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Advertiser Guidelines

Acceptable Advertising Guidelines


Understanding our policies

  • Our Advertising Policies provide guidance on what types of ad content are allowed. When advertisers place an order, each ad is reviewed against these policies.

The ad review process

  • The ad review system relies primarily on automated tools to check ads against Advertising Policies. This happens automatically before ads begin running, and is typically completed within 24 hours, although it may take longer in some cases. During this review, the status of the ad will be "In review". Additionally, ads may be reviewed again, including after they are live.

What is reviewed

  • The ad review system reviews ads for violations of our Advertising Policies. This review process may include the specific components of an ad, such as images, video, text and targeting information, as well as an ad's associated landing page or other destinations, among other information.

Outcome of review

  • If a violation is found at any point in the review process, the ad will be rejected.

Re-review of ads

  • Ads remain subject to review and re-review at all times, and may be rejected for violation of our policies at any time. It is the advertiser’s responsibility to understand and comply with our Advertising Policies.

Further enforcement

  • Beyond enforcing our policies on individual ads, violations of our terms and policies may result in further enforcement actions, such as disabling ad accounts, services and/or individual user accounts. Disabled accounts, Services or users cannot run ads, and advertisers may be ineligible to advertise.

What to do if your ad is rejected?: Create a new ad or edit your ad

  • You may create a new ad or revise your ad to comply with our Advertising Policies. These ads will be treated as new ads and reviewed by our ads review system.

Prohibited content

Illegal products or services

  • Ads must not constitute, facilitate or promote illegal products, services or activities. Ads targeted to minors must not promote products, services or content that are inappropriate, illegal or unsafe, or that exploit, mislead or exert undue pressure on the age groups targeted.

Discriminatory practices

  • Ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, colour, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.

Tobacco and related products

  • Ads must not promote the sale or use of tobacco products and related paraphernalia. 

Unsafe substances

  • Ads must not promote the sale or use of illicit or recreational drugs, or other unsafe substances, products or supplements, as determined by MTN / MTN More in its sole discretion.

Weapons, ammunition or explosives

  • Ads must not promote the sale or use of weapons, ammunition or explosives. This includes ads for weapon modification accessories.

Adult products or services

  • Ads must not promote the sale or use of adult products or services. Ads promoting sexual and reproductive health products or services, such as contraception and family planning, must be targeted to people aged 18 and older, and must not focus on sexual pleasure.

Adult content

  • Ads must not contain adult content. This includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

Third-party infringement

  • Ads must not contain content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary rights.

Sensational content or Misinformation

  • Ads must not contain shocking, sensational or excessively violent content.
  • We prohibit ads that include content debunked by third-party fact-checkers. Advertisers that repeatedly post information deemed to be false may have restrictions placed on their ability to advertise.

Non-functional landing page

  • Ads must not direct people to non-functional landing pages. This includes landing page content that interferes with a person's ability to navigate away from the page.

Cheating and deceitful practices 

  • Ads may not promote products or services that are designed to enable a user to engage in cheating or deceitful practices.

Grammar and profanity

  • Ads must not contain profanity or bad grammar and punctuation. Symbols, numbers and letters must be used properly without the intention of circumventing our ad review process or other enforcement systems.

Non-existent functionality

  • Ads must not contain images that portray non-existent functionality. This includes imagery that replicates play buttons, notifications or checkboxes, as well as ads containing features that do not work, such as multiple-choice options in the ad creative itself.

Multilevel marketing

  • Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multi-level marketing opportunities.

Penny auctions

  • Ads may not promote penny auctions, bidding fee auctions or other similar business models.

Misleading claims / Unacceptable business practices

  • Ads must not contain deceptive, false or misleading claims, such as those relating to the effectiveness or characteristics of a product or service, including misleading health, employment or weight-loss claims that set unrealistic expectations for users.
  • Ads must not promote products, services, schemes or offers using deceptive or misleading practices, including those meant to scam people out of money or personal information.

Low-quality or disruptive content

  • Ads must not contain content leading to external landing pages that provide an unexpected or disruptive experience. This includes misleading ad positioning, such as overly sensationalised headlines or prompts for users to inauthentically interact with the ad, and leading people to landing pages that contain minimal original content and a majority of unrelated or low-quality ad content. 

Spyware or malware

  • Ads must not contain spyware, malware or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.

Circumventing systems

  • Ads must not use tactics intended to circumvent our ad review process or other enforcement systems. This includes techniques that attempt to disguise the ad's content or destination page.

Prohibited financial products and services

  • Ads must not promote financial products and services that are frequently associated with misleading or deceptive promotional practices.

Sale of body parts

  • Ads must not promote the sale of human body parts or fluids.

Vaccine discouragement

  • Ads must not discourage people from vaccination or advocate against vaccines.

Inflammatory content

  • Ads must not contain claims that a person or group of people are a threat to the physical safety, health or survival of others on the basis of race, ethnicity, national origin, religious affiliation, sexual orientation, caste, sex, gender, gender identity, serious disease, disability or immigration status.
  • Ads must not promote violent or dehumanising speech, statements of inferiority, or contempt or disgust based on protected characteristics or immigration status as outlined in our Community Standards.

Militarised social movements and violence-inducing conspiracy networks

  • Ads must not contain praise, support or representation of individuals or groups with ties to violence.

Restricted content


  • Ads that promote or reference alcohol must comply with all applicable local laws, required or established industry codes, guidelines, licences and approvals, and include age targeting criteria consistent with MTN / MTN More’s targeting requirements and applicable local laws.


  • Ads for dating services are only allowed with prior written permission. These must adhere to the dating targeting requirements and our dating ad guidelines. Details on the requirements for permission can be found here. In order to seek permission, please fill in this form to begin your application process.

Online gambling and gaming

  • Ads that promote online gambling, and gaming where anything of monetary value (including cash or digital/virtual currencies, e.g. bitcoin) is required to play and anything of monetary value forms part of the prize, are only allowed with our prior written permission. This includes games where purchases are required to continue game play and/or provide advantage in winning prizes, in cases where the prize is of monetary value. Authorised advertisers must follow all applicable laws, including targeting their ads in accordance with legal requirements. At a minimum, ads may not be targeted to people under 18 years of age.

Promotion of over-the-counter or pre-scription drugs

  • Ads that promote over-the-counter medicines must comply with all applicable local laws, required or established industry codes, guidelines, licences and approvals, and include age targeting criteria consistent with applicable local laws.

Subscription services

  • Adverts for subscription services or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products or mobile marketing are subject to our subscription services requirements.

Financial and insurance products and services

  • Ads promoting credit card applications or financial services with accredited institutions must clearly provide sufficient disclosure regarding associated fees, including APR percentages, transaction fees, interest rates and the physical address of the entity offering the product within the ad's landing page. Ads promoting credit cards, loans or insurance services must be targeted to people aged 18 or above. Ads promoting credit cards, loans or insurance services must not directly request the input of a person's financial information, including credit card information.

Branded content

  • Ads promoting branded content must tag the featured third-party product, brand or business partner using the branded content tool. Branded content within ads is defined as a creator or publisher's content that features or is influenced by a business partner for an exchange of value. 

Ads about social issues, elections or politics

  • Advertisers can run ads about social issues, elections or politics, provided that the advertiser complies with all applicable laws and the authorisation process required by MTN / MTN More. Where appropriate, MTN / MTN More may restrict issue, electoral or political ads. In addition, certain content related to elections may be prohibited in specific regions ahead of voting;

Disclaimers for ads about social issues, elections or politics

  • In addition to complying with the Advertising Policies, the disclaimer that you submit for your ad about social issues, elections or politics may need to comply with the local guidelines and regulations. 

Cryptocurrency products and services

  • Ads may not promote cryptocurrency trading platforms, software and related services and products that enable monetisation, reselling, swapping or staking of cryptocurrencies without prior written permission.

Cosmetic procedures and wellness

  • Ads marketing weight loss products and services must be targeted to people aged 18 or older. Ads marketing cosmetic surgeries and procedures must be targeted to people aged 18 or older. Ads marketing dietary, health or herbal supplements must be targeted to people at least 18 years or older.

Social casino games

  • Ads for social casino games, which are online games that simulate casino gambling (e.g. poker, slots, roulette etc.) where there is no opportunity to win money or money's worth, are only allowed if they are targeted to people 18 years or older.

Video ads

  • Video ads and other dynamic ad types must comply with all of the rules listed in these Advertising Policies, as well as the policies below:

Disruptive content

  • Videos and other similar ad types must not use overly disruptive tactics, such as flashing screens.

Entertainment-related restrictions

  • Ads for film trailers, TV shows, video game trailers and other similar content intended for mature audiences are only allowed with prior written permission from MTN / MTN More and must target people who are 18 years or older. Excessive depictions of the following content within these ads are not allowed:
  1. Drugs and alcohol use
  2. Adult content
  3. Profanity
  4. Violence and gore


  • Ads must clearly represent the company, product, service or brand that is being advertised.

Related landing pages

  • The products and services promoted in an ad's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.

Lead ads

  • Advertisers must not create lead ads questions to request the following types of information without our prior written permission.

Account numbers

  • Ads must not request account numbers, including frequent flyer numbers, loyalty card numbers, or cable or telephone account numbers without our prior permission.

Criminal history 

  • Ads must not request information regarding criminal or arrest history without our prior permission.

Financial information 

  • Ads must not request financial information, including bank account numbers, bank routing numbers, credit or debit card numbers, credit scores, income, net worth or how much debt someone has without our prior permission.

Governmental-issued identifiers 

  • Ads must not request government-issued identifiers, including National Security numbers, passport numbers or driving licence numbers without our prior permission.

Health information 

  • Ads must not request health information, including physical health, mental health, medical treatments, medical conditions or disabilities without our prior permission.

Insurance information

  • Ads must not request insurance information, including current insurance policy numbers, without our prior permission.

Political affiliation 

  • Ads must not request information regarding political affiliation.

Race or ethnicity 

  • Ads must not request information regarding race or ethnicity without our prior permission.


  • Ads must not request information regarding religion or philosophical beliefs without our prior permission.

Sexual orientation 

  • Ads must not request information regarding sexual orientation or information about the sexual life of the individual, including what gender(s) the person prefers to date, without our prior permission.

Trade union membership

  • Ads must not request information regarding trade Union membership status without our prior permission.

Usernames or passwords

  • Ads must not request usernames or passwords, including usernames and passwords for existing and new accounts, without our prior permission. If you want to direct people to sign up for an account with your site or service, you should use the Clicks to Website or Website Conversions objective when you run your ads.

MTN/MTN More Brand and Data Use

Brand endorsement

  • Ads must not imply an endorsement or partnership of any kind with any of MTN / MTN More’s brands, or an endorsement by any other MTN / MTN More brand, technology or programme.

Brand usage in ads

  • Ads linking to MTN / MTN More -branded content (including, groups, events or sites that use MTN / MTN More Login) may make limited reference to "MTN / MTN More" in ad text for the purpose of clarifying the destination of the ad. Ads should not represent any of MTN / MTN More’s brands in a way that makes it the most distinctive or prominent feature of the creative. MTN / MTN More’s brand assets should not be modified in any way, such as by changing the design or colour, or for the purpose of special effects or animation.

Copyrights and trademarks

  • All other ads and landing pages must not use our copyrights, trademarks or any confusingly similar marks, except as expressly permitted by the MTN / MTN More with our prior written permission.

User interface screenshots

  • When featuring the user interface (UI) of any MTN / MTN More brands in an ad, it must accurately depict how the UI currently appears and functions in product. If an action or functionality depicted cannot happen in the current product or within the current UI, it cannot appear to happen in an ad.
  • Depictions of the UI in ads must be featured within the context of a relevant device (e.g. mobile or desktop). The UI cannot be modified in any way, including, but not limited to: adding special effects, interference or animation. Glyphs or elements of the UI cannot be used separately or individually.

Data use restrictions

  • Ensure that any ad data collected, received or derived from your MTN / MTN More ad ("MTN / MTN More advertising data") is only shared with someone acting on your behalf, such as your service provider. You are responsible for ensuring that your service providers protect any MTN / MTN More advertising data or any obtained from us, limit their use of all of that information and keep it confidential and secure.
  • Don't use MTN / MTN More advertising data for any purpose (including retargeting, commingling data across multiple advertisers' campaigns, or allowing piggybacking or redirecting with tags), except on an aggregate and anonymous basis (unless authorised by MTN / MTN More) and only to assess the performance and effectiveness of your MTN / MTN More advertising campaigns.
  • Don't use MTN / MTN More advertising data, including the targeting criteria for your ad, to build, append to, edit, influence or augment user profiles, including profiles associated with any mobile device identifier or other unique identifier that identifies any particular user, browser, computer or device.
  • Don't transfer any MTN / MTN More advertising data (including anonymous, aggregate or derived data) to any ad network, ad exchange, data broker or other advertising or monetisation related service.


  • The Advertising Policies apply to ads and commercial content served by or purchased through MTN / MTN More, on or off the MTN / MTN More services.
  • Your use of MTN / MTN More’s advertising products and services is part of "MTN More" Terms of Service.
  • Advertisers are responsible for understanding and complying with all applicable laws and regulations. Failure to comply may result in a variety of consequences, including the cancellation of ads you have placed and termination of your account.
  • We do not use sensitive personal data for ad targeting.
  • Once displayed, ads are public information. Ads may be reshared and accessed outside of the targeted audience, including from the MTN / MTN More Page running the ads or within MTN / MTN More Products. If users have interacted with your ad, your ad may remain on MTN / MTN More products (for example, shared until the users delete it or visible to users through their account tools). Ads may be displayed in our Case study and Ad Library. This means that MTN / MTN More may display (at no cost to you) and provide access to the ad content and creative, as well as information about the ad campaign (such as total spend and delivery data) for a period of seven (7) years from the completion of your order. MTN / MTN More may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if MTN / MTN More believes that disclosure would assist in a lawful investigation.
  • If you are managing ads on behalf of other advertisers, each advertiser or client must be managed through separate ad accounts. You must not change the advertiser or client associated with an established ad account; set up a new account. You are responsible for ensuring that each advertiser complies with these Advertising Policies.
  • You must not sell, rent, buy or exchange site privileges, such as administrative access, for assets that belong to you or that you manage. Helping anyone evade or circumvent our enforcement of our policies or terms of service is also prohibited.
  • We reserve the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services or activities, contrary to our competitive position, interests or advertising philosophy.
  • These policies are subject to change at any time without notice.