Targeting of Sensitive Categories
You can view available translations of this article by selecting a language in the bottom-right corner of this page. Translations are provided as a convenience, and are not meant to change the content of our policies. The English version will control and should be your reference in case of conflict between a translation and the English version.
Twitter Ads provide a range of targeting options to help advertisers reach customers who may be interested in their content. This article describes a policy developed to help advertisers to achieve their targeting goals without compromising customers’ trust.
What's the policy?
Twitter has identified a concept of 'Sensitive Categories' of personal customer data and applies it to all Twitter products. Please refer to product specific policies for additional prohibitions and restrictions.
The following are prohibited:
Use of Twitter products to reach an audience under the age of 13
Use of public personal information in ad creatives
Ad copy that asserts or implies knowledge of personally identifiable or sensitive information even when the ad has been created and targeted without using such information
Targeting customers based on any of the sensitive categories below
Which sensitive categories may not be targeted?
Alleged or actual commission of a crime
Negative financial status or condition
Racial or ethnic origin
Religious or philosophical affiliation and/or beliefs
Gender identities other than cisgender
Political affiliation and/or beliefs
Trade union membership
Genetic and/or biometric data
Where does this policy apply?
This policy is globally applicable.
What other Twitter resources related to this policy?
Anti-Discriminatory Targeting policy
Housing, Lending, and Employment Opportunities
Interest and follower look-alikes targeting
What do advertisers need to know about this policy?
As with all advertising platforms, there are certain obligations to follow when using Twitter for advertising. Review our guidelines and make sure you understand the requirements for your brand, business, promoted content, and targeting criteria. You are responsible for all your promoted content and targeting on Twitter. This includes complying with applicable laws and regulations regarding online advertisements.
When configuring the keywords in your campaign, be aware of the audience(s) you may reach and align your targeting and message in a way that is appropriate and compliant with our Twitter Ads Policies. Using keywords to target customers based on sensitive categories is not permitted and could be considered inappropriate or offensive, and may reflect poorly on your brand, product, or service. Targeting customers based on sensitive categories is a violation of our Twitter Ads policies.
Twitter takes violations of its Twitter Ads Policies, the Twitter Rules, and Terms of Service seriously. We will examine reported violations and take appropriate action, which may include removal of offending advertisements and advertisers from the Twitter Ads platform.
Have questions or feedback?
If you are an advertiser whose account or Tweets are under review and you would like to check on the status or request an expedited review, please file a support ticket here.
Learn more about blocking or dismissing ads by reading this article on “Reporting Twitter Ads”. To report an ad that is potentially violating these policies, use the Report an Ad form.
Using Twitter Ads Policy, the Twitter Rules, and our Terms of Service, we will examine reported violations and take appropriate action.
If you are interested in advertising on Twitter and want to learn more, please visit business.twitter.com.