App Store guideline 2.5.18
Display advertising is to be limited to the main app binary. Unofficial explanation, not affiliated with Apple. Apple's text prevails.
- Guideline
- 2.5.18
- Section
- 2. Performance
- This page
- Unofficial explanation, not affiliated with Apple. Apple's text prevails.
- Version
- Guidelines last updated October 16, 2026
- Official source
- Apple's App Review Guidelines
What it means
- It should stay out of extensions, App Clips, widgets, notifications, keyboards, watchOS apps and similar surfaces.
- Ads must suit the app's age rating, let users see all the information used to target them without leaving the app, and may not use targeted or behavioral advertising based on sensitive data, such as health or medical data (for example from HealthKit), school and classroom data (for example from ClassKit) or data from kids.
- Ads that break into or block the experience must be labeled as ads, must not manipulate or trick users into tapping them, and need close or skip buttons that are easy to reach and large enough to tap.
- Apps that contain ads must let users report inappropriate or age-inappropriate ads.
Apple's text
This page is an unofficial explanation in our own words. Unofficial explanation, not affiliated with Apple. Apple's text prevails. Apple's wording is on its page, linked below.
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