X (Twitter) Advertising Policies & Safety 2026
Navigating the new frontier of advertising on X. Learn about brand safety, verification requirements, and the latest community standards.
X emphasizes 'Free Speech with Guardrails'—enforcement is more focused on 'Safety' and 'Authenticity' than traditional censorship.
X Premium (Blue) verification is often a prerequisite for high-spend ad accounts and certain ad formats.
Brand safety filters allow advertisers to control the adjacency of their ads to potentially controversial user posts.
Political and social issue advertising is permitted but requires strict identity verification and disclosure.
Common Rejection Triggers
Inauthentic Identity / Verification
High RiskAccounts that lack clear business identity or fail the X Premium verification process are often blocked from starting ad campaigns.
How to Fix: Ensure your account profile is fully filled out, has a professional image, and is verified through X Premium for Business.
Low-Quality / Deceptive Creative
High RiskX's systems penalize ads that use broken links, misleading handles, or low-resolution visual assets.
How to Fix: Use high-quality video and imagery. Double-check all shortened URLs to ensure they resolve to the intended destination.
The X Lexicon
Words that trigger bot flags vs. words that pass the sentiment check.