Can you advertise a Snapchat filter with music?

Filters today

• On-Demand Geofilters are gone. Snapchat stopped supporting them on 10 February 2023, and they stopped delivering on 31 March 2023.
• Brands now buy Sponsored AR Filters and Lenses in Ads Manager. AR Filters are a Camera placement you select in the ad set.
• Lenses built in Lens Studio can play audio tracks, which is where music usually comes in.

The music rules

• Ad policies: ads must not infringe anyone’s intellectual property, and advertisers need all rights and permissions for every element.
• Creative tools: you must obtain performance rights for any music in a Lens or filter and pay any royalties.
• Sounds: Snapchat’s Sounds library is for personal, non-commercial use only. It cannot be used in Snaps that promote a brand or product.

In practice

Use music you own outright, such as an original track, or get a written licence that covers paid social use in every country you target. Rights holders can report infringing Lenses to Snap, and Snap may remove them. For an app or game advertiser, the simplest route is your own game soundtrack or app jingle, which you already control.

See how we plan Snapchat creative for apps on our Snapchat ads agency page.