Only approved advertisers may participate in the Adult Advertising Program. If you are an approved advertiser, please follow these guidelines throughout this page to ensure your ads are approved quickly. If your ad or keyword was disapproved, you can fix the issue and resubmit it or challenge the disapproval. More resources are available to help you in our Editorial Insights page.


Only the following markets support the Adult Advertising Program:


  • Canada
  • France
  • Germany
  • Hong Kong
  • Republic of Ireland
  • United Kingdom
  • United States

Definition

Microsoft classifies advertising as adult content if the target website features sexually explicit content, including, but not limited to:

  • Pornography.
  • Dating sites with the clear intent for sexual encounters, where the website content features graphic images on the landing page, or the language is graphic or explicit in nature.
  • Sites that promote porn stars and their personal brand.
  • Sites where sex toys are the prominent feature of the site.

Disallowed adult content

For all advertisers, including participants in the Adult Advertising Program, advertising may not include keyword variations, ads or websites that relate in any way to illegal, non-consensual, denigrating, obscene or violent activity, including bestiality, brutality, torture, death, illegal drug use, cruelty, prostitution, pedophilia, rape, incest, extreme or shocking sex, child pornography, strippers/strip clubs, escorts or content that relates to persons who are, or are suggested to be, under the legal age permitted in applicable jurisdictions.


Approved example  Approved example Disapproved Example   Disapproved example Policy

Porn Pics and Videos

www.contosoAdult.com

Quality images and streaming videos of your favorite stars.

Real Ex Hacked Pics

www.contosoAdult.com

Get revenge on your ex. Hundreds of real pictures.

Advertisers may not advertise illegal and non-consensual related content.

Sex Personals

www.contosoAdult.com

Full Access to all the hot and sexy singles in your area.

Find someone tonight.

Find an Escort Tonight

www.contosoAdult.com

Meet sexy Escorts and paid companions for the best
night of your life.

Advertisers may not advertise escort related content.

Erotic Sex Toys and Adult Products

www.contosoAdult.com

Satisfy your curiosity. The best adult toys and DVDs.

Discreet shipping.

Sadist Sex Toys
www.contosoAdult.com

Looking to inflict pain? Huge inventory. Free shipping on the latest toys.

Advertisers may not advertise violent activity, brutality and torture related content.


Adult advertising participation

Advertisers must apply to participate in the Adult Advertising Program, and ensure compliance with applicable regulations and Microsoft guidelines. Adult ads may not be distributed through all of the advertising distribution options and may appear only in text search ads. If you would like to apply, please complete and submit the Adult advertising program participation form. Your application may be considered separately for each country in which you want to display ads.


As a participant in the program:

  • You are responsible for all content that is related to or accessible within your site, including, but not limited to, links, text, audio, visual, or image content, as well as content linked to from the site even if it is provided by a third party.
  • You must comply with all applicable industry regulations, standards of practice and legal requirements, including, but not limited to, those concerning age verification of models featured on the site.
  • You agree to give Microsoft immediate, unrestricted and unconditional access to all sites that are associated with adult ads, at no charge, in cases where we need to investigate compliance of such sites with our Editorial guidelines.

Adult advertising guidelines

The following guidelines are provided for advisory purposes only. At its sole discretion and at any time, Microsoft reserves the right to define and amend what is considered adult content, amend the published adult policy, restrict the presence of adult content across the network, and disable the use of adult keywords.


  • Keywords that are associated with adult advertising content must be solely “adult” keywords; that is, a search user would enter the keyword into the search box only to view links to sexually explicit content. Examples include: Free Porn, XXX Video, Live Sex Chat Cams, Phone Sex Lines, Sex Toys, Blow up Dolls or Rabbit Vibrator.

  • You may not use keywords that are non-adult or ambiguous; that is, words that may be relevant to both an adult search results category and a non-adult search results category are not allowed. Examples include: Breast Enhancement, Condoms, Lubricants, Lingerie, Sex Education or Single Dating.

  • Ads for sites that contain sexually explicit content must contain language that clearly indicates that the site contains sexually explicit content. Space permitting, ads must indicate that the landing page is for ages 18+ or for adults only.

    Approved example  Adult example Disapproved Example   Non-adult example

    Sex Dates and Swingers

    www.contosoDating.com

    No romance. Couples looking to experiment and
    discreet affairs.

    Looking for Romance?

    www.contosoDating.com

    Find your soul mate today. No nudity,
    just romance.

  • Sites that do not feature sexually explicit content on the landing page or as a dominant theme on the website, but that link to adult content, must employ a “bridge page” warning users that adult content will be found when the link is clicked.

    Landing pages must point to a bridge page when linking to adult content:
    Bridge page warning users about adult content.

    Landing pages may not link directly to adult content without the use of a bridge page:
    Direct links to adult content are not allowed.

  • Sites that feature adult images must include an age disclaimer on their site and all models must have the appearance of being 18 years or older.
    • Examples of acceptable age disclaimers include, but are not limited to, 18 U.S.C. section 2257 Compliance Notice and 18 U.S.C. 2257 record Keeping Requirements Compliance Statement for the U.S. This disclaimer must indicate that all models are 18 years or older and link to the Custodian of
      Records page.
  • Ads, keywords, landing pages and website content must comply with all other Editorial guidelines.

How to manage disapprovals

Editorial disapprovals can occur when you are creating a campaign, adding an ad or keyword, or during editorial review. To see details of a disapproval, click the arrow next to the reason in the Delivery column under the Campaigns tab. If your ad or keyword is disapproved, edit the keyword or ad content to conform to the guidelines and resubmit the updated content. Read more on reviewing and resubmitting disapprovals.

  • If you disagree with the disapproval reason, you can challenge a disapproval or request an exception. In the request, tell us why you believe the ad or keyword meets the guidelines and should not have been disapproved, or why the cited guideline doesn't apply. We'll review the ad or keyword again and make a final decision.
  • The Bing Ads team responds to requests as quickly as possible; however, the process can take as many as three business days. After we've reviewed your request we'll send you a notification summarizing any approvals or disapprovals and you can review decisions on the Campaigns tab.

What if I don't follow these guidelines?

Our editorial guidelines are in place to provide a high-quality search experience for users and to maintain a fair marketplace for advertisers. To meet these expectations we may ask you to remove your content if it violates the Bing Ads Editorial Guidelines. In the case of serious violations or if we receive a notice of intellectual property infringement, we may remove content without advance notice. Other actions include:
  • Keyword and ad disapproval: Ads will not show for users until they are compliant.
  • Domain blocks: We may suspend your website from being advertised within Bing and Microsoft networks.
  • Account suspension: Severe or repeated violations may result in account suspension.

May we help you further?

Bing Ads experts are ready to help you with your editorial guideline questions, with convenient hours by phone or chat. Contact us today to get started.

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Changes to guidelines

Learn about any changes that have occurred to this and other guidelines in the editorial guidelines change log.