Short answer
Ads don't appear next to conversations about personal or mental health, politics, debated social topics, suicide and self-harm, child safety, violence, hate, illegal activity and other sensitive or unsafe areas. They also don't appear in Temporary Chats or for users identified as under 18.
Why it matters
These rules protect users and brands. You don't need to exclude these contexts yourself, and you can't opt into them.
Questions
Can we use Negative Phrases for brand safety?
Qualifying advertisers can add them for brand-specific needs.
Facts checked against the sources below on 12 October 2026. Platforms change quickly: if something here no longer matches what you see, tell us and we will update it.
