TapTap publishes mini-game in-game advertising review norms

TapTap’s developer documentation page 小游戏广告审核规范, opened 20 September 2026, sets review norms for in-game advertising inside TapTap mini-games. The page states that builds which do not meet the norms “will not pass review” and that developers may remediate and resubmit. No publication or effective calendar date appears on the body we read, so treat these rules as the live store standard as of the access date rather than as a dated bulletin that can be backdated into an earlier quarter.

First-launch experience

Under 首次启动体验规范, after first launch TapTap requires:

1. No ads of any kind within the first 60 seconds or within the first level.
2. Within the first 120 seconds or three levels, no more than one full-screen ad that forcibly interrupts gameplay.

Those two bullets are the hard constraints for IAA soft launches on China’s core gamer-community store: rewarded and interstitial inventory cannot open the session.

Placement and style norms

General style rules require a clear ad border, surrounding white space, and distance from other clickable UI. Except for splash/open-screen placements, the clickable area is limited to ad creative elements (image, title, button) rather than the full background. Ads must not obscure, distort or blur creative.

Reward video must be user-chosen in contexts such as revive, level unlock or item grants, with the incentive rules explained before the video plays. Banner ads must not sit on text, images or other clickable content in a way that invites mis-taps.

Operator implication

Download the norms card. Re-open the live TapTap page before budgeting a China IAA soft launch on the store; do not assume a later edition keeps the same 60-second gate.

Research checked 20 September 2026. Local draft; human editorial review pending.