Advertising in regulated and sensitive industries presents unique challenges. However, with the right strategies and tools, you can navigate these complexities and achieve impactful results.
From cannabis and firearms to alcohol and gambling, it’s a whole different ball game when it comes to advertising in these industries.
You need to consider a number of factors that you may not normally think about if you’re marketing any other categories. Here are some things to keep in mind when planning advertising solutions for regulated and sensitive content.
Define your category
It’s not just about simply knowing your unique selling points or value proposition. It’s also about knowing what category and segment you are in. Regardless of the product or service you provide, understanding and defining your category can help identify and narrow down the limitations and rules you may be subjected to.
In fact, Google Ads policies have four areas through which brands can be covered under depending on their category:
- Prohibited content: content you can’t advertise on the Google Network
- Prohibited practices: things you can’t do if you advertise with Google
- Restricted content and features: content you can advertise, but with limitations
- Editorial and technical: quality standards for your ads, websites, and apps
Meta Ads has also revised its advertising policies for 2025 as well for sensitive categories, with health and wellness being a key focus. Meta is now classifying brands and their digital platforms based on whether they link user interactions to sensitive topics, such as medical conditions or patient-provider relationships.
There are some categories deemed as “sensitive” in general on most platforms. According to Google Admob, some of these categories include (list is not exhaustive and may evolve over time):
- Alcohol
- Astrology and esoteric
- Birth control
- Cannabis and CBD
- Certain financial services such as consumer loans
- Cosmetic procedures and body modifications
- Dating services and sites
- Downloadable utilities (ex: software to “boost your computer speed”)
- Drugs & supplements, weight loss products
- Firearms, ammunition, weapons, etc.
- Gambling and betting (18+), Social casino games, etc.
- “Get rich quick” (ads that offer lucrative business secrets, online surveys, work from home offers, etc.)
- Politics
- Reference to sex or religion
- Sensationalism
- Significant skin exposure
- Smoking, tobacco, vaping, etc.
Depending on which platform you choose to advertise in, you will be subjected to that platform’s particular policies and safety standards. Each platform has its own set of definitions for what it considers “sensitive” as well. You may see yourself being able to advertise freely on one platform and restricted entirely on another.
Hence, it’s important for you to identify if your brand or segment falls under each platform’s “sensitive” category.
Know the rules and limitations
Advertising in sensitive categories is subject to strict regulations to safeguard consumers and promote ethical standards. These categories typically include products or services that may pose risks, be potentially harmful or exploitative, or involve privacy-related issues.
As mentioned, knowing whether your brand falls under a “sensitive” category on a particular advertising platform is imperative. This will then help determine and define what rules and limitations you will be subjected to.
Some general rules, guidelines, and considerations to be mindful of include:
- Advertising platform guidelines: Whether it’s on a social platform Google, Meta, or Snap, or a gaming/music streaming platform like Roblox or Spotify, there may be additional rules and guidelines set by the platform that you need to adhere to
- Ethical considerations: Be mindful of ethical considerations and principles. For example, ads shouldn’t target users in ways that exploit their difficulties, personal struggles, or would cause unfair stigmas or systemic discrimination (Take a look at how Google has content policy principles in terms of personalized advertising)
- Geographical restrictions: Certain advertising restrictions may apply only to certain countries, territories, or jurisdictions, depending on where you are from
- Government regulations and legal restrictions: Ads must comply with the law. Do your research and examine if there are any legal restrictions on advertising. Typically, your local advertising watchdog/authority sets advertising standards. Check if your ads are in compliance with the code
Depending on the category and content, you may be prohibited entirely from advertising it, or you may be restricted or subject to limitations. This can range from which audiences you can target, the type of messaging and content, the creatives and imagery, the manner and channel through which you are advertising, and more.
You must ensure your ads and campaigns are in compliance and in accordance with these rules and regulations, or you might see yourself getting flagged and reported.
Finding the right audience is key
Because of the restrictions and the nature of the content you’re advertising, it’s important to find and target the right audience. As a general rule of thumb, most sensitive categories can only target those of legal age and against the policies if minors are targeted.
You also want to make sure that you are targeting segments that you know are likely to be receptive to them. It wouldn’t make sense to target a sports betting ad to, let’s say, a person who has never gambled or set foot inside a casino before.
Make use of contextual targeting to ensure you are reaching audiences who have already expressed interest or made a relevant search query about it.
Contextual targeting is an essential concept in digital advertising that focuses on delivering ads to the right audience at the right time. This advertising technique aims to target potential customers based on the context of the website or app they are currently visiting. By analyzing the content of the page, contextual targeting identifies relevant keywords, topics, or themes to match with appropriate ads.
Another thing marketers can use is geotargeting. Simply put, geotargeting is the practice of delivering advertising content within a defined geographic boundary to customers who meet specified criteria. It is audience targeting based upon their geography or location using identifiers such as country, state, or zip code.
Geotargeted marketing also lets brands identify and target consumers based on certain demographics and behavior aside from just location. With geotargeting, you can reach and retarget users in specific locations, ensuring your campaigns remain both relevant and legally compliant.
Master advertising in sensitive and regulated categories with illumin
Advertising in sensitive verticals doesn’t have to be daunting. With illumin, you can navigate the complexities of compliance and achieve impactful results.
illumin offers a comprehensive solution to streamline setup, compliance, and execution, ensuring your campaigns are both effective and compliant.
One of the key features of illumin is its ability to optimize campaigns mid-flight. This means you can make live performance insights, creative adjustments, and agile journey updates to ensure your campaigns are always performing at their best.
illumin also ensures that your creatives are reviewed for industry and regulatory standards. Rest assured, your campaigns always stay compliant with any regulatory changes through the use of approved inventory, licensed platforms, and creative reviews.
illumin’s streamlined workflows and expert support help you clear compliance and go live quickly. Our pre-launch checklist, expert support, and efficient workflows ensure your campaigns have a frictionless launch.
Reaching the right audience is critical in sensitive verticals. illumin’s journey-based and contextual targeting helps you achieve this with precision.
Start optimizing your sensitive vertical campaigns with illumin today!
To see more from illumin and our partners, be sure to follow us on X and LinkedIn where we share interesting news and insights from the worlds of AdTech and advertising.
