# Xiaomi Advertising Policies

Xiaomi Advertising Policies provide guidance on what types of ads content are allowed. When Customer places ads with Xiaomi’s advertising services, in addition to complying with all applicable laws and regulations, Customer must also comply with all the following policies relating to advertising. Xiaomi shall be entitled to review ads against these policies. If Customer thinks its ads is/are mistakenly disapproved, please let Xiaomi know.

# 1. Prohibited Content

Xiaomi does not allow the followings in advertising:

# 1.1 Counterfeit goods

Sale or promotion for sale of counterfeit goods which contain a trademark or logo that is identical to or substantially indistinguishable from the trademark of another and mimic the brand features of the product in an attempt to pass themselves off as a genuine product of the brand owner.

# 1.2 Dangerous products or services

Sale or promotion of products or services that directly or indirectly cause damage, harm, or injury. *Examples of dangerous content:*narcotic drugs, psychotropic drugs, toxic drugs for medical use, radioactive drugs and other special drugs, pharmaceutical precursor chemicals, recreational drugs (chemical or herbal); psychoactive substances; equipment to facilitate drug use; weapons, ammunition, explosive materials and fireworks; instructions for making explosives or other harmful products; tobacco products.

# 1.3 Enabling dishonest behavior

Sale or promotion of products or services that are designed to enable dishonest behavior. Examples of products or services that enable dishonest behavior: Hacking software or instructions; services designed to artificially inflate ad or website traffic; fake documents; academic cheating services.

# 1.4 Inappropriate content

Ads content that promotes hatred, intolerance, discrimination, violence or pornographic themes. Examples of inappropriate content: bullying or intimidation of an individual or group, racial discrimination, hate group paraphernalia, graphic crime scene or accident images, cruelty to animals, murder, self-harm, extortion or blackmail, sale or trade of endangered species, pornography, nudity, erotic activities that are overly suggestive or sexually provocative.

# 1.5 Third-Party Infringement

Ads content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.

# 1.6 Political Ads

Ads content that exploits political or social issues for commercial purposes.

# 2. Prohibited Practices

# 2.1 Abuse of the ads network

Xiaomi strives to deliver useful, varied, relevant and safe ads for users. As such, Xiaomi prohibits Customers to run ads, contents, or destinations that are malicious or attempt to trick or circumvent Xiaomi’s ad safety systems. Examples of abuse of the ads network: promoting content that contains malware; "cloaking" or using other techniques to hide the true destination that users are directed to; "arbitrage" or promoting destinations for the sole or primary purpose of showing ads; promoting "bridge" or "gateway" destinations that are solely designed to send users elsewhere; advertising with the sole or primary intent of gaining public social network endorsements from the user; "gaming" or manipulating settings in an attempt to circumvent Xiaomi’s policy review systems.

# 2.2 Data collection and use

Data or information of users shall be respected and handled with appropriate care. As such, Customer should not misuse this information, nor collect it for unclear purposes or without appropriate security measures. Examples of user information that should be handled with care: full name; email address; mailing address; phone number; national identity, pension, social security, tax ID, health care, or driver's license number; birth date or mother's maiden name in addition to any of the above information; financial status; political affiliation; sexual orientation; race or ethnicity; religion. Examples of irresponsible data collection & use: obtaining credit card information over a non-secure server, promotions that claim to know a user's sexual orientation or financial status, violations of Xiaomi’s policies that apply to interest-based advertising and remarketing.

# 2.3 Misrepresentation

Xiaomi prohibits ads or destinations that intend to deceive users by excluding relevant information or giving misleading information about products, services, or businesses. Examples of misrepresentation: omitting or obscuring billing details such as how, what, and when users will be charged; omitting or obscuring charges associated with financial services such as interest rates, fees, and penalties; failing to display tax or license numbers, contact information, or physical address where relevant; making offers that aren't actually available; making misleading or unrealistic claims regarding weight loss or financial gain; collecting donations under false pretenses; "phishing" or falsely purporting to be a reputable company in order to get users to part with valuable personal or financial information.

# 3. Restricted Content

The policies below cover content that is or may be legally or culturally sensitive under certain circumstances. Customer is responsible for appropriately restricting the ads content in the countries and regions where the ads is being served in accordance with applicable laws and regulation as well as these policies. Customer shall promote the content below on a limited basis. The ads/promotions may not show to every user in every location, and Customer may need to meet additional requirements before the ads are eligible to run. Note that not all ad products, features, or networks are able to support this restricted content.

# 3.1 Adult Product

Ads should respect user preferences and comply with legal regulations. Some kinds of adult-oriented ads and destinations are allowed if they comply with the local laws and regulations and don’t target minors, but they will only show in limited scenarios based on user search queries, user age, and rules of jurisdictions where the ad is being served.

# 3.2 Alcohol

We abide by local alcohol laws and industry standards, so we don’t allow certain kinds of alcohol-related advertising, both for alcohol and drinks that resemble alcohol. Some types of alcohol-related ads are allowed if they meet the local laws and regulations and the policies below: don’t target minors, and target only territory that are explicitly allowed to show alcohol ads. Examples of restricted alcoholic beverages: beer, wine, sake, spirits or hard alcohol, Champagne, fortified wine, non-alcoholic beer, non-alcoholic wine, and non-alcoholic distilled spirits.

# 3.3 Copyrights

We abide by local copyright laws and protect the rights of copyright holders, so we don’t allow ads that are unauthorized to use copyrighted content. Customer must be legally authorized to use copyrighted content before placing ads containing such content.

# 3.4 Gambling and games

Gambling-related ads are allowed if they comply with local laws and regulations and the advertiser has received the proper Certification. Gambling-related ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Examples of restricted gambling-related content: physical casinos; sites where users can bet on poker, bingo, roulette, or sports events; national or private lotteries; sports odds aggregator sites; sites offering bonus codes or promotional offers for gambling sites; online educational materials for casino-based games; sites offering "poker-for-fun" games; non-casino-based cash game sites.

# 3.5 Healthcare and medicines

Ads and destinations shall follow appropriate laws and industry standards in approved territory. Ads must not promote the sale of prescription pharmaceuticals. Ads for online and offline pharmacies are only permitted with prior written permission.

# 3.6 Dating

Ads for online dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements under local laws and regulations and never target minors.

# 3.7 Financial products and services

Financial products and services shall mean those related to the management or investment of money and cryptocurrencies, including personalized advice. Customer must provide sufficient disclosure regarding associated fees, including APR percentages transaction fees, within the ad's landing page. When promoting financial services and products, Customer must comply with all state and local laws and regulations for any location, region, country, or territory that its ads target.

Customer shall comply with all applicable laws and regulations, in addition to Xiaomi's advertising policies, for all of the locations, regions, countries, or territories where ads are showing.

# 3.9 Other restricted business

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