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Ads Policies

At Uber Advertising, our users trust us with their attention while we move what matters to them. Naturally that trust extends to the content they see while on our platform. Our Ads Policies ensure that every advertisement is safe, respectful, and contextually relevant. By upholding a high standard for creative quality, we deliver value to our advertisers while preserving the seamless, high-end experience our users expect.

All ads are subject to Uber’s global content and targeting policies. This page highlights the most common policy violations as well as details specific ways in which these policies apply when creating content to advertise on Uber. This list is not exhaustive and all creative are subject to review.

The following policies apply broadly across all regions. Your particular region or vertical may have additional policies. Get in touch with your Uber rep to find out more.

Most common policy violations

Violence (primarily applicable to entertainment ads)

  • No depictions of vehicle crashes or violence within a vehicle.
  • No depictions (whether explicit or implied) of kidnapping, going missing, suicide, sexual assault, or cannibalism.
  • Weapons may be depicted, but do not show guns being fired at the camera, or weapons being used on a living thing.
  • No depictions of graphic violence that includes assault on a living thing or bodily injury.

Nudity, sexual health, dating, and suggestive content

  • No obscenity, nudity, pornography, adult content, sexually explicit, vulgar, or abusive words and/or activities.
  • No sexually suggestive clothing/swimwear/lingerie of any gender identity, and/or clothing intended primarily for adult activities, or private, intimate, or sexual settings; other adult products or services (including escort services), or ads that promote sexual activity, sexually suggestive language of any gender identity, hook-up dating, etc.
  • Advertisers can run ads on select surfaces that promote sexual and reproductive health and wellness products. The focus must be on health and the medical efficacy of the product and not on sexual pleasure or enhancement.

Graphic or disturbing medical imagery

  • No depictions of wounds, unsavory symptoms or side-effects, etc.

Using the Uber Brand

Using “Uber"

  • Brands may only reference or allude to Uber’s services when directly promoting a valid Uber Rides or Uber Eats offer which the advertiser has paid for as part of its promotion on the Uber platform. This protects user trust and clarifies which messages are from Uber and which are ads.
  • Do not use “UBER” in an advertised promo code.
  • Uber Rides or Uber Eats offers may not be messaged in a way that mirrors, references, or plays on themes of sex, drugs, or overconsumption of alcohol in co-promoted entertainment content.
  • Advertisers may only promote alcohol in connection with Uber Rides when the ad is positioned as a safe ride home.

Referencing “this ride” or “your delivery”

  • Avoid copy that speaks directly to the user in a way that mimics platform messaging, or infers that it is based on user trip or delivery data. For example, phrases like “Hey delivery enjoyer” or “This ride is taking you somewhere exciting” can confuse users or feel overly personal in this context.
    • Ads that impersonate Uber’s voice or platform experience can lead to user confusion and degrade trust. Maintain clear separation between your brand’s voice and the platform’s.

Co-branded campaigns

Entreteniment

Brand Safety

  • Uber’s commitment to safety is a top priority – this includes brand safety. Ads shown on Uber apps (Uber, Uber Eats, as well as JourneyTV) need to be appropriate and contextually relevant - for both the advertiser, the audience, and Uber’s brand.
  • In an entertainment context this means videos need to be greenband trailers that are appropriate for all audiences (think rated G), and can’t have themes that would be disturbing if viewed in the context of Uber’s ad placements – this means for example, no unsafe driving in ads that users would see while on an Uber ride.
    • We use the industry-accepted definition of greenband trailers, which can be found in detail at FilmRatings.com.
  • It’s important to consider that ad content can be consumed by users in potentially vulnerable moments, like a rider alone in a car or someone alone waiting for a delivery to their home address late at night, which is why these standards exist.

Violence

  • Videos can’t show car crashes or violence within a vehicle, car hijacking, weapons that are pointed at the viewer or being used in an act of violence, and movies or shows advertised can’t have themes of kidnapping, going missing, or sexual assault.
    • Animated or sci-fi/fantasy films with action sequences can feature car crashes.

Horror

  • For horror movies, in addition to the above, creative shouldn’t feature gore, excessive violence, or shocking or disturbing imagery.
  • We recommend static or stylized visuals that convey intrigue without relying on gore, shock, or distressing visuals.

Nudity

  • Ads should be appropriate for all audiences, which is why they cannot contain nudity, including implied nudity. This includes, but may not be limited to: bare buttocks, exposed female breasts, implied nudity or any close-ups on genitalia of any gender identity.

Depiction of Illegal Substances

  • Ads should not show any depiction of illegal substance consumption or glamorized depictions of illegal drugs.

Video Games/Less realistic media

  • Animated or sci-fi/fantasy films with action sequences can feature car crashes.
  • For first-person shooter games, it’s important to avoid imagery where weapons are pointed directly at the camera or viewer, and violent gameplay scenes where weapons are being used on other characters or living things.
  • Local market nuances should also be considered.

Pharmaceuticals

  • Unbranded Pharma means pharma ads on Uber Advertising that don’t promote a specific drug or treatment. Some examples are awareness ads about a specific condition, or ads that drive to a conference or healthcare event. These ads still need to have the parent company’s logo on the creative.
  • Branded pharma means pharma ads on Uber Advertising that promote a specific drug or treatment. These ads need to comply with all local and federal regulations and include the necessary disclaimers. There are some restrictions on which ad placements branded pharma ads are eligible for – ask your client partner to learn more.
  • Healthcare ads with measurable claims must include disclaimers with substantiation
  • No imagery of unsavory symptoms (ie, pimples, upset stomach, open wounds) or that could exacerbate mental health or body issues
  • No copy giving the impression that a user is seeing an ad because Uber has sensitive data about them (e.g., OTC hangover aids with copy like “Heading home after a long night out?”)
  • Creative must have the parent company logo clearly on at least the first frame
  • Ads cannot be targeted based on information about a user's health or health condition

Especificacions d'anuncis de Mobilitat + Lliuraments                  Pautes creatives                  Política