Snapchat is primarily a visual messaging app built to help people communicate with their family and friends. But there are parts of the app where public content may reach a wider audience via algorithmic recommendations; such content is defined as Recommended Content. For example:

• On the Stories tab, Snapchatters can view recommended content from professional media partners and popular creators.

• On Spotlight, Snapchatters can watch content created and submitted by our community.

• On the Map, Snapchatters can see Snaps of events, breaking news and more from around the world.

All content everywhere on Snapchat, public or private, must adhere to our Community Guidelines and Terms of Service.

In order to be eligible for algorithmic recommendation beyond the creator’s friends or subscribers (for example, on Stories, Spotlight or the Map), Content must meet the additional, stricter standards described in the Content Guidelines on this page.

We enforce these Content Guidelines with moderation using a blend of technology and human review. We also provide in-app tools for Snapchatters to report content that they find objectionable. We respond to user reports quickly, and we use feedback to improve the content experience for all Snapchatters.

The guidelines for recommendation eligibility in these Content Guidelines apply equally to content from any source, be it a partner, individual creator or an organisation of any kind.

We reserve the right to apply these Content Guidelines at our discretion and to take any action to enforce them, which may include, among other things, removing, limiting distribution, suspending, limiting promotion or age-gating your content.

Creators or Partners that violate our Community Guidelines or Terms of Service will be deemed in violation of these Content Guidelines.

Additionally, all content must comply with applicable law anywhere it’s distributed and the terms of our content agreement with you. Where we believe the foregoing has been violated, we reserve all rights to remove the offending content.

Snapchatters represent a diverse range of ages, cultures and beliefs, and we want to provide a safe, healthy, valuable experience for all users, including those as young as 13. Recognising that many Snapchatters may see content without actively choosing to do so, we designed these guidelines to protect Snapchatters from experiences that may be unsuitable or unwanted.

Within the pool of Recommended Content, we strive to personalise recommendations, especially for what we call “Sensitive” content. For example, Sensitive content may:

• Depict acne treatments which may seem gross to some Snapchatters, while others may find it useful or fascinating; or

• Feature people in swimwear in a manner that may seem sexually suggestive, depending on the context or the viewer.

While some Sensitive Content is eligible for recommendation, we may avoid recommending it to certain Snapchatters based on their age, location, preferences or other criteria. Please note that the Sensitive criteria in these Content Guidelines should serve as a non-exhaustive list of examples. We may restrict or decline to recommend any content based on moderation history, user feedback, engagement signals or our own editorial discretion.

• Polls that ask questions about sensitive personal information. This includes, but is not limited to, users' racial or ethnic origin, political opinions, religious or philosophical beliefs, trade-union membership, personal health or sex life.

All content should be produced in a manner that is consistent with reasonable industry best practices. The following are not eligible for recommendation:

• Substandard Video Quality, such as blurry low-resolution or overly pixelated imagery, incorrect orientation that would require a user to rotate their screen from vertical to horizontal, videos that mistakenly lack audio, etc.

• Flashes or strobes without a warning for photosensitive users.

• Illegible or inscrutable Partner Tile text. This applies to logos or headlines that may be hard to read due to issues with capitalisation, punctuation, symbols or emojis.

• Off-platform links (URLs, QR codes, etc.) to other messaging services, social media platforms or cloud storage servers. You are free to link to other social media platforms on your own story or profile, but that will not be eligible for promotion. (Note: in Discover, we make exceptions for certain trusted URLs on Snaps within a user’s Story, but those Snaps are not eligible to be featured as Tiles.)

• Promotion of accounts on other messaging services or social media platforms. For example, a username paired with the name or logo of a different social media or messaging app. (Note: we make exceptions when a Snap is attributing content to the original creator and adding original, transformative commentary).

The following is eligible for recommendation only on limited surfaces (such as Discover), but not in Spotlight or on the Map:

• Off-platform links (URLs, QR codes, etc.) to destinations that are not: other messaging services, other social media platforms or cloud storage servers.

Context matters. Some content that is newsworthy, educational, satirical, or the subject of public discourse may be allowed, even if it references or depicts things that might otherwise violate elements of our Content Guidelines. We apply editorial judgement in such cases, and we ask that you do the same. This means:

• Maintain standards for accuracy through appropriate fact checking

• Age- and/or location-gate in accordance with these Content Guidelines, when appropriate and available

• Avoid shocking Snapchatters with graphic or disturbing content. When potentially-disturbing content is truly newsworthy, you must use a graphic content warning.

Political Content is eligible for recommendation only from trusted, pre-approved Partners or Creators. This includes:

• Election-related content about candidates or parties for public office, ballot measures or referendums, political action committees, and content that urges people to vote or register to vote.

• Advocacy or issue content concerning issues or organisations that are the subject of debate on a local, national or global level, or of public importance.

Any harassment or bullying that is prohibited in our Community Guidelines is prohibited anywhere on Snapchat, including in private content or on a Snapchatter’s Story. For content to be eligible for recommendation to a wider audience, it must not contain:

• Ambiguous attempts to embarrass or humiliate someone. Our Community Guidelines prohibit all forms of harassment and bullying, but these Content Guidelines apply a stricter standard in ambiguous cases where the intent to embarrass is uncertain (for example, a Snap of a “roast” where it’s unclear if the subject wants to be mocked on camera). This extends to demeaning or belittling language. It also includes objectifying someone based on their appearance, even if they are a public figure.

  • Note: criticising or satirising the words or actions of prominent public adults or organisations would not be considered harassment or bullying.
    Sexual harassment of any kind (see “Sexual Content,” above) is prohibited anywhere on Snapchat.

• Invasions of privacy. Our Community Guidelines detail the types of private information that should not be shared. These Content Guidelines additionally prohibit sharing images of children, including the children of public figures, unless:

  • they are a central part of newsworthy stories

  • they are accompanying their parent or guardian at a public event

  • the content was created with the consent from a parent or legal guardian.

• Wishing serious injury or death upon someone (for example, “I hope my ex crashes their new car”).

• Profanity targeted at someone else. Our Community Guidelines allow self-expression that uses profanity, but these Content Guidelines prohibit coarse language or profanity directed at an individual or group, even if it is bleeped or obscured, and even if it is not as severe as hate speech or sexual explicitness.

• Mean or dangerous pranks that could cause the victim to believe they are in imminent danger of injury, death or loss.

• Insensitivity regarding tragic events or topics (for example, mocking survivors of intimate partner violence)

Any disturbing or violent content that is prohibited in our Community Guidelines is prohibited anywhere on Snapchat. For content to be eligible for recommendation to a wider audience, it must not contain:

• Graphic or gratuitous imagery. Our Community Guidelines prohibit graphic or gratuitous imagery of violence to humans or animals. These Content Guidelines prohibit graphic or gratuitous depictions of not only violence, but also severe illness, injury or death. Our Community Guidelines do not prohibit content that depicts medical or cosmetic procedures (for example, pimple popping, ear cleaning, liposuction, etc.), but content is not eligible for recommendation if it depicts graphic imagery. “Graphic” in this context includes real-life imagery of bodily fluids or waste, such as pus, blood, urine, excrement, bile, infection, decay. We deny amplification to intentionally, viscerally disturbing human body imagery, such as sharp objects near the skin or eyes, or vermin near the mouth. While our Community Guidelines prohibit content that shows animal abuse, these Content Guidelines additionally prohibit imagery of severe animal suffering (for example, open wounds, emaciation, broken or mangled body parts) or death.

• Glorification of violence. Our Community Guidelines prohibit expressing support for violence or encouraging violence against anyone. These Content Guidelines go further to prohibit even ambiguous support for or tacit approval of violence.

• Glorification of self-harm. Our Community Guidelines prohibit the promotion of self-injury, suicide or eating disorders. These Content Guidelines go further to deny amplification to edge-case content (for example, jokingly saying, “Delete your account and kys,” or any “thinspo” or “pro-ana” content).

• Encouraging dangerous behaviour is prohibited in our Community Guidelines. These Content Guidelines deny amplification to content that depicts dangerous activities performed by non-professionals, such as stunts or “challenges” that could result in injury, illness, death, harm or property damage.

• Lurid or sensationalised coverage of disturbing incidents. Our Community Guidelines do not prohibit content about disturbing incidents, but these Content Guidelines deny amplification to content that focuses on non-newsworthy violent or sexual crimes or crimes that involve minors. For content to be considered “newsworthy,” it must be timely and involve a prominent individual, group or issue in the public interest.

The following is eligible for recommendation, but we may choose to limit its visibility to certain Snapchatters based on their age, location, preferences or other criteria.

• Violence in the context of national news, education or public discourse, where there is no graphic imagery of death or mutilation. Disturbing incidents, such as sexual or violent crimes, may be newsworthy when they are timely and involve a prominent individual, group or issue in the public interest

• Discussion of overcoming self-harm, including eating disorders.

• Non-graphic depictions of health issues, procedures, medical settings or equipment. This includes preserved body organs in educational or newsworthy contexts.

• Cosmetic procedures where the skin is not broken.

• Body modification such as tattoo needles on skin or piercings in progress.

• Animals in danger or distress in natural settings, without graphic imagery of death or gore.

• Species that trigger common phobias, such as spiders, insects or snakes.
  Fictional but realistic and potentially disturbing imagery. This includes violence in entertainment contexts (for example, in a movie, video game or comedy skit). This also includes horror-themed content (for example, special effects makeup, costumes, props). It also includes imagery meant to provoke a visceral reaction (for example, porous objects to trigger trypophobia, glue to simulate peeling skin, or seeds to simulate ticks).

• Profanity when it is not directed at an individual, not derogatory to a group, and not in a sexually explicit context. This applies to expletives commonly used to express general frustration (for example, “s***” and “f***”).

Any harmful false information that is prohibited in our Community Guidelines is prohibited anywhere on Snapchat. Creators and Partners are responsible for fact-checking their content. Creators and Partners are prohibited from publishing inaccurate or misleading content, whether the subject matter is serious (politics, health, tragic events) or more frivolous (entertainment gossip, hoaxes, etc.). For content to be eligible for recommendation to a wider audience, it must not contain:

• Political false or unsubstantiated information. Our Community Guidelines prohibit political false information, such as erroneous information about voting, misrepresentations of a candidate’s positions or other content that undermines civic processes. There may be instances where our review teams are unable to verify whether a political claim is true, false or potentially misleading. Ambiguous content may be allowed among friends or followers, but will not be eligible for recommendation.

• Health-related false or unsubstantiated information. Such content is prohibited in our Community Guidelines, which means it is also prohibited in these Content Guidelines.

• Denial of tragic events. Such content is prohibited in our Community Guidelines, which means it is also prohibited in these Content Guidelines.

• Manipulated media that is false or misleading. Our Community Guidelines focus on manipulated media’s potential for harm (for example, a deep fake of a politician doing something embarrassing). Our Content Guidelines go further to deny amplification to false or misleading information even where there is no obvious risk to society. For example, clickbait tile images that use photo editing tools or AI to depict a snake the size of a bus, or that edit actors into costumes to spread completely unfounded casting rumours; these examples may not threaten civic integrity or public health, but they are misleading.

• Deceptive impersonations of other people, brands or organisations. Such content is prohibited in our Community Guidelines, and these Content Guidelines go further to prohibit ambiguous or unclear impersonation. Satire, parody and commentary are allowed, but the reality of content authorship must be reasonably clear to a viewer as young as 13.

• Deceptive marketing tactics of any kind. We prohibit links with excessive redirects or links that generate pop-ups or pop-unders or excessive ad load. You may not change the end destination or landing page of a link after you have displayed it in your content. Any links in your content must also comply with our Content Guidelines.

• Engagement bait. This means content where the intent is not to entertain or inform the viewer, but to manipulate them to boost the Snap’s views or interactions. Engagement bait often sets up an expectation that never pays off. Here is a non-exhaustive list of examples of prohibited engagement bait:

  • A “wait for it” caption, but “it” never happens.

  • Challenges based on non-existent Snapchat features, such as, “Snapchat won’t let you like this 10 times.”

  • Attempts to leverage likes or shares, such as, “If this gets 20,000 likes, I’ll shave my head.”

  • Attempts to trick people into re-watching or pausing a Snap via long blocks of text, brief glimpses of something, or “spot the difference” games.

  • Misleading or sensationalised headlines or Tiles, such as unfounded casting rumours, presenting a celebrity’s years-old arrest as breaking news, editing an image of someone’s body or face to imply a radical transformation, etc.

Illegal or regulated activities, products or services that are prohibited in our Community Guidelines are prohibited anywhere on Snapchat. For content to be eligible for recommendation to a wider audience, it must not:

• Facilitate or promote illegal activity. Such content is prohibited in our Community Guidelines, which means it is also prohibited in these Content Guidelines.

• Depict tobacco, nicotine, or cannabis products or paraphernalia. While our Community Guidelines do not prohibit Snaps of adults using these products in places where they are legal, these Content Guidelines deny amplification to such content.

• Depict dangerous alcohol use. While our Community Guidelines do not prohibit Snaps of adults consuming alcohol, these Content Guidelines deny amplification to content that shows excessive or dangerous alcohol use by an adult, such as rapidly consuming large quantities of alcohol, or operating heavy machinery while intoxicated or while alcohol is present, or drinking to the point of slurred speech or loss of consciousness.

• Depict real modern lethal weapons (guns, combat knives, explosives, etc.) outside of a news, education or sports context.

  • Historical weapons (catapults, blunderbusses, swords, etc.) are allowed.

  • Fictional weapons (cosplay props, video game weapons, etc.) are allowed.

• Promote certain regulated goods or services. Our Commercial Content Policy explains how Snapchatters may share commercial content with their friends or followers, including content that requires targeting based on age or location. But in order to be eligible for recommendation, content must not promote these regulated areas:

  • Residential property

  • Employment opportunities

  • Gambling, real money gaming/betting, lotteries, sweepstakes

  • Unrealistic claims about potential health benefits of a product or service; any promotion of supplements, pharmaceuticals or weight loss products

  • Loans, investments, credit, cryptocurrencies, NFTS, or any other financial products or services

  • Alcohol

  • Tobacco, cannabis and their derivatives (nicotine, THC/CBD products) or paraphernalia (vapes, etc.)

  • Explosives, fireworks, pyrotechnics, demolition devices

  • Dating apps, sites or services

The following is eligible for recommendation, but we may choose to limit its visibility to certain Snapchatters based on their age, location, preferences or other criteria.

• Moderate alcohol use by adults.

• Weight loss programmes or techniques.

  • Fitness content is allowed for all audiences when it focuses on strength, conditioning or mobility instead of focusing on weight loss.

• Fictional references to illegal or regulated activities (for example, jokes, skits, scenes from movies or video games)

Any Hateful Content, Terrorism and Violent Extremism that is prohibited in our Community Guidelines is prohibited anywhere on Snapchat. For content to be eligible for recommendation to a wider audience, it must not contain:

• Content from, or promoting Terrorist organisations, violent extremists or hate groups. Such content is prohibited in our Community Guidelines, which means it is also prohibited in these Content Guidelines.

• Hate speech. Our Community Guidelines prohibit content that demeans, defames, or promotes discrimination or violence on the basis of race, colour, caste, ethnicity, national origin, religion, sexual orientation, gender identity, disability, or veteran status, immigration status, socio-economic status, age, weight or pregnancy status. These Content Guidelines go further to prohibit content that is ambiguously demeaning to any of the protected categories listed above. If it is unclear whether content is intended as a “dog whistle” for discriminatory beliefs, we err on the side of not promoting such content.

The following is eligible for recommendation, but we may choose to limit its visibility to certain Snapchatters based on their age, location, preferences or other criteria:

• The use of “reclaimed” slurs by in-group members of the target of the slur.

• Hate speech or symbols in the contexts of counter-speech, news, education, history, fiction

Our Commercial Content Policy applies to any content on Snapchat that is not a traditional advertisement served by Snap, but is sponsored by, promotes, or advertises any brand, product, good, or service (including your own brand or business), and content you have been incentivised to post by receiving monetary payment or free gifts.

Commercial content is not eligible for recommendation if:

• It violates any part of our Commercial Content policy.

• It does not disclose its commercial nature. Snap offers a “paid partnership” disclosure tool and profile-level age and location targeting tools to help Creators, Partners and brands comply with 1) local laws, 2) our Advertising Policies and 3) our Commercial Content Policy. We require the use of these tools where applicable.