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Twitter has released new policy guidelines for Housing, Lending and/or Employment ads run in the United States and Canada. This new policy will require all advertisers with Housing, Lending or Employment (HLE) ads reaching people in the US or CAN to self-identify within their Ads Accounts to ensure their ads are compliant and not halted under this policy, enforceable on October 1, 2020.

Advertisers who intend to promote these kinds of ads must apply for the HLE-specific account feature (instructions below). Advertisers promoting both HLE and non-HLE ads should create a separate ads account specifically for HLE ads and apply for the account feature.

Note: Advertisers should pause existing campaigns prior to applying for the account feature. They should recreate their campaigns after the account feature is applied to the account. This will help avoid any campaign serving issues.

Steps for advertisers to implement:

  • Navigate to Twitter Ads - Help and select “Ads Eligibility & Policy.”
  • Under the “Anything more specific?” option, select “I want to promote Housing, Lending, or Employment.” This will enable the HLE-specific account feature, which will have the following targeting restrictions.
    • Only AGE_OVER_18 for AGE targeting is allowed
    • Zip code and city targeting (i.e., POSTAL_CODES and CITIES values for LOCATION targeting) are not allowed
    • LANGUAGE, GENDER, INTEREST, FOLLOWERS_OF_USER, SIMILAR_TO_FOLLOWERS_OF_USER, and TAILORED_AUDIENCE_EXPANDED targeting types are not allowed
  • Targeting restrictions go into effect as soon as the account feature is enabled for the ads account.

Developer guidance:

  • Determine whether an account should adhere to HLE targeting standards, please use the GET accounts/:account_id/features endpoint and look for the new HOUSING_AND_URBAN_DEVELOPMENT_LIMITATIONS value. Note: You may work with advertisers who already have this account feature enabled.
  • Developers should make note of the targeting restrictions and either not show the options to HLE advertisers or be aware that they’ll receive an error (example below) if they attempt to target any of the restricted types.
{
  "errors": [
    {
      "code": "INVALID",
      "message": "Due to your account type, you can't target zip codes or cities. Please remove this from your targeting to continue with your campaign.",
      "attribute": ""
    }
  ],
  "request": {
    "params": {
      "line_item_id": "9a54r",
      "targeting_type": "LOCATION",
      "targeting_value": "3b77caf94bfc81fe",
      "account_id": "18ce54d4x5t"
    }
  }
}

Twitter Ads API team

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