When advertisers on X choose to promote their content with X Ads, their account and content become subject to an approval process. The approval process is designed to support the quality and safety of the X Ads platform. This process helps X check that advertisers are complying with our advertising policies.
What’s the advertising approval process?
X Ads can be reviewed prior to running in campaigns. They are submitted for approval on an automatic basis, based on an account’s advertising status, its historical use of X, and other evolving factors. Review generally takes into consideration how an account uses X, its profile, its content, and targeting included in any active or draft advertising campaigns.
What can happen when advertisements are in review?
Promoted Ad review
Posts can be marked for review once an advertiser selects them to be included in a Promoted Ads campaign. Posts in review cannot run in any campaigns where they’ve been included. Once a post is approved for advertising, it immediately resumes running and can be included in new campaigns. When a post is disapproved for advertising, it cannot be included in X Ads campaigns.
Note: Nothing about a post outside of X Ads changes because it is in review for advertising. Followers will see the post regardless of whether it is approved to be promoted. If an advertising account is found to be in violation of our Terms of Service, it may be suspended from the service in addition to being removed from the X Ads platform.
Follower Ads review
X accounts can be marked for review once they sign up for X Ads, and on an ongoing basis while advertising. Account review pauses any previously active ad campaigns. It also pauses any campaigns created while the account is in review. When an account is approved for advertising, any previously active campaigns will resume running. When an account is disapproved, it is no longer able to participate in X Ads and all campaigns are halted.
Note: Nothing about an account outside of X Ads changes because it is in review for advertising. If an advertising account is found to be in violation ofour Terms of Service, it may be suspended from the service in addition to being removed from the X Ads platform.