BIGO Ads Campaign & Creatives Review Rules

1. Review Content and leadtime

1.1 Review Content

• App store page
• Promotion url
• Ads headline
• Ads Primary text
• Image/Video creatives
• Logo/Icon

1.2 Review by:

Campaign audit teams review manually.

Normally within 1 working day. Campaigns submitted by the end of the working hour will be reviewed by that day:

Arabic areas: 9:00-18:00 （GMT+2）

Egnlish areas: 9:30-18:30（GMT+5:30）

Russian areas: 9:00-21:00（GMT+3）

2. Rules and Policy-Creatives (General Rules)

Rejected:

2.1 Clothing (Game characters, cartoon characters, dolls are equivalent to real person punishment)

2.1.1 Wear underwear, swimsuits(bikini/one-piece swimsuits) , see-throughs, and sexy clothing with real human body.

2.1.2 Wear flesh-colored cloth that creates the illusion of not wearing clothes.

2.1.3 Display underwear, see-throughs, and sexy clothing.

2.1.4 Women's clothing is exposed, such as cleavage(>2/3), seeing the shape of nipples, exposed hips.

2.1.5 Men's clothing is exposed, such as seeing the shape of nipples, exposed hips.

2.2 Porn

2.2.1 Mosaic private parts; or mosaic non-private parts, but with sexually suggestive texts such as "download and watch"

2.2.2 The commoditys which mimic the private parts, such as penis, vagina, nipples.

2.2.3 Male erection under cloth covering.

2.2.4 Display of sexual acts such as sexual intercourse, anal sex, oral sex, masturbation, etc.

2.2.5 Mosaic the entire human body which imitates sexual behavior.

2.2.6 Display or use sex products.

2.2.7 The app scans the female body, showing nudity, which is sexually suggestive.

2.2.8 Make the female sensitive parts blur / Or make the unsensitive parts blur but with the sexuel suggestion words like "Install and look".

2.2.9 The app scans the female body, showing nudity, which is sexually suggestive.

2.2.10 Ads title/content/image/video shows prostitution words like  "XXX", "XVIDEO"and  "alone, talk in night, open play" (especially with south asian female photo beside).

2.2.11 Ads image/video shows "18+" logo with porn related suggestion (but if 18+ show in ads title/title content, could be passed).

2.3 Violence/Bloody/Horror

2.3.1 Related to violence/bloody/horror(human abuse/kill animals/self-abuse/scary pictures,etc).

2.3.2 Dangerous actions that may cause physical harm to people, including but not limited to dangerous driving, lying on the rails, etc.  (generally mischief that do not involve physical harm can be ignored).

2.3.3 Various types of offensive or aggressive guns, highly simulated guns, and guns that cannot be judged as true or false (including paintball guns and BB guns).

2.3.4 Mischiefs with scary purposes: such as scary skulls, ghosts, zombies, scary pictures that suddenly appear in normal content.

2.4 Others

2.4.1 Promote alcoholic beverages or Tobacco products.

2.4.2 Medical products or service(Online pharmacy, etc.).

2.4.3 Content that insults sensitive issues such as photos of national leaders, national flags, portraits of politicians, videos of speeches, etc.

2.4.4 Show IMO and Likee's competitive app's interface, but does not show the competitive apps logo.

2.4.5 Disclosure of other's personal privacy(ID card, bank card information, whatsapp, email address, personal phone, etc).

2.4.6 Showing the logo or the wording of IMO, Likee or BIGO.

3. Rules and Policy-Creatives(Rules by regions)

3.1 Conservative countries(GCC/EG/BD/PK)

Real female:

• Exposed back>1/2, exposed upper legs>1/2, exposed Cleavage/ Belly button/ Waist/ Armpit.
• Wear traditional Muslim clothing, showing any body parts except face, hands and feet.
• Dress in tight cloths, seeing the shape of body and sensitive body parts are noticeable.

3.2 Neutral countries(IN/ID/MY)

Real female:

• Exposed back(>1/2, including whole bare back), exposed upper legs(>1/2), exposed cleavage(>1/2).

3.3 Open countries

Real female:  

• Cleavage(>2/3), seeing the shape of nipples, exposed hips.

3.4 For Crypto currency and NFT products ads in India:

3.4.1 Creatives must have this disclaimer: “Crypto products and NFTs are unregulated and can be highly risky. There may be no regulatory recourse for any loss from such transactions.”

• For images, the disclaimer needs to cover at least 1/5 of the image space, using distinguishable fonts.
• For videos around 15 seconds, the disclaimer needs to be shown in the whole video.
• For videos longer than 2 minutes, the disclaimer needs to be shown at the beginning and by the end, each time no less than 5 seconds.

3.4.2 Creatives must have clear Name and Contact (phone number or email) of the Advertiser.

3.4.3 On the creatives and text, it is not allowed to:

• Guarantee profits.
• Showing the meaning of easy money with crypto currency investment.
• Showing the info that you could invest without consideration.
• Wording like “Currency”, “Securities”, “Custodian” and “Depositories” can not be shown in the ad(text or creatives).
  If any of these 3 rules are disobey, ads status would be Limit Delivery with “VDA” tag, volume would be small.

3.5 For Real Cash products* ads in India

*Including but not limited to rummy/ludo/fantasy that required users to charge with real money to start playing games.

For ad positioned in IN, gambling ad should be rejected if any criterium below is not met:

3.5.1 No depiction of minors: the ad must not depict any person under the age of 18 participating in an online game for a real money prize;

3.5.2 Must display the following disclaimer:

"This game involves an element of financial risk and may be addictive. Please play responsibly and at your own risk."

The disclaimer made must comply with the following:

• For advertisements in static form: the disclosure should take up no less than 20% of the advertising space, should be in the same language and font, should not be italicised and should be in the same direction as the majority of the text.
• For advertisements in audio/video format: the disclaimer should be placed at the end of the advertisement at a normal rate of speech and must be in the same language as the advertisement. In the case of audio-visual media, the disclaimer needs to be in both audio and video form.

3.5.3 Prohibition on depicting it as an income opportunity: advertisements should not present online real money bonus games as an income opportunity or alternative employment option.

3.5.4 Prohibition on depicting comparative success: advertisements are prohibited from implying that people who engage in gaming activities are more successful than others.

4. Rules and Policy-Text

Headline, Primary Text, Creative contents:

4.1 Absolute slogans appear, such as “100%”, “unique”, “national level”, “superior”, etc. (check “Exaggerated Text” at the end of this section)

4.2 Products or services that exaggerate the effectiveness or return guarantee.

4.3 Two or more consecutive punctuation marks appear, such as "!!!", "????"

4.4 Improper use of punctuation or symbols or contrary to their original purpose, etc. (for example: f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S)

4.5 The words in the slogan are all capitalized, except for coupon codes, common abbreviations (such as ASAP, USA), trademarks, brand names, and product names.

4.6 Copywriting typography, blurred pictures, etc.

5. Competitor List