Clarification Needed: Factual Use in Video Ads & Tutorial Content Involving "Shopify"

Shopify Apps

Topic summary

A Shopify app developer’s paid video ad was removed for including the term “Shopify,” despite using it factually in a tutorial demonstrating app installation steps (navigating to Shopify App Store, searching, and installing).

Core Issue:
The Shopify Partner Toolkit states partners cannot use the Shopify trademark or misspellings in advertisements, creating confusion about whether factual references like “Shopify App Store” are prohibited in tutorial content.

Key Questions Raised:

  • Can factual references to “Shopify” appear in paid video ads without implying endorsement?
  • Are tutorial instructions showing app installation processes acceptable?
  • Why do major apps (PageFly, GemPages) appear to use Shopify keywords in their advertising?
  • What compliance steps should be followed given conflicting guidance from legal advisors and Partner Support (who declined to provide legal advice)?

Status: The discussion remains open with no resolution. The developer seeks specific guidance from the Partner Program Agreement or Brand Guidelines to reconcile the apparent contradiction between the trademark restriction and common industry practice.

Summarized with AI on October 31. AI used: claude-sonnet-4-5-20250929.
1

Hi everyone,

I’m seeking clarification regarding the use of “Shopify” in our video ad content and would appreciate any insights or official references from experienced partners.

Recently, one of our paid ads was removed because it included the term “Shopify.” In our tutorial video, we simply demonstrate the installation process for our app with the following steps:

  1. Go to the Shopify App Store
  2. Search for our app
  3. Install the app

I believe this is a straightforward, factual use meant only to guide users. However, our ad was taken down due to the inclusion of the trademark in the ad copy. After consulting with a legal advisor, I was advised to contact Partner Support for clarification. Unfortunately, Partner Support has mentioned they cannot provide legal advice.

https://cdn.shopify.com/static/partner-resources/Shopify_Partner_Toolkit.pdf
If you go to this Shopify Partner tool kit under paid ads, under “Paid rankings” go for 2nd pin “Don’t”, you’ll find “Partners cannot use the Shopify Trademark OR Misspellings in advertisements”.

Now this means, we cannot even reference “Shopify App Store”?

Here are my key questions:

  • Factual Use: Can we use factual references to “Shopify” in our paid video ads (especially in a tutorial context) without implying endorsement?
  • Tutorial Content: Is it acceptable to include instructions like “Go to the Shopify App Store” and show how to install our app, as long as it’s purely informative?
  • Industry Practice: We see that many big apps like PageFly and GemPages use Shopify keywords directly. How do we reconcile this with our ad being removed?
  • Next Steps: Given the mixed feedback between legal advisors and Partner Support, what is the best practice for staying compliant while clearly communicating that our app is designed for Shopify stores?

Any guidance or pointers to specific sections of the Partner Program Agreement or Brand Guidelines would be extremely helpful.

Thanks in advance for your help!