LINE Ads Ad Campaign Guidelines

Please ensure that your advertisement strictly adheres to all applicable laws, as well as self-imposed industry rules and guidelines when posting them to the LINE Ads. In addition to avoiding any possible legal risks, LINE has adopted a set of advertising guidelines for the LINE Ads to protect the interests of users. While the landing page and ad creative must be submitted for review prior to release, LINE also monitors the LINE Ads over the course of the ad's listing in order to ensure that its content continues to adhere to all relevant guidelines, and that any offending content is properly revised, deleted, or removed from the platform.

Content within this document are not official legal advice. Advertisers are required to study and make sure their products follow all applicable laws and industry rules.

LINE will not be responsible for the improper use of this guideline. Advertisers will not bring charge against LINE or any of LINE affiliates for any breach of applicable laws and industry rules from the use of this document. Advertisers will not ask LINE or any of LINE affiliates to reimburse or pay for damages caused from any breach of applicable laws and industry rules.

Prohibited Industries and Products

1. Cigarette, electric, tobacco or related products. This includes quit-smoking aid products containing nicotine

2. Digital currency or any related digital currency business, personal investment, such as FOREX and real estate (Products or Services by Financial Institutions, Banks, Securities Companies and Digital Asset Business authorized by relevant government agencies) (Certain exceptions apply)

3. Weapons (all types), poisons, and hazardous substances

4. Sale of information. This includes, but not limited to personal information and disclosure of others’ trade secrets

5. Pyramid scheme, direct sales in an illegitimate multi-level, or any other businesses of the same nature which are not approved by the Office of Consumer Protection Board (OCPB) such as businesses which push members to buy products in order to be a part of its business, businesses which do not focus on selling products to users but rather encouraging members to invite others to join network, incomes of businesses are based on invited participants joining network, high price merchandise with non-standard quality, do not have refund policy due to payment scheme is to pass through money received from new members to be paid to current members as pyramid system. 

6. Buying and Selling Services or Services for Breeding of All Kinds of Animals and Buying and Selling Services for Animal Organs, or Products Derived from Animals, such as Eggs, Fur, Fat, Blood, or any Liquid from Animal Bodies, Excluding Animal Products for Consumption that are Lawful and Supported by Certification Documents, including Animal Hospitals, Veterinary Clinics, and Animal Treatment or Nourishment Products, as well as Medical Equipment Used with Animals. Additionally, advertisements related to controlled wood species, as prohibited by the forestry law, or controlled plant seeds, reserved plants, and protected plants as regulated by plant variety laws, are not allowed. However, advertisements related to the general sale of decorative plants or plant-based consumption products that comply with the law and have appropriate licenses or certifications are allowed.

7. Unlawful lending and fundraising 

8. Intellectual Property without permission (Copyright/Trademark)

9. Point sites (sites based on accumulating points and providing point-based services or rewards) or gambling-related sites without authorization from Department of Provincial Administration

10. Affiliate sites, Revenue sharing in exchange for providing advertising service

11. Narcotics and Active ingredients/ Hazardous Substances

• These products are prohibited to be publicly advertised. (Direct advertisement to medical personnel is allowed. Must comply with regulations of Food and Drug Administration, Ministry of Public Health. This includes but not limited to advertisement permission.)

12. Public service corporations including NPOs/NGOs and incorporated associations

• Must have registration certificate, or establishment permit, or document certifying permission to operate in Thailand issued by the Department of Provincial Administration, Ministry of Interior, or the operating committee of foreign private organizations, or Ministry of Labor.

13. Gambling products and services such as pachinko, football betting, online games prohibited by law

14. Adult goods and services (including sexually explicit goods and services aimed at adult consumers, goods and services featuring sexually explicit language, goods and services which could be suggestive of child pornography or otherwise inappropriate from the perspective of protecting minors, sexual performance enhancers, and legal drugs).

15. Infant food (such as infant formula milk powder) and infant supplement.

16. The process of giving birth as a surrogate mother or of arranging such a birth

17. Alcoholic beverages. This includes both direct and indirect purchase of all types of alcohol beverages

18. COVID-19 Antibody test kits

• This type of products are classified as Medical Devices that must be sold to hospitals (private or public) or medical clinics only. As such, they are not allowed to be advertised to the general public. Those products may, however, be advertised directly to healthcare professionals, provided that the advertisement has been notified to the FDA.
• Regardless, LINE Ads is intended to be accessed by the general public, without limitation to healthcare professionals. For this reason, LINE does not allow an advertisement on COVID-19 antibody test kits on LINE Ads.
• For COVID-19 antigen test kits, please check Regulated Products and Services. 

19. The advisement of cryptocurrencies (since those advertisements must be carried out via the digital asset business operator's own official channels.)

Regulated Products and Services

1. Food, Beverages, Dietary supplements, and Household Medicines

Must comply with the rules and regulations of Food and Drug Administration, Ministry of Public Health.

This includes advertisement permission by cases.

Except the following food products that does not require FDA. But require labels in accordance with the law

• Plant products including brown rice, whole grains, dried beans, sesame seeds, dried chilies, crackers (not fried), grains, crushed cereals, cayenne pepper
• Animal products including dried fish, dried shrimp, dried bird's nest, raw salted eggs, shrimp paste, pickled fish powder or raw, pickled fish in Budu, honey

1.1 Cannabis and hemp

As of June 16, 2022; subject to further changes following the effect of Cannabis and Hemp Act B.E…..

In this LINE Ads guideline, the meaning of “cannabis and hemp” shall cover:

(A) The whole plants and their unprocessed parts, 

(B) Their extracts and seed oils, 

(C) The ready-to-eat food and drink (i.e. those cooked and served at restaurants and cafes) containing the foregoing A or B

(D) Finished products (e.g. food and herbal products) containing the foregoing A or B.

A. Cannabis and hemp—The Whole Plants and Their Unprocessed Parts

      (1) These products may be sold and advertised under the following conditions:

• The advertisement must not claim recreational effects
• Any statement of other beneficial effects should be truthful and supported by scientific evidence

      (2) Specifically, cannabis advertisement is also subject to the following conditions, set out under the Ministry of Public Health Notification dated June 16, 2022:

• The advertiser’s age must be 20 or over (Clause 2) 
• The advertisement must not show a statement or image of smoking cannabis in a public place (Clause 2 (1))
• The advertisement must show a warning “Not to be sold to a person under 20 years of age, or to a pregnant or breastfeeding woman, because such sales is illegal.” (Clause 2 (2), (3)). 

B. Cannabis and hemp—The Extracts And Seed Oils 

      (1) Under the Ministry of Public Health Notification dated February 9, 2022 The following products may be sold or advertised without a license:

• Extracts having 0.2 or less % by weight THC, which was produced from domestically grown plants and under an FDA license 
• Seed oils which were produced from domestically grown plants

      (2) Specifically, advertisement for cannabis extract/oil is also subject to the following conditions, set out under the Ministry of Public Health Notification dated June 16, 2022: 

• The advertiser’s age must be 20 or over (Clause 2)
• The advertisement must not show a statement or image of smoking cannabis in a public place (Clause 2 (1))
• The advertisement must show a warning “Not to be sold to a person under 20 years of age, or to a pregnant or breastfeeding woman, because such sales is illegal.” (Clause 2 (2), (3)).

      (3) Extracts or seed oils not falling within the B(1) above may not be sold or advertised.

C. Cannabis and hemp—The Ready-to-eat Food and Drink

As of August 26, 2022; subject to further changes following the effect of Cannabis and Hemp Act B.E…..

      (1) Ministry of Public Health Notification (No. 424) under the Food Act dated February 25, 2021, prohibits cannabis and hemp flowers from being food ingredients. Thus, food or drink containing those flowers may not be sold or advertised. On the other hand, ready-to-eat food and drink containing other cannabis parts (roots, leaves, etc.) may be advertised. 

      (2) Further, the Ministry of Public Health Notification dated August 25, 2022, issued pursuant to the Act on Public Health B.E. 2535, prescribes the following warnings that the advertisement must show with cannabis or hemp recipes:

• “People younger than 20 years, pregnant and breastfeeding women should not consume.”
• “If abnormal symptoms occur, stop consuming immediately. If the symptoms become severe, immediately visit or consult a physician.”
• “People allergic to cannabis or hemp should not consume.”
• “May induce drowsiness. Avoid driving or working with machines.”

D. Cannabis and hemp—Finished products

      (1) Food and Drink Products

• Ministry of Public Health Notification (No. 424) under the Food Act dated February 25, 2021, prohibits cannabis and hemp flowers from being food ingredients. Thus, food or drink containing those flowers may not be sold or advertised. On the other hand, food and drink containing other cannabis parts (roots, leaves, etc.) may be advertised if such food or drink has a Food Product Registration. 
• Food or drink in a sealed container (i.e. made from the SME, OTOP, or factory) containing leaves of cannabis or hemp must have a Food Product Notification/Registration License.
• Additionally, an advertisement on benefits of a food product must also have a Food Product Advertisement License 

      (2) Herbal Products

• Examples of herbal products are traditional medicines, cosmeceuticals and nutraceuticals formulated based on herbs.
• A herbal product may contain any part of cannabis or hemp, including flowers and extracts. 
• A herbal product requires an Herbal Product Registration License. 
• Advertising a herbal product requires an Herbal Product Advertisement License.

      (3) Cosmetics

• Cosmetics (including those containing cannabis, hemp or kratom) can be advertised without advertisement permission. But said advertisement must not claim a benefit that exceeds a cosmetic (e.g. curing a disease). The advertiser must comply with the rules and regulations of Food and Drug Administration, Ministry of Public Health.

1.2 Kratom

As of August 26, 2022.

• Whole kratom plant, leaves, or any of its parts may be sold or advertised without a license under rules set out below; 
• Ready-to-eat food or drink (e.g. food cooked in a restaurant or cafe) containing any kratom part may be sold or advertised;
• Food or drink in the sealed container (i.e. made from the SME, OTOP, or factory) containing any kratom part must have a Food Product Notification/Registration License. 
• Additionally, an advertisement on benefits of a food product must also have a Food Product Advertisement License 

Rules for advertising kratom pursuant to the Kratom Plant Act B.E. 2565

• If the advertisement relates to the importation or exportation of kratom leaves, the advertiser must hold a Kratom Leaves Importation or Exportation License issued under the Kratom Plant Act (Section 10)
• An advertisement on kratom leaves or food containing kratom must not target or have any statement or image of (1) a person under 18 of age (2) pregnant woman or (3) breastfeeding woman. The Minister of Justice jointly with the Minister of Public Health is authorized to declare additional risk groups for which exposure to such advertisement is prohibited. Additionally, the Ministry of Public Health alone is authorized to declare additional rules and conditions for such advertisement (Section 24).
• An advertisement on kratom leaves must not be associated with the following places or manners of sales: (1) an academy (2) a dormitory (3) a park, zoo and amusement park, (4) sales by a vending machine. The Ministry of Justice jointly with the Minister of Public Health is authorized to declare additional bans on other places or manners of sales (Section 25).
• An advertisement on kratom leaves must not be associated with consumption of kratom leaves cooked or mixed with a narcotic, psychotropic substance, pharmaceutical drug or other chemicals (Section 26). The Ministry of Justice alone is authorized to declare additional substances of which joint consumption with kratom leaves is prohibited (Section 27).

1.3 Food supplementary related to sexual performance can be advertised, but advertisers must comply with the following legal criteria. 

1.3.1 If an advertiser intends to promote the benefits, quality, or properties of food supplementary, the advertiser must obtain the food advertising license from the Food and Drug Administration. LINE reserves the right to request the food advertising license before granting approval for advertising.

1.3.2 If an advertiser intends to advertise the benefits, quality, or properties of food supplementary, the advertiser must not advertise benefits, quality, or properties that are false or exaggerated.

1.3.3 Advertising of food supplementary that claim to enhance sexual performance in a medicinal manner or any form of advertisement that may potentially confuse the public that such food supplementary are medicinal is prohibited.

2. Hospital and Clinic

• Must comply with the rules and regulations of Ministry of Public Health.
• Advertisement of a certain types of medical institution requires approval from the Department of Health Service Support, Ministry of Public Health, or Provincial Health Service Authority.

3. Dating Service Application

• The app must be in service for at least 1 year
• App must be rated at least 4 stars in the app store/ play store
• Target audience in LINE Ads must be over 20 years old 
• Must put a warning message on banner/video which stated “This service is only for people ages 20 years and above”

4. Cosmetics

• Cosmetics (including those containing cannabis, hemp or kratom) can be advertised without advertisement permission. But said advertisement must not claim a benefit that exceeds a cosmetic (e.g. curing a disease). The advertiser must comply with the rules and regulations of Food and Drug Administration, Ministry of Public Health.

5. Politics / Election

• Political parties / members, candidates for election campaign, voting or survey poll, or contents relating to election; can be advertised during specific period as determined by LINE and by purchasing via agency only, and with additional documents required (such as registration document of political parties, political parties’ members, certificate of candidates for election campaign and other documents as required) and consider on case by case basis.

6. Lotteries issued by the government

• Lottery advertisements must not contain language which creates excessive expectations of winning. Any promotion of this industry must also consider its effects on underage consumers.
• Lotteries issued by the government must have permission/license, or proof of being a government lottery distributor from the Government Lottery Office (GLO).
• The lottery selling price must not exceed THB 80. Wholesale of lottery or advertisements are prohibited. In the advertisement, it must be stipulated that lottery tickets will not be sold to persons under 20 years of age.
• Any other lottery or raffle (other than a government lottery issued by GLO) must have a Gambling license from the Department of Provincial Administration.
• Award purchase advertisements must have an award purchaser's number from the Government Lottery Office (GLO).

7. Product and service with premium gifts or prizes by means of random selection or taking a chance

• Must obtain permission from the Department of Provincial Administration e.g. Random Box.
• Advertisements must comply and contain information with the rules and regulations of the Office of Consumer Protection Board.

8. Financial and Securities Business

The following businesses, services, and/or products are regulated by the Bank of Thailand (BOT), the Securities and Exchange Commission of Thailand (SEC) or any relevant authority (as the case may be), and the products or services must be offered, dealt, underwritten, provided, or handled in any manner by person, financial institutions, or business operators of financial business, securities business, derivatives business, foreign exchange business, digital asset business, and/or payment business, according to their respective laws, who are authorized to operate such businesses under the supervision of the BOT, the SEC, and any relevant authority; except for non-regulated businesses, products, and/or services which are exempted from regulations by virtue of regulations, notifications, circulars, rulings or any media officially issued by the said regulators.

• Financial businesses (e.g. commercial banking business, specialized financial institutions, finance business, credit foncier business, credit card business, personal loan business, nano finance business, pico finance business, peer-to-peer lending business, and asset management business)
• Securities businesses (e.g. securities brokerage business, securities dealing business, investment advisory business, securities underwriting business, mutual fund management business, private fund management business, and other securities businesses as prescribed by the SEC)
• Derivatives businesses (e.g. derivatives brokerage business, derivatives dealing business, derivatives advisory business, derivatives fund management business, and other derivatives businesses as prescribed by the SEC)
• Foreign exchange businesses (e.g. foreign exchange business of authorized juristic person, foreign exchange business of authorized company, foreign exchange brokerage business, money changer business, treasury center business, money transfer agent business, foreign exchange e-money business, business of authorized securities company, and other foreign exchange businesses as prescribed by the Ministry of Finance)
• Digital asset businesses (e.g. digital asset exchange, digital asset broker, digital asset dealer, digital asset funds manager, digital asset investment advisor, digital asset custodial wallet provider and other digital asset businesses as prescribed by the Ministry of Finance)
• Payment businesses (e.g. credit card, debit card, or ATM card business, e-money business, e-payment business, e-fund transfer business and other payment services as prescribed by the Ministry of Finance))
• Financial products and services, securities, derivatives, FX contracts, digital assets, which include digital token and Non-Fungible Token (NFT)

Note

• Must be products or services that are within the scope of the license, registration, or authorization granted by the BOT, the SEC, Ministry of Finance, and/or other relevant authorities and must comply with regulations concerning advertisement (see more, for your preliminary information here.)

Additional conditions for loans

• Must comply with the law and regulations of relevant authorities. (In case there is a specific law such as Supervised Personal Loans and Peer-to-Peer Lending.)
• Must clearly disclose information on service price, fees, other expenses and conditions with the use of easy to understand languages, aligning with the rules of BOT and/ or SEC.
• Contract terms and interest rates must not exceed the legal rates.
• Must strictly assess the potential and capability of loan repayment of the user in accordance with the law. Must not target people who are not capable of loan repayment.
• Must comply with rules and regulations on the advertisement and/or business operation under relevant laws and regulation. (See more, for your preliminary information here.)

Additional conditions for insurance products

• Must be insurance products that are in the form, contain wordings, and have insurance premium that have been approved by Thai competent authority (currently, the Office of Insurance Commission).
• The insurance product sellers must be an insurance company that has obtained a license to conduct insurance business, or an insurance agent or broker that obtained the necessary license, pursuant to Thai laws.
• Must fully comply with all the relevant criteria and conditions pursuant to Thai insurance laws, including but not limited to:

o The advertisement wordings must not be characteristically false or exaggerated;

o The advertisement wordings must be clear, easy to understand, and not ambiguous;

o The advertisement wordings must not cause misunderstanding of the key points of the insurance policy or of the payment under the insurance contract;

o A warning must be included that the customer must understand the details of the insurance policy before making a decision to obtain insurance;

o The insurance agent or broker must obtain approval from the insurance company prior to using the advertisement wordings or images, or offer letter in order to invite, indicate an opportunity or arrange for persons to enter into insurance contracts.

9. Contact lens

• Must be approved by Food and Drug Administration.
• Must have medical licensing document.

10. Hazardous Substances

• Must comply with regulations under the Hazardous Substance Act.
• Product must not cause physical or mental harm.

11. Personal information / Health information

• Must comply with the Personal Data Protection Act, National Health Act, and Regulations & guideline from relevant Federation of Professions.

12. Movies and videos 

• Must comply with the regulations for screening movies and advertising media in accordance with Movie and Video Act.
• Must have advertisement permission from Film and Video Review Office, Ministry of Culture.

13. Medical Devices

• Must have advertisement permission of medical devices.
• Must comply with the rules and regulations of Food and Drug Administration, Ministry of Public Health.

14. Drones

• Must have permission to import, sell, or possess from the Office of The National Broadcasting. and Telecommunications Commission (NBTC).

15. Auction sales and Antiques trade

• Must have a License for public auction or Antiques license from the Department of Provincial Administration, Ministry of Interior.

16. COVID-19 Antigen self-test kits (ATK)

• There must be evidence that the product has been approved by the Thai FDA.
• The advertisement must have obtained the Medical Device Advertisement License, and must follow the rules and conditions prescribed by the Thai FDA.

17. Amulets, Sacred Objects, Antiques

• Consideration is given to those possessing well-defined physical business locations or business operating as juristic persons.
• In cases where claims, warranties, certifications from various institutions, or factual confirmations must be specified with clear details and provided along with substantiating documentation.
• Advertising of potentially dangerous or weapon-like products is not permitted.
• Consideration of commercial registration certificates, antique trade licenses, and/or import and trade licenses from the Department of Fine Arts may be required (depending on the circumstances).
• Temples, shrines, or religious places are not allowed to advertise on LINE Ads.
• Advertising using text related to personal beliefs that cannot be proven by rationale or acceptable processes is prohibited. This includes claims of supernatural benefits, results gained from worship, possession, or ownership of amulets, sacred objects, or antiques, such as enhancing fortune, popularity, protection from harm, avoiding danger, or improving luck. However, it excludes advertisements that involve rituals or reveal details of the raw materials used to create amulets or sacred objects.

18. Products or services related to personal beliefs such as talismans, amulets, fortune-telling services, astrology, fortune prediction, feng shui, as well as any tangible or intangible items.

• Clearly explain the usage of the service, costs, and how personal data will be managed.
• Text that relies on personal beliefs that cannot be proven by rationale or acceptable processes or other text conveying the same meaning, is prohibited. Such text should not invite or persuade consumers experiencing distress or emotional vulnerability to purchase products or services, such as "Get rich instantly," "See results within 7 days," "Bring back your loved one," "Remove curses," "Amplify merits," "Enhance luck," "Anyone who sees will fall in love," "Meditation to see past lives," "Black magic," "Provides protection from danger," "Ensures good fortune or luck," or any other similar statements.
• Solicitation for donations or fundraising for purposes related to personal beliefs is not allowed.
• The use of advertisement text that poses a risk to social morality is not allowed. Accuracy guarantees are prohibited. Exaggerated claims are prohibited. Prohibited from causing users to believe in things that cannot be scientifically proven or are related to gambling or purposes that are not in compliance with the law, or cause anxiety or fear, are prohibited.

19. Sale of Pet-Related Products or Services, as Listed Below LINE reserves the right to request and verify licenses or other documents related to the specific product or service, depending on the circumstances.

• Sale of products for pets, such as clothing, toys, collars, leashes, cages, or pet living spaces.
• Services for pet care and boarding.
• Service for grooming, and trimming.
• Pet-friendly cafes.
• Pet training services, where advertisements must include complete details of the documents or certificates received from various pet training institutions.
• Pet training services (In the case where advertisers reference documents or certifications obtained from various pet training institutions, must provide complete details of those documents or certifications.)
• Pet sitting or boarding services for non-profit organizations, associations, or organizations with a purpose for public welfare that are not seeking profit (documents, registration certificates, and regulations from the organization must be shown).

20. Private Investigator Services

Permission is granted only to services with clearly defined business locations. Service providers must hold a lawyer's license, and the services provided must be carried out only in the position of a lawyer for the client. This includes activities such as investigating debtors' assets, requesting or obtaining document copies from government agencies, questioning truths, or seeking information from others with their consent. Services must not violate the law or personal rights. LINE reserves the right to request the lawyer's license before granting approval for advertising.

21. Pawnshops 

Permission is granted only to pawnshops with clearly defined business locations and those that have obtained a license to establish a pawnshop, and they must comply strictly with Pawnshop Act of 1962. LINE reserves the right to request the license for establishing a pawnshop before granting approval for advertising.

Term and Conditions for advertising masks and hand sanitizers.

1. For masks, the price tag needs to be clearly determined besides an eligible price. In addition, the benefits of the products can’t be over-claimed.
2. For surgical masks that are made in Thailand, price per unit can’t exceed 2.5 THB (VAT included) only. In any advertisement, the price needs to be clearly determined (if the products such as surgical masks or any kind of masks are imported from overseas, the price must not exceed the price determined by the ministry of commerce.
3. The product such as filter or any supporting filter that’s used underneath the masks, the product details need to be clarified as “filter” to not confuse the buyer to perceive it as a surgical mask.
4. The product such as hand sanitizers is categorized as "cosmetic" and not "medical device.

Rules and conditions for posting advertisements on COVID-19 Antigen self-test kits (ATK)

1. Sales or offer for sales (including the listing of product image, price, and basic description). The seller must have evidence, for the inspection by LINE administrators, that such product has been allowed for registration and approved by the Thai FDA. Said evidence is a Certificate of Technology Assessment (“Bor. Por. Tor. Form”).
2. Advertisement. ATK may be advertised to the general public. The advertiser must have evidence, for the inspection by LINE administrators, that the advertisement of such ATK has been approved by the Thai FDA.
3. No exaggerative or misleading statement is allowed in the advertisement. Examples of prohibited exaggerations include a claim that the test kit/reagent can detect and/or identify certain variants of COVID-19 (e.g. detection of Delta, Omicron, etc.)
4. An advertisement allowed on LINE Ads must be FDA-licensed as good for being advertised on “social media platforms”. The type of allowed advertising media may be found on the Medical Device Advertisement License itself.
5. Dissemination of video clips or user manuals is generally allowed. Regardless, if such media has contents that laud the benefits of the product, or other contents that attract the purchase of the product, the media shall be considered a Medical Device advertisement, which must be approved by the Thai FDA before being disseminated.
6. Statements* on the Advertisement must match those as licensed by the FDA. No change may be made to the approved statement.
7. Number of the Medical Device Advertisement License (“ฆพ XXXX/YYYY”) must be shown among the statements* being advertised.

Remark*: “Statement” under the Medical Device Act includes an act of showing or making apparent of a text, image, symbol, motion picture, light, sound, mark, or any act that enables a general person to understand a meaning.    

Products and services that require supporting document

For Regulated Products and Services, supporting documents must be uploaded in LINE Ads Ad Account

1. Create LINE Ads Ad Account via admanager.line.biz
2. Upload files of supporting document under ’Product Information’

Sample of FDA Document

Food, beverages, and dietary supplements must comply with the regulations of the Food and Drug Administration



Sample of Medical Facility Document

Hospital and Clinic must comply with the regulations of Ministry of Public Health

Guidelines on Advertising Copy Language

• Clear identification of main advertising entity

Advertisements must clearly state the entity responsible for the advertisement at all times, and in the case of an image, the identification must be large enough to be easily visible to the viewer. Furthermore, if the advertiser utilizes material that it does not own the rights to, it must clearly state the copyright owner as well as their relationship.

• Prohibition of content that confuses or misrepresents any content as provided by LINE

The use of logos, characters, services, or other content owned by LINE in such a manner that could confuse users or cause them to believe the advertisement is provided by LINE is strictly prohibited.

In particular, the copyrights to the LINE characters are the sole property of LINE Corporation and its related companies.

Any unauthorized use of them within your ad creative is strictly prohibited.

The following guidelines must be respected when using the LINE logo, LINE icon, or LINE Official Account logo.

http://line.me/en/logo/guideline

https://media.line.me/en/how_to_install

• Use of the term "friend”

A "friend" refers to the status of a user who has friended a LINE account such as an LINE Official Account

For this reason, please unify the expression in linked pages and creatives as well, so that users who are connected to a LINE account such as an LINE Official Account is always called "friends." "Frenz" and other spellings are prohibited.

• Ads with multiple sponsors are forbidden

Ad spaces may not be resold without LINE's express permission. Further, in consideration of protecting users' interests, placing information regarding unrelated third parties in ads is generally forbidden.

• Link restrictions

Links to pages that have no direct relationship to the account or the ad creative are prohibited. The ad and its content must be considered natural when looked at from the viewpoint of an average user.

• Text in ad images

Excessive text in ad images may result in your ad reaching fewer people or not running at all. Try to use little or no image text when possible.

• Positioning: Relevance, Accuracy, Related landing pages

All advert components, including any text, image or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the advert. Adverts must clearly represent the company, product, service or brand that is being advertised. The products and services promoted in an advert's text must match those promoted on the landing page, and the destination site must not offer or link to any prohibited product or service.

• Prohibition of links to webpages that cannot be controlled via a smartphone

Links to pages that cannot be viewed or operated via a standard smartphone (iOS, Android) browser are prohibited.

Please ensure that the link destination is compatible with smartphones.

Webpages with hard-to-read text or characters/images that do not fit on the screen are also prohibited.

• Prohibition of language or content with the potential to mislead or misdirect users

Advertisements containing content with the potential to offend users, such as images that overtly sexual or revealing of skin,*1 messages that are blatantly sexual in nature, or any other messages that may cause discomfort to users *2 are prohibited. *1. Swimsuit or underwear images unrelated to the advertisement are prohibited. *2. Statements encouraging use of violence or antisocial behavior are prohibited.

• Language that may feature unjustifiable or misleading representations

Language or content that deceive users into believing the product or service is better or cheaper than it actually is are prohibited.

• Advertising content must comply with the laws and regulations

In the case where any product and service has a specific advertisement law and regulation, the advertising content of such product or service must comply with, and contain, the information as prescribed by the respective laws and regulations.

• Language containing absolutes, such as "the best," "No. 1," or "best in class”

When using language in your ad creative that contains superlatives such as "World's First" or "World's No. 1," the claims must be properly substantiated, with the source behind the survey and the year it was conducted clearly labeled within your linked pages and ad creative.

• Language or content designed to obtain personal information 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 visually state in a plain and clear manner that the link destination is in no way affiliated with LINE or its partner companies. Additionally, when obtaining personal information from users, you must ensure that all handling of the information at the link destination follows the guidelines set out by the Act on the Protection of Personal Information. In order to protect the LINE user experience, please refrain from excessively soliciting users to register for your products or services.

• Content claiming the result of treatment or medication

Advertisements claiming the result of any kind of medical treatments are prohibited (except medication approved by law and regulations). Before/after images or VDOs are prohibited.

• Competitive Advertising

Advertisements comparing between owned products or services with other similar products or services are prohibited.

Frequent Mistakes

Ads will be rejected if it contains the following

1. Cigarette, electric, tobacco or related products
2. Gambling products and services such as pachinko, football betting, online games that involve betting real money (government lotteries are excluded)
3. The process of giving birth as a surrogate mother or of arranging such a birth.
4. Obstetric and gynecological goods (e.g. contraceptive goods and female body thermometers)
5. Sales of live animals
6. Fundraising
7. Pyramid scheme, direct sales in an illegitimate multi-level, or any other businesses of the same nature which are not approved by the Office of Consumer Protection Board (OCPB) such as businesses which push members to buy products in order to be a part of its business, businesses which do not focus on selling products to users but rather encouraging members to invite others to join network, incomes of businesses are based on invited participants joining network, high price merchandise with non-standard quality, do not have refund policy due to payment scheme is to pass through money received from new members to be paid to current members as pyramid system. 

Ads will be rejected if it contains the following

1. Images that show "Before and after” or that contains before and after unexpected result. Ads must not try to convey audience to promote self-negative perception. For example, promote diet, weight loss, beauty related issue or other health related products.
2. Image that contain improper content e.g. zoomed photo of pimple, glabrous, psoriasis, hair loss. Portrait and medium shot are acceptable
3. Medical goods without certificate document
4. Specific medicine ex. Antibiotics, Antiseptic, eye drop, ear drop
5. Low quality images. Also include disproportionate images, misspelling, and other language except TH/EN
6. Picture that show body measurement (including pictures of models with weight Scale, measuring tape)
7. Pictures and names of doctors and professionals
8. Product that overclaim its value
9. Gold plate, micron gold, fake gemstones and fake precious metals are prohibited

Usable Symbols and Usage Rules

Rules for Symbol Usage and Expression

• The use of symbols in meaningless expressions, as decorations, emoji, or for any other purpose than their intended usage is not allowed, even if the symbols are otherwise approved.
• Repetitions of the same symbol type are not allowed, even if the symbols are otherwise approved for use.
• Placement in unnatural locations such as the beginning or ending of sentences is not allowed.
• Use parentheses in pairs, including both an opening and closing mark.
• Special characters (platform-dependent characters) may not be used.
• Currency symbols are allowed for the local currency of the country where the ad is to be delivered.