# Xiaomi Advertising Guidelines
（updated on 2024/05/27）
When Customer places ads with Xiaomi’s advertising services, in addition to complying with all applicable laws and regulations, Customer must also comply with Xiaomi Advertising Policies at https://global.e.mi.com/doc/. These Xiaomi Advertising Guidelines will help Customer to learn what types of ads content are restricted. Xiaomi is entitled to review ads in accordance with Xiaomi Advertising Policies and Xiaomi Advertising Guidelines. Please note that the applicable laws and regulations may be changed from time to time. We will refer to the latest applicable laws and regulations if Xiaomi Advertising Guidelines are inconsistent with the applicable laws and regulations.
# 1. Adult Product and Sexual Content
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.
🚫Countries/Regions that prohibit adult products and sexual content:
Algeria
Bahrain
Djibouti
Egypt
India
Iran
Iraq
Jordan
Kuwait
Lebanon
Libya
Morocco
Oman
Palestine
Qatar
Saudi Arabia
Syria
Tunisia
United Arab Emirates
Yemen
❗Countries/Regions that strictly restrict adult products and sexual content:
China
Germany
Indonesia
Malaysia
Peru
Philippines
Russia
Singapore
South Korea
Thailand
Ukraine
Vietnam
*Your ads must comply with local laws in the countries/regions targeted, including but not limited to the user's age identification, result filter setting etc..
# 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 territories that are explicitly allowed to show alcohol ads. Examples of restricted alcoholic beverages: are beer, wine, sake, spirits or hard alcohol, Champagne, fortified wine, non-alcoholic beer, non-alcoholic wine, and non-alcoholic distilled spirits.
❗General requirements for advertising for the online sale of alcoholic beverages:
- The ads must contain a label of legal drinking age. The ad must not target individuals below the legal drinking age in the targeted country/region.
- The ads must not imply that drinking alcohol can improve social, sexual, professional, intellectual, or athletic standing.
- The ads must not imply that drinking alcohol provides health or therapeutic benefits.
- The ads must not portray excessive drinking favorably or feature binge or competition drinking.
- The ads must not show alcohol consumption in conjunction with the operation of a vehicle of any kind, the operation of machinery, or the performance of any task requiring alertness or dexterity.
✅ Countries/Regions that allow advertising for the online sale of alcoholic beverages:
Albania
Argentina
Australia
Austria
Belgium
Bosnia and Herzegovina
Brazil
Bulgaria
Cambodia
Canada
Chile
Colombia
Costa Rica
Cyprus
Czech Republic
Denmark
Estonia
France
Germany
Ghana
Greece
Hungary
Iceland
Ireland
Israel
Italy
Japan
Kenya
Latvia
Luxembourg
Malta
Mexico
Montenegro
Netherlands
New Zealand
Nigeria
Panama
Peru
Philippines
Portugal
Puerto Rico
Romania
Senegal
Singapore
Slovakia
South Africa
Spain
Sweden
Switzerland
Uganda
Ukraine
United Kingdom
United States
Uruguay
❗Countries/Regions that restrict advertising for the online sale of alcoholic beverages:
Ecuador (5% or less alcohol)
India (0% alcohol)
Indonesia (0% alcohol)
Vietnam (less than 5.5% alcohol)
# 3. Gambling 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/regions, 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.
❗General requirements for advertising for gambling games:
- The advertiser must check the local regulations on gambling games and provide the evidence of a valid local license for distribution of their games in the targeted countries/regions.
- The landing page must display information about responsible gambling, such as information about gambling addiction or underage gambling.
- The ads must not target minors.
- The ads only target the allowed countries/regions.
✅Countries/Regions that allow advertising for gambling-related games | |
Countries/Regions | License |
Argentina | The advertiser is a province-run entity:
The advertiser is a province-licensed operator:
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Australia | The advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid license:
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Austria | The advertiser is licensed by the Austrian Ministry of Finance according to all applicable regulations in Austria and, in the case of sports betting, also provides a valid sports betting permit number issued by the state government in at least one State of Austria according to all applicable regulations in Austria.
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Belgium | The advertiser is a licensed operator registered with Kruispuntbank van Ondernemingen (KBO) and provides a valid license:
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Brazil | The advertiser is licensed by the Brazilian gambling authorities:
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Canada | The advertiser is a government-run entity:
the advertiser is a province-run entity:
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Colombia | The advertiser is registered with the Colijuegos and provides a valid license:
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Croatia | The advertiser is registered licensed by the Croatian gambling authorities:
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Czech Republic | The advertiser is licensed by the Czech gambling authorities:
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Denmark | The advertiser is licensed by the Danish Gambling Authority:
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Estonia | If the advertiser is a state-licensed entity::
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Ethiopia | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
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Finland | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
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France | The advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and publishes a warning on the landing page and also any image ads against excessive or pathological gaming as well as a message referring to the help and information system as foreseen by the gambling laws:
Gambling aggregators are sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may only provide links to gambling sites that hold an ANJ operating license, but are not operated or controlled by the aggregator. Aggregators must display a message on the landing page warning against excessive or pathological gaming. |
Germany | The operator or broker (Vermittler) whose gambling offer is being advertised is in possession of a valid gambling operator license or broker license allowing for such advertisement on the Internet issued by the competent German authorities ("Gambling Advertising License"):
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Ghana | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
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Greece | The advertiser is appropriately authorized by the Greek authorities:
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Hungary | If the advertiser is a state-run entity:
The advertiser is registered with the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license.
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India | Daily Fantasy Sports ads may not target the following states:
Rummy ads may not target the following states:
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Republic of Ireland (excluding Northern Ireland) | The advertiser is registered as a bookmaker with the Revenue Commissioners and provides a valid license number:
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Israel | If the advertiser is a state-licensed entity:
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Italy | If the advertiser is a state-run entity:
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Japan | If the advertiser is a state-licensed entity:
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Kenya | The advertiser is licensed by the Kenyan gambling authority:
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Korea | If the advertiser is a state-run or state-licensed entity:
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Latvia | If the advertiser is a state-run entity:
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Lithuania | If the advertiser is a state-licensed entity:
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Mexico | The advertiser evidences that the relevant landing page is operated by an operator registered with the Secretaria de Gobernacion and provides a valid license number, or that it is operated by Pronósticos para la Asistencia Pública and provides a copy of a valid agreement that evidences its character as agency (comisionista) or promotional partner (socio promocional):
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Mozambique | The advertiser is licensed by the Mozambican gambling authority:
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Netherlands | If the advertiser is a state-licensed entity:
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New Zealand | If the advertiser is a state-licensed entity:
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Nigeria | The advertiser is licensed by the Nigerian gambling authority:
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Norway | The advertiser is a state-licensed entity:
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Panama | The advertiser is licensed by the government’s gaming commission:
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Philippines | The advertiser is a state-run entity:
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Poland | The advertiser is licensed by the government’s Finance Ministry:
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Portugal | The advertiser is licensed by the Portuguese authorities:
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Romania | The avertiser is registered with the appropriate authority and submits valid licensing:
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Russia | The advertiser is a state-run entity:
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Serbia | The advertiser is registered with the appropriate authority and submits valid licensing:
The advertiser is a state-run entity:
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Slovakia | The advertiser is licensed by the Slovakian authorities:
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Slovenia | The advertiser is a state-run entity:
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South Africa | The advertiser is a state-run entity:
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Spain | The advertiser is registered with the Spanish gambling authority, provides the relevant valid licenses, and complies with all local regulations:
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Sweden | The advertiser is Spelinspektionen licensed operator:
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Switzerland | The advertiser is a state-licensed entity:
the advertise is a state-run entity:
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Tanzania | The advertiser is a state-licensed entity:
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Thailand | The advertiser is a state-licensed entity:
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Turkey | The advertiser is a state-licensed entity:
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Uganda | The advertiser is licensed by the Ugandan gambling authority:
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Ukraine | The advertise is a state-run entity:
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United Kingdom | The advertiser is registered with the Gambling Commission and provides a valid operating license number.
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# 4. Healthcare and Medicines
Ads and destinations shall follow appropriate laws and industry standards in the approved territory. Ads must not promote the sale of prescription pharmaceuticals or any unapproved substances. Ads for online and offline pharmacies are only permitted with prior written permission.
🚫Examples of prohibited healthcare products:
- Healthcare products containing unapproved pharmaceuticals and supplements
- Healthcare products related to weight-loss weight control
- Healthcare products related to ephedra
- Healthcare products related to anabolic steroids
- Herbal and dietary supplements with active pharmaceutical or dangerous ingredients
- Products that imply they are as effective as prescription drugs or controlled substances
- Non-government approved products that are marketed in a way that implies that they're safe or effective for use in preventing, curing, or treating a particular disease or ailment
- Products that have been subject to any government or regulatory action or warning
- Products with names that are confusingly similar to an unapproved pharmaceutical or supplement or controlled substance
✅ Countries/regions that allow advertising for Over-the-counter medicines and healthcare products:
Australia
Austria
Brazil
Canada
China
Czech Republic
France
Germany
Hungary
India
Indonesia
Italy
Japan
Kenya
Malaysia
Mexico
Netherlands
New Zealand
Norway
The Philippines
Poland
Portugal
Russia
Singapore
Slovakia
South Korea
Spain
Sweden
Thailand
United Kingdom
United States
*Online pharmacies must be registered with the relevant pharmaceutical authorities in the countries/regions that their ads target.
✅ Countries/regions that allow advertising for Online Pharmacies:
Austria
Australia
Brazil
Belgium
Canada
China
Czech Republic
Denmark
Israel
Japan
Kenya
Mexico
Netherlands
New Zealand
Norway
Portugal
Russia
Slovakia
Sweden
United Kingdom
*Online pharmacies must be registered with the relevant pharmaceutical authorities in the countries/regions that their ads campaign target.
# 5. Dating Products
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.
🚫Examples of prohibited dating products:
- Dating explicitly motivated by sexual encounters (e.g. Hook-up or fling dating, swinger dating sites).
- Dating explicitly motivated in terms of sexual themes (e.g. Hook-up or fling dating, swinger dating sites).
- Dating explicitly revealing Sexual orientation, including lesbian, gay, bisexual, questioning, or heterosexual orientation.
# 6. 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.
❗General requirements for financial products:
- The products shall provide legitimate contact information for a physical location for the business being promoted
- The products shall disclose associated fees
- The products shall include links to third-party accreditation or endorsement where affiliation is asserted or implied, particularly when it serves to improve the reputation of the site
# Personal Loan
❗Advertising for Personal Loan must meet the following requirements:
- We only allow the ads for loan products lending money from one individual, organization, or entity to an individual consumer on a nonrecurring basis, excludingHigh APR personal loans, Mortgages, car loans, student loans, revolving lines of credit.
- Ads shall provide minimum and maximum period for repayment
- Ads shall provide maximum Annual Percentage Rate (APR), which generally includes interest rate plus fees and other costs for a year, or similar other rate calculated consistently with local law
- Ads shall display a representative example of the total cost of the loan, including all applicable fees.
# Cryptocurrency Exchanges and Software Wallets
Country/Region | License |
Bahrain | The advertiser holds the appropriate Crypto-Asset Services license from the Central Bank of Bahrain (CBB). |
EEA | The provider of these products is licensed in the European Economic Area by a relevant national competent authority. |
France | The advertiser is registered with the AMF (Autorité des Marchés Financiers) as a Digital Asset Service Provider (DASP). |
Finland | The advertiser holds the appropriate registration as a virtual currency provider with the Finnish Financial Supervisory Authority (“FIN-FSA”). |
Germany | The advertiser holds the appropriate license(s) for the advertised activities, e.g. financial brokering services license, multilateral trading facility license and/or crypto custody business license with the BaFin (Bundesanstalt für Finanzdienstleistungsaufsicht). |
Kenya | The advertiser is licensed by the Capital Markets Authority (the CMA). Other local legal requirements must also be met, including leverage caps and risk warnings. |
Israel | The advertiser is either (a) licensed by the CMISA (רשות שוק ההון, ביטוח וחיסכון) as a Financial Services Provider or (b) licensed by the Bank of Israel (בנק ישראל) as a banking corporation. |
Russia | The advertiser is licensed by the Central Bank of Russia. |
South Africa | The advertiser is licensed by the Financial Sector Conduct Authority (FSCA) in South Africa. |
Switzerland | The advertiser is licensed by FINMA in Switzerland. |
Turkey | The advertiser is licensed by the Capital Markets Board of Turkey. |
United Arab Emirates | The advertiser is either (a) licensed to operate a multilateral trading facility with the Financial Services Regulatory Authority (FSRA) or (b) licensed by the Virtual Asset Regulatory Authority (VARA). |
Canada | The advertiser is registered with FINTRAC (CANAFE) as a money services business and registered with the applicable provincial securities authority as an investment dealer or a marketplace. |
# 7. 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.
❗General requirements for advertising for copyrighted content:
- The advertiser must provide evidence of auhorised copyright, including but not limited to a copy of the licensing agreement with the copyright holder.
🚫Examples of copyrighted content that is not allowed:
- Unauthorized sites or software that capture, copy, or provide access to copyrighted content (e.g. Sites, software, or toolbars that enable unauthorized streaming, sharing, copying, or downloading of audio guides, e-books, anime, games, movies, mp3 ringtones, music, software, TV shows, works by independent artists, record labels, or other content creators).
- Sites or apps that facilitate unauthorized offline distribution of copyrighted content (e.g. Sites that distribute unauthorized physical copies of copyrighted CDs, DVDs, or software).
- Software, sites, or tools that remove digital rights management (DRM) technology from copyrighted material or otherwise circumvent copyright (e.g. Products or services (such as Blu-ray or DVD rippers, burners, and converters) that provide access to copyrighted content by stripping or bypassing DRM technology on audio, video, e-books, or software).
# 8. Trademarks
We don’t allow ads content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.
✅ Examples where the display of trademarks is allowed:
- If the landing page of the ad using the trademark is primarily dedicated to selling (or clearly facilitating the sale of) products or services, components, replacement parts, or compatible products or services corresponding to the trademark: 1) The ad’s landing page must clearly provide a way to purchase the products or services and display commercial information about them, such as rates or prices; and 2) The ad and landing page must be clear as to whether the advertiser is a reseller or informational site.
- If the primary purpose of the landing page of the ad using the trademark is to provide informative details about products or services corresponding to the trademark, or an index of search results related to the trademark.
- If the ad is using the trademark descriptively in its ordinary meaning.
🚫Examples where the display of trademarks is not allowed:
- the trademark is used in an ad from a direct competitor.
- the ad is using the trademark in a confusing, deceptive, or misleading way.
# 9. Political/Religious/Socially Sensitive Content
We don’t allow ads content that exploits political, social, or religious issues for commercial purposes, including political campaigns, war and/or anti-war propaganda, human rights-related propaganda, ethnic issues, etc.