Each ad is a text plus a link button, 160 characters at most
Every ad has two parts: an ad text and a button that opens a link to the advertised product. The ad text may be at most 160 characters, spaces included.
Supporting quotations
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.
Qualifications & exceptions
The 160-character limit counts spaces.
Content & IP Rights · Restriction or exception
Ad text must be clear, correctly written and free of profanity
Ad text must meet standard requirements of style, clarity, spelling and punctuation, and numbers, marks and symbols must be used properly. Not allowed: profanity or vulgarity (including slur acronyms, spelling variations in any language, and masked vulgarity), and text whose meaning is unrecognizable or unclear, such as overbroad or vague descriptions or repeated words and phrases.
Supporting quotations
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:
Profanity or vulgarity, *including slur acronyms and spelling variations, in any language, and masked vulgarity (e.g., f—k)
Unrecognizable or unclear meaning, such as overbroad or vague descriptions, repetition of words and phrases
Qualifications & exceptions
These requirements apply to all ads.
Not stated here
The page does not define what counts as unclear, vague or overbroad.
The page does not say whether its closing statement that all examples are non-exhaustive extends to this list.
Content & IP Rights · Restriction or exception
Gimmicky capitals, symbols, emoji and list formatting are not allowed
Ad text may not use excessive or gimmicky capitalization, highlighting, spacing or symbols, including Unicode art, ASCII art and box-drawing. It may not use intrusive, excessive or gimmicky emoji and other emoticons. It may also not contain line breaks, bullet points or numbered lists.
Supporting quotations
Excessive or gimmicky use of CaPiTaLiZaTiOn, highlighting, s p a c i n g and s,y,m,b,o,l,s, including Unicode art, ASCII art and box-drawing
Intrusive, excessive or gimmicky use of emoji and other emoticons
Line breaks, bullet points, numbering lists
Qualifications & exceptions
For capitalization, symbols and emoji the ban is worded as "excessive", "gimmicky" or "intrusive"; for line breaks, bullet points and numbered lists the page states no such qualifier.
Not stated here
The page does not say when use of capitals, symbols or emoji becomes excessive, gimmicky or intrusive.
Content & IP Rights · Permission or license
One extra link is allowed in the ad text and must lead to the same destination
Besides the main ad link entered in the URL field, an ad may contain one optional link inside the ad text, written as @link, t.me/link or t.me/link/123. The main link and the in-text link must lead to the same destination. If the destination is a Telegram bot, the links may include start parameters for the bot.
Supporting quotations
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
Qualifications & exceptions
Only one in-text link is allowed.
Both links must lead to the same destination.
Start parameters are mentioned only for bot destinations.
Content & IP Rights · Restriction or exception
Multiple in-text links, URL shorteners and IP-address links are not allowed
Links must be used properly. It is not allowed to use more than one link in the ad text, or to use unacceptable link formats such as URL shorteners or an IP address in place of the link, even when the link ultimately reaches a valid destination.
Supporting quotations
Links must be used properly. Particularly, the following is not allowed:
Using more than one link in the ad text
Using any unacceptable link formats, such as URL shorteners or an IP-address in the place of the link, even if it ultimately leads to a valid destination
Qualifications & exceptions
The ban on shorteners and IP addresses applies even if the link ends at a valid destination.
The page introduces the list with "Particularly", so the examples are not stated to be complete.
Ad destinations must have original content and a proper user experience
Section 4 sets out requirements for destinations and targeting so that ads stay beneficial for Telegram users and advertisers. Ad destinations must have original content and provide a proper user experience.
Supporting quotations
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.
Qualifications & exceptions
The detailed destination rules follow in the numbered subsections.
Not stated here
The page does not define "original content" or "proper user experience" beyond the subsections that follow.
Content & IP Rights · Restriction or exception
Promoted channels, bots and accounts need a profile image and a complete description
A promoted channel, bot or account must have both a profile image and complete text in its "about" or "description" section.
Supporting quotations
Promoted channels, bots, and accounts must have both a profile image and a complete text in their ‘about’ or ‘description’ section.
Qualifications & exceptions
Both a profile image and complete text are required.
Not stated here
The page does not say what makes the "about" or "description" text complete.
Content & IP Rights · Restriction or exception
Destination bots must be useful and respond properly on mobile and desktop
Ad destinations must be functional, technically complete and active. Bots must respond to commands properly, on both mobile and desktop devices. Bots must be beneficial to the user and are expected to offer a user experience and interfaces consistent with the capabilities and quality of the Bot Platform.
Supporting quotations
Ad destinations must be functional, technically complete, and active. Bots must respond to commands properly.
Bots must be beneficial to the user and are expected to provide a user experience and interfaces that are consistent with the capabilities and quality of the
Destination bots must respond to commands properly on both mobile and desktop devices.
Qualifications & exceptions
Bots must respond properly on both mobile and desktop devices.
The Bot Platform quality standard is worded as an expectation ("are expected to").
Not stated here
The Bot Platform documentation linked on the page is not part of this document.
Content & IP Rights · Restriction or exception
Inactive, expired or inaccessible websites are not allowed
Websites that are inactive, expired or inaccessible are not allowed as destinations. This covers sites "under construction", sites returning error codes, sites blocked by a paywall or login form, sites unavailable from the targeted locations, and sites that fail to load.
Supporting quotations
Inactive, expired and inaccessible websites are not allowed. This covers websites “under construction”, websites returning error codes, preventing access by a paywall or login form, websites unavailable from targeted locations, and websites that fail to load.
Qualifications & exceptions
A paywall or login form that prevents access counts as inaccessible.
A website unavailable from the targeted locations counts as inaccessible.
Content & IP Rights · Restriction or exception
Destinations must match the ad and not be mere redirects or data-collection shells
Destinations must match the ad text and may not exist only to redirect users to other landing pages. Not allowed: destinations that do not correspond to the ad text; mock destinations created only to show other ads or to collect user data through "call me back" or similar forms; mostly noninteractive bots designed to redirect elsewhere; and websites that automatically redirect users to a different page or domain, for example by a 302 redirect or an .htaccess redirect.
Supporting quotations
Destinations must match the ad text and may not be used only for redirecting to other landing pages. Particularly, the following is not allowed:
Destinations not corresponding with the ad text, e.g., cat food ads with links to an online clothing store
Mock destinations created solely for displaying other ads or collecting user data with “call me back” forms or similar
Mostly noninteractive bots designed to redirect elsewhere
Websites that automatically redirect users to a different webpage or domain, e.g., through 302-redirect or .htaccess-redirect
Qualifications & exceptions
The 302 and .htaccess redirects are given as examples of automatic redirects.
The list is introduced with "Particularly", so it is not stated to be complete.
Not stated here
The page does not say whether routine redirects, for example from an old address to the current one, are treated as automatic redirects.
Content & IP Rights · Restriction or exception
Empty or abandoned destinations are not allowed; channels need a recent post
Empty or abandoned Telegram channels, bots and accounts are not allowed as destinations. A Telegram channel must have at least one post published in the two weeks before review.
Supporting quotations
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.
Qualifications & exceptions
The two-week post requirement is stated for channels only.
Not stated here
The page does not say how a bot or account is judged empty or abandoned.
The page does not say when review happens.
Content & IP Rights · Restriction or exception
Destinations may not use profanity or gimmicky capitalization
Destinations containing profane language, or with excessive or gimmicky use of capitalization or highlighting, are not allowed.
Supporting quotations
Destinations containing profane language or with excessive or gimmicky use of capitalization or highlighting are not allowed.
Not stated here
The page does not define excessive or gimmicky capitalization or highlighting.
Content & IP Rights · Restriction or exception
Channel, ad and destination languages should match
The language of the targeted channel should match the language of the ad and of the destination.
Supporting quotations
The language of the targeted channel should match the language of the ad and of the destination.
Qualifications & exceptions
The wording is "should match", not "must match".
Not stated here
The page does not say what happens if the languages do not match.
Content & IP Rights · Restriction or exception
Search keywords may not exploit harmful, prohibited or sensitive topics
Search keywords an advertiser selects for ad placement must not exploit harmful, prohibited or sensitive topics to attract clicks or bait users.
Supporting quotations
Search keywords selected for ad placement must not exploit harmful, prohibited or sensitive topics to attract clicks or bait users.
Not stated here
The page does not list which topics count as harmful, prohibited or sensitive beyond section 5.
Content & IP Rights · Restriction or exception
Graphic, shocking and sexual content is not allowed, including dating services
Ads must not promote graphic, shocking or sexual content, products or services. Examples: gruesome, disgusting or shocking imagery (gore, bodily fluids, accident photos, graphic details of torture), and nudity or sexually explicit or suggestive content, including excessively exposed intimate body parts, sexual merchandise and entertainment, and dating services.
Supporting quotations
Ads must not promote graphic, shocking, or sexual content, products and services.
Gruesome, disgusting, or shocking imagery, including gore, bodily fluids, accident photos, graphic details of torture
Nudity, sexually explicit and sexually suggestive content, including excessively exposed intimate body parts, sexual merchandize and entertainment, dating services
Qualifications & exceptions
Dating services are listed among the examples of sexual content.
The examples are non-exhaustive.
Content & IP Rights · Restriction or exception
Ads must not promote hatred, violence, harassment or discrimination
Ads must not promote hatred, intolerance, harassment, discrimination, violence or abuse. Examples: violence and its promotion, including supporting organizations or movements with ties to violence; harassment or bullying, including dehumanizing speech, statements of inferiority, defamatory content, and disclosing contact details or personal data; and discrimination towards individuals, groups or organizations, including hateful messages based on race, religion, color, national or ethnic origin, age, beliefs, sexual orientation or practices, or physical or mental abilities.
Supporting quotations
Ads must not promote hatred, intolerance, harassment, discrimination, violence, or abuse.
Violence and its promotion, including supporting organizations or movements with ties to violence
Promoting harassment or bullying, including dehumanizing speech, statements of inferiority, defamatory content, disclosing contact details or personal data
Discrimination towards individuals, groups, or organizations, including hateful messages on the basis of race, religion, color, national or ethnic origin, age, beliefs, sexual orientation or practices, physical or mental abilities
Qualifications & exceptions
Disclosing contact details or personal data is listed as an example of harassment.
The examples are non-exhaustive.
Content & IP Rights · Restriction or exception
Ads must not violate trademark, copyright, privacy or other third-party rights
Ads and promoted content must not violate third-party rights, including trademark, copyright, privacy or other personal or proprietary rights. Examples: unauthorized distribution of copyrighted content such as pirated software, movies, music or books; and plagiarism, including impersonating public figures or brands and misusing brand logos or assets such as the Telegram logo.
Supporting quotations
Ads and promoted content must not violate third party rights, including trademark, copyright, privacy or other personal or proprietary rights.
Unauthorized distribution of copyrighted content, including pirated software and content such as movies, music, or books
Plagiarism, including impersonating public figures or brands, misusing brand logos or assets, e.g., the Telegram logo
Qualifications & exceptions
The rule covers the promoted content as well as the ad.
Misuse of the Telegram logo is named as an example.
Content & IP Rights · Restriction or exception
False, misleading or exaggerated ad claims are not allowed
Ads must not contain information that is false, misleading or does not match the product, including false statements, claims or offers. Examples: clickbait or unrealistic statements such as you-just-won-X claims, shock or scare tactics; and exaggerated comparisons and absolute claims, including unsupported comparatives and superlatives ("highest incomes", "best company") and comparing your brand to a different one.
Supporting quotations
Ads must not contain information that is false, misleading or simply does not match the product. This includes false statements, claims or offers
Clickbait or similar unrealistic statements, including you-just-won-X claims, shock or scare tactics
Exaggerated comparisons and absolute claims, including unsupported use of comparatives and superlatives: “highest incomes”, “best company”, and comparing your brand to a different one
Qualifications & exceptions
Superlatives are barred when unsupported; the example also bars comparing your brand to a different one.
The examples are non-exhaustive.
Not stated here
The page does not say what support makes a comparative or superlative acceptable.
Content & IP Rights · Restriction or exception
Predatory advertising practices, such as personal targeting and fear tactics, are not allowed
The deceptive-advertising rule also covers predatory advertising practices. Examples: highlighting personal characteristics such as ethnicity, religion, location or financial status, including asking personal questions ("Looking to pay off high debt?"); implying negative outcomes for the viewer ("so you don't get scammed"); and capitalizing on tragedies, health crises or acts of mass violence.
Supporting quotations
together with predatory advertising practices
Highlighting personal characteristics (e.g., ethnicity, religion, location, financial status), including asking personal questions: “Do you like channels about finance?”, “Looking to pay off high debt?”
Implying negative outcomes for the viewer: “Check out our channel so you don't get scammed”
Capitalizing on tragedies, health crises or acts of mass violence
Qualifications & exceptions
Asking personal questions is listed as an example of highlighting personal characteristics.
The examples are non-exhaustive.
Not stated here
The page does not define "predatory advertising practices" beyond these examples.
Content & IP Rights · Restriction or exception
Political and religious promotion is not allowed
Ads must not promote political campaigns, elections, political parties, candidates, or political or religious movements. Examples: advocating for or against a politician, party or movement; exploiting political controversy, including encouraging political unrest or disrupting public order; and advocating for or against religious beliefs, including promoting religious practices or rituals.
Supporting quotations
Ads must not promote political campaigns, elections, political parties, candidates, political or religious movements.
Advocating for or against a politician, political party, or political movement
Exploiting political controversy, including encouraging political unrest, disrupting public order
Advocating for or against religious beliefs, including promotion of religious practices, rituals
Qualifications & exceptions
Advocacy "for or against" is covered in both directions.
The examples are non-exhaustive.
Content & IP Rights · Restriction or exception
Ads tied to ongoing sensitive events or topics can be suspended meanwhile
Ads related to ongoing sensitive events or sensitive topics can be suspended for the meantime.
Supporting quotations
Ads that are related to ongoing sensitive events or sensitive topics can be suspended for the meantime.
Qualifications & exceptions
The wording is "can be suspended", and the suspension is described as lasting "for the meantime".
Not stated here
The page does not define sensitive events or topics, who decides, how long a suspension lasts, or whether the advertiser is notified.
Cross-references
qualifies (model-proposed): Political and religious promotion is not allowed — qualifies: Section 5.5 adds that ads related to ongoing sensitive events or topics can be suspended, in addition to the ban on political and religious promotion.
Content & IP Rights · Restriction or exception
Gambling and betting ads are not allowed, including tips and odds
Ads must not promote online or offline gambling, gaming or casino-based activities that involve real money, prizes or goods of any value. Examples: games of chance and casinos, including sports betting, lotteries, bingo and fantasy sports; and tips, odds and forecasts, including sports picks and odds calculators.
Supporting quotations
Ads must not promote online or offline gambling, gaming, or casino-based activities involving real money, prizes, or goods of any value.
Games of chance or casinos, including sports betting, lotteries, bingo, fantasy sports
Tips, odds, forecasts, including sports picks, odds calculators
Qualifications & exceptions
Prizes or goods of any value bring an activity within the rule, not only real money.
Fantasy sports and odds calculators are listed as examples.
Content & IP Rights · Restriction or exception
Ads must not promote unverified health and wellness benefits
Ads must not promote content, products or services implicitly or explicitly related to any unverified health and wellness benefits. Examples: nutrition products, including weight loss or gain products, herbal drugs, dietary supplements, and pregnancy and fertility-related products; and products with unverified claims of healthful, curative or stimulating effects, including methods suggesting unrealistic health improvements.
Supporting quotations
Ads must not promote content, products or services implicitly or explicitly related to any unverified health and wellness benefits.
Nutrition products, including weight loss or gain products, herbal drugs, dietary supplements, pregnancy, and fertility-related products
Products with unverified claims of healthful, curative or stimulating effects, including methods suggesting unrealistic health improvements
Qualifications & exceptions
The rule covers implied as well as explicit links to unverified health and wellness benefits.
Nutrition and supplement products are listed as examples.
Not stated here
The page does not say what verification of a health benefit requires.