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LINE Ads review process: the basics

1. Why LINE is the most popular social media app in Japan and how to use it for online ad campaigns
2. How to use LINE Ads for businesses targeting mobile users in Japan
3. Social media campaigns in Japan – Why LINE ads and not Facebook ads might be the correct digital strategy
4. Case study: How L’Occitane grew online sales during the pandemic with LINE Ads
5. Case study: DeNA Games offers practical tips for operating LINE ads
6. The Ultimate Guide to using LINE Japan for advertising your business
7. The differences between advertising on LINE Japan and other social media platforms
8. Case Study: How LINE Japan advertising increased Vitabrid Japan’s customer base
9. LINE Japan Ads: analysing CTRs, impressions, reach & other metrics
10. How to grow your Japanese audience through LINE Japan
11. How DMFA can help set up, launch and run your new LINE Japan Ads Account
12. Using LINE Japan to assist with Ecommerce Sales
13. ORBIS’ strategy that led to 33 million friends on LINE Japan
14. LINE Japan: using the platform for your digital ad campaigns
15. How to run ads on LINE: LINE ADs Starter Guide
16. LINE Ads for targeting mobile users in Japan
17. LINE Ads: How to prepare the perfect creative – basics of creative design | still images & video formats
18. LINE Ads: Tips on crafting a perfect creative
19. LINE Ads review process: the basics
20. How “Hada Nature” reached new audiences and doubled their CTR- LINE Case Study
21. Industries and services not eligible to advertise on LINE Ads platform

LINE, a digital messaging platform, is a great way to advertise in Japan. With over 92 million monthly active users, LINE is a marketing powerhouse that offers a large selection of advertising tools to boot. It can boost brand awareness and assist in taking your business to the next level.

Like other digital platforms, LINE Ads go through an extensive review process before launching. In this article, we will go through the do’s and don’ts of LINE Ads, and share our tips on how to ensure all your ads 

Before you start

LINE is principally a messenger app used by all age groups, from children(LINE sets the recommended age for use at 12 years and older) to adults. As it is possible to reach a wide demographic, all LINE Ads campaigns must comply with LINE’s advertising guidelines, based on the following questions: 

  • What will the user think/feel when seeing the ad?
  • Is the information/ad content presented in an appropriate manner?
  • Can the ad make the user feel uncomfortable / cause negative emotions?
  • Are all users able to safely use the advertised service or product?

     Over the past years, LINE has also been making efforts to ensure the transparency of all marketing activities on the platform in response to misleading advertising conducted by some businesses in the past.

What is an ad content review?

All LINE Ads consist of the following elements:

  • Ad creative (still image or a video) 
  • Landing page (the web page users go to after clicking the ad)

Please see an example below:

Reminder: Depending on the ad placement within the LINE network, format (size, aspect ratio, etc) of a creative may differ. Make sure to check our guide on how to prepare a perfect LINE ad creative here.

Mandatory requirements:

  • A clear & easy to understand subject

Ads must be easy to understand and users should be able to clearly identify the subject, which should be presented in a clear, visible manner. When using copyrighted materials, it is required to obtain the author’s consent, and include their name and relationship with the brand in the artwork or ad copy. 

  • A landing page

All landing pages must include clear information about the advertiser so the users can easily obtain their contact information in case of further questions or concerns about the ad content.

As a rule of thumb, the landing page should be the advertiser’s own website, and must display their business contact details (name, address, phone number, email address, etc). When outsourcing the landing page to a third party, the advertiser must obtain their permission and display this information.

Required advertiser’s information:

  • Official business name
  • Business address
  • Business representative’s name
  • Contact information (email address, phone number)

Advertising restrictions

Breaking any of the following LINE      Ads restrictions will result in ads failing the verification process.

Low quality artwork

Ads of poor image quality which are not displayed properly or can cause user’s dissatisfaction are not allowed.



Inappropriate language / explicit content

Ad creatives containing strong language and explicit content (excessive body parts and skin exposure) are not allowed. Ads containing expressions of violence and discrimination, encouraging hate speech, or anti-social behaviour are also not permitted on the LINE platform.


Misleading information

Advertising services or products that purposefully claim to be better than they actually are, or misleading users into believing that they are cheaper than they actually are, is prohibited. Expressions like ‘world’s best’ or ‘number 1’ must be supported by further information including the name of the research institution and year the research was conducted, both in the creative and the landing page.

Gambling / get rich quick schemes

Advertisements promoting any kind of gambling activities or promising ‘get rich quick’ schemes are prohibited. Ad content that includes imagery of money or cash promising financial gain is also not allowed.


Copyrighted content

Advertisers are not allowed to use copyrighted images, names and photos of celebrities, trademarks, TV program images, videos, etc. without the author’s consent.

LINE ‘friends’ and logo requirements

LINE ‘friends’

Businesses can build a LINE ‘friends’ community on their LINE Official Account, which allows for direct communication with customers. LINE Ads also offer campaigns targeted at increasing the number of ‘friends’, and it is important to incorporate proper Japanese wording into your creative or landing page. The Japanese language is quite tricky and it is possible to write the same word in a variety of ways: using kanji characters, hiragana or katakana syllabaries, or a mix of both.

 In this case「友だち」is the only correct spelling, that will allow you to use the ‘add friend’ option.




LINE logo guidelines

All ad creatives that include the LINE logo must follow the official logo guidelines. You can find more information about the logo guidelines here.


For products and services relating to health foods, cosmetics, pharmaceuticals, and medical equipment, please refer to further guidelines  (Japanese only).

Get started with LINE Ads     

Following the rules and guidelines mentioned above will ensure your LINE Ads pass the verification process and the smooth launch of your.     

DMFA is the official overseas LINE representative, and our team of bilingual Japanese digital marketing experts offers full support and management of LINE Ads and LINE Official accounts. To get started with LINE Ads, please get in touch.

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