# Xiaomi Advertising Policy

We’re committed to keeping ads on our platform safe, respectful, and effective. This policy outlines what’s allowed, what’s not, and how we review ads. If you’re advertising with us, this page will help you understand our expectations and avoid issues that could lead to rejections or account restrictions.

These rules apply globally to all advertisers and ad formats.

# 1. Introduction

Every ad on our platform has the potential to reach a wide and diverse audience. To protect users and maintain trust, we review ads to ensure they follow our guidelines and meet legal, safety, and quality standards.

Our platform will use all commercially reasonable efforts to implement and enforce this policy. However, compliance with applicable laws and regulations remains the responsibility of advertisers.

This document explains:

The principles behind our ad policies
The process we use to review ads
Creative content requirements and examples of non-compliance
What types of content are restricted or regulated

By understanding and applying these rules, advertisers can reduce the risk of ad rejection, improve performance, and create a better user experience.

# 2. Our Platform Principles

We apply a consistent review approach based on the following core values:

Protecting Users

We do not allow ads that promote harm, unsafe behavior, discrimination, or illegal activities. Our goal is to prevent misuse of our platform that could result in harm to individuals or society.

Preventing Misleading or Deceptive Content

Ads must be transparent, honest, and clearly represent the product or service offered. Misleading claims, deceptive layouts, or impersonation tactics will be rejected.

Complying with Local Laws and Cultural Norms

Advertisers are responsible for ensuring that their campaigns comply with all applicable laws and regulations in the regions where the ad is shown. In many regions, certain content categories (e.g. gambling, alcohol, finance) are restricted or banned.

Maintaining a Safe and Enjoyable User Experience

We disallow ads that are offensive, excessively graphic, sexually suggestive, or otherwise inappropriate. We aim to keep the ad experience user-friendly, inclusive, and respectful.

# 3. Ad Review Process

We use a combination of automated systems and manual review to evaluate ads before and during delivery. Most ads are reviewed within 24 hours, though some may take longer.

What is Reviewed

Our systems review all elements of an ad, such as image, video, text, subtitles, audio, call-to-action buttons, site or app, products or services offered, etc. Targeting information and ad account history are also reviewed to ensure full compliance.

Manual Review and Advertiser Behavior

In addition to reviewing individual ads, we also monitor advertiser behavior. Manual review may occur in cases of repeated violations, sensitive content, or reported abuse.

Re-review of Ads

Ads remain subject to review and re-review at any time, even after initial approval. If a violation is detected during re-review, the ad may be rejected or restricted. Advertisers are responsible for ongoing compliance with all applicable policies and laws.

Negative Feedback and User Reports

If an ad receives a high volume of user reports or negative feedback, it will be paused and sent for re-review. Continuous negative signals may impact the advertiser's account status or delivery performance.

Appeals and Edits

If your ad is rejected, you'll receive a disapproval reason in your dashboard. Most rejected ads can be edited and resubmitted for review. Advertisers can also appeal if they believe an ad was mistakenly disapproved.

# 4. Creative Requirements

General Requirements

All advertising creatives must uphold our platform’s core standards of quality, safety, and user respect. Ads should be truthful, clear, and appropriate for a diverse, global audience. This includes adhering to local laws and cultural sensitivities in every targeted region. Advertisers are responsible for ensuring that all visual, audio, and textual content complies with these standards at every stage—from initial design through final delivery.

Even if your product or service is allowed, your ad may still be rejected if the creative content violates our quality and safety standards. Importantly, meeting the requirements described here does not guarantee approval, as all ads are reviewed holistically and may be subject to additional restrictions depending on context, region, or regulatory guidance.

Below are some of the most common types of violations, with explanations of why we reject them and examples of prohibited content. These examples are illustrative and not an exhaustive list of all possible violations.

# 4.1 Missing Legal or Age Disclaimer

Advertising materials must include all mandatory legal disclaimers and/or age labels when promoting regulated products or services. Requirements may vary by region and category.

Why we reject it

Omitting required disclaimers or age warnings can violate local laws, mislead users, and expose the platform to regulatory and reputational risk. Disclaimers help ensure users make informed decisions, particularly when products involve legal, financial, health, or safety considerations.

Prohibited Content

Missing or Incomplete Age Restrictions

Ads that do not clearly display an age label (e.g., “18+”) where the product or service is intended for adults.
Creatives for adult-focused services without a visible age notice.

Absent or Insufficient Disclaimers

Ads that omit important consumer notices, such as risk warnings for financial services.
Promotions missing key information like pricing terms, repayment details, or licensing references.

Concealed or Unreadable Disclaimers

Disclaimers shown in overly small text, faint colors, or placed against distracting backgrounds.
Notices that require additional clicks or scrolling to view.
Vague or incomplete disclaimer text that could leave consumers unclear about key risks.

Note: Disclaimers must comply with the highest applicable standard in all targeted regions. When in doubt, include both the legal and age disclaimer in the creative.

# 4.2 Misleading or Deceptive

Advertising materials must not mislead, misrepresent, or omit critical information about the product, service, or result. This includes false claims, deceptive visuals, impersonation, and design elements intended to mimic system interfaces or trick users into clicking. All content must present products and services accurately, with verifiable claims and transparent terms.

Why we reject it

Deceptive advertising erodes user trust, may cause financial or personal harm, and can lead to accidental or unwanted downloads or sign-ups. Maintaining honest and transparent ad practices is essential to protecting users and preserving platform credibility.

Prohibited Content

False or Unsubstantiated Claims

Promises of unrealistic results without credible evidence.
Exaggerated before/after transformations, such as weight loss or skin treatments.

Deceptive Design Elements

Fake “close” (×) buttons or interface icons that simulate system functions.
Ads styled to mimic operating system notifications, chat messages, or security alerts.

Fabricated Endorsements or Testimonials

Misrepresenting celebrity or influencer sponsorships.
AI-generated or stock image “customers” presented as real individuals.
Falsified ratings, reviews, or awards.

# 4.3 Violent and Graphic Content

Advertising materials should generally avoid graphic, violent, or traumatic imagery that could cause distress, fear, or discomfort to users. This includes realistic portrayals of harm, injury, suffering, or destruction, whether shown visually or through audio.

Why we reject it

Exposure to violent or graphic imagery can be emotionally disturbing or triggering, particularly in public, workplace, or child-safe environments. Such content undermines a safe and respectful advertising space for all audiences.

Prohibited Content

Depictions of Physical Harm or Injury

Content showing graphic injuries, bleeding, or physical altercations.
Scenes that could cause distress through realistic portrayals of harm or abuse.

Weapons and Threatening Imagery

Guns, knives, or other weapons aimed directly at the viewer.
Scenes implying imminent harm or attack.

Traumatic Events or Real-Life Violence

Videos of people or animals experiencing pain, suffering, or abuse.
Content showing suffering or dangerous situations that may be upsetting.

Graphic Medical or Death-Related Content

Medical procedures involving cutting, stitching, or wound cleaning.
Images of dead bodies, corpses, or funerals in a graphic context.

Disturbing Audio Cues

Sounds simulating distress, panic, or violent impact.
Audio that may be disturbing or alarming to viewers.

Note: Non-graphic, educational, or news-relevant imagery may be considered if presented in a factual, non-sensational manner and compliant with local laws and cultural sensitivities.

# 4.4 Sexual Content

Advertising materials must not contain sexualized, explicit, or objectifying content in any form — including visuals, audio, language, thumbnails, metadata, or landing pages. Materials are evaluated holistically based on tone, context, and targeting.

Why we reject it

Sexual content can be offensive or inappropriate for general audiences, especially when the product does not require such visuals. It may also violate local laws in many regions.

Prohibited Content

Depiction or Suggestion of Sexual Activity

Explicit sexual activity or physical intimacy between people or with objects.
Implied sexual activity, poses, or cues suggesting erotic interaction or arousal.

Nudity and Sexualized Exposure

Nudity or sexualized exposure of body parts.
Close-ups or framing that sexualizes breasts, buttocks, or genital areas.

Note: Artistic, educational, or culturally significant depictions may be considered depending on context, purpose, presentation, and regional norms and sensitivities.

Sexual Solicitation or Transactional Framing

Language, slang, or symbols suggesting sexual availability.
Phrases or imagery implying sexual transactions or dating-for-benefit scenarios.

Sexualized Context or Props

Settings, environments, or props used to create a sexualized or seductive impression.
Suggestive audio such as erotic ambient sounds.

Sexually Suggestive Posing or Presentation

Poses, gestures, or interactions emphasizing sexualized body parts or intimate behavior.
Situations implying private or erotic scenarios.

Revealing or Inappropriate Attire

Clothing, lingerie, or styling intended to enhance sexual appeal rather than functional display.
Outfits that overly expose private anatomy or are provocative in presentation.

Note: Neutral retail imagery may be acceptable, depending on context.

Roleplay or Fantasy-Based Themes

Content promoting sexualized roleplay, cosplay with erotic framing, or adult chat.

Erotic Copy and Clickbait

Teasing or provocative language, metaphors, or inn + uendo intended to arouse or mislead.
Captions or thumbnails designed to suggest sexual payoff or stimulate curiosity.

Fetishization or Identity Exploitation

Sexualizing attributes such as race, gender, LGBTQ+ identity, or cultural background.
Use of fetishized or mocking tones in portrayal of personal or cultural identity.

Deceptive Evasion Tactics

Attempts to circumvent moderation through misspellings, visual censorship, or misleading visuals.
Ads that appear safe but redirect to sexual content or conceal adult themes behind clickbait.

# 4.5 Sensitive Content

Advertising materials must avoid controversial topics, symbols, or imagery that could offend or marginalize individuals based on religion, politics, nationality, ethnicity, or other socially sensitive issues. This includes both direct and indirect references that may trigger strong emotional or cultural reactions.

Why we reject it

Sensitive topics are highly context-dependent and may be misinterpreted, escalate into user complaints, or provoke negative public attention. Avoiding such content helps maintain a respectful, inclusive, and non-divisive advertising environment.

Prohibited Content

Religious References

Content that may be perceived as disrespectful toward religious beliefs or practices.

Political Content

Displaying political party logos or symbols.
Using controversial political figures or events in ads.

National or Cultural Symbols

Content that may be considered inappropriate or insensitive when using national flags, anthems, or cultural emblems.
Depictions that could be interpreted as fostering cultural or ethnic tension.

Note: Context matters — some content may be considered if used respectfully for educational, documentary, or culturally significant purposes and complies with applicable laws and platform standards.

# 4.6 Inappropriate Content

Advertising materials must not contain bullying, hate speech, vulgar language, threats, or any content that humiliates, harasses, or degrades individuals or groups. All ad messaging and creative should promote respectful interaction and avoid targeting personal characteristics or identity for ridicule or abuse.

Why we reject it

Content that fosters hostility, discrimination, or personal attacks undermines user safety and inclusivity. Our platform requires advertisers to maintain a respectful environment that does not promote harassment or harm.

Prohibited Content

Hate Speech and Discrimination

Targeting or attacking individuals based on race, ethnicity, religion, gender, sexual orientation, or disability.
Use of racial slurs, derogatory stereotypes, or coded hate language.
Mocking cultural practices, beliefs, or traditions.

Bullying and Harassment

Insulting or ridiculing someone’s appearance, body type, or personal attributes.
Sexual harassment or unwanted suggestive remarks disguised as humor.

Threatening or Violent Language

Direct or implied threats of violence.
Content that glorifies intimidation or aggressive behavior.

Profanity and Offensive Language

Use of swear words, obscene phrases, or explicit insults.

# 4.7 Non-Target Language

Advertising materials must be presented in the official language(s) of the country or region being targeted, or in English where permitted by local regulations. Use of random, irrelevant, or unsupported languages within creatives, audio, or landing pages is prohibited.

Why we reject it

Ads shown in languages the target audience cannot understand lead to confusion, reduce ad effectiveness, and create an unprofessional user experience.

Prohibited Content

Ads displayed in a language not commonly spoken or official in the target country or region.
Mixed languages without a clear contextual or functional reason.

# 4.8 Language Issue

Advertising materials must use correct, professional language that adheres to proper grammar, punctuation, sentence structure, and tone. All messaging should be clear, coherent, and appropriate for the target audience and product category.

Why we reject it

Poor language quality undermines clarity, credibility, and user trust. Confusing or error-ridden ads can mislead users or reduce engagement.

Prohibited Content

Grammar and Spelling Errors

Misspelled key words or brand/product names.
Errors in sentence structure or word usage that could affect clarity or comprehension.

Unprofessional or Inconsistent Tone

Mixing formal language with slang or informal expressions without clear purpose.
Use of emoji-only captions or text that detracts from professionalism.

Automated or Poor Translation

Content clearly generated by machine translation without human editing.

# 4.9 Quality Issue

Advertising materials must meet minimum visual and audio quality standards to ensure a professional and engaging user experience. Creatives with poor production values may be rejected regardless of message compliance.

Why we reject it

Low-quality ads can appear unprofessional, distract or confuse users, and negatively impact both advertiser reputation and platform credibility. Maintaining high quality supports user trust and overall ad effectiveness.

Prohibited Content

Visual Quality Deficiencies

Images or videos that are extremely blurry, pixelated, or unreadable.
Missing critical elements that prevent understanding of the ad.

Audio Quality Issues

Audio that is unintelligible, heavily distorted, or completely absent.

Incomplete Content

Unfinished visuals that mislead or confuse users.

# 5. Restricted Content

Some products, services, or content types may only be advertised under specific conditions. Restrictions can vary by region and may depend on local laws, required licenses, age or legal disclaimers, or other regulatory approvals. Ads may be allowed in certain contexts or regions, restricted with additional requirements, or prohibited entirely according to local regulations. Below are non-exhaustive examples of products and services that fall under restricted content.

# 5.1 Financial Products & Services

Advertising for financial products or services, such as investment apps, loans, etc., may require relevant disclosure requirements, legal obligations, and regional compliance standards. These ads should provide clear, accurate, and transparent information to help users make informed decisions.

→ Learn more about our Financial Products & Services Advertising Policy

# 5.2 Healthcare & Medicines

Ads promoting health-related products or services, such as clinics, telemedicine platforms, medical devices, etc., may require compliance with local licensing, regulatory, and safety requirements. Content should be honest, not misleading, and appropriate for the intended audience.

→ Learn more about our Healthcare & Medicines Advertising Policy

# 5.3 Gambling & Gambling-like Products

Promotions for games of chance, betting, lotteries, fantasy sports, or similar activities may require legal licensing, adherence to age restrictions, and responsible promotion practices in the targeted regions.

→ Learn more about our Gambling & Gambling-like Products Advertising Policy

# 5.4 Alcohol

Advertising for alcoholic beverages, including beer, wine, spirits, or related products, may require compliance with local laws, appropriate age-targeting, and culturally responsible marketing practices in regions where alcohol advertising is allowed.

→ Learn more about our Alcohol Advertising Policy

# 5.5 Dating Services

Advertising for dating or matchmaking platforms may require compliance with local regulations and platform standards. Ads should present the service accurately and be suitable for the intended audience.

→ Learn more about our Dating Services Advertising Policy

# 5.6 Other

Based on our platform's continuous reviews and feedback from users and regulatory authorities, we shall occasionally identify products or services that are prone to abuse. If we consider that certain kinds of businesses pose an unreasonable risk to user safety or user experience, we are entitled to take a conservative position and limit or stop related ads from running.

# 6. Advertiser Responsibility and Platform Rights

Advertisers are fully responsible for ensuring that all ads comply with applicable laws, local regulations, and cultural standards in the regions where their content is served. Our platform may revise these guidelines at any time, and continued submission of ads constitutes acceptance of the latest standards. Our platform reserves the right to review, approve, or reject any advertising content and to enforce the policy as needed, including rejecting ads or suspending accounts for violations.