Temu Advertising Service Usage Guidelines (EU)

• Children in adult or dangerous situations. For example: depicting children near or in contact with firearms or other weapons, depicting children in situations that violate established child safety best practices, or depicting children in places or situations where they cannot safely care for themselves without adult supervision.
• Violent images or descriptions and any encouragement of violent behaviour or behaviour harmful to personal or public safety, including behaviour harmful to the environment.
• Bloody images or descriptions.
• Horrifying or disgusting images or descriptions.
• Images or descriptions that evoke terror or panic.
• Content exploiting superstition, fear or credulity.
• War elements, symbols, or totems.
• Events with significant social, cultural, or political impact.
• Campaigns supporting or opposing politicians or political parties, content interfering with or related to elections or referenda or other political or legal processes, or content interfering with or related to publicly debated political issues.
• Religious propaganda and advocacy.

• Targeting minors or containing content designed to attract minors or appeal to their credulity. This includes any direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them.
• Using clickbait strategies or sensational images or descriptions.
• Exploiting negative events to evoke fear, guilt, or other emotions to compel viewers to take immediate action.
• Using “before and after” images to promote significant changes in the human body.
• Content containing false or exaggerated claims.
• Unfulfillable offers, i.e. where the seller cannot actually supply the product in a timely way, or does not have sufficient quantities to fulfil the number of orders that could reasonably be expected at the advertised price.
• Misleading statements about licenses, approvals, certifications, or authorisations.
• Environmental or “green” claims which are false or misleading or otherwise do not comply with applicable law.
• Misleading claims about disease prevention, treatment, or cure.
• Price promotions or discounts that do not comply with applicable law.
• Including purported customer reviews where these are not from genuine verified customers.
• Subliminal advertising.
• Comparative advertising which makes it possible directly or indirectly to identify a competitor or its goods and which is contrary to good morals (e.g. content that uses biased comparisons, disparages a competitor or its services, takes unfair advantage of the reputation of a competitor's trademark or is likely to cause confusion in the market to distinguish between the advertiser and its competitor including to suggest to consumers or incite them to give up other identifiable similar or equivalent products or services).
• Misleading statements about the consumer’s rights, such as the right of withdrawal and the applicable legal warranty.
• Content which, while encouraging the purchase of goods or services, gives the impression that it is providing neutral information.

• Any advertisement of high-fat, high-sugar, and high-salt foods and beverages that does not comply with applicable laws and regulations.
• Any advertisement that encourages excessive consumption of food.
• Any advertisement that promotes food consumption through the use of minors.
• Any advertisement that suggests giving up the consumption of fruits, vegetables, or natural foods.
• Any advertisement that attributes to food products, properties of preventing, treating, or curing a human disease, or that suggests such properties, or attributes properties they do not possess, or suggesting that a food has special characteristics when in fact all similar products possess such characteristics.
• Any advertisement that does not comply with the applicable regulations regarding nutrition and health claims made on food products and how they are advertised.

• Tobacco and products containing tobacco.
• Nicotine inhalers, nicotine nasal sprays and nicotine pouches for oral use.
• Smoking cessation products that do not comply with applicable laws and regulations and are not properly licensed or approved.
• E-cigarettes and related products (with or without nicotine).
• Herbal tobacco.
• Hookahs.
• Flavoured tobacco and related products.
• Imitation tobacco products (example: toys that resemble cigarettes).
• Cigarette rolling devices (Regional restrictions).
• Pipes and smoking accessories (Regional restrictions).
• Products displaying tobacco brands or logos.
• Content that encourages, glorifies, or depicts tobacco consumption.

• Content that encourages, glorifies, or depicts alcohol consumption.
• Advertisements that associate drinking with motor vehicles or driving.
• Advertisements that disparage abstinence from alcoholic beverages.
• For beauty or cosmetic products of which Temu permits the sale, making claims about the efficacy of such products without holding clinical evidence (to be provided to Temu on request), making exaggerated claims about the effects of such products, or, where prohibited by law, making claims about the medicinal properties of these products.

• Imitating genuine brand features in an attempt to pass off as genuine brands.
• Product information containing the words "imitation", "fake", "knockoff", or similar.
• Unauthorised audio, video, or copyrighted content. - For example: electronic products with pre-installed unauthorised audio, video, or copyrighted content.
• Other products involving intellectual property infringement.

• Any advertising which breaches national rules relating to (non-exhaustive list): taste and decency; protecting human dignity and public morality (including through defamation, degradation or humiliation); preventing sexual, racial and religious discrimination; or the depiction of nudity, violence and antisocial behaviour.
• Discrimination, profanity, denigration, insult, or hostility based on race, ethnicity, religion, political beliefs, nationality, language origin, social origin, tribe, identity, age, skin colour, gender, sexual orientation, gender identity, gender stereotyping, disability, serious illness, etc.
• Promotion, support, praise, incitement or glorification of Nazism, fascism, communism and other totalitarian state systems, racism, imperialism, extremism, terrorist organisations, aggressive wars, violent conflicts, hate crimes, criminal acts, illegal activities, etc.
• Exploitation or profiting from human disasters or natural disasters.
• Promotion or glorification of harassment, intimidation, exploitation, bullying of others, and threats of physical or mental harm to others.
• Promotion or glorification of suicide.
• Child abuse and exploitation.
• Human trafficking and smuggling.

• Content or information related to pornography including involving minors, non-consensual or paid sex, or other illegal sexual themes.
• Second-hand underwear (or 'pre-worn unwashed underwear') and similar products.
• Display of genitals, vaginal or anal insertion, vaginal, oral, anal sex, masturbation, bodily fluids from sexual intercourse, etc.
• Pornographic content in the form of cartoons or comics.
• Pornographic and obscene language.
• Sexual services.

• Sexual enhancement products.
• Nudity and partial nudity.

• Gambling including offline gambling and online gambling.
• Social casinos.
• Bingo.
• Lotteries.
• Sports predictions and betting.
• Gambling tools such as slot machines, roulette, chips for gambling, electronic gaming machines for gambling.
• Advertisements that claim or imply the ability to make money, get high returns, get gambling bonuses, etc.

• Liquor and alcoholic beverages (e.g. wine, beer).
• Liquor licences.
• Equipment for producing alcoholic beverages, such as alcohol distillation kits (Regional restrictions).
• Advertisements that encourage or imply drinking under the legal age.
• Advertisements that encourage, glorify or imply excessive drinking, or that show binge drinking or drinking competitions.
• Advertisements that imply that drinking can help improve social status, sexual ability, workplace prestige, intelligence, or athletic ability.
• Advertisements that imply that drinking has health benefits or produces medical effects.

• Firearms and imitation firearms.
• Ammunition and ammunition parts.
• Weapons and any systems or devices intended for weapons.
• Explosives and related products.
• Instruments of torture and tools to restrict freedom.
• Certain knives (excluding - to the extent permitted by law - kitchen knives, cutlery, and general-purpose camping knives).
• Aggressive or potentially harmful tools.
• Drugs, recreational drugs, psychoactive substances, and their paraphernalia.
• Any chemical substance or compound that is intended for commercial, industrial, or professional use only and is not available for general consumer purchase.
• Other hazardous items, offensive instruments or those that may be used to endanger the personal safety of others.

• Human body parts.
• Human remains.
• Human excreta and body fluids.
• Funeral services.
• Funerary objects.
• Historical gravestones.
• Archaeological discoveries.

• Live animals.
• Animal faeces.
• Live cats, dogs (including dangerous dogs), and their body parts.
• Ivory and its products.
• Endangered and protected animal and plant products.
• Illegal animal and plant products.
• Animal and plant products that are dangerous or potentially lethal to handle or consume.
• Animal and plant products designated as "pests" by national governments.
• Animal and plant products subject to quarantine or other biosecurity controls by national governments.
• Products that have undergone ear cropping, tail docking, declawing, or any other removal or modification of companion animals.
• Traps for endangered and protected animals.
• Steel-jaw animal traps.
• Products and content involving animal abuse or unnecessary harm to animals, affecting animal welfare, including relating to animal fights.

• Infant formula.
• Follow-on formula that is non-compliant with the applicable law and regulations, including but not limited to, Commission Delegated Regulation (EU) 2016/127, Forskrift om morsmelkerstatning og tilskuddsblandinger, etc.
• Food for special medical purposes.
• Foods or Dietary supplements that are derived from or contain hemp, cannabidiol (CBD), THC, or otherwise related to cannabis.
• Foods or Dietary supplements claim to treat, cure, or reduce the risk of, a disease or medical condition.
• Foods or Dietary supplements making unauthorised health claims or unpermitted nutrition claims.

• Pharmaceuticals, including prescription and over-the-counter drugs.
• Prescription or professional medical devices (Prohibitions or restrictions for consumer medical devices may be based on specificity and potential sensitivity of the medication and/or condition treated.)
• Products claiming false or misleading medical or health benefits.
• Certain cosmetics and beauty products, such as tattoo ink, beauty and cosmetic products that are derived from or contain hemp, cannabidiol (CBD), THC, or otherwise related to cannabis.

• Military products and their imitations.
• Police products and their imitations.
• Government supplies and their imitations.
• Government-issued certificates or documents and their imitations.
• Products that pretend to be government and military and police supplies.
• Products intended for law enforcement use only.

• Products used for illegal theft.
• Products used for illegal surveillance.
• Products used for illegal descrambling, intrusion, interference, and interception, as well as infringing goods.
• Products used for illegal telecommunications.
• Products used for suicide or assisting others in committing suicide.
• Products that violate privacy or confidential information.
• Products obtained illegally.
• Other illegal products used for illegal purposes, manufacturing illegal products, or engaging in illegal activities and behaviours.

• Counterfeit currency or non-compliant prop currency.
• Cryptocurrencies and virtual currencies, mining equipment, mining tutorials, and software.
• Financial instruments, such as bills of exchange, checks, gold certificates, silver certificates, stocks, and securities.
• Gift cards, coupons, and electronic redemption codes.
• Government subsidy benefits.
• Products or content related to financial services such as insurance, loans, remittances, and wealth management.
• Products with financial transaction functions, such as POS machines, card swipers, and credit card readers.
• Equipment and content for manufacturing counterfeit goods, such as printing presses, printing paper, printing ink, and printing tutorials.
• Products that may facilitate money laundering.

• Any products involved in corrective action (including product recalls, market withdrawals, sales stopping, product safety notices etc.) or other product safety warnings issued by manufacturers, own-branders, importers, distributors, retailers, other suppliers, government agencies or other entities.
• Categories and products that require Temu’s approval but have not yet been approved.