Knowledge Article

Tobacco and vaping advertising is highly restricted and often prohibited. Final approval is always at the discretion of individual publishers.

Creative compliance

Creative final approval is at the discretion of individual publishers. Even if creatives are compliant with regulations, a publisher can decide to reject them based on its internal policies.

Regulatory considerations include:

Coupons, rebates, and discounts may be prohibited.
Misleading advertising is prohibited under FDA regulations.
Youth-appealing imagery or playful designs are not permitted.
Digital ads must include required health warnings.
Prohibited descriptors such as “light,” “mild,” or “low” are not permitted without FDA authorization.

Best practices for brand-only creatives:

Focus on brand heritage or values.
Use neutral or abstract imagery.
Avoid depicting product use.

🟪 Emphasizing brand identity without referencing product or pricing is generally the most compliant approach.

Audience and geo compliance

Age targeting

Must be of legal age. Targeting minors is prohibited.

Geo restrictions

Canada Tobacco and Vaping Products Act (TVPA) Online advertising of tobacco products is largely prohibited. Exceptions are minimal and typically involve direct communications with adults, provided they comply with strict guidelines.

In the USA ads must be targeted to 21+. Legal and health warnings must occupy at least 20 percent of the ad and use a minimum 12-point font.

Advertising tobacco products is prohibited in LATAM.

Recommended brand safety and contextual settings

Brand safety

Use DoubleVerify to exclude mobile apps related to age and content advisory ratings, such as Everyone (4+), and apps rated for Tweens (9+), Teens (12+), and Mature (17+).
Consider including the Tobacco category under content and keyword targeting.

Inventory eligibility

Exchanges: Campaigns may only target Magnite DV+, Index Exchange, and Pubmatic. Publishers have the final say on whether to run the ads.

Whitelists

Whitelisting is optional but may limit reach.

US Premium Site Inventory List: refer to US tobacco, vaping, or e-cigarette accepted table
Canada Premium Site Inventory List: refer to Canada tobacco, vaping, or e-cigarette accepted table

Available deals: Rubicon Tobacco Allowed Publishers for display and video.

Declarations

Advertiser declaration: Pharmaceutical and Healthcare
Campaign declaration: Cigars

Legal and regulatory disclaimers

Ads must include:

This product contains nicotine. Nicotine is an addictive chemical.

Best practice is to use brand logo only.

Non-supported ad formats

DOOH
Audio: Traditional tobacco (cigarettes, cigars) as well as e-cigarettes and vapes are prohibited.
CTV

Point of contact

Contact your Account Manager for approval guidance or compliance support.

FAQs

What age targeting rules apply to tobacco advertising?

Tobacco advertising must target adults of legal age only. Targeting minors is prohibited in all regions. In the United States, campaigns must target users aged 21 or older and include legally required health warnings with defined size and font standards.

What geo restrictions affect tobacco and vaping campaigns?

Many regions prohibit tobacco advertising outright. LATAM markets do not permit tobacco ads. Canada limits online advertising under the Tobacco and Vaping Products Act. United States campaigns require strict age gating and warning disclosures.

What inventory and brand safety controls support tobacco compliance?

Tobacco campaigns may use limited exchanges and approved publishers only. DoubleVerify filters help exclude youth-rated apps and unsuitable content. Whitelists may further restrict delivery but improve approval odds. Publishers retain final authority on ad delivery.

Alcohol advertising compliance guidelines overview

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