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Part 1: Brand or Product Promotion on Instagram

Where the content of an effect or the account an effect is being published from promotes a brand or product, the effect must be declared as promotional when submitted for publishing to Instagram.

1.1. Promotional content. An effect can be considered promotional or not according to its content, or the content of any name, icon or demo video submitted with the effect.

  • 1.1.a. Content that contains a logo, brand name, product name or product image is considered promotional.

  • 1.1.b. Content that points viewers to other content that contains a logo, brand name, product name or product image is considered promotional.

  • 1.1.c. The following types of content are not considered promotional:

    • 1.1.c.i. Celebrations of a holiday, idea or theme.

    • 1.1.c.ii. Effects from an artist or performer containing a catchphrase or character, unless associated with a particular product.

    • 1.1.c.iii. Effects that turn the viewer into a character or reference something from pop culture.

1.2. Promotional accounts. If an Instagram or Facebook account is considered promotional, any effect published from or owned by that account is considered promotional.

  • 1.2.a. Business Instagram and business Facebook accounts are considered promotional.

  • 1.2.b. Non-business accounts that meet the following criteria are considered promotional:

    • 1.2.b.i. Where the account is associated with a brand, agency or product, and not an individual.

    • 1.2.b.ii. Where the account represents a group of people, such as a band or sports team.

  • 1.2.c. Non-business accounts that meet the following criteria are not considered promotional:

    • 1.2.c.i. Where the account represents individuals with trademarked names, or individual artists, athletes or celebrities.

    • 1.2.c.ii. Where the account uses names that aren’t real, if the bio makes it clear this is an artist or individual, and not an agency or group of people.

Part 2: Effects

All effects uploaded or submitted to Spark AR must follow the policies below.

2.1. Performance. Effects must perform as expected and provide a stable experience.

  • 2.1.a. Effects must be be responsive, and run without stuttering or lagging.

  • 2.1.b. Effects must load in a reasonable amount of time.

2.2. Functionality. Effects must not contain any hidden or unexpected features or functionality.

2.3. Logos. Any logos must appear only as a natural part of the effect.

  • 2.3.a. Logos must be integrated into the scene of the effect, i.e. they must fall into one of the categories below:

    • 2.3.a.i. The logo responds to movements through the use of face tracking; for example, on a piece of clothing worn by the person using the effect.

    • 2.3.a.ii. The logo is integrated into a 3D object in the scene that uses world tracking; for example, on a movable boombox.

  • 2.3.b. Logos must not be excessive – no more than one logo.

2.4. Visual text. Any text that contributes to the visuals of the effect (i.e. not instructions), must appear only as a natural part of the effect.

  • 2.4.a. Text must be integrated into the scene of the effect, i.e. it must fall into at least one of the categories below:

    • 2.4.a.i. The text responds to responds to movements through the use of face tracking; for example, on a piece of clothing worn by the person using the effect.

    • 2.4.a.ii. The text is integrated into a 3D object in the scene that uses world tracking; for example, on a movable boombox.

    • 2.4.a.iii. The text is integral to the design of the effect; for example, a timestamp in an effect that simulates a camcorder.

  • 2.4.b. Text must be clear and large enough to read.

  • 2.4.c. Text must not be excessive – no more than one sentence.

  • 2.4.d. Text must not prompt people to navigate away from the effect or off the Instagram or Facebook platforms.

2.5. Instructions. Instructions are there to help people understand how to use or experience the effect.

  • 2.5.a. Instructions must be clear and appropriate for the effect.

  • 2.5.b. Instructions must be automatic, or from the list of custom instructions in Spark AR Studio.

2.6. Keyboards. Effects must not use custom-built keyboards.

2.7. Pickers. Effects may use the native UI picker only – effects must not use custom pickers or other buttons or controls.

2.8. Full-view frames. Where an effect contains a frame which displays the entirety of the camera’s view:

  • 2.8.a. the effect must work with both the front- and back-facing cameras

  • 2.8.b. a portion of the screen must be reserved for the camera’s view

2.9. Face concealment. Where an effect contains a mask which covers the face:

  • 2.9.a. the effect must track the face, and respond to expressions, movements or other interactions

  • 2.9.b. the effect must dynamically resize according to distance from the camera

2.10. Face extraction. Where an effect extracts and alters or displays all or part of the face, the effect must track the face, and respond to expressions, movements or other interactions, or dynamically resize according to distance from the camera.

2.11. Photographs. Effects must not contain photographs of people, whether they are real or fictional.

2.12. Capabilities. Effects must only use capabilities permitted on the Instagram or Facebook platforms.

Part 3: Metadata and Assets

All metadata and assets uploaded or submitted with effects to Spark AR must follow the policies below.

3.1. Effect files. Effect files are uploaded directly from Spark AR Studio to Spark AR Hub, or exported and uploaded to Spark AR Hub.

  • 3.1.a. Effect files must be in the .arexport format, unmodified and contain no foreign files.

  • 3.1.b. For effects being published to Facebook, individual iOS, Android and older Android files must be no larger than 10MB each.

  • 3.1.c. For effects being published to Instagram, individual iOS, Android and older Android files must be no larger than 4MB each.

  • 3.1.d. Total bundle (.arexport) files must be no larger than 40MB.

3.2. Names. Effect names appear alongside effects when used or shared in the app.

  • 3.2.a. Names must be 20 characters or fewer, including numbers, spaces, currency, punctuation and any other symbols.

  • 3.2.b. Names must not be duplicated – every effect published by a single owner must have a different name.

  • 3.2.c. Names must not contain:

    • 3.2.c.i. Instagram usernames

    • 3.2.c.ii. business names

    • 3.2.c.iii. people’s names

3.3. Icons. Icons are used to represent effects in the Instagram or Facebook app.

  • 3.3.a. For effects being published to Instagram:

    • 3.3.a.i. Icons must use the owner’s face, if a face is included.

    • 3.3.a.ii. Icons must not contain effect names.

    • 3.3.a.iii. Icons must not contain Instagram usernames.

    • 3.3.a.iv. Icons must not contain small text or too much text – the icon must be legible in the app.

    • 3.3.a.v. Icons must be a PNG or JPG file.

    • 3.3.a.vi. Icons must have square, not rounded corners.

    • 3.3.a.vii. Icons must have a sRGB color space.

    • 3.3.a.viii. Icons must have minimum dimensions of 200 x 200 pixels.

    • 3.3.a.ix. Icons must not include any transparency.

  • 3.3.b. For effects being published to Facebook:

    • 3.3.b.i. Icons must be a PNG or JPG file.

    • 3.3.b.i. Icons must have transparency turned on, if a PNG file.

    • 3.3.b.i. Icons must be no larger than 1MB file size.

    • 3.3.b.i. Icons must have minimum dimensions of 200 x 200 pixels.

3.4. Demo videos. Demo videos are used to showcase effects in the Instagram app.

  • 3.4.a. Demo videos must accurately demonstrate the effect’s features and capabilities being used by someone.

  • 3.4.b. Demo videos must be captured live and saved directly from the Instagram camera; for example:

    • 3.4.b.i. no screencasts

    • 3.4.b.ii. no stock videos

    • 3.4.b.iii. no recordings of images or other videos

  • 3.4.c. Demo videos must be unedited by other apps or software; for example:

    • 3.4.c.i. no Boomerang videos

    • 3.4.c.ii. no images, icons or buttons applied after recording

  • 3.4.d. Demo videos must be no longer than 15 seconds.

  • 3.4.e. Demo videos must be no larger than 32MB.

  • 3.4.f. Demo videos must be a MOV or MP4 file.

3.5. Categories. The category selected for an Instagram effect must accurately represent the content of the effect. Spark AR may change the category if it feels the effect is better suited to another category.

Part 4: AR Content Standards

Content, including all effects, names, icons, demo videos and all other material uploaded or submitted to Spark AR, must follow the standards and policies below.

4.1. Facebook Community Standards. Content being published to Facebook must comply with our Community Standards, and all applicable laws, statutes, and regulations.

4.2. Instagram guidelines. Content being published to Instagram must comply with the Instagram Community Guidelines, and all applicable laws, statutes, and regulations.

4.3. Suitability for user base. Content must be suitable for consumption by the Facebook and Instagram general user base (including those aged 13 and above):

  • 4.3.a. Content must not be shocking, sensational, disrespectful or excessively violent.

  • 4.3.b. Content must not promote illegal products, services or activities, or content that is inappropriate or unsafe.

  • 4.3.c. Content must not promote alcohol, tobacco, or marijuana products.

  • 4.3.d. Content must not be of an adult or sexual nature; for example, nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

  • 4.3.e. Content must not discriminate against, harass, provoke or disparage people.

4.4. Gambling. Content must not promote online gambling, online real money games of skill, or online lotteries.

4.5. Spam. Content must not be spammy, misleading or deceptive.

4.6. External links and tags. Content must not contain tags or links off the Facebook or Instagram platforms.

  • 4.6.a. Content must not contain:

    • 4.6.a.i. hashtags

    • 4.6.a.ii. URLs (web addresses)

    • 4.6.a.iii. QR codes

    • 4.6.a.iv. other scannable codes

  • 4.6.b. Effects may contain:

    • 4.6.b.i. social media handles with no call to action

    • 4.6.b.ii. URLs which form part of a company’s name

4.7. Intellectual property infringement. Content must not infringe upon the intellectual property of Facebook Inc., its affiliates or other third parties.

  • 4.7.a. Imitation of Facebook brands. Content must not mimic or misrepresent:

    • 4.7.a.i. any products or brands in the Facebook family of apps, such as Facebook, Instagram, WhatsApp, Oculus or Free Basics.

    • 4.7.a.ii. any assets related to the Facebook family of apps, such as the verified page or verified profile or any other FB statuses without prior permission.

  • 4.7.b. Facebook branding. Content must follow the guidelines in the Facebook Brand Resource and Permissions Center.

  • 4.7.c. Instagram branding. Content must follow the Instagram Brand Guidelines, and must not use:

    • 4.7.c.i. the color gradients as defined in the guidelines

    • 4.7.c.ii. trademarked Instagram assets

    • 4.7.c.iii. the Instagram name

  • 4.7.d. Third party rights. Content must not infringe upon or violate the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.

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Join the Spark AR Creator's community

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