LINE Ads Advertising Policy
Understanding LINE Ads Policy
LINE Ads Policy is only preliminary guidelines concerning legal compliance of the advertising content for advertisers on the platforms of LY Corporation and/or any group company designated by LY Corporation (hereinafter collectively referred to as the “Company"). Therefore, it is the advertisers’ legal obligations to understand and adhere to all applicable laws, regulations, and advertising-related policies.
The Company reserves the right to reject, suspend, cancel, block access, or remove any advertisements from
the Company’s platform for any reason in the Company’s sole discretion, including where the Company suspects, discovers, or is notified from time to time that your advertisement does not comply with applicable laws, regulations, or policies.
Content within this document is neither legal opinion nor advice in any respect and advertisements may be subject to applicable laws other than those stipulated herein. In no event shall the Company warrant the validity or legality of your products, content, and advertisements appearing on the Company's platform. You should, therefore, additionally monitor, review, and comply with applicable laws, regulations, and policies, as well as obtain permission or authorization from the relevant regulatory authority (if any) before publishing the advertisement on the Company's platform, including maintaining such licenses and authorization throughout the period of advertising on
the Company's platform for immediate submission upon the government agency or the Company’s request.
As the applicable laws, regulations, and policies concerning the advertisements, products, and content are subject to change, the Company may amend this policy from time to time and you should review the contents of this policy regularly, especially before publishing every advertisement. This policy is intended as a guideline and educational purpose for advertisers only. The Company will not be responsible for the use of this guideline or in any case related hereto. You represent and warrant that you will not demand the Company, its officers, agents, and employees to indemnify your damages and will not file a lawsuit or take any action arising from or regarding the use or breach of this policy, and shall hold such person harmless from any liability or costs arising from claims for compensation, loss, damage, actions, decisions, litigation expenses, and attorney fees.
You should be aware that certain products and content cannot be advertised under applicable laws, regulations, and policies, or it may require permission or approval from the relevant regulatory authority before the publication thereof. Please see below for an example list of products and content that may not be advertised:
1. Cigarette products, electric cigarettes, tobacco, or related products, including quit-smoking aid products containing nicotine.
2. Digital currency or any related digital currency business, consumer credit business, or solicitation of futures trading, foreign currency trading, or real estate investment (products provided by financial institutions, banks, securities companies, and digital asset business operators authorized by relevant government agencies)
(as the case may be).
3. Weapons (all types), hazardous materials and substances.
4. Sale of information, whether personal information or not, and disclosure of others’ trade secrets.
5. Pyramid schemes, direct sales in an illegitimate multi-level, or any other businesses of the same nature which are not approved by the relevant regulatory authority 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 a network, where the revenues of businesses are based on additional invited participants joining the network, high price merchandise with non-standard quality, and do not have refund policy because its payment scheme is to pass through money received from new members payable to current members as a 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 that are not approved by the relevant regulatory authority, excluding animal products for consumption that are lawful and supported by certification documents, including animal treatment or nourishment products and medical equipment used with animals. Additionally, advertisements related to controlled wood species are prohibited by forestry law, as well as controlled plant seeds, reserved plants, and protected plants as regulated by plant variety laws that are not approved by the relevant regulatory authority.
7. Fraudulent lending and fundraising for unlawful purposes.
8. Products that are deemed infringing third party’s copyright or intellectual property.
9. Websites involved in accumulating points that are considered gambling or websites that are in the nature of prize drawing operated without authorization from the Department of Provincial Administration.
10. Online marketing and public relations conduct with compensation in the form of revenue sharing.
11. Narcotics and psychotropic substances, hazardous drugs, and specially controlled drugs.
12. Non-profit organizations, public benefit organizations, and non-governmental organizations (NGO) that are not approved by the relevant regulatory authority:
13. Gambling-related products and services such as pachinko, football betting websites, and online games banned under laws.
14. Adult goods and services (including sex shops such as unlawful and immoral massage parlors, adult shops such as adult video shops, other entertainment businesses for adults that must be licensed or registered, and other related businesses or those of the same nature).
15. Infant food (such as stage 1 formula or stage 2 formula milk powder for infants) and infant supplements.
16. Surrogacy, content related to adopted children, accepting or giving non-relative adoption to a third party.
17. Alcoholic beverages, including the sale and purchase of all types of alcoholic beverages (both directly and indirectly).
18. COVID-19 antibody test kits:
Regardless, LINE Ads is intended to be accessed by the general public, without limitation only to healthcare professionals. For this reason, you may not publish an advertisement on COVID-19 Antibody Test Kits on LINE Ads.
19. Advisement of cryptocurrencies (as the advertisement of cryptocurrencies must be carried out via the digital asset business operator's own official channels).
Regulated Products and Services
You should be aware that certain products and content can be advertised under the control of applicable laws, regulations, and policies. Please see below for an example list of regulated products and content:
1. Food and Beverages, Dietary Supplement Products, Beverage Products, and Household Medicines
Advertisements on food and beverages, dietary supplement products, beverage products, and household medicines must be compliant with the applicable laws, regulations, and policies e.g. rules and regulations of
the Food and Drug Administration, Ministry of Public Health, including advertisement permission, as the case may be.
Certain common food products may be exempt from applying the product notification and displaying the FDA mark on the label, but the label must contain statements required by law e.g.
1.1 Cannabis and hemp
Latest update as of May 20, 2024, subject to further changes following the enactment of Cannabis and Hemp Act B.E…..
In summary:
1.1.1 Whole plants and unprocessed parts of cannabis and hemp except for the inflorescence that may be advertised without permission but must be compliant with applicable regulations and conditions
(1) The advertisement must not claim recreational effects
(2) The advertising media must not include false or exaggerated statements and shall not cause misunderstandings regarding the essence of that plant part.
1.1.2 Extracts and seed oils of cannabis and hemp, provided that the extracts that are not classified as narcotics may be advertised but must be compliant with applicable regulations and conditions
(1) Extracts having not exceeding 0.2% by weight of Tetrahydrocannabinol (THC), which was produced from domestically grown cannabis and hemp and under an FDA license
(2) Extracts from seeds that were produced from domestically grown cannabis and hemp
1.1.3 Ready-to-eat food and drink (cooked in a restaurant) having cannabis or hemp as an ingredient without
the part of inflorescence attached may be advertised without permission but must be compliant with applicable regulations and conditions
(1) “People younger than 20 years, pregnant and breastfeeding women should not consume.”
(2) “If abnormal symptoms occur, stop consuming immediately. If the symptoms become severe, immediately visit or consult a physician.”
(3) “People allergic to cannabis or hemp should not consume.”
(4) “May induce drowsiness. Avoid driving vehicles or operating machines.”
1.1.4 Finished health products having cannabis or hemp as an ingredient (e.g. certain food products, certain beverage products, and herbal products) containing those in 1.1.1. or 1.1.2. above as ingredients: food products and herbal products may be advertised with permission from the FDA, while cosmetics may be advertised without permission required but must be compliant with applicable regulations and conditions
(1) Herbal products, i.e., herbal drugs (such as traditional drugs and developed herbal drugs) and herbal health supplements (such as herbal cosmeceuticals and nutraceuticals formulated based on herbs)
(2) Herbal products may contain any part of cannabis or hemp, including extracts. If the inflorescence is included in the ingredients, the product may be classified as a developed herbal drug, which requires documentation of scientific evidence (such as human trials) to support its quality, safety, and efficacy for registration for FDA approval.
1.2 Kratom
Latest update as of May 20, 2024
In summary:
1.2.1 Whole kratom plant, leaves, or any of its parts: may be sold or advertised without permission under the Kratom Plant Act B.E. 2565 (2022) as follows:
1. Person under 18 of age
2. Pregnant woman
3. Breastfeeding woman
In addition, other prohibited target groups and/or advertising criteria and methods may be further announced.
1.2.2 Food products: applicable notifications of the Ministry of Public Health prescribe that the whole kratom plant and its extracts may be used as ingredients in the production of certain food products, provided that
the manufacturer or importer must comply with the regulations and conditions prescribed by the FDA regarding new substances/new foods. In addition, if an advertisement is intended to be made on the properties and benefits of the registered food products after the registration is made, advertisers must obtain a food advertisement license from the FDA accordingly.
1.2.3 Products such as kratom decoction, kratom tea, crushed dried kratom leaves powder packed in capsules or tablets: may be classified as herbal products and may be sold or advertised, but may be subject to a product registration requirement to obtain a herbal product registration certificate and request an advertisement license from the FDA in accordance with the Herbal Products Act B.E. 2562 (2019).
1.3 Food supplementary products may not make any claim related to sexual performance and advertisers must comply with the rules of applicable laws, regulations, and policies as follows:
1.3.1 If advertisers intend to promote the benefits, quality, or properties of food supplementary products,
the advertisers must obtain a food advertisement license from the Food and Drug Administration and are obliged to consider the legality and content of the said license before publishing the advertisement.
1.3.2 Advertisers must publish the advertisement with the complete statement and the exact format as permitted, and information must be displayed in advertising media only as stipulated in the advertisement license.
1.3.3 Advertisers must not advertise the benefits, quality, or properties of foods that are false or exaggerated or beyond the scope of food. For example, no claims can be made that food products can prevent, treat, alleviate, or cure disease. In case a claim is intended to be made that consuming the food products can help prevent the risk of disease, the products must first be evaluated based on their health claims to obtain permission from the FDA.
1.3.4 Advertisers must not advertise the benefits, quality, or properties of food supplementary products using statement, images, or audio that convey or show the understanding that the food supplementary products help nourish libido, enhance sex, or are related to sexual intercourse.
2. Hospital and Clinic
3. Dating Service Website or Application
4. Cosmetics
5. Politics and Election
6. Lotteries Issued by the Government
7. Product and Service with Premium Gifts or Prizes by Means of Random Selection or Drawing
8. Financial, Securities, Payment, and Digital Assets Businesses
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 laws, notifications, circulars, rulings or any media officially issued by the said regulators.
Remark:
Products or services must be within the scope of the license, registration, or authorization granted by the BOT,
the SEC, the Ministry of Finance, and/or other relevant authorities and must be compliant with the regulations concerning advertisement (see more, for your preliminary information here.)
Additional Conditions for Loans
Additional Conditions for Insurance Products
o the advertising statement must not be false or exaggerated characteristics;
o the advertising statement must be clear, easy to understand, and unambiguous;
o the advertising statement must not cause misunderstanding of the essence 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
10. Hazardous Substances
11. Personal Information and Health Information
12. Movies and Videos
13. Medical Devices
14. Drones
15. Auction Sales and Antiques Trade
16. COVID-19 Antigen Self-Test Kits (ATK)
17. Amulets, Sacred Objects, Antiques
18. Products or Services Related to Personal Beliefs and Judgments such as Talismans, Amulets, Fortune-Telling Services, Astrology, Fortune Prediction, Feng Shui, as well as any Tangible or Intangible Items
19. Sale of Pet-Related Products or Services, as listed below line, whereby you must comply with the applicable laws, regulations, and policies, and the regulatory authority or the company may request licenses or any other documents related to the specific product or service, as the case may be
20. Private Investigator Services
Must comply with applicable laws, regulations, and policies e.g. the services must not violate the law or personal rights and the Company reserves the right (but shall not be obliged) to request any relevant licenses or documents, for example, the attorney-at-law license, as the Company deems appropriate.
21. Pawnshops
Must comply with applicable laws, regulations, and policies e.g. possessing a license to establish a pawnshop, and must act in strict compliance with the provisions of the Pawnshop Act B.E. 2505 (1962). The Company reserves
the right (but shall not be obliged) to request any relevant licenses or documents, for example, the license for establishing a pawnshop, as the Company deems appropriate.
22. Industrial Product Goods
Advertisers agree and certify that it has acted in compliance with the Industrial Product Standards Act B.E. 2511 (1968) and the applicable ministerial regulations, notifications of the Thai Industrial Standards Institute (TISI), conditions, and regulations, including but not limited to the duty to display certification marks and information
as designated by TISI as follows:
(1) Voluntary certification mark (as shown in Figure 1), in cases where advertisers display a voluntary certification mark on products, the advertisers certify and warrant that they will display the certification marks in the format, manner, size, or other details correctly as required by law, as well as other product-related information as required by law and a "License to Display Certification Mark on Industrial Products" required for displaying the certification marks on the advertised products.
Figure 1
(2) Mandatory certification mark (as shown in Figure 2), in advertisement of regulated industrial product goods, which is required by law to meet certain standards, whether they are manufactured or imported for sale in Thailand, the advertisers certify and warrant that the advertised products have obtained a “License to Manufacture Industrial Products which are Required by the Royal Decree or other Law to Conform with the Standard” or a “License to Import Industrial Products which are Required by the Royal Decree or other Law to Conform with the Standard for Sale in Thailand”, as the case may be, and that they will display the certification marks on the products in the format, manner, size, or other details correctly as required by law, as well as other product-related information as required by law.
Figure 2
Terms and Conditions for Advertising Masks and Hand Sanitizers.
Rules and Conditions for Publishing Advertisements on COVID-19 Antigen Self-Test Kits (ATK)
Remark*: “Statements” under the Medical Device Act shall include an act of showing or making apparent
a statement, image, symbol, motion picture, light, sound, mark, or any act that enables a layperson to comprehend its 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”
Sample of FDA Document
Food, Beverages, and Dietary Supplements Must Comply with the Regulations and Criteria of the Food and Drug Administration, Ministry of Public Health
Sample of License to Operate a Medical Facility
A Medical Facility Requires a License to Operate a Medical Facility and comply with the Regulations of
the Ministry of Public Health
The entity name or the product brand must be clearly stated in the advertisement at all times, provided that the name or logo must be large enough to be easily visible to the viewer. Furthermore, the copyright owner of the product must be stated at all times if the advertiser is not the copyright owner.
You are prohibited from using LINE or LINE Character logos, as well as services or content owned by
the Company in such a manner that could cause confusion or lead users to perceive that the advertisement is made by the Company.
In particular, the copyrights to the LINE Character are the sole property of the Company. The Company does not grant you any license to use in advertisements without permission.
The following terms and conditions of use in URLs below must be adhered to 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
A "friend" herein refers to the status of a user who has friended with the official account of LINE such as a LINE Official Account. You are not allowed to use incorrect terms such as "Frenz" and must use the correct term
as “friends” (if written in English).
You may not resell ad spaces without the Company's permission and publish advertisements with content that may be related to other advertisers or cause users to be interested in the products or services of other advertisers.
Links unrelated to the advertisements are prohibited.
The format of the advertisement must be natural, clear, beautiful and attractive to users. Advertisements should not contain too many characters and it is recommended to put as little text as possible on the picture. Placing too many characters may cause your ad to be less visible to users or not at all.
All advertising components, including any text, image, or other media, must be relevant and appropriate to the product or service being offered and the targeted 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 unauthorized product or service/
You may not use links to destination pages whose content cannot be accessed via a smartphone (please ensure that your link is compatible with smartphones) and you may not use webpages that contain characters, text, or images unsuitable for the proportions of smartphone's screen.
You may not publish advertisements containing content with the potential to offend users or statements that may unsettle viewers to feel uncomfortable, images that are overtly revealing skin or sexually suggestive, images of swimsuits or lingerie unrelated to the advertisement, and language and content that promotes violence and discrimination based on race, color, religion, age, gender, or anti-social content.
You may not publish advertisements that may cause misunderstandings regarding the properties, quality, or properties of products or services that are exaggerated or advertisements containing content that conveys
the understanding that a prize or reward will be received from the use of such products or services,
even though the users have no opportunity to truly receive such prize or reward.
In the case where any product and service are subject to specific legal requirements that the advertisement must be compliant with or display complete details in accordance with the regulations or criteria under law,
the advertising content of such product or service must be compliant with and display complete details
as prescribed by the respective regulations and criteria as well.
You may not use language that conveys superlatives such as “the Best,” “No. 1,” or “World’s First.” In the case that the advertising content contains such words or other words that convey the same meaning, the data source, survey source, and survey year must be clearly identified within linked pages and ad creative.
If an advertisement sends users to a separate web page and encourages them to register for your products or services, you must visually state that the link destination is in no way affiliated with the Company. Additionally, strict compliance with the personal data protection laws and other laws related to the collection, use, and gathering of personal data is required, provided that it shall not cause misunderstandings or use any techniques to collect, use, or gather personal data without an opportunity for the user or the data subject to recognize such fact.
You may not exaggerate the properties or use words related to treatment results or medical treatment (except for advertisements that have been approved by the FDA) and you are prohibited from using images and videos that display “before and after” images unless they are in accordance with the criteria prescribed under law.
You may not publish advertisements with comparative content between your products or services with a third party’s products or services or mention the brand names of the third party's products or services therein.
Frequently Incorrect Content
Ads will be banned and removed immediately if they are any of the following “businesses”:
Ads will be banned and removed immediately if they contain the following “content”: