> Download Ad Guidelines (.pdf)

CONTENT STANDARDS

• White ads must have a distinct border to clearly identify where the page ends, and advertisement begins.
• Sponsor of the advertising message must be clearly identified.
• Advertiser's landing page must match the offer being made in the advertisement.
• An ordinary person must be able to make an informed decision from the offer(s) in the ad.
• It is the advertiser's responsibility to ensure that all product claims, warranties, guarantees or other assurances comply with applicable laws & regulations.
• Ad unit and landing page must have detailed disclosures as appropriate; in particular, full terms and conditions of the offer must be easily accessible on landing page.

CREATIVE CANNOT   

• Use “bait and switch” tactics, e.g. advertising that promotes an unavailable product or price as a means of luring the user into purchasing a different product.
• Display false functionality - contain graphics that simulate interactivity where no such interactivity exists.
• Resemble error messages or Windows/Mac/Unix dialogue boxes.
• Prompt a download.
• Mimic news headlines in design, tone, third-person sentence structure, or topic.

SUBJECTIVE CONTENT   

Ads for astrology, horoscopes, psychic services or other related services:

• creative MUST state that the service is for entertainment purposes only.
• creative CANNOT imply that there are scientific groundings to such services and/or promises of wealth or good fortune.

Ads for food products:

• MUST comply with applicable laws & regulations regarding definitions/restrictions on food-related descriptive words.

The use of the word “Free” in any ad:

• MUST fully comply with all state and federal guidelines, and disclose all material terms and conditions to obtain the free item.
• in particular, ad units which claim to offer "free gifts" which in fact require the user to sign up for one or more offers, trial subscriptions, etc.
• MUST disclose how many offers the user must complete before receiving the gift.

Ads for promotions (contests, sweepstakes, special offers):

• Creative CANNOT imply that the promotion is approved or endorsed by any government or quasi-government entity.
• MUST offer a fair opportunity for all entrants to win.
  
• Chance based promotions MUST clearly disclose that no purchase is necessary.
  
• CANNOT claim “everyone wins,” or suggest that user was specially selected to receive a prize.
  
• CANNOT suggest that a payment by the winner is necessary to claim a prize (except for applicable taxes).
  
• MAY NOT imply that the mere act of clicking a button is sufficient to win (e.g. "Win a car! Click here!").

Weight loss ads:

• CANNOT depict or be targeted at children or teens.
• CANNOT Suggest that the product alone is effective for weight loss or make any unrealistic claims about the amount of weight that can be expected from the product.
  
• MUST, where weight loss claims are made or implied, contain a disclaimer such as “results not typical; individual results may vary”.

Ringtone/cell phone offers:

• MUST disclose the details of the service, particularly when the offer requires a subscription.

UNACEPTABLE ADS   

We will not accept ads for the following products: