1Our principles
- Be honest. No false or misleading claims, fake reviews, fake testimonials or invented results.
- Be real. No bought followers, views or engagement, and no inflated or invented statistics in a media kit.
- Be clear. Viewers must be able to tell that a post is paid or sponsored.
- Be lawful. Follow the advertising and consumer laws, and the platform rules, in every country the content reaches.
2Labelling sponsored content
Every sponsored post, stream or video must be clearly marked as an ad or partnership, in a way that is easy to see and understand, using the platform's own paid-partnership tool where there is one and plain wording such as #ad. A label hidden in a long caption or among many tags is not enough. Streamers should say it out loud and show it on screen. Local rules may ask for more, and you must follow them.
3Age limits
Our campaigns are for audiences who are 18 or over, or older where the local law sets a higher age for the product. Creators confirm in their media kit that their audience is 18 or over. Do not make content designed to appeal to children, and use the age-restriction tools your platform offers for restricted products.
4Online gambling (iGaming) and other regulated products
Online casino, betting and similar products are regulated, and illegal in some places. We work with them carefully:
- Only if you say yes. Creators decide whether they are open to iGaming. We will not pitch you for it unless you have answered Yes in your media kit.
- Licensed and lawful only. We only work with brands that are licensed for the countries a campaign targets. Creators list the countries they cannot promote in, and must not promote to people in countries where it is not allowed.
- No promise of winnings. Do not suggest that gambling is a way to make money, solve money problems, or improve your life. Do not show or imply guaranteed wins.
- Responsible gambling. Include the responsible-gambling message the brand and local rules require. Do not pressure anyone to play, and do not target people who may be vulnerable.
- Be accurate about bonuses. Describe offers and their key conditions fairly.
The same care applies to other regulated products such as alcohol, tobacco and vaping, financial products, and health or medical claims. We may decline or stop any campaign we think is unsafe or unlawful.
If gambling is causing you or someone you know problems, free and confidential help is available. Search for your country's gambling helpline.
5What is not allowed
- Hate speech, harassment, or content that promotes violence or illegal activity.
- Impersonating another person or brand.
- Using music, images or footage you do not have the right to use.
- Asking audiences to hide that a post is paid.
- Anything that breaks the law or the platform's rules.
6Reporting a concern or breaking the standards
If you see something that does not meet these standards, tell us through the contact form or at [email protected]. If a brand or creator breaks them, we may pause or end the campaign, remove content, or close an account. See the Terms of Service.