Ad directory

Global Yahoo Advertising Policies

Ad targeting

Yahoo ad targeting policies are in place to help users feel welcome and comfortable on our sites. This policy applies to ad interest targeting. Advertisers are wholly responsible for making sure ad targeting, including first and third party data, is legal and complies with all applicable local and regional regulations and the policy.

  • Yahoo does not allow any ad or related targeting that is discriminatory, harassing, predatory, or offensive.
  • Yahoo does not allow advertisers to target ads using targeting categories (segments) to any region where those categories are not legal.
  • Advertisers may not use interests in products or services that are classified as unacceptable products as listed under the Yahoo Advertising Policies to create ad targeting segments.
  • Yahoo excludes children known to be under the age of 18 from targeted advertising. Additionally, ad products must be appropriately age targeted as outlined under the Yahoo Advertising Policies.
  • Yahoo does not allow the use of age, gender, zip code, or ethnic affinity targeting to promote housing, financial products, employment, or education. This includes but is not limited to: consumer/auto loans, home mortgage/refinance/equity loans, housing, payday loans, credit cards, credit counseling or repair, debt consolidation, job services, any HARP related offers, or for-profit colleges.
  • Advertisers may not use the sensitive interest categories below (also known as segments) to target users or to market products or services.
  • Sensitive interest categories include but are not limited to:

    • Any category that facilitates discrimination on the basis of race, ethnicity, gender, gender identity, disability, sexual orientation, religion, citizenship or immigration status, or protected class.
    • Any category that is predatory in nature. For example, targeting users based on economic hardship or economic vulnerability.
    • Any category based on sexual interests.
    • Any category based on illegal activities.
    • Any category based on sensitive physical or mental health data, including biometric data, genetic data, and addiction issues. Definitions of sensitivity for physical or mental health data vary by jurisdiction, with some jurisdictions considering any physical or mental health data to be sensitive.
    • Any category based on participation in political demonstrations, protests for social justice, equality, or human rights, and related gatherings.

    Precise location data may be deemed sensitive in some jurisdictions and is only allowed with Yahoo’s prior approval.

    Some restrictions may still apply (e.g., use of the data will be restricted in certain jurisdictions, and health-related targeting is not allowed).