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Fire TV Ad Policies (US Only)

These policy guidelines apply to all Fire TV ad placements in the United States. All policies are subject to change to meet marketplace needs.

Allowed Categories & Requirements

 

Product Category

 Policy Guidelines Targeting Requirements
Alcohol • Allowed with dayparting.

• Cannot drive customers to Amazon.com, Fresh, Amazon Go, Whole Foods Market, or third-party grocery destinations.

• Available for Managed Services only; requires pre-approval. 		• Use of Amazon audience data may be limited.

• Ads must be dayparted from 9 PM to 6 AM.

• Sponsorships are not permitted as they cannot be dayparted.
Gambling & Real Money Gaming • Allowed with required state licenses.

• Available for Managed Services only. 		• Requires A21+ demographic targeting.

• Dayparting required from 8 PM to 6 AM.

• Must be frequency capped at 2x per day.
Entertainment • R/TV-MA titles are allowed with dayparting.

• Share of Voice (SOV) campaigns for R/TV-MA and horror titles (regardless of rating) require pre-approval.

• Not-yet-rated titles may receive dayparting exceptions with pre-approval. 		• Unrated, not-yet-rated, R-rated, TV-MA, and horror titles must be dayparted from 9 PM to 6 AM.

• Horror titles must use in-market segments for horror fans and run in Feature Rotator slot 2 or higher.
News and Journalism • Allowed with pre-approval.

• Cannot advocate for or demean a political party, candidate, program, ideology, or organization.

• Cannot leverage fear, tragedy, or critical events.

• Cannot imply false official government association. 		• No targeting restrictions specified.
Charities and Public Service Announcements (PSAs) • Allowed with pre-approval for registered 501(c)(3) charities.

• Must not employ negative messaging, imagery, or emotions that leverage fear, emotional distress, or tragic events.

• Prohibited products cannot be advertised regardless of legal designation. 		• Cannot target based on identity and belief, personal hardship or adversity, or any personal data defined as sensitive under applicable law.