What are the restrictions on Toutiao information flow ads?

1. Industry or product restrictions

The products promoted by the advertisement should be included in the advertiser's business scope. or services. If the goods or services promoted by the advertisement belong to the following industries or product categories, in principle, the goods or services in this industry or category will not be approved, but they fall within the scope of exceptions or the advertiser specifically applies and has passed the "Today's Toutiao" ” Except for goods or services approved as exceptions. However, special attention should be paid to the fact that no exceptions are allowed for goods or services that are clearly listed as absolutely prohibited.

(1) Medical institutions, drugs and medical devices.

Remarks: Including prescription drugs, plastic surgery institutions, confinement centers, rehabilitation institutions, mental health consultation or treatment institutions, gender identification institutions, gender control drugs, equipment or institutions.

(2) Collectibles and institutions whose main promotion content is the sale of collectibles:

Note: According to this article, it is prohibited in principle to directly sell commemorative coins, antiques, works of art, etc. Advertisements that feature collectibles such as stamps and any advertisement that promotes institutions (including auction houses) that sell or auction such collectibles.

(3) Precious metal trading institutions outside the mainland area

(4) Second-category e-commerce

Note: The “second-category e-commerce” referred to in this article "refers to vertical e-commerce that deepens operations in a certain industry or market segment, usually in addition to large platform e-commerce (such as Taobao, Tmall, JD.com, Suning, No. 1 Store, etc.), and its scope is based on Toutiao's current Vertical self-operated e-commerce other than large-scale brand e-commerce (such as Xiaomi, China Unicom Online Mall, etc., the scope of which shall be subject to Toutiao’s policy at that time).

(5) Mobile assistant

(6) Debt crowdfunding

(7) Stock allocation

(8) Others: Adult supplies, tobacco, feudal superstition, religious supplies or religious books, lotteries, funerals, tattoos, lock picking, hazardous chemicals, explosives, pesticides, veterinary drugs, pet hospitals, part-time jobs in entertainment venues (including but not limited to bars, nightclubs, KTV, nightclub).

The following industries implement a whitelist system, and advertisers who apply for approval to be included in the whitelist can be reviewed and approved.

(1) Dental specialist medical institutions, medical institutions for myopia surgery, over-the-counter drugs (OTC drugs), and contact lenses.

(2) Health products: A whitelist system is implemented, and advertisers who apply for approval and are included in the whitelist can be reviewed and approved.

(3) Internet P2P finance: A whitelist system is implemented, and advertisers who apply for approval and are included in the whitelist can be reviewed and approved.

Note: The term “Internet P2P finance” as mentioned in this article refers to financial services such as person-to-person credit using the Internet as a medium.

(4) Equity crowdfunding and return crowdfunding.

Remarks: Equity crowdfunding refers to the "Equity Crowdfunding Financing Management Measures (Trial)". Platforms involving equity crowdfunding must be registered with the Securities Industry Association, and the net assets of the equity crowdfunding platform must not be less than 5 million yuan.

2. Content restrictions

The entrance image, text and first-level page of the advertisement link must not contain the following content:

(1) Violation of "Advertising" The contents of Chapter 2 of the "Advertising Content Guidelines" of the Law;

(2) Advertisements on social software shall not contain any slogans with sexual implications or other vulgar meanings, and shall not be broadcast or recorded using real-person videos. As a publicity point, no pictures of real people should appear in the entrance picture, and no pictures of real people wearing revealing clothing should appear on the first-level page.

(3) Advertisements must not directly link to social software such as WeChat as a medium to promote and sell their goods or services. If a WeChat account appears in the advertisement text, descriptions with obvious sales tendencies cannot be associated with the WeChat account.

(4) If the content of corporate investment promotion appears in the advertisement, the specific goods or services to be sold by the investment should be explained. In the absence of specific goods or services, the promotion content of corporate investment promotion shall not be used simply. However, upon special application, large brands with better reputations are allowed to place advertisements purely for investment promotion during the promotion period.

(5) Competing products of "Today's Toutiao" (including but not limited to "Tencent News", "Yidian News", etc.) shall not appear in any part of the advertisement.

(6) Without permission, you cannot directly or indirectly use the trademarks or trade names of "Today's Toutiao" or its affiliated units in any form, or the names of the staff of "Today's Toutiao" and its affiliated units. means of advertising.

(7) Advertising content must not involve negative information about third parties, and must not attack, belittle, slander or make malicious comparisons.

(8) Recommendations without a subject cannot appear in the advertising text, that is, if a recommendation word is involved, the subject of the recommendation should be clearly stated (specifically the name of the organization or the name of the individual).

(9) Unfounded and unrealistic exaggerations shall not appear in advertising text and pictures.

(10) Real-life pictures cannot be used in the entrance pictures of underwear advertisements.

(11) Disguised registration guidance is not allowed on the financial advertising landing page.