# Xiaomi Advertising Guidelines
(updated on 2023/11/06)
When a customer places ads using Xiaomi's advertising services, in addition to complying with all applicable laws and regulations, the customer must also adhere to Xiaomi Advertising Policies available at https://global.e.mi.com/doc/. These Xiaomi Advertising Guidelines are designed to assist customers in understanding the types of restricted content in ads. Xiaomi is entitled to review ads in accordance with Xiaomi Advertising Policies and Xiaomi Advertising Guidelines.
# 1. Adult Product and Sexual Content
Ads should respect user preferences and comply with legal regulations. While certain adult-oriented ads and destinations are allowed, they must adhere to local laws and regulations and should not target minors. However, they will only be displayed in specific scenarios based on user search queries, user age, and the rules of the 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:
Chinese mainland
Germany
Hong Kong, China
Indonesia
Malaysia
Peru
Philippines
Russia
Singapore
South Korea
Taiwan, China
Thailand
Ukraine
Vietnam
*Your ads must comply with local laws in the targeted countries/regions, including, but not limited to, age verification for users and result filter settings.
# 2. Alcohol
We adhere to local alcohol laws and industry standards, and as such, we do not permit certain types of alcohol-related advertising, including both alcoholic beverages and drinks resembling alcohol. However, some alcohol-related ads are allowed if they comply with local laws and regulations and the policies outlined below: they must not target minors and should only focus on territories explicitly permitted to display alcohol ads. Examples of restricted alcoholic beverages include beer, wine, sake, spirits or hard alcohol, Champagne, fortified wine, non-alcoholic beer, non-alcoholic wine, and non-alcoholic distilled spirits.
❗General requirements for online advertising of alcoholic beverages:
- Ads must prominently display the legal drinking age requirement and should not target individuals below the legal drinking age in the specified countries/regions.
- Ads must not suggest that drinking alcohol can enhance social, sexual, professional, intellectual, or athletic status.
- Ads must not imply that drinking alcohol provides health or therapeutic benefits.
- Ads must not portray excessive drinking in a positive light, nor should they feature binge or competition drinking.
- Ads must not depict alcohol consumption in conjunction with the operation of any vehicle, machinery, or the performance of tasks 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
Hong Kong
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 permissible if they adhere to local laws and regulations, and the advertiser has obtained the requisite certification. These ads must specifically target approved countries/regions, feature a landing page that provides information on responsible gambling, and strictly avoid targeting minors. Examples of restricted gambling-related content encompass physical casinos, platforms allowing users to wager on poker, bingo, roulette, or sports events, national or private lotteries, sports odds aggregator sites, websites offering bonus codes or promotions for gambling sites, online educational materials for casino-based games, sites offering "poker-for-fun" games, and non-casino-based cash game sites.
❗General requirements for advertising gambling games:
- Advertisers must verify compliance with local regulations on gambling games and furnish evidence of a valid local license for the distribution of their games in the targeted countries/regions.
- The landing page must prominently feature information about responsible gambling, including details about gambling addiction and the prevention of underage gambling.
- Ads must not target minors.
- Ads are restricted to target only countries/regions where such advertising is permitted.
✅Countries/Regions that allow advertising for gambling-related games | |
Countries/Regions | License |
Australia | The advertiser, a licensed operator registered with an appropriate Australian State or Territory, provides a valid license for:
|
Austria | The advertiser is licensed by the Austrian Ministry of Finance, adhering to all applicable regulations in Austria. For sports betting, the advertiser also provides a valid sports betting permit number issued by the state government in at least one state of Austria, following all applicable regulations. The advertiser is licensed for:
|
Belgium | The advertiser is a licensed operator registered with Kruispuntbank van Ondernemingen (KBO) and holds a valid license for:
|
Brazil | The advertiser is licensed by the Brazilian gambling authorities for:
|
Bulgaria | The advertiser is licensed by the Bulgarian gambling authorities for:
|
Colombia | The advertiser is registered with Colijuegos and holds a valid license for:
|
Croatia | licensed by the Croatian gambling authorities:
|
Czech Republic | Licensed by the Czech gambling authorities for:
|
Denmark | Licensed by the Danish Gambling Authority for:
|
Estonia | State-approved entities with an activity license for:
|
Ethiopia | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
|
Finland | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
|
France | If the advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and complies with gambling laws:
For Gambling Aggregators: Gambling aggregators are sites that provide information about, or a comparison of, other gambling services but do not engage in gambling activities requiring a license. They may only provide links to gambling sites holding an ANJ operating license, which 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 must possess a valid Gambling Operator License or Broker License allowing for such advertisement on the internet issued by the competent German authorities ("Gambling Advertising License") for:
|
Ghana | If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
|
Greece | If the advertiser is appropriately authorized by the Greek authorities:
|
Hungary | If the advertiser is registered with the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license:
If the advertiser is a state-run entity:
Feel free to let me know if you have any specific preferences or if there's anything else you'd like assistance with. |
India | Daily Fantasy Sports ads may not target the following states:
Rummy ads may not target the following states:
|
Republic of Ireland (excluding Northern Ireland) | The advertiser is registered as a bookmaker with the Revenue Commissioners and provides a valid license number for:
|
Israel | If the advertiser is a state-licensed entity:
|
Italy | If the advertiser is a state-run entity:
|
Japan | If the advertiser is a state-licensed entity:
|
Kenya | The advertiser is licensed by the Kenyan gambling authority for:
|
Korea | If the advertiser is a state-run or state-licensed entity:
|
Latvia | If the advertiser is a state-run entity:
|
Lithuania | If the advertiser is a state-licensed entity:
|
Mexico | If 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 an agency (comisionista) or promotional partner (socio promocional):
|
Mozambique | The advertiser is licensed by the Mozambican gambling authority for:
|
Netherlands | If the advertiser is a state-licensed entity:
|
New Zealand | If the advertiser is a state-licensed entity:
|
Nigeria | The advertiser is licensed by the Nigerian gambling authority for:
|
Norway | If the advertiser is a state-licensed entity:
|
Panama | If the advertiser is licensed by the government’s gaming commission:
|
Philippines | The advertiser is a state-run entity:
|
Portugal | The advertiser is licensed by the Portuguese authorities:
|
Romania | If the advertiser is registered with the appropriate authority and submits valid licensing:
|
Russia | If the advertiser is a state-run entity:
|
Serbia | If the advertiser is registered with the appropriate authority and submits valid licensing:
If the advertiser is a state-run entity:
Feel free to let me know if you have any specific preferences or if there's anything else you'd like assistance with. |
Slovakia | The advertiser is licensed by the Slovakian authorities for:
|
Slovenia | If the advertiser is a state-run entity:
|
South Africa | If the advertiser is a state-run entity:
|
Spain | The advertiser is registered with the Spanish gambling authority, provides the relevant valid licenses, and complies with all local regulations for:
|
Sweden | The advertiser is a Spelinspektionen licensed operator for:
|
Switzerland | If the advertiser is a state-licensed entity:
If the advertiser is a state-run entity:
|
Tanzania | If the advertiser is a state-licensed entity:
|
Thailand | If the advertiser is a state-run entity:
|
Turkey | If the advertiser is a state-licensed entity:
|
Uganda | The advertiser is licensed by the Ugandan gambling authority for:
|
Ukraine | If the advertiser is a state-run entity:
|
United Kingdom | The advertiser is registered with the Gambling Commission and provides a valid operating license number for:
|
United States | For Daily Fantasy Sports advertisers:
If the advertiser is a state-run entity:
If the advertiser is a state-licensed entity:
|
# 4. Healthcare and Medicines
Ads and destinations must follow appropriate laws and industry standards in the approved territory. Specifically:
- 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 or 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 and Regions that allow advertising for Over-the-counter medicines and healthcare products:
Australia
Austria
Brazil
Canada
China
Czech Republic
France
Germany
Hong Kong
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 and Regions that allow advertising for Online Pharmacies:
Austria
Brazil
Canada
China
Czech Republic
Denmark
Germany
Hong Kong
Israel
Japan
Kenya
Mexico
Netherlands
New Zealand
Norway
Portugal
Russia
Slovakia
Sweden
Taiwan
United Kingdom
United States
*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 ads must adhere to the dating targeting requirements under local laws and regulations and must 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. The customer must provide sufficient disclosure regarding associated fees, including APR percentages and transaction fees, within the ad's landing page. When promoting financial services and products, the 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 ads for loan products lending money from one individual, organization, or entity to an individual consumer on a nonrecurring basis, excluding High APR personal loans, mortgages, car loans, student loans, and revolving lines of credit.
- Ads shall provide a minimum and maximum period for repayment.
- Ads shall provide the maximum Annual Percentage Rate (APR), which generally includes the interest rate plus fees and other costs for a year, or a similar rate calculated consistently with local law.
- Ads shall display a representative example of the total cost of the loan, including all applicable fees.
Contracts for Difference, rolling spot forex
Country and Region | License |
Australia | The advertiser is duly licensed by the Australian Securities and Investments Commission. |
New Zealand | The advertiser is duly licensed by the Financial Markets Authority of New Zealand. |
Hong Kong | The advertiser is duly licensed by the Securities and Futures Commission of Hong Kong. |
Indonesia | The advertiser is duly licensed by the Indonesia Commodity & Derivatives Exchange (ICDX) or the Jakarta Futures Exchange (JFX). |
Japan | The advertiser is duly licensed by the Financial Services Agency of Japan, and for futures where the underlying asset is a commodity, the Ministry of Economy, Trade, and Industry. |
Malaysia | The advertiser is duly licensed by the Central Bank of Malaysia or the Securities Commission Malaysia (SC). |
Philippines | The advertiser has obtained a certificate of authority as a Money Services Business from the Philippine Central Bank (BSP). |
Singapore | The advertiser is duly licensed by the Monetary Authority of Singapore, and for products where the underlying asset is a commodity, Enterprise Singapore. |
South Korea | The advertiser has successfully filed a virtual asset service providers (VASP) Report with the Commissioner of the Korea Financial Intelligence Unit (KoFIU). |
EEA | The provider of these products is licensed in the European Economic Area by a relevant national competent authority. |
Israel | The advertiser is duly licensed by the Israeli Securities Authority. |
South Africa | The provider of these products is licensed by the Financial Sector Conduct Authority (FSCA) in South Africa. |
Switzerland | The provider of these products is licensed by FINMA in Switzerland. |
Turkey | The provider of these products is licensed by the Capital Markets Board of Turkey. |
United Arab Emirates | The provider of these products is licensed by one of the following authorities: the Securities & Commodities Authority (SCA), the Dubai Financial Services Authority (DFSA) of the Dubai International Financial Centre (DIFC), the Financial Services Regulatory Authority (FSRA) of the Abu Dhabi Global Market (ADGM). |
United Kingdom | The provider of these products is licensed by the Financial Conduct Authority. |
Brazil | The advertiser is duly licensed by the Brazilian Securities and Exchange Commission (CVM). |
Canada | The provider of these products is licensed by the Ontario Securities Commission (OSC). |
United States | The provider of these products is licensed by the National Futures Association (NFA). |
Cryptocurrency Exchanges and Software Wallets
Country and Region | License |
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 appropriate registration as a virtual currency provider with the Finnish Financial Supervisory Authority (“FIN-FSA”). |
Germany | 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 BaFin (Bundesanstalt für Finanzdienstleistungsaufsicht). |
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 provider of these products is licensed by the Central Bank of Russia. |
South Africa | The provider of these products is licensed by the Financial Sector Conduct Authority (FSCA) in South Africa. |
Switzerland | The provider of these products is licensed by FINMA in Switzerland. |
Turkey | The provider of these products 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. |
United States | The advertiser either (a) is registered with FinCEN as a Money Services Business and with a state as a money transmitter or (b) is a federal or state-chartered bank entity. |
# 7. Copyrights
We adhere to local copyright laws and prioritize the protection of copyright holders' rights. Therefore, we do not permit ads that use copyrighted content without proper authorization. Customers must ensure they are legally authorized to use copyrighted content before including such material in their ads.
❗General requirements for advertising copyrighted content:
- Advertisers must provide evidence of authorized copyright use, 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
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:
- 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.
- 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
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.