Ad display policy for sensitive subjects

Sensitive subjects are related to non-public information about users, their personal hardships, and experiences. This could involve treatment for certain serious illnesses, issues with intimacy, or addiction. These are all sensitive topics, and mentioning them in advertising can cross boundaries and make users uncomfortable.

How we regulate ads on sensitive subjects

• We don't display ads related to sensitive subjects based on behavioral targeting or retargeting lists in the Yandex Advertising Network. This rule applies even if your ad passed moderation and you set up your targeting criteria correctly.

• We don't place ads related to sensitive subjects on Telegram channels and in certain formats, including banners under the search bar, premium banners in search results, and premium billboards.

Which topics are covered by these restrictions?

Treatment of serious diseases

For example: serious chronic diseases; diseases that qualify for disability status; genetic and sexual disorders; neurological disorders; mental disorders.

Serious diseases and pathologies can be related to intimate and sensitive aspects of the human life. Ad targeting in this area requires special care and respect for the potential audience; otherwise, it may lead to negative consequences.

Ads targeted at people who are going through a difficult period due to their health problems may negatively affect their psychological well-being, causing additional stress, worry, and anxiety.

Clinical trials For example, safety and tolerability studies of a new treatment in a group of volunteers, or post-approval studies of a new drug or treatment.

Ad targeting for clinical trial recruitment may violate some ethical principles. For example, disclose information about a person's disease or health condition without their consent. That's why it's important to limit the use of such advertising methods.

Addictions For example: substance addictions like alcohol, drugs, or smoking.

People struggling with addiction may experience shame, guilt, and fear of judgment from others. They often hide their problem, avoid discussing it, or directly experience serious consequences for their health and social life.

Disturbing images For example, images of bodily fluids or parasites.

For ads to be eye-catching and meet the advertiser's objectives, they should be appealing and create positive associations. Disturbing images may repel the audience and negatively impact their perception of the advertised product or service.

For example: anonymous internet access, SIM cards, calls, mobile communication, payments and financial transactions, psychological counseling services, medical assistance and consultations.

This subject includes a great variety of offers, ranging from anonymous web browsing to providing services that may involve privacy violation. Therefore, targeting ads like this can be inappropriate for a number of reasons:

Privacy violation: Companies advertising such services often promise privacy and anonymity on the internet. Negative perception: Ads related to anonymity and privacy may cause a negative reaction from users. They may perceive it as an attempt to involve them in questionable activities or use their data without consent.

Yandex does not display ads related to sensitive subjects based on behavioral targeting or retargeting lists. This rule applies even if your ad passed moderation and you set up your targeting criteria correctly. Ads relating to sensitive subjects can appear in search results, and in the Yandex Advertising Network and ad exchanges (when targeted to match the page content), except for adult subjects and tragic content.

Questions?