SHAFT: Sex, Hate, Alcohol, Firearms, and Tobacco

The term SHAFT stands for "Sex, Hate, Alcohol, Firearms, and Tobacco." It is widely used in the context of advertising compliance, content moderation, and online safety to identify categories of material that may require restriction, careful handling, or legal regulation.

These categories represent areas of content that are often considered sensitive, controversial, or potentially harmful. Platforms, advertisers, and regulators frequently use SHAFT guidelines to decide which material is allowed, restricted, or prohibited. For example, alcohol and tobacco promotion is heavily regulated in many jurisdictions, while hate-related content is commonly prohibited under community guidelines to prevent harassment and discrimination.

In digital advertising, the SHAFT acronym is particularly relevant because many ad networks, including Google and Facebook, impose strict rules or outright bans on targeting or monetizing SHAFT-related content. Advertisers must often provide age restrictions, disclaimers, or limit regional availability when dealing with these topics.

From a moderation perspective, SHAFT categories serve as a framework for automated filters and human reviewers. By flagging content that falls into one or more of these categories, platforms can enforce compliance with both internal community standards and external legal requirements.

For example:

• Sex: Explicit sexual material, pornography, or adult services.
• Hate: Content that promotes hate speech, harassment, or discrimination.
• Alcohol: Promotion or depiction of alcohol consumption, especially when targeting minors is a risk.
• Firearms: Discussions or depictions of guns, weapons, or related sales.
• Tobacco: Marketing or portrayal of cigarettes, vaping, or other nicotine products.

In summary, SHAFT is a compliance shorthand for identifying and regulating sensitive categories of content. Its use helps advertisers, platforms, and regulators maintain legal and ethical standards, while ensuring that users are protected from exposure to harmful or inappropriate material.