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Ad guidelines

LINE Ads Terms of Use toggle
For the LINE Ads Terms of Use, see here.


(Last updated: November 6, 2019)

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LINE Ads Guidelines toggle
The LINE Ads Guidelines (hereinafter referred to as the "Guidelines") are offered by LINE Corporation (hereinafter referred to as the "Company") for the purpose of providing customers of LINE Ads (hereinafter referred to as the "Service") with explanations of the review process for ad accounts/ad delivery (hereinafter referred to as "Ad Reviews"), as well as important notes regarding the creation of ads, in order to facilitate smooth use of the Service.

These Guidelines apply to all ad content distributed on the Service. 

When running ads on the Service, it is necessary to comply with laws and regulations, as well as the voluntary standards and rules set by each industry.

Ad Reviews will be performed in accordance with our rules, and can be performed before or after ad delivery. 

If the Company judges that the Guidelines have been violated, the Company reserves the right to make corrections, deletions, or suspensions regarding the content submitted for delivery. Read and understand the Guidelines before delivering ads. 

If provisions are not included in the Guidelines, the provisions of the LINE Ads Terms of Use will apply in principle. In the event that provisions in the Guidelines contradict or conflict with the Terms of Use, the Guideline provisions will be applied. 

The content and judgments found in these Guidelines are current as of February 2019, and are subject to revision due to changes in social conditions or relevant laws/regulations.


(Last updated: February 2019)

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Service policy toggle
LINE Ads is used for delivering advertisements to audiences of all ages, from children to adults. For this reason LINE Corporation takes the following into consideration when it comes to ads delivered on the service:
• What will users receiving the information think?
• Is the information that users need provided in an appropriate way?
• Will any content make users feel uncomfortable?
• Are all users able to use the service safely and securely?


(Last updated: November 6, 2019)

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Ad account reviews toggle
Reviews of new ad accounts are in principle conducted according to the criteria established by LINE Corporation (hereinafter referred to as the "Company"). If it is determined that these criteria are not met, the Company reserves the right to refuse the opening of an ad account.

1. Comprehensive judgments are made about new ad accounts based on the following criteria.
(1) There are no possible disadvantages for LINE users.
(2) There is no content that conflicts with any existing laws or regulations.
(3) The account does not violate the Terms of Use.
(4) The account meets the review requirements established by the Company.
(5) The account does not adversely affect the Company's business or damage its credibility.

Please note that the Company has no obligation to explain review results or their reasons to its customers.

2. Please keep in mind the following points when creating an ad account.
LINE accounts can only be set in product information if they meet the following conditions. The Company reserves the right to suspend the use of ad accounts that violate the following conditions, regardless of whether or not ads have been delivered.
(1) The LINE account is managed by the advertiser.
(2) You have permission to use the LINE account managed by the advertiser for delivering ads on LINE Ads (hereinafter referred to as the "Service").
(3) The LINE account display name is clearly related to the advertiser or the service being advertised.
(4) The account has been verified. (Recommended)

Follow the rules below when setting display names for LINE accounts in product information.
(1) Include the official name of the corporation, organization, individual, product, or service.
(2) Do not set non-existent entities such as corporations, organizations, individuals, products, or services that could be mistaken for actually existing.
(3) Do not use false or misleading text.
(4) Do not set display names that could be mistaken for being a product/service of the Company or as being affiliated with the Company.  

3. Responsibilities of the customer
Even if an ad account has been reviewed and approved, it does not relieve the customer of their legal and social responsibilities in using the Service.

By applying for the Service, you accept to take all legal and social responsibilities that arise from using the Service. Furthermore, the Company shall not be liable for any damages caused to third parties due to your use of the Service.

For information on which industries, business types, products, and services cannot use the Service, see this Help article.


(Last updated: November 6, 2019)

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Industries, business types, products, and services that cannot use LINE Ads toggle
If LINE Corporation determines that any of the following apply to your ads, in whole or in part, it may result in the ad account being rejected or suspended, as well as additional measures, including the cancelation of the contract for using the service.
Note: The following are only examples, and use of LINE Ads may also be denied in cases that are not mentioned below.

Religious products and services
Aesthetic salons (certain exceptions apply)
Gambling products and services, such as pachinko (some publicly operated lotteries are excluded)
Adult products and services
Online dating services
Multi-level marketing (MLM)
Private investigation services
Cigarettes, e-cigarettes
Obstetric and gynecological goods (e.g. contraceptive goods, female body thermometers)
All types of weapons, poisons, and hazardous substances
Political parties
Public service corporations, NPOs/NGOs and incorporated associations (certain exceptions apply)
Sales of living organisms
Medical services, cosmetic surgery, whitening services, hospitals, clinics, websites related to the treatment of designated incurable diseases
Osteopathy, bone-setting, acupuncture clinics
Unapproved pharmaceuticals, medical equipment, etc.
Consumer finance (certain exceptions apply)
Pawnshops
Auctions, bidding fee auctions
Matching sites (certain exceptions apply)
Affiliate websites
Internet related businesses (e.g. information products, ability development products)
Websites for accumulating or providing points/rewards
Competing services (e.g. messenger applications, SNS applications, payment services)
Any other industries, business types, products, or services that are determined to not be a fit for LINE Corporation

For examples of industries, business types, products, and services that cannot use LINE Ads, see this Help article.


(Last updated: November 6, 2019)

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Review guidelines for ads and media (images, videos, apps) toggle
1. Requirements
(1) Clear indication of advertiser
The advertiser of an ad should always be clearly indicated and large enough to be identified in images. When using materials that you do not hold the rights to, be sure to clearly show the name of the rights holder and specify your relationship with them.

(2) Compliance with industry standards and fair competition rules
When an industry has its own independent standards or fair competition codes, advertising language should conform to these standards or codes.

2. Restrictions and prohibitions on expressions in advertisements
(1) Content not recognized as advertisement
The landing page must provide users with useful information about the product/service being promoted. Ads will not be recognized if there is a significant lack of informational content or the primary purpose is linking to a different page.

(2) Prohibition of expressions that could be mistaken for belonging to or being associated with LINE Corporation (hereinafter referred to as the "Company")
Any expressions that could be misunderstood as being certified by the Company due to the use of logos, characters, services, or other content owned by the Company are expressly forbidden. In particular, the rights to use the Company's characters are owned by the Company and its affiliates, and unauthorized use of them for creative purposes is prohibited. When using logos, icons, symbols, or other content related to the Company, follow the "Logo Guidelines" and "Guidelines for using LINE-related materials in advertisements, sales promotions, and notices" on this page (this information is only available in Japanese).

(3) Written representation of "friends" 
Users and LINE official accounts that are connected are referred to as "friends." Use the term "friends" in the ad destination and ad creative when referring to connected LINE official accounts and users. Referring to friends in any other way (e.g. "buddies," "frendz") is prohibited.

(4) Link restrictions
Links to pages that have no direct relationship to the account or the ad creative are prohibited. Ad content should not appear unnatural from the perspective of the user.

(5) Prohibition of advertisements with more than one sponsor 
Except in cases specifically recognized by the Company, the resale of ads is prohibited. Additionally, the transmission of information from unrelated third parties is also generally not allowed in order to protect the interests of users.

(6) Prohibition of links to pages that cannot be viewed on standard smartphone browsers (iOS, Android)
Make sure that link destinations work properly on smartphones. Additionally, pages with small and difficult-to-read text or text/images that do not fit on the screen cannot be used.

(7) Prohibition of expressions and advertisements judged to have low usability
Ads with content that cannot be viewed (e.g. because it is under construction) or that does not have the best interests of users in mind (e.g. could induce users to perform unintended operations) are prohibited.

(8) Prohibition of potentially offensive language or content
Advertisements containing content with the potential to offend users, such as images that are excessively revealing*1, sexual, or focused on sensitive areas of the body, are prohibited. Advertisements containing content that may make users uncomfortable, such as content that is violent, anti-social, or grotesque, are also prohibited.
*1 Swimsuit or underwear images unrelated to the advertisement are prohibited.

(9) Potentially misleading language or content
Advertisements that lead users to believe a product or service is somehow better or cheaper than it actually is (e.g. false advertising) are prohibited. Language containing superlative expressions such as "world's first" or "number one worldwide" must be accurately substantiated in the link destination and ad creative, with the source behind the relevant survey and the year it was conducted clearly identifiable.

(10) Language or content that may incite speculation or gambling
Content that is suggestive of money and other monetary devices, or directly and overtly implies that users will win or somehow receive money through the use of the product or service is prohibited. Depictions of certainly being able to receive large sums of money or make earnings are not allowed, as they could cause confusion and encourage gambling or speculation.

(11) Language or content regarding the handling of private information obtained through user registration or other similar methods
If your advertisement sends users to a separate web page and encourages them to register for your products or services, you must state in a plain and clear manner that the link destination is in no way affiliated with the Company. Additionally, when the personal information of users is collected, it is assumed that such information will be handled in compliance with personal information protection laws. Excessive or explicit appeals for membership registration should be refrained from, with the best interests of users in mind.

(12) Language or content using material owned by a third party
Copyrights, trademarks, portrait rights, publicity rights, or other legal or contractual rights, including celebrity names, images, and names or images from television programs, may not be used in advertising without permission.

(13) Survey style landing pages
Links or landing pages in which the company information (e.g. company name/location) cannot be confirmed are not accepted.

(14) Article style landing pages
Landing pages that do not have enough content or information to exist as landing pages cannot be used. Landing pages must fulfill the following conditions:
• The main purpose of the landing page is not to transition to another page (e.g. for clicking on another advertisement).
• All of the content on the landing page must be authentic.
• There must be enough information to make the landing page useful to users.


(Last updated: November 6, 2019)

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Prohibited ad content toggle
Use of LINE Ads (hereinafter referred to as the "Service") will be prohibited if ads are determined to contain any of the following types of content.

(1) Content that violates any law, court ruling, decision, or order, legally binding administrative measure, or content that is illegal or promotes illegal activity.
(2) Content that infringes on intellectual property rights (such as copyrights, trademark rights, or patent rights), honorary rights, privacy rights, publicity rights, or other legal or contractual rights held by LINE Corporation (hereinafter referred to as the "Company") or a third party.
(3) Content that may offend public order or morality.
(4) Content that benefits or aids antisocial forces.
(5) Use of the Service as an advertising medium for a third party.
(6) Intentional dissemination of false information or content that has no relation to the operation or maintenance of the business for which you have applied.
(7) Unauthorized collection, disclosure, or provision of personal information, registration information, usage history information, or other information belonging to third parties.
(8) Anti-social content, such as content that is excessively violent or explicitly sexual; content that is discriminatory based on race, nationality, creed, gender, social status, or class; or expressions that induce or promote suicide, self-harm, or substance abuse.
(9) Any content intended for sexual or obscene use, or for meeting strangers or dating.
(10) Slander or defamation of third parties.
(11) Content that could cause users or third parties to feel uncomfortable or irritated.
(12) Promotion of services or products with unclear content.
(13) Activity that interferes with servers or the network system of the Service.
(14) Activity that interferes with operation of the Service by the Company or by users.
(15) Intentional use of errors occurring with the Service.
(16) Unreasonable inquiries or requests towards the Company.
(17) Content that violates the LINE Terms of Use.
(18) Content that violates the LINE logo usage guidelines.
(19) Any assistance with or promotion of activities listed above.
(20) Any other content deemed inappropriate by the Company.


(Last updated: November 6, 2019)

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Examples of products requiring particular attention toggle
(1) Online shopping sites
Display the Act on Specified Commercial Transactions on the landing page or your company's home page.

(2) Secondhand stores
Display the secondhand store registration number on the landing page or your company's home page.

(3) Alcoholic beverages
When publishing content pertaining to alcoholic beverages, include a warning label of the following type: "Alcoholic beverages are for adults 20 years of age or older." For beverages with 1% alcohol content or less, state that the beverage contains alcohol.

(4) Contact lenses
Conform to the advertising self-regulation standards determined by the Japan Contact Lens Association.

(5) Government-operated gambling
Expressions and predictions which excessively stir up speculative desire, as well as expressions, video, and visual images that directly or indirectly encourage the purchasing of betting tickets for horse or boat racing are prohibited. Take minors into consideration when delivering ads.

(6) Public lotteries
Lottery advertisements must not contain expressions which create unrealistic expectations of winning. Take minors into consideration when delivering ads.

(7) Card loans (unsecured and unguaranteed loans for individuals)
When promoting card loans that qualify as bank card loans (meaning card loans operated by consumer finance services belonging to mega-bank groups), please comply with the self-regulation standards set by the Japan Financial Services Association, including the following rules:
• Do not target advertisements towards customers of other lenders or those without ability to repay their loans.
• Do not promote easy-to-get loans or overly promote to those in need of loans.

(8) Temporary staffing/paid job placement companies
Display the Ministry of Health, Labour and Welfare's registration number on the landing page or your company's home page.

(9) Financial services
For financial/lending services, it must be possible to confirm registration with the appropriate regulatory authorities. The cost and transaction risk must also be clearly indicated on the landing page. Observe the self-regulatory advertising standards set in the industry, including the avoidance of content that may inspire speculation.

(10) Information comparison sites
It is assumed that the provider of the product or service, as well as the content displayed, has been reviewed. The arbitrary posting of information is prohibited. It is assumed that the following conditions are met:
• Content is not ranked in arbitrary order.
• No content is posted that lacks authenticity.
• There is enough information that is useful to users.

(11) Products that fall under the Pharmaceutical and Medical Device Act
• Strict observance of the Pharmaceutical and Medical Device Act is required.
Advertisements for pharmaceuticals, quasi-drugs, medical equipment, cosmetics, and other related products are governed by the Pharmaceutical and Medical Device Act and the Standard for Adequate Advertisement of Pharmaceutical Products established by the Ministry of Health, Labor and Welfare. Claims regarding the efficacy and effects of a product must be within the permitted range. In the case that there are any conditions, the conditions must be clearly stated and described when using LINE Ads, and there can be no guarantees of safety or efficacy.
For information on restricted expressions, see the documentation below provided by the Tokyo Metropolitan Government Bureau of Social Welfare and Public Health (only available in Japanese).
Notice concerning advertising regulations for pharmaceutical products
Additionally, the following types of expressions are not allowed in the advertisement of any product or service.
1. Expressions that demonstrate or imply effectiveness that has not been approved.
2. Use of medical terms such as "diagnosis," "treatment," "recuperation," "alleviation," "procedure" in reference to non-medicinal products, or expressions which suggest the effectiveness of a non-medicinal product as a treatment or prevention for a disease.
3. The use of unapproved "before and after" photos to guarantee the effectiveness or safety of a product.
4. Expressions including "comments" or "personal opinions" related to effects on the body.
5. Absolute guarantees of the effectiveness or safety of a product or service, superlatives or expressions with a similar effect, or claims of superiority to other products or services.
6. Recommendations from healthcare professionals, researchers, or other groups which influence public perception.
7. Expressions that create or promote feelings of unease.
8. Direct images or descriptions of symptoms or affected areas.
9. References to books or other publications designed to sell a product or service (so-called "bible advertising").

• Online sale of non-prescription pharmaceuticals
When guiding consumers to a website that sells class 1 to 3 non-prescription drugs, please ensure that appropriate contact information (including the store name, the names of the employed pharmacist and registered seller, details of any permits, and business hours) is displayed on the site, in accordance with the Pharmaceutical and Medical Device Act. Please also ensure that there are no recommendations of specific medicines based on purchase histories, comments/reviews on pharmaceuticals, etc.


(Last updated: November 6, 2019)

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Submission guidelines toggle
For the LINE Ads submission guidelines, see here (only available in Japanese).


(Last updated: November 6, 2019)

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