Explicit/adult content
What is the policy?
Items that contain sexually explicit content are prohibited on the Walmart Marketplace. Sexually explicit content includes items that promote or portray nudity, pornography, graphic usage of adult items or toys, and other obscene references, descriptions, or depictions of sexual behaviors. While items such as some historically significant art, medical references, or certain types of adult toys may be allowed at our discretion, most items with mature or overly suggestive themes are generally not permitted on our site. Walmart, in its sole discretion, will make the determination of what violates this policy.
Policy basics
Prohibited | Allowed with restriction | Allowed |
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Products that feature salacious content, realistic or recognizable representations of genitalia, or graphic nude imagery for purposes of sexual stimulation rather than artistic expression. Adult toys with anatomically realistic shapes, or that do not adhere to stated product type, packaging or listing content guidance as specified in the Sex Toys & Adult Novelty Items policy and the Sexual wellness style guide. Products that attempt to sexualize minors in any way irrespective of the model’s actual age. Products marketed to or targeted toward children or teenagers that are not age- appropriate.
| - Media, literature, medical texts or historically significant/ancient art including canvas, sculptures and paintings that contain nudity for artistic expression provided that the rest of the listing is otherwise compliant with our policies.
Clothing products such as intimate apparel in which the model’s pubic areas or female nipples are covered, blurred or edited to be non-existent if they are otherwise listed in an appropriate manner. Adult toys and novelty items that adhere to all stated polices provided that:
All packaging, listing language and images are otherwise compliant with listing content standards found in the Sexual Wellness Style Guide. Items don’t make any medical claims. Sellers adhere to all applicable laws and Marketplace policies regarding Restricted/illegal products mandated by law.
| Items intended for adults that contain no graphic imagery or vulgar language as determined by Walmart. Products that don’t contain inappropriate references and are conducive to a safe and trustworthy marketplace as determined by Walmart. Sex toys & adult novelty items
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Sex toys and adult novelty items
What is the policy?
Certain adult-oriented items are allowable for sale as long as they meet the offensive content standards set forth herein. Additionally, all products may be restricted geographically as dictated by local law. Any adult toy or novelty item that makes any medical claims would be treated as a medical device, not an adult toy, and must adhere to all requisite policies related to medical devices.
Policy basics
Prohibited | Allowed with restriction | Allowed |
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- Items containing realistic representations of genitalia or intimate anatomical structures with regard to shape and/or color.
Packaging, listing photos or illustrations which are overly realistic, demonstrate graphic usage or the appearance of sexual gratification during use.
Product types including but not limited to: Adult novelty items in shape of genitalia, female breasts or featuring sexual poses, including but not limited to: Bondage/Domination items including but not limited to: Bondage masks, hood masks (aka “gimp masks”) Restraints Ball gags Chastity devices Paddles, whips, ticklers, floggers spreader bars, nipple clamps
Breast Enlargement Pumps Edible Sensual Products (This applies to products for which the "edible" part is the main focus such as edible underwear) Electrical Stimulators/Shockers Sex dolls Sex Furniture/Swings Sex Machines/Automatic Thrusters Testicle/Scrotal Stretchers Urethral Sounds/Catheters
Vulgar language, profane slang for body parts or explicit sexual innuendo Unsubstantiated medical claims
| Product types below may be allowable, but still must adhere to all other Prohibited Product Policies as well as the listing requirements pertaining to language, imagery, and packaging found in the Sexual Wellness Style Guide. Dildos Vibrators/insertable plugs Penis rings Masturbators Genital pumps/enlargers Sexual Lubricants Ben Wa Balls Kegel Exercisers Anatomical description utilizing biologically appropriate names, provided that the description is accurate, relevant, and product focused (Slang terms for body parts may depend on context of product type and listing content)
| Items that don’t feature realistic anatomical shapes or that are in the form of non-sexually related items. Items on which the language is instructive without being profane, or that are offered for the express purpose of supporting health causes.
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Inappropriate
What is the policy?
Inappropriate content includes items containing or promoting profane language, illegal activities/behavior, non-explicit lewd content, generally vulgar activities, or anything which may be otherwise inconsistent with the values of Walmart’s Marketplace. Walmart, in its sole discretion, will make the determination of what violates this policy.
Policy basics
Prohibited | Allowed with restriction | Allowed |
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Items containing profanity or recognizably vulgar language Products that display or allude to lewd acts Products that promote or praise illegal activities, including drug use Items that seek to demean or insult any person Other items Walmart determines to be inappropriate, distasteful, or otherwise inconsistent with our values
| Some recognizable profanity may be allowed in situations when it is part of a well- known colloquial phrase and not intended in an otherwise abusive or offensive manner Books/media that contain profanity, if the listing is not overly graphic or otherwise offensive
| - Items containing visible expletives in which the word is edited to conceal the profanity
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Intolerance
What is the policy?
Items that promote intolerance, hate, humiliation or the mistreatment of others due to race, ethnicity, religion, gender, disability, sexual orientation, body image or similar characteristics are prohibited from sale on Walmart Marketplace. Walmart, in its sole discretion, will make the determination of what violates this policy.
Policy basics
Prohibited | Allowed with restriction | Allowed |
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Items containing racial slurs, epithets, or other stereotypes that are derogatory toward a culture or ethnicity Symbols of intolerance or terms that are historically associated with intolerance (e.g., slave tags, Confederate flags, or swastikas) Items, media, or propaganda associated with Nazism, white supremacy, or any other hate groups which promote prejudice or bigotry Items containing phrases or messaging intended to counter or mock initiatives promoting equality and inclusion Items mocking or conveying intolerance of individuals based on their physical appearance Costumes or materials that represent race, culture, ethnicity, gender, sexual orientation, nationality, disability, religion, or other characteristics in a demeaning manner
| Religious symbols and iconography are generally allowed, unless displayed on inappropriate items or in a disrespectful manner. Religious items bearing a swastika image may be allowed only when the item itself clearly and specifically indicates that the swastika is included as a Hindu or Buddhist peace symbol
| Inoffensive or non-provocative items supportive of diversity, inclusion, or other social justice initiatives (e.g., Black Lives Matter, LGBTQ+ movements, gender equality) Books, photos, and other media that support inclusion and diversity and do not glorify intolerance, stereotyping, or demeaning of other cultural groups/people
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Politics
What is the policy?
Items that seek to degrade, mock, or bring negativity to the political arena, any political party or any member of a political party are prohibited from sale on Walmart Marketplace. Walmart, in its sole discretion, will make the determination of what violates this policy.
Prohibited | Allowed with restriction | Allowed |
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Items in which the primary intent is to degrade, mock, or insult a political candidate or representative of a recognized political group Items referencing popular memes, images, or comments that are dismissive of mainstream political figures
| - Books and other media that give subjective opinions about political groups, figures or topics are allowed so long as the content does not violate any other Walmart policies regarding offensive items
| Items promoting or presenting politicians or political groups in a positive or neutral manner Wearable items, signs or other merchandise that show support for a candidate using positive messaging Authentic historical political memorabilia with positive statements and promotion of political candidates or individuals
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Violence and tragedy
What is the policy?
Items that mock, glorify or trivialize violence, human suffering, or tragedies are prohibited on Walmart’s Marketplace. Certain items, including books, that Walmart determines to be historically significant may be allowed. Walmart, in its sole discretion, will make the determination of what violates this policy.
Policy basics
Prohibited | Allowed with Restriction | Allowed |
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- Products that mock, glorify, or promote:
Tragic historical or newsworthy events Criminal or illegal activity Animal cruelty Natural or human-caused disasters
Items claiming to have been taken from or seeking profit from newsworthy events such as wars or natural disasters Items promoting, glorifying, or soliciting membership to any terrorist organizations Items advocating the use of guns for any reason
| - Products that demonstrate support for victims of violence, war, or natural disasters so long as they don’t seek to exploit the victims of said tragedy
| Books, photos, or documents that discuss tragic events in a factual, academic, and/or informational manner and do not glorify or promote violence or disasters in an insensitive or distasteful manner Artwork that acknowledges a tragic event but is not overly graphic, violent, or dismissive of the victims of tragedy
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Halloween items
What is the policy?
Costumes and related accessories that convey adult themes, promote intolerance, or contain otherwise inappropriate or offensive messaging are prohibited from sale on Walmart Marketplace. While Halloween costumes and accessories are generally acceptable, those that create or contribute to a negative environment by their nature or accompanying language/imagery may not be listed. Walmart, in its sole discretion, will make the determination of what violates this policy.
Policy basics
Prohibited | Allowed with restriction | Allowed |
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- Any costumes, accessories or decorative items that:
contain racial slurs or epithets, or depict demeaning stereotypes of a culture, heritage or ethnicity contain symbols or imagery associated with any group that promotes hate or intolerance disparage individuals based on race, ethnicity, sexual orientation, religion, sex/gender identity, physical or mental conditions, body image, or other defining characteristics contain graphically violent imagery of humans or animals, depict or promote gun violence or self-harm contain references or messaging intended to counter or mock initiatives promoting equality and inclusion. create or contribute to a negative political environment inappropriately reference or make light of tragic events are not age appropriate for the intended user (e.g., child costumes with drug or alcohol themes) sexualize minors, including fictional characters who are under the age of consent contain sexually explicit content
| While items that depict excessive realistic gore or violence are prohibited, items that depict mainstream Halloween fantasy characters (e.g., vampires, monsters, zombies) and the associated gory imagery are typically allowed at Walmart’s discretion. General “sexy" costumes (e.g., sexy “nurse" or “fireman") are allowable as long as they do not violate any other stated policy
| Costumes/accessories that do not mock or disparage individuals for any of their defining characteristics General Halloween decorations or costumes with mainstream themes and images celebrating the season
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The information found within this policy and the related hyperlinks is for general informational purposes only and is not considered legal advice. This policy may contain links to third party content, which Walmart does not warrant, endorse, or assume liability for and your reliance on such content is solely at your own discretion.
