics to attract clicks or bait users.

5. Prohibited content

These Ad Policies and Guidelines prohibit some types of content to ensure a safe and pleasant experience for Telegram users. The following requirements apply to ads on the Telegram Ad Platform and to the products they promote, whether implied or explicit. All examples given are non-exhaustive.

5.1. Graphic, shocking, or sexual content

Ads must not promote graphic, shocking, or sexual content, products and services.

Examples:

5.2. Hate, violence, harassment

Ads must not promote hatred, intolerance, harassment, discrimination, violence, or abuse.

Examples:

5.3. Third party rights

Ads and promoted content must not violate third party rights, including trademark, copyright, privacy or other personal or proprietary rights.

Examples:

5.4. Deceptive, misleading, or predatory advertising

Ads must not contain information that is false, misleading or simply does not match the product. This includes false statements, claims or offers, together with predatory advertising practices.

Examples:

5.5. Political ads, sensitive topics, religion

Ads must not promote political campaigns, elections, political parties, candidates, political or religious movements. Ads that are related to ongoing sensitive events or sensitive topics can be suspended for the meantime.

Examples:

5.6. Gambling

Ads must not promote online or offline gambling, gaming, or casino-based activities involving real money, prizes, or goods of any value.

Examples:

5.7. Deceptive or harmful financial products or services

Ads must not promote content, products, or services associated with deceptive or harmful financial practices. When ads or destinations promote a paid product, the terms of purchase must be explicit and easy to understand.

Examples:

5.8. Uncertified medical services, medications, supplements

Promoted products must comply with all local regulations and sellers must be properly licensed. Ads must not promote content, products or services implicitly or explicitly related to any unverified health and wellness benefits.

Examples:

5.9. Drugs, alcohol, tobacco

Ads must not promote psychoactive substances, alcoholic beverages or tobacco products.

Examples:

5.10. Weapons, firearms, explosives, ammunition

Ads must not promote the sale of weapons, explosives or ammunition, or any related content.

Examples:

5.11. Spam software, malware, hacking

Ads must not promote content, products, or services that facilitate unsolicited communications, are intended to harm or gain unauthorized access to a user's device, or cause deceptive or unexpected consequences.

Examples:

5.12. Products of questionable legality

Ads must not promote content, products, or services of questionable legality.

Examples:

All examples on this page are non-exhaustive.