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LINE Ads Platform

LINE Ads Platform 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 Platform. In addition to avoiding any possible legal risks, LINE has adopted a set of advertising guidelines for the LINE Ads Platform 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 Platform 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. Private investigation services

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

3. 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)

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

5. Pawnshops/ pawn diamond (even if there is a certificate or quality warranty document)

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

7. Religious products and services (including talismans, exorcism or fortune-telling services, superstition and donations for related objectives)

8. 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. 

9. Sales of live animals and living beings. This includes restricted plants under Forest Law, or restricted seeds, conserved plants, and prohibited plants under related Plant Act. This excludes advertisement of general plants and vegetables & fruits for consumption.

10. Unlawful lending and fundraising 

11. Amulet and Antiques 

12. Intellectual Property without permission (Copyright/Trademark)

13. Political parties, voting or survey

14. 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

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

16. 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.)

17. 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.

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

19. 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). Food supplementary related to sexual performance.

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

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

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

23. 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 Platform 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 Platform.
  • For COVID-19 antigen test kits, please check Regulated Products and Services. 

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

  • Whole cannabis plant or whole hemp plant may not be sold or advertised;
  • Leaves of cannabis or hemp having evidence of being cropped in Thailand, in which the farmer has obtained license*, may be sold or advertised;
  • Ready to eat food or drink (e.g. foods cooked in a restaurant or cafe) containing leaves of cannabis or hemp having evidence of being cropped under a license in Thailand, may be sold or advertised;
  • Food or drink in the sealed container (i.e. made from the SME, OTOP, or factory) containing leaves of cannabis or hemp must have a license for product. Additionally, an advertisement on benefits of a food product must also be licensed under the food law;
  • Food supplement, herbal product, etc. containing other parts (e.g. flower, seed, and extract) of cannabis or hemp must have a license for product. Additionally, an advertisement on benefits of a food product must also be licensed under the food law.

1.2 Kratom

  • Whole kratom plant, leaves, or any of its parts may be sold or advertised;
  • 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 license for product. Additionally, a advertisement on benefits of a food product must also be licensed under the food law

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 LAP 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 also provide the document or proof of product registration and it must comply with the rules and regulations of Food and Drug Administration, Ministry of Public Health.

5. 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 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).

6. 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.

7. Financial and Securities Business 

  • Financial products and services, securities, derivatives, digital assets which include cryptocurrency, digital token and Non-Fungible Token (NFT) which have been regulated by the Bank of Thailand (BOT), or the Securities and Exchange Commission, Thailand (SEC) as the case may be, except for non-regulated businesses; or there are regulations, notifications, circulars, consultations or any media which has been officially issued by the said regulators.
  • Must be products or services which are offered by financial institutions, business operators of financial services, securities, derivatives, or digital assets under the supervision of the BOT and/ or the SEC.
  • Must be products or services which are within the scope permitted by BOT and/ or SEC.
  • Must comply with regulations of the BOT and the SEC, and particularly the provisions in respect to the business operation, advertisement, marketing, solicitation and customer services.
  • Must clearly disclose information on the service price, fees, other expenses and conditions with the use of easy to understand languages, with align with the rules of the BOT and/ or the SEC.
  • Must not request any information from users, unless it is necessary for the service requested by the users

Additional terms 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.

8. Contact lens

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

9. Hazardous Substances

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

10. Personal information / Health information

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

11. 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.

12. 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.

13. Drones

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

14. Auction sales and Antiques trade

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

15. 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.



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 will need a certification from FDA for the examination by LINE Team.


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 Platform 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.    

Sample of a Certificate of Technology Assessment

i.e. “Bor. Por. Tor. Form”



Sample of a Medical Device Advertisement License

i.e. “Kor Por. 2 Form”


Products and services that require supporting document



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

  1. Create LAP 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. Religious products and services (including talismans, exorcism or fortune-telling services, and donations to shrines and temples)
  4. The process of giving birth as a surrogate mother or of arranging such a birth.
  5. Obstetric and gynecological goods (e.g. contraceptive goods and female body thermometers)
  6. Sales of live animals
  7. Pawnshops/ pawn diamond (prohibited even with a genuine guarantee)
  8. Fundraising
  9. 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.
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