Search Ads Apple Advertising User Guide
- June 4, 2024
- Search Ads
Table of Contents
Search Ads Apple Advertising User Guide
These guidelines are intended to inform customers seeking to advertise in mainland China about Apple’s processes and requirements.
Adherence to the guidelines is not necessarily sufficient to meet all
applicable laws and regulations for advertising in mainland China, and it’s
your responsibility to ensure that your advertising is compliant.
These guidelines are not intended as legal advice.
Apple reserves the right to reject any advertising content that doesn’t meet our standards during the review process, including any advertisement that we view as not appropriate for Apple’s advertising services or Apple users.
Business Organization Requirements
- Customers located in mainland China must download and submit the Confirmation of Valid Online Agreement for Business Entities. Please be sure to fill in the information, affix your company chop, upload the document as an “entity document” and submit your business for approval.
- The advertiser (developer) shall download and submit the Advertising Claims Form with the official chop or signature for each app requesting advertising review. Please upload the document as an “app industry qualification.”
- Upload any industry specific licenses based on the content within your app. Please upload the document as an “app industry qualification.” For more information, please see the Ad Content Qualifications section below. Please submit your apps for approval.
- Create your associated promotional campaigns. Once your app and business are approved, your campaigns will start delivering as scheduled.
Agency Organization Requirements
Advertising agencies acting on behalf of advertisers (that is, developers) will need to provide the following:
- Agencies that plan to promote third-party apps must contact us to be reviewed and granted agency account access. Note that the agency setup process can take time and the outcome is not guaranteed.
- Provide the advertising agency’s Business License with the appropriate advertising business scope. This document should be uploaded as an “entity document.”
- If located within mainland China, you must download and submit the Confirmation of Valid Online Agreement for Business Entities. Please be sure to fill in the information, affix your company chop, upload the document as an “entity document” and submit your business for approval.
- The advertiser (developer) shall download and submit the Advertising Claims Form with each developer’s official chop or signature for each app requesting advertising review. Please upload the document as an “app industry qualification.”
- Provide the Advertising Agent Authorization, in which the advertiser (developer) provides written confirmation of its authorization on the agency to use Apple Advertising Services on its behalf. The agency should upload documents for each of its advertiser separately. If the advertiser is located in mainland China, be sure to have the advertiser affix its company chop or, if a chop is not available, its signature before uploading. This document should be uploaded as an “app industry qualification.”
- Upload any industry specific licenses based on the content within your app. Please upload the document as an “app industry qualification.” For more information see the Ad Content Qualifications section below. Please submit your apps for approval.
- Create your associated promotional campaigns and once your app and business are approved, your campaigns will start delivering as scheduled.
Noncorporate Entity Requirements
-
1. Individual advertisers that are not business organizations must provide a valid Business License for Individual
Industrial and Commercial Households. This document should be uploaded as an “entity document.” -
Customers located in mainland China must download and submit the Confirmation of Valid Online Agreement for Individual Proprietors. Please be sure to fill in the information, affix your company chop, upload the document as an “entity document” and submit your entity for approval.
-
The advertiser (developer) shall download and submit the Advertising Claims Form with the official chop or signature for each app requesting advertising review. Please upload the document as an “app industry qualification”.
-
Upload any industry specific licenses based on the content within your app. Please upload the document as an “app industry qualification.” For more information see the Ad Content Qualifications section below. Please submit your apps for approval.
-
Create your associated promotional campaigns and once your app and entity are approved, your campaigns will start delivering as scheduled.
Noncorporate entities may be restricted from advertising certain categories of content. Examples of content that may not be advertised in mainland China by noncorporate entities are
- Gaming
- Internet News Information Services
- Dating
- Real Estate
- Travel
- Ridesharing/Taxi
- Audio/Video Entertainment
- Cosmetics
- Finance
- Books/Periodicals
- Insurance
- Employment Services
- Commercial Performances
- Mail Delivery
- E-Commerce
Prohibited Content
In addition to our global prohibited content outlined within Apple Ads Policies, the following are examples of what is prohibited from being advertised in mainland China:
- Debt Collection Ad content promoting debt collection services.
- Funeral or Burial Services Ad content promoting funeral or burial services.
- Pesticides Ad content promoting the sale of pesticides.
- International Marriage Agencies Ad content promoting international marriage agency services.
- Government Documents Ad content promoting the sale or use of unauthorized government certificates or other documents (such as ID cards, files, permits, and fapiao).
- Language Ad content that is not displayed predominantly in Simplified Chinese.
Age Restrictions
Advertising in the following categories should be restricted to mainland China users age 18 and older:
- Games
- Cosmetics and Cosmetology
- Health Food
- Medical Care
- Dating
- Alcohol
Our systems may automatically enforce age restrictions for campaigns.
Ad Content Qualifications
The following qualifications are examples of what may be required based on the
type of ad content you’re promoting.
The associated documents should be uploaded as an “App Industry
Qualification.” Apple may update these requirements at its discretion. Apple
may submit the information and documents you upload to third-party vendors and
government entities for verification.
| Content type | Subcategory | Requirements |
|---|---|---|
| Third Party Materials | Ad content containing a third party’s name, image, |
portrait, trademark, copyright, patent, or other form of third-party
intellectual property must provide a written authorization certificate from
the corresponding rights holder.
Promotions| | Promotions need to specify the promotion rules such as the
promotion period and method. For example:
• The terms and policies of the promotion, etc.
• Promotions included in an app-screenshot must include an appropriate
disclaimer in the relevant image, such as “This picture is for reference only.
The rules regarding the products or activities referred to in this picture
within the app shall apply”.
Patents| | If the ad content involves patented products or patented processes:
specify the patent number and the patent type.
Gaming| Games| • Gaming Registration Number (GRN) or equivalent document
Comprehensive Gaming Platforms| Value-Added Telecommunications Business
License
• Online Publishing Service License
E-commerce| Comprehensive Ecommerce Platforms/ Cosmetics E-commerce/
E-commerce Shopping Guide/ Rebate Platforms/ Second-hand E-commerce Platforms/
Online Stores| For third-party E-commerce platforms:
• Value-Added Telecommunications Business License For self-operated
E-commerce platforms:
• Value-Added Telecommunications Business License or ICP filing [ICP] • Based
on your app, additional documents may be required. If the comprehensive
E-commerce app involves cross-border business, one of the following is
required:
• Registration Form for Foreign Trade Operators
• Entry-Exit Inspection and Quarantine Application Enterprise Record Form
• Registration Certificate of Customs Declaration Unit of the People’s
Republic of China If the comprehensive E-commerce app involves auctions:
• Auction Operation Approval Certificate]
Online Food Shops| For third-party food selling platforms, the following is
required:
• Value-Added Telecommunications Business License
• Online Food Selling Third-Party Platform Registration Certificate For self-
operated online food shops, the following is required:
• Value-added Telecommunications Business License or ICP filing [ICP
• Food Selling Business License (excluding agricultural platforms) For
platforms that facilitate cross-border business, one of the following is
required:
• Registration Form for Foreign Trade Operators
• Entry-Exit Inspection and Quarantine Application Enterprise Record Form
• Registration Certificate of Customs Declaration Unit of the People’s
Republic of China
| Pet Retailers| For third-party pet retailers:
• Value-Added Telecommunications Business License For self-operated live pet
retailers, the following is required: • Value-Added Telecommunications
Business License] or ICP filing
• Animal Epidemic Disease Prevention Compliance Certificate For platforms
selling pet pharmaceuticals, the following is required:
• Pet Pharmaceuticals Advertising Review Form
• Pet Pharmaceuticals Production/Selling License or approval documentations
For pet diagnostics and treatment platforms:
• Animal Diagnosis and Treatment License
Alcohol E-commerce Platforms| For third-party liquor platforms: • Value-Added
Telecommunications Business License For self-operated liquor stores, the
following is required:
• Value-Added Telecommunications Business License or ICP filing [ICP] • Food
Selling Business License , Alcohol Distribution License or Alcohol Retailing
LicenseFor platforms that facilitate cross-border alcohol business, one of the
following is required:
• Registration Form for Foreign Trade Operators
• Import Food Sanitary Certificate
• Import Food Labeling Verification
• Inspection & Quarantine Certificate of Entry Goods Based on your region,
additional documents may be required.
Collectables| For platforms trading third-party collectables:
• Value-Added Telecommunications Business License For stamp trading services:
• Record documentations from postal administration office For Chinese Yuan
currency collectables:
• Approval documents from The People’s Bank of China For cultural relics
trading, one of the following is required:
• Cultural Relic Business License
• Approval Documents from Other Provincial Cultural Relics Bureaus For
auctions:
• Auction Operation Approval Certificate
Lifestyle Services| Comprehensive Lifestyle Service Platforms| • Value-Added
Telecommunications Business License
House Decoration and Maintenance (electricity, plumbing, etc.)| • Value-Added
Telecommunications Business License or ICP filing [ICP
• Business License with the appropriate scope
Household Services (babysitting, housekeeping, etc.)| • Value-Added
Telecommunications Business License or ICP filing [ICP
• Business License with the appropriate scope
Shipping/Delivery Services| One of the following is required: • Express
Business License
• Road Transport Business License
Home-Moving Services| Road Transport Business License
Beauty Services (manicure, Spa, etc.)| • Value-Added Telecommunications
Business License
Security Services| One of the following is required: • Security Training
Permit
• Security Service Permit
Wedding Services| • Business License with the appropriate business scope
Content type| Subcategory| Requirements
---|---|---
Reservations| Reservation Platforms| • Value-Added Telecommunications Business
License
Airlines| Public Air Transport Enterprise Business License with the
appropriate business scope
Hotels| • Special Industry License
Commercial Performances| Commercial Performance License with the appropriate
business scope covering performance tic
Cruise Tickets| Navigation Transportation Permit
Self-operated Restaurant Services| • ICP filing [ICP ] • Food Selling Business
License
Travel Agencies| Travel Agency Business License
High-risk Sports| High-risk Sports Business License For high-risk sports
content:
• Appropriate risk prompts should be included, such as “The actions featured
in the advertisement are performed by professionals. Do not attempt”, etc.
Transportation and Travel| Taxi Booking Platforms| Online Taxi Booking
Business Permit
Self-operated Taxi Companies| Road Transport Business License
• Taxi Business Administrative License Decision
Ridesharing| • Online Taxi Booking Business Permit
Car Rental Platforms| One of the following is required: • Record Certificate
of Car Rental Business
• Online Taxi Booking Business Permit
Maps| One of the following is required: • Surveying and Mapping Qualification
Certificate
• Map Compilation Qualification Certificate
Parking Utilities| • Value-Added Telecommunications Business License
Parking Tickets Check| • Proof of API agreement for corresponding ticketing
system
EV Charging Station Check| • Business License ] with the scope: “EV charging
facility” or “charging services” , etc.
Comprehensive Car Selling and Car News Platforms| • Value-Added
Telecommunications Business License
Used Car Services| For used car selling: Business License with scope “used car
dealership”
• For used car broker: Business License with scope “used car broker”
• For used car auction agency: “Auction Operation Approval Certificate” • For
used car inspection and identification: Business License with scope in one of
the following:
• “automotive technical consultation”
• “motor vehicle appraisal and evaluation” • “automotive technical service”
• “automotive inspection service”
• “quality inspection technology service” ] • “used car dealership or broker”
Driving License Services| One of the following is required: • Road Transport
Business License
• Vehicle Driver Training Business License
• Transportation Administrative Permission Decision
Car Repair| • Business License with the scope: “repairing“
• Automobile Maintenance Operation Filling
Dating| Dating Platforms| • Value-Added Telecommunications Business License
Based on your app, additional documents may be required. For example:
• Internet Publication Service License
• Internet Culture Business License
• Audio and Video Service Permission
• Internet News Information Service License
• Radio and Television Program Production Business License
Marriage Matchmaking Services| Business License with appropriate business
scope Depending on your region, Marriage Matchmaking Service License may be
required.
Social Networks| | Value-Added Telecommunications Business License And one of
the following is required:
• For internet publication service: Internet Publication Service License
• For internet culture business: Internet Culture Business License
• For audio and video service: Audio and Video Service Permission Based on
your app, additional documents may be required. For example:
• For internet news: Internet News Information Service License
• For radio and television program productions: Radio and Television Program
Production Business License
Content type| Subcategory| Requirements
---|---|---
Video and Music Streaming| | Value-Added Telecommunications Business License
And one of the following is required:
• Internet Publication Service License
• Internet Culture Business License
• Audio and Video Service Permission Based on your app, additional documents
may be required. For example:
• For internet news: Internet News Information Service License
• For radio and television program productions: Radio and Television Program
Production Business License
• For radio stations or television stations: Radio and Television Broadcasting
Organization License or Radio and Television Channel License
Internet News| | Internet News Information Service License
Web Browser| | Computer Software Copyright Registration Certificate or
Application Electronic Copyright Certificate [App
• Value-Added Telecommunications Business License For Web Browsers with a
built-in News function:
• Internet News Information Service License For Web Browsers with a built-in
radio station or television station, one of the following is required:
• Radio and Television Broadcasting Organization License
• Radio and Television Channel License For Web Browsers with a built-in radio
and television program productions:
• Radio and Television Program Production Business License
Books / Periodicals| | Value-Added Telecommunications Business License And
one of the following is required:
• Internet Publication Service License
• Internet Culture Business License
• Publication Business License Based on your app, additional documents may be
required:
• For periodicals: Periodical Publishing License
• For imported publications: Publication Import Business License
• For audiobooks: Audio and Video Service Permission or Radio and Television
Program Production Business License
Communication Services| Phone/Video Communication| One of the following is
required: • Basic Telecommunications Business License
• Value-Added Telecommunications Business License
| Instant Messaging| • Value-Added Telecommunications Business License . Based
on your app, you may need to hold a specific version of this license:
• General instant messaging apps: B25 Information Service Business
• Multi-party communication: B22 Domestic Multi-Party Communication Service If
the app includes internet news:
• Internet News Information Service License If the app includes online
telephone functionality:
• Basic Telecommunications Business License
Telecom Operators| One of the following is required: • Basic
Telecommunications Business License
• Value-Added Telecommunications Business License
Cable, Satellite and Broadband Networks| Value-Added Telecommunications
Business License with the appropriate business scope
Value-Added Services and Cloud Services| • Value-Added Telecommunications
Business License
• For group text messaging: the proof of cooperation with telecom operators
Business Support| Business Consulting| • Business License with the scope:
“consulting ” or “business information consulting ”
Immigration Businesses| • Business License with the scope of “intermediary
services for private entry and exit”
Hiring, Head Hunting, Human Resources Organizations| • Business License with
a hiring related scope
• For Talent Center Recruitment: Human Resources Service License
Law Services| Legal Support Platforms| One of the following is required: • Law
Firm Practice License
• Law Firm Practice License of the cooperating law firms with the proof of
cooperation
Law Firms| Law Firm Practice License
Judicial Expertise| • Practicing License of Judicial Appraisal Institution
Notary Services| Practice Certificate of Notary Institution [
Content type| Subcategory| Requirements
---|---|---
Energy and Environment| Environmental Assessment| One of the following is
required: • Qualification certificate for environmental impact assessment of
construction projects
• Laboratory accreditation certificate of China National Accreditation Service
for Conformity Assessment
• Qualification accreditation measurement certification certificate
| Energy Trading Platforms| Value-Added Telecommunications Business License
For refined oil trading, one of the following is required:
• Approval Certificate for the Wholesale of Refined Oil
• Approval Certificate for the Retail of Refined Oil For natural gas trading:
• Gas Business Certificate
Real Estate| Real Estate Online Platforms| Value-Added Telecommunications
Business License
| Real Estate Developers| • Value-Added Telecommunications Business License
And one of the following is required:
• For pre-sale real estate: Pre-sale Real Estate Permit
• For existing-sale real estate: Existing-sale Real Estate Filing Record Based
on your app, additional documents may be required. For example:
• For resale housing sales: Real Estate Registration Certificate
• For displaying ads of real estate developers: Real Estate Development
Qualification Certificate
| Real Estate Agencies| • Value-Added Telecommunications Business License
• Record Certificate of Real Estate Agency
Finance| Disclaimers| All advertisements featuring financial services shall
clearly and conspicuously include an appropriate statement regarding risk and
liability, such as the following: “Investment involves risks. Please be aware
of the risks associated and make prudent investment decisions.”
• Advertising that includes reference to past performance, simulations, or
forecasts for financial investments shall clearly and conspicuously include
appropriate disclaimers, such as the following: “Past performance, simulations
and forecasts are not necessarily a reliable indication of future performance.
The information contained in this document is only valid at the time this page
is produced.”
• Advertising featuring consumer finance or loan services shall clearly and
conspicuously include appropriate disclaimers, such as the following: “Credit
lines and loans delivery time are subject to approval.”
| Banking| • Financial License with the appropriate business scope For banks
with a credit card business: Approval by the China Banking and Insurance
Regulatory Commission
| Funds / Futures / Securities / Stock| • Securities and Futures Business
License with the appropriate business scope or other equivalent documents;
• For apps including Hong Kong stock exchange-related services, proof of
membership in the Shanghai-Hong Kong Stock Connect or Shenzhen-Hong Kong
Stock Connect program is required;
• For apps including real-time market price/quotation, quotation display:
authorization letter from exchange agencies
• For apps including precious metal trading: advertiser has to be Shanghai
Gold Exchange or designated market maker of Shanghai Gold Exchange;
• For apps including investment advisory services: Securities and Futures
Business License with the business scope of stock investment consulting.
| Consumer Finance| • Financial License with the appropriate business scope
| Automobile Finance| • Financial License with the appropriate business scope
| Financial Leases| Financial License with the appropriate business scope
| Micro-Loans| • Micro-Loan Business License or Approval Documents Issued by
the Financial Office at the Provincial Level or above
• Business License with the appropriate business scope
| Financial Information| • Value-Added Telecommunications Business License
| Payment Services| • Payment Business License
| Currency Exchanges| Permit for Franchised Domestic and Foreign Currency
Exchange Business for Individuals
| Credit Agencies| For credit agencies that are operating businesses regarding
individuals: individual credit investigation business license
• For credit agencies that are operating businesses regarding enterprises or
institutions: Record- filing with the local agency of the People’s Bank of
China
| Pawn Services| One of the following is required: • Pawn Business License
• Special Industry Permit
| Financing Guarantee Companies| • Financing Guarantee Business License
| Financial Leasing Companies| • Finance Lease License
| Insurance Companies| • Insurance License
| Insurance Agencies| • Insurance Agency License
Charity Crowdfunding| Charity Crowdfunding| Value-Added Telecommunications
Business License For fundraising (money / clothes), one of the following is
required:
• Charitable Organization Public Fundraising Certificate
• Being listed in the List of Charitable Organizations’ Internet Fundraising
Information Platforms
Content type| Subcategory| Requirements
---|---|---
Business Franchise Investments| Self-operated Brand Investment and Franchise
Business| Archival Filing of Commercial Franchise One of the following is
required:
• Value-Added Telecommunications Business License
• ICP filing
Investment and Franchise Information Platforms| • Proof of partnership with at
least three franchising brands and the Archival Filings of Commercial
Franchise for them
• Value-Added Telecommunications Business License
Medical and Health| Health Examination Institutions| • Medical Institution
Practicing License
• Medical Advertising Review Certificate
• Medical Advertisement Product Sample Form
Dental Services| • Medical Institution Practicing License
• Medical Advertising Review Certificate
• Medical Advertisement Product Sample Form
Online Hospital| • Medical Institution Practicing License with the scope of
“online hospital”
• Medical Advertising Review Certificate
• Medical Advertisement Product Sample Form Based on your app, additional
documents may be required.
| Medical and Health Information Platforms| • Value-Added Telecommunications
Business License
• Five Tertiary Hospital doctor’s Practicing Physician Qualification
Certificate and cooperation documents
Intelligent Devices| • Certificate for China Compulsory Product Certification
Therapy Services| Business License with the scope: “therapy ” or related scope
• Value-Added Telecommunications Business License
• Three Therapist Qualification Certificate
Education| Education Services| Value-Added Telecommunications Business License
And one of the following is required:
• School License
• Legal Person Certificate of Public Institution
• Non-state School License
• Non-state Vocational Training School License
• Business License with the appropriate scope: education, training, or other
related businesses
Education Utilities| • Value-Added Telecommunications Business License or ICP
filing
• Computer Software Copyright Registration Certificate or Application
Electronic Copyright Certificate
Content type| Subcategory| Requirements
---|---|---
Utilities| Utilities| One of the following is required:
• Computer Software Copyright Registration Certificate
• Application Electronic Copyright Certificate
Apple reserves the right to modify these qualifications at any time. Apple may
also apply restrictions or limitations to your advertising at its discretion.
If you have any questions about our policies, please feel free to contact us.