Which brand deals TikTok, YouTube, Instagram and X won't allow
The short answer
TikTok, YouTube and Meta each keep a list of sponsors you can't post for, and a second list you can post for only with limits.
- Tobacco and vapes are out for sponsored posts on TikTok, Instagram, Facebook, X and Pinterest, and YouTube bans recreational drugs, weapons, hacking software, counterfeits and essay-writing services.
- Alcohol, gambling and financial services sit on the limited list: TikTok shows those posts only in the market where you posted and may age-restrict them, Meta requires age and country limits or the brand's written Meta authorization, and YouTube makes you responsible for confirming the brand is certified by Google.
- X also bans sponsored posts for supplements, medicines and weight-loss products, and for finance, crypto and gambling in the EU, UK and Australia.
- Snapchat wants age targeting set on sponsored posts for alcohol, gambling, dating, weight-loss and financial products.
- TikTok
- YouTube
- X
- Snapchat
At a glance
| Platform | What can happen | Its strictest rule |
|---|---|---|
| TikTok | Taken down, Muted or blocked | Sponsored post for a banned product category |
| YouTube | Taken down, Age-restricted | Sponsored by a banned product category |
| Not spelled out | Sponsor in a banned branded-content category | |
| Not spelled out | Sponsor in a banned branded-content category | |
| X | Taken down | Sponsored post for a product X bans in partnerships |
| Snapchat | Shown to fewer people | Age-restricted product promo without age targeting |
| Taken down | Sponsored content for tobacco, weed, guns or Rx drugs |
The rules, side by side
Each row is a platform's own rule: what it means, what the platform says, how to fix it, and where to read it in full.
| Platform | The rule, in plain words | In their words | Links |
|---|---|---|---|
| TikTok | Sponsored post for a banned product categoryRemovalPaid, gifted, affiliate or ambassador content promoting: adult products (incl. corsets, micro-thongs), protected-animal products, tobacco or vapes, transactional dating, drugs or CBD, MLM, payday loans or get-rich-quick offers, medical/telehealth/therapy, infant formula, teeth whitening, hair growth, cosmetic clinics, tattoo or laser services, political ads, spyware or tools for dishonest...Fix: Don't post branded content for these categories. | “You must not post Branded Content that promotes or reviews products or services from the following prohibited industries.” | |
| TikTok | Sponsored alcohol, gambling, finance or medicine postBlocked in some regionsBranded content for alcohol, dating apps, energy drinks, film/TV/game trailers, financial services, OTC or prescription medicine, vitamin supplements, gambling or real-money games, or underwear.Fix: Only take these deals through TikTok One with an approved brand; expect reach limited to your market and to adults. | “Branded Content that promotes or reviews products or services from the following restricted industries is allowed, but will only be shown in the market it was posted in and may be age restricted.” | |
| YouTube | Sponsored by a banned product categoryRemovalBranded content for recreational drugs or paraphernalia, weapons or ammunition, hacking software, counterfeit products, or academic essay-writing services.Fix: Drop the sponsorship. | “Some goods, services, or brands may not be promoted at all in branded content.” | |
| YouTube | Sponsor is alcohol, gambling, finance, health or politicalAge restrictionBranded content for alcohol, financial services, healthcare and medicines, gambling, or elections and political content.Fix: Confirm the brand is certified where needed and set age and country limits in the paid promotion settings. | “you are responsible for confirming that your brand partners are certified by Google as necessary.” | |
| InstagramFacebook | Sponsor in a banned branded-content categoryBranded content promoting illegal products, tobacco or vapes, drugs, unsafe supplements, weapons/ammo/fireworks, adult products (except family planning), payday loans or bail bonds, MLM, ICOs/binary options/CFDs, state lotteries, or exploiting political or social issues; posts by elected officials, candidates, parties or political committees (US exception for authorized partners).Fix: Do not accept or post sponsorships in these categories on Meta apps. | “Certain goods, services, or brands may not be promoted with branded content.” | |
| InstagramFacebook | Sponsor needs age-gating or Meta approvalBranded content for alcohol, subscription services, credit/loans/insurance, cosmetic procedures or weight loss, or contraception without the required age (18+, alcohol 21+ in the US) and country restrictions; or for dating, real-money gambling, pharmacies, prescription drugs, crypto or addiction treatment without the partner's written Meta authorization.Fix: Set the required age and country restrictions before posting, and confirm the brand has Meta's written authorization where needed. | “Some sensitive content can only be promoted with restrictions, such as restricting who can see the post based on age or geographical location.” | |
| X | Sponsored post for a product X bans in partnershipsRemovalA paid partnership promoting adult products or services, alcohol, contraceptives, dating or marriage services, drugs or CBD, tobacco or vapes, weapons or weapons training, or political, geopolitical or social issues or crises for commercial purposes.Fix: Do not run organic sponsored posts for these categories on X. Use X Ads, where some are allowed under ad policy, or ask X sales for an exception. | “The following content categories are not eligible for Paid Partnership promotion” | |
| X | Sponsored supplements, medicine or weight-loss productsRemovalA paid partnership promoting health, dietary or muscle supplements, pharmaceuticals or medical services (including over-the-counter medicines), or weight-loss products and content (fat burners, appetite suppressants, fasting or detox teas).Fix: Do not post this as an organic sponsored post on X. Unsponsored personal reviews are not covered by this rule. | “Weight loss products and services and content focused on weight loss (including fat burning pills, appetite suppressants, fasting and detox teas)” | |
| X | Sponsored finance, crypto or gambling (EU, UK, Australia)RemovalA paid partnership in the EU, UK or Australia promoting financial products or opportunities (loans, investment services, crypto, buy-now-pay-later) or gambling (lotteries, social casinos, sports betting).Fix: Do not run these sponsorships organically in those markets; use X Ads if the category is allowed there. | “Financial products, services, or opportunities (including loans, investment services, crypto, buy now pay later services and other financial-related content)” | |
| Snapchat | Age-restricted product promo without age targetingNot recommendedCommercial content for alcohol, gambling, dating, weight-loss products, complex financial products (e.g. crypto) or pharmaceutical/health products posted without the required age (and location) targeting.Fix: Set profile-level age and location targeting before posting; if no age-target option is available, don't post it. | “Commercial content that promotes weight loss products or services must not be directed at anyone under the age of 18. You must use available targeting options.” | |
| Sponsored content for tobacco, weed, guns or Rx drugsRemovalCommercial content that promotes or sells cigarettes, e-cigarettes, marijuana, firearms or weapons, or prescription-only medicines, or that shows excessive drinking, drunk people, drinking with risky activities, or minors in unsafe situations.Fix: Remove the restricted product or scene from the commercial Pin. | “People under the influence of alcohol, or associate drinking with activities that are risky (such as driving and operating heavy machinery)” |