Creative Policy.
Last revised on July 15, 2022.
Overview
These Creative Policies (Policies, CP) describe Bold Collective, LLC (Company, “our”, “us”) ad-quality standards, in order to provide guidance on the appropriateness of the content and behavior of ads delivered through our Self-Service DSP Bold Collective. It is your responsibility to make sure that both you and your ads comply with Policies and all applicable laws, rules, regulations, and industry standards in each geographical area where the ads may appear.
Company reserves the right to reject, remove or request modifications to ads in its sole discretion, for any reason. We can refuse ads or make exceptions to Policies even if ads comply with Policies. We may suspend or terminate your account for one-time or repeated Policies’ violations. Please email us if you have any questions or doubts regarding the suitability of creatives, ads and advertisers prior to submitting a new campaign. We reserve the right to change or modify any portion of these Policies at any time without notice. Please check these Policies often to ensure that you are always up to date on our latest requirements.
1. Immediate Removal Criteria
1.1. All publishers/sites
Global restrictions for all publishers/sites:
1.1.1 Broken or blank creative
1.1.2 Causing degradation of site performance (ex: excessive animation, file weights)
1.1.3 Misleading or sensationalized messaging, content or images
1.1.4 Illegal materials or content
1.1.5 Inappropriate content (ex. language, violence, adult, nudity, racy, etc.)
1.1.6 Non-compliance with restricted advertising category guidelines (dating, pharmaceuticals,
weight loss, health, and beauty, etc.)
1.1.7 Prohibited advertiser categories (ex: casual dating, illegal gambling, adult, etc.)
2. Style & Design Guidelines
2.1. Animation
2.1.1 No animation that exceeds creative file specs (see the individual creative product specs).
2.1.2 No attention-grabbing mechanisms and/or animation with the sole purpose of distracting the
user via repetitive, rapid flashing, strobing or blinking tactics or that has the potential to significantly
distract users from editorial content or user experience.
2.2. Ad Functionality
Use of the following is strictly prohibited:
2.2.1 Functionality that is not predictive or does not display an expected experience/outcome.
2.2.2 Any element designed to generate a click without relevant information or content at the
destination.
2.2.3 Functionality such as inactive “close” icons within the ad or on the landing page that does not
trigger expected behavior. Dynamic user experiences within an ad must resolve to an expected,
appropriate result on the landing page.
2.2.4 Appear to make the ad page look broken or as if something is not working or what is
considered to be normal on a web page.
2.2.5 Impact performance: General impact on performance, reliability, and quality of the user’s
computing experience (e.g., slow computer performance, reduced productivity, corruption of the
operating system, or other issues).
2.2.6 Require users to enter personal information (i.e. name, email address, phone number) in order
to view information within the ad or landing page. This does not apply to non-personal information
such as zip-codes or a user’s city/region for ad targeting purposes.
2.3. Adherence to Editorial Guidelines
2.3.1 Ads may not use logos, graphics, typography or other content or elements designed to blend in
with or look like site content. Ads cannot appear to be part of the site/section UI and imitate the look,
feel or functionality. This does not apply to native advertising which is designed to have a similar
look and feel to the content surrounding it. The advertiser must be clearly identified in the creative.
2.3.2 Editorial content on the corresponding landing page must be identified as paid advertising.
2.3.3 Native advertising must comply with other sections of CP.
2.4. Advertorial / Blogs / News Site Ads
2.4.1 With the exception of pre-approved native ads implementations, advertisements and landing
pages that may be considered faux blogs, articles, press releases, false product reviews or that
simulate editorial or content sites are not acceptable.
2.4.2 Advertorial ads with text or images that are utilized to make a user believe that they are
viewing editorial/news coverage are prohibited (examples: Breaking News, Shocking discovery,
Special Report, Consumer News, Consumer Alerts, etc.).
2.6. General Ad Text Guidelines
2.6.1 Capitalization
2.6.1.1 Ads must use proper, grammatically correct capitalization.
2.6.1.2 Ads may not use excessive or random capitalization, such as BIG SALE or AmAzinG.
2.6.1.3 Acronyms may be capitalized.
2.6.2 Grammar, sentence structure and spelling
2.6.2.1 Spelling and grammar in the ad title and ad text must be correct, unless the incorrect
grammar is part of the corporate or product branding.
2.6.2.2 Ads cannot include excessive repetition (such as “free, free, free”).
2.6.3 Punctuation
2.6.3.1 Ads must include logical, correct punctuation.
2.6.3.2 Cannot contain repeated and unnecessary punctuation, such as “Is someone looking for
you?!?”
2.6.4 Symbols
2.6.4.1 The use of all symbols, numbers or letters must adhere to the true meaning of the symbol
and cannot contain repeated and unnecessary symbols.
2.6.4.2 Symbols may be used if the symbol is part of the product or brand name, paired with a dollar
amount (e.g. “Save $50 today”) or if the # symbol is used for comparative phrases (e.g. “Voted the
#1”).
2.6.5 Use of fonts – font size
2.6.5.1 Depending on location, certain publishers may require adherence to specific font size
guidelines, in order to safeguard the user experience.
2.6.6 No interfering background; clean text required
2.7. General Creative Imagery Guidelines
2.7.1 Imagery within the ad must be high quality / high definition. Use of non-high definition,
pixilated, distorted or unclear designs/ logos/ images are not allowed.
2.7.2 Images must be relevant to the product or offering within the ad.
2.7.3 Product and Price Images: In ads with multiple product offerings, images must be consistent in
quality, theme and relevance to each other.
2.8. Relevance and Design
2.8.1 Advertising must deliver a relevant, positive and expected experience for consumers seeking
products, services and content. Ads must be relevant to the product or service being offered on the
landing page; offers depicted in an ad must be visible/available on the click-through landing page of
the ad.
3. Disallowed Ad Copy & Image Content
We may not accept ads containing or relating to certain ad copy content; this applies to the ad
creative as well as the landing page. This content includes, but is not limited to the areas listed
below. Company reserves the right to reject or remove any ad in its sole discretion at any time.
3.1. Hate Speech & Demographic Targeting
3.1.1 Advertising that facilitates or promotes hate speech is not allowed, whether directed at an
individual or a group. This includes any content and targeting, indirectly or directly, which is intended
to degrade, intimidate or incite violence or prejudicial action against a group of people based on their
race, gender, ethnicity, national origin, religion, sexual orientation, disability or other differentiating
factors.
3.2. Misleading Messaging, Content or Images
3.2.1 Cannot be misleading, include unsubstantiated claims or endorsements, have the potential to
be interpreted as misleading use sensationalized text, include messaging/content that is not
predictable to the product/service being promoted.
3.2.2 Attention grabbing mechanisms including the use of gimmicky or sensationalized text and
imagery is not allowed. Examples include, “use this 1 weird tip”, “1 way...”. “kill stomach fat”, “don’t
buy car insurance”, “your auto insurer hates this”, “use this breakthrough...”, etc.
3.2.3 It is not acceptable for an advertiser to give the appearance of knowing privileged or
confidential information about the user similar to the following, “Your credit score is...”
3.2.4 Advertisers may be asked to provide third-party substantiation to support certain claims.
3.3. Offensive Advertising
3.3.1 Potentially offensive graphics or language that facilitates, promotes, or uses offensive,
distasteful, applies scare tactics, vulgar, gross, obscene, inappropriate language, profanity, contains
scary, threatening or sexually suggestive text, images or situations (includes cartoons or
animations).
3.4. Suffering & Violence
3.4.1 Advertising is not allowed that advocates, glorifies or promotes rape, torture, cannibalism,
human suffering or death, self-harm, violence against animals or graphic or violent images, such as
images showing blood or dismemberment.
4. Prohibited Advertising Categories
As part of our commitment to provide the highest quality experience, we may not accept ads
containing or relating to certain products or services. These products and services are listed below;
Company also reserves the right to reject or remove any ad in its sole discretion at any time.
4.1. Adult Content
4.1.1 Humor, imagery, text, video or audio that is not appropriate for non-adults and includes:
4.1.1.1 Illegal, non-consensual, denigrating, obscene, or violent activity, including bestiality, brutality,
torture, death, illegal drug use, cruelty, prostitution, pedophilia, rape, incest, extreme or shocking
sex, child pornography, stripper/strip clubs, escorts, or content that relates to persons who are, or
are suggested to be, under the legal age permitted in applicable jurisdictions are strictly prohibited.
4.1.1.2 Nudity:
4.1.1.2.1 Any sexually suggestive images of children/teenagers/adults (male or female) are not
allowed.
4.1.1.2.2 Images focusing on or show genitals, buttocks, and female nipples are not allowed.
4.1.1.2.3 Advertisements for underwear and lingerie are not allowed.
4.2 Background Searches / Arrest Records
4.2.1 Advertising for services that provide either background checks, arrest records, access or
removal of mug shots and/or criminal backgrounds is prohibited.
4.3. Contests, Pyramid Schemes or Chain Letters
4.3.1 Pyramid schemes or other legally questionable business opportunities, particularly if:
4.3.1.1 Returns on investment rely solely on adding participants to the scheme.
4.3.1.2 The user must pay a subscription fee or buy a specific product to join, and the value
proposition of doing so is defined.
4.3.2 Chain letters or offerings that imply that non-participation might result in loss or bad fortune.
4.3.3 Employment on income: Content that facilitates and/or promotes any “employment on income”
opportunity which requires payment.
4.4. Data Aggregators & Resellers
4.4.1 Data resellers: Advertising that is intended as a mechanism to gather and re-sell personal
information is prohibited.
4.5. Deceptive Products & Services
4.5.1 Advertising is not allowed for products and services whose purpose is to enable search users
to bypass or deceive a public system, regulation, procedure or individual. This type of advertising
includes:
4.5.1.1 Fake IDs: Identification that is designed to disguise the accurate age, name, or other
characteristics of the holder.
4.5.1.2 Fake diplomas and education transcripts: Advertisements from institutions that provide fake
education transcripts or diplomas or that promote web-based, unaccredited colleges that offer
degrees.
4.5.1.3 Bypassing copyright protection: Products or services that circumvent copyright protection or
products that have disabled copyright protection.
4.5.1.4 Evading traffic tickets: Any device or service that is designed to evade speed enforcement
laws, including, but not limited to laser jammers, license plate sprays and license plate covers.
4.5.1.5 Hacking & cracking: Sites that provide information or services to evade or bypass security
systems of any kind or illegally access or tamper with software, servers, or websites.
4.5.1.6 Paid to click: Sites that offer to compensate users for clicking on ads or offers, or performing
web searches.
4.5.1.7 Cable descrambling equipment: Advertising that promotes devices for descrambling cable or
satellite signals.
4.5.1.8 Beating drug tests: Products that facilitate or promote ways to “beat” a drug test.
4.6. Drugs and Related Paraphernalia
4.6.1 Advertising that facilitates the distribution, use, or cultivation of illegal substances, substances
of questionable legality, or substances whose primary purpose is for recreational mind alteration.
4.6.2 Advertising that facilitates the distribution of drug paraphernalia, which is defined as any
legitimate equipment, product, or material that is modified for making, using, or concealing
recreational drugs.
4.6.3 Marijuana, including medicinal marijuana, Salvia divinorum or Salvinorin A, or any substance
or material containing Salvia divinorum or Salvinorin A.
4.7. Firearms and Weapons
4.7.1 Guns, ammunition, paintball guns, bb guns, knives, brass, plastic, metal knuckles or weapons
of any kind.
4.7.2 Video games may include weapon imagery, so long as it is not depicted in the act of killing
humans or causing dismemberment is allowed but must follow the violence guidelines.
4.8. Fireworks and Explosives
4.8.1 Advertising that facilitates the sale of fireworks, explosives, hazardous materials, or
pyrotechnic devices is not allowed.
4.9 Freeware & Shareware
4.9.1 Content that facilitates and/or promotes, whether directly or indirectly, the sale or use of
software whose purpose is to collect demographic and usage information from a user’s computer
without the user’s express consent.
4.10. Religious Content
4.10.1 Advertising focused on religion, including religious connotations or content that exploits
sensitive religious issues are prohibited.
4.11. Sensitive Advertising
4.11.1 Company reserves the right to remove or limit advertising permanently or for a period of time
in response to a sensitive tragedy, disaster, death or high profile news event, particularly if
advertising:
4.11.1.1 May appear to exploit events for commercial gain
4.11.1.2 Might be considered inappropriate, especially given certain events or circumstances
4.12. Sexual Enhancement Products
4.12.1 Testosterone boosters and sexual enhancement products, including but not limited to
increasing sex drive or endurance, are prohibited.
4.13. Solicitation of Funds
4.13.1 Advertising is not allowed to solicit money or perform fundraising activities.
4.14. Spy Cams or Surveillance Equipment
4.14.1 For non-legitimate use (i.e. any illegal surveillance; purposefully spying whether for pleasure
or any other reason) is prohibited; only advertising that clearly promotes and/or suggests legitimate
usage of such equipment is allowed.
4.15. Suffering, Violence & Exploitation
4.15.1 Including but not limited to advocating, glorification of, promotion or facilitation of any
exploitation, human trafficking, rape, torture, cannibalism, killing, suffering or death, mutilation or
self-mutilation, suicide or graphic or violent images. This includes business models that exploit
socio-economic differences and/or cruelty to animals. For example, includes (but is not limited to)
“international dating,” or dating for economic advantage (i.e. mail-order spouses).
4.16. Tobacco Products
4.16.1 Sale or use of cigarettes, cigars, smokeless tobacco, cigarette papers, or blunt wraps, or any
other preparation of tobacco, or any other instrument or paraphernalia that is designed for the
smoking or ingestion of tobacco, products prepared from tobacco, or any controlled substance is
prohibited.
4.16.2 Advertising for electronic cigarettes, including the cartridges and liquid nicotine solutions that
are used in such devices, is not allowed even if marketed as a smoking cessation product.
4.16.3 Advertising is generally allowed for products that are clearly intended for smoking cessation.
5. Restricted Advertising Categories
As part of our commitment to provide the highest quality experience, we may restrict or modulate the
serving of ads containing or relating to certain products or services. These products and services are
listed below; Company also reserves the right to reject or remove any ad in its sole discretion at any
time.
5.1. Alcohol
5.1.1 Advertising must comply with applicable legislation and other standard industry and regulatory
requirements for the advertising of alcohol to the public, including health warnings and minimum age
requirement disclaimers.
5.1.2 Advertising must not glorify or incite the consumption of alcohol.
5.1.3 All advertising must contain proper health warnings and responsible drinking messaging, such
as “drink responsibly”, “do not drink and drive” etc. either in the ad copy or landing page.
5.1.4 Targeting minors is not allowed. Advertising must not be directed toward individuals under the
applicable minimum drinking age, or served in a context where it is highly likely it will be displayed to
such individuals. This includes, but it is not limited to, the use of language, themes, expressions,
graphic resources, audio or visual elements that may appeal to underage individuals, or using
individuals who are or appear to be underage in promotional content or on the website.
5.1.5 All required disclaimers, age gating mechanisms and responsible drinking and health warnings
must be present either in the ad copy or the landing page.
5.1.6 Additional country restrictions:
5.1.6.1 India, Indonesia: Advertising that promotes the online sale of alcohol is not allowed. This
includes branding campaigns.
5.1.6.2 Malaysia, Thailand: Advertising that promotes the online sale of alcohol is not allowed.
5.1.6.3 Norway: Advertising that promotes the online sale of products with more than 2.5% alcohol
by volume is not allowed.
5.1.6.4 Vietnam: Advertising that promotes hard alcohol is not allowed. Advertising for products with
15% or less alcohol, such as beer and wine, is allowed as long as the associated landing pages do
not sell other types of hard alcohol.
5.2. Beauty & Cosmetics
5.2.1 Beauty and cosmetic ads that are misleading, promote false, unrealistic or extreme results are
prohibited. This includes, misleading comparative claims to pharmaceuticals or surgical procedures.
Any before and after photographs/comparisons must not be presented in a deceptive manner.
5.2.2 Claims must be supported by clinical studies, appropriate consumer testing, and/or other
scientific evidence.
​
5.3. Controversial Content
5.3.1 Some ads may be sensitive to the general public and should use care in creative development
and placement on the network. Company reserves the right to reject or remove any ad in its sole
discretion at any time.
5.4. Dating / Personals
5.4.1 Dating and personals should be targeted to 18+ and are not allowed on any site or section
designed for or targeted to children and should not provide the intent for sexual encounters, where
the ad or website content features graphic images from the landing page, or the language is graphic
or explicit in nature. Creative focus should include common interests, mutuality and\or
complementary characteristics, as well as promote friendship, commitment, relationships, couples or
love. The following rules apply:
5.4.1.1 Casual dating ads are strictly prohibited without exception (Global); casual dating may
include, but is not limited to, an emphasis focused (directly or indirectly) on one night stands, hook-
ups, and sexual encounters or that promotes infidelity or casual sex.
5.4.1.2 The use of techniques (including chat style windows) that give the user the impression that
they will interact specifically with the person(s) highlighted within the campaign are not allowed.
5.4.1.3 No focus on marketing or meeting specific groups or individuals.
5.4.1.4 Feature a casual and natural body position and\or facial expression (smile not desirous,
seductive or sexual). Creative should downplay the physical attributes of subjects.
5.4.1.5 No sexual innuendo (combination of text and image).
5.4.1.6 Text must be in line with the “Focus” principles above (e.g., “Relationships”).
5.4.1.7 Ambience, atmosphere, setting: Should support a casual environment suitable for being in
public ... no beds, foreplay-like or sexual activity.
5.4.1.8 Ads cannot include “personalization” or personalized ad messaging and image.
5.4.1.9 Guidelines above apply to images of animals and cartoons depictions such as manga.
Manga is a genre of comics popular in Asian countries (animated version referred to as anime).
5.4.2 Publisher exceptions: All dating ads, regardless of content or quality are prohibited in the US
with the exception of Publishers which will review relationship focused sites on a case by case basis.
5.5. Entertainment: Gaming, Television and Movie Promotion
5.5.1 No blood spatter or excessive blood, cruelty, violence, glorification of crimes, depictions of
people or creatures on fire and/or showing actions that result in bodily harm or fatalities.
5.5.2 Content that shows guns pointed at the audience is not allowed.
5.5.3 Entertainment advertising must adhere to all CP requirements including Company’s adult
content and nudity policy.
5.6. Finance
5.6.1 Advertisers who promote financial products and services must ensure they comply with all
applicable local laws and regulatory requirements.
5.7. Gambling and Lotteries
5.7.1 Company’s policy on gambling advertising differs by country and region. As an advertiser, it is
your responsibility to ensure compliance with all applicable local and national regulations. Company
reserves the right to refuse an ad or to make exceptions to the policy even if an ad complies with the
guidelines.
5.7.2 Responsible gaming requirements: Advertising must not misrepresent or glorify the benefits of
gambling, or encourage people to play beyond their means.
5.7.3 Advertising may not imply or suggest that gambling is a viable alternative to employment or
financial investments, a way to recover from financial losses or that skills may affect the outcome of
a game of chances.
5.7.4 Information on the odds of winning and prize amounts must be described accurately and must
not be misrepresented. Advertisers may not present winning as the most probable outcome of the
game, nor misrepresent a person’s chance of winning a prize.
5.7.5 Targeting minors is not allowed. Advertising must not be directed toward individuals under the
applicable minimum age to participate in online gambling, or served in a context where it is highly
likely it will be displayed to such individuals. This includes, but it is not limited to, the use of
language, themes, expressions, graphic resources, audio or visual elements that may appeal to
underage individuals, or using individuals who are or appear to be underage in promotional content
or on the website.
5.7.6 Ads that are acceptable under one country’s policy guidelines might not be acceptable under
another. If you advertise in two or more countries, you will need to make any changes necessary to
comply with all of the policy guidelines.
5.7.7 Offline gambling: Advertising for sites promoting offline gambling, establishments or events in
accordance with local, state and federal laws and regulations are acceptable but must not (1)
glamorize gambling, (2) falsely or unfairly raise hopes and expectations of winning or (3) link to
online gambling sites.
5.7.8 Lotteries: Advertising for government run lotteries in accordance with local, state and federal
laws and regulations is acceptable.
5.7.9 Online gambling: Advertising for websites that promote or facilitate, directly or indirectly,
online gambling or wagering is allowed only in the countries listed below with strict adherence to
local laws.
5.7.10 Geo-targeting and age targeting 18+ are required.
5.7.11 Proof of eligibility/license is required.
5.7.12 Online gambling sites include:
5.7.12.1 Sites that accept wagers or require payment in exchange for the chance to win prizes, as
well as sites that offer both information and links related primarily to the promotion of online
gambling.
5.7.12.2 Any content that facilitates, promotes, or is affiliated in any way with online gambling or
wagering of any type.
5.7.12.3 Websites that contain links that direct site visitors to prohibited gambling content, regardless
of the location of the links or whether the offer originates in a geographic region where gambling is
legal. In other words, it must be impossible for a site visitor to navigate from your website to any
prohibited gambling or wagering content.
5.7.12.4 Educational, “learn to play”, “practice” and other free simulation sites, including .net sites
that are affiliated with an online gambling site.
5.7.12.5 Games of chance, gaming & casino games and spread betting.
5.7.13 Additional country restrictions:
5.7.13.1 Australia. Gambling operators must be state licensed in Australia and may not target other
markets. In addition, advertisers must represent, covenant, and warrant to Company that the
advertising is in compliance with applicable laws and guidelines including all registration
requirements. Advertisers must provide Company with their proof of license upon request.
5.7.13.2 Belgium. Gambling operators must be licensed by the Belgian Gaming Commission.
Nonlicensed games of chance (online included) is explicitly forbidden.
5.7.13.3 Brazil. Advertising for National Lotteries is allowed. Advertisers, their agents and service
providers must comply with all applicable regulations and best practices.
5.7.13.4 Canada. Gambling operators must be physically located in Canada. Targeting minors is not
allowed. Advertisers must comply with applicable regulations and industry best practices, including
responsible gaming messaging, non-deceptive description of odds of winning, and prize amounts.
Advertisers promoting provincial lotteries must have authorization from the applicable government
agency.
5.7.13.5 Denmark. Gambling operators must be licensed by the Danish Gambling Authority.
5.7.13.6 Finland. Gambling operators must be state licensed.
5.7.13.7 France. Gambling operators must be authorized by the Autorité de Régulation des Jeux en
Ligne (ARJEL). Also content must not: Encourage gambling addiction; Raise expectations of a better
lifestyle or other improvements; Promote financial loans services; Target an underage audience,
redirect to sites dedicated to a young audience, or promote youth related sponsoring events.
5.7.13.8 Germany. Gambling operators must have a license to operate in market and a permission
for advertising according to the German Advertising Directive (Werberichtlinie). Additionally,
advertising for all types of permitted gambling offerings (limited to lotteries, sports and horse betting,
as well as its brokering) must each comply with the German Advertising Directive (Werberichtlinie),
as well as any other applicable legal requirements. Advertisers must guarantee, represent,
covenant, and warrant to Company that the advertising is in compliance with the necessary
advertising permission according to the German Advertising Directive (Werberichtlinie). Advertisers
must provide Company with their advertising permission upon request.
5.7.13.9 Italy. Gambling operators must be authorized by the AAMS/AASA, and their license number
must be prominently displayed on the landing page.
5.7.13.10 Mexico. Advertisers must comply with applicable regulations and industry best practices,
including possessing the authorization from the Department of the Interior. The license number must
be displayed on the website. Advertisers that promote content related to online gambling must
represent, covenant and warrant to Company that they are in compliance with all applicable laws
and policies including all registration requirements and will provide Company with evidence of
compliance upon request.
5.7.13.11 Netherlands. Approved lotteries must provide a license issued by either the Dutch
Authority on Games of Chance (Kansspelautoriteit) or by a local municipality, whichever applies.
5.7.13.12 New Zealand. The promotion of online gambling conducted remotely through a
communication device (e.g., using online gambling sites on a computer or cell phone) in the form of
sales promotion schemes, approved lottery games and other forms of gambling conducted in New
Zealand, which are promoted by the New Zealand Lotteries Commission or authorized under the
Gambling Act 2003 or the Racing Act 2003 is allowed. Certain geographic restrictions on where
advertisements can be distributed may apply.
5.7.13.13 Norway. State licensed through the Norwegian Gaming and Foundation Authority.
5.7.13.14 Republic of Ireland. Online gambling advertisers must be registered as a bookmaker with
Revenue Commissioners and provide a valid license number.
5.7.13.15 Spain. Operator must be licensed as appropriate for betting and specific games with the
Ministerio de Hacienda y Administraciones Públicas.
5.7.13.16 Sweden. State licensed through AB Svenska Spel (Svenska Spel) and AB Trav och
Galopp.
5.7.13.17 United Kingdom. The gambling operator must be licensed or otherwise authorized by the
U.K.Gambling Commission, and be in compliance with any applicable legal requirements. Proof of
license must be displayed on the website, preferably on the landing page, and be otherwise
verifiable on the U.K. Gambling Commission website.
5.7.13.18 United States. Company allows advertising for online lottery games and paid fantasy
sports. Advertisers must be individually approved. Advertisers of online lottery games must be an
appropriate U.S. State lottery commission, agency or authority, or its licensee contractually
authorized and currently in good standing, to operate online lottery games on behalf of the State.
Advertisers, their agents and service providers must comply with all applicable laws, rules and
regulations of the licensing State(s). Advertisers of paid fantasy sports must EXCLUDE the following
U.S. States from their campaigns: Arkansas (AR), Arizona (AZ), Illinois (IL), Iowa (IA), Hawaii (HI),
Kansas (KS), Louisiana (LA), Montana (MT), Nevada (NV), North Dakota (ND), Tennessee (TN),
Texas (TX), Vermont (VT) and Washington State (WA). Company does not permit advertising of
paid fantasy sports in the foregoing states. At all times while ad campaigns are running, advertisers
must be in compliance with all applicable regulations, including the Unlawful Internet Gambling
Enforcement Act (UIGEA), as well as industry best practices. Targeting minors is not allowed.
Advertisers must comply with applicable regulations and industry best practices, including
responsible gaming messaging, nondeceptive description of odds of winning, and prize amounts.
Company may also impose certain additional geographic restrictions on where advertisements may
be distributed. Advertisers may not promote or link to unauthorized online gambling content. In
addition to the applicable Terms and Conditions and/or alternate contractual agreement(s) in place
with Company, advertisers are required to sign a supplemental document making certain
representations and warranties to Company that they are in compliance with all applicable laws,
rules and regulations, and will provide Company (upon request) with evidence of their appropriate
licensure and compliance.
5.7.13.19 Indonesia, Malaysia, Thailand, Vietnam. Advertising for brick and mortar casinos is
prohibited.
​
​5.8. Health care: Pharmaceuticals (prescription and OTC) andHealth-related Products & Services
5.8.1 Advertisers promoting health care service, health or wellness products and weight loss/dietary
products or supplements must ensure that they comply with all applicable regulatory guidelines and
local laws.
5.8.2 Advertisers for pharmaceuticals must comply with all applicable regulatory guidelines and local
laws, including maintaining up-to-date certification for the markets in which they advertise, as
applicable.
5.9. Pharmaceuticals
5.9.1 Specific targeting required: As a general practice, all pharmaceutical ads should be targeted to
the applicable audience with the following additional restrictions required:
5.9.1.1 Anti-depressants: 18+
5.9.1.2 Erectile dysfunction: Men 35+
5.9.1.3 Female contraceptives: Women 18+
5.9.2 Prescription drugs/manufacturers: Allowed with the following restrictions:
Non-branded pharmaceutical advertising is not allowed. This includes, but is not limited to:
5.9.2.1 Non-branded Pharmaceutical advertisers who are promoting informational data about a
product or drug.
5.9.2.2 Non-branded Pharmaceutical advertisers who mention the drug brand name but do not
mention the disease or condition (brand building “reminder” ads).
5.10. Online Pharmacies
5.10.1 Advertisements for online pharmacies are restricted based on applicable laws, without
exception.
5.10.2 Require advertisers who sell or facilitate the sale of prescription drugs online to have up-to-
date certification in the markets to which they advertise.
5.10.3 Different guidelines or restrictions might apply to websites in countries or regions worldwide.
In those cases, advertisers must comply with all applicable laws regulations and other requirements
and references the requirements on the landing page.
5.10.4 Additional country online pharmacy restrictions are included below:
5.10.4.1 Canada. Online pharmacies (including pet pharmacies) that advertise prescription drugs to
customers in Canada must be accredited by the National Association of Boards of Pharmacies
(NABP). Manufacturers are not required to have certification to advertise, as long as they do not sell
their prescription medicines online. Ads that market to customers outside of Canada are not allowed.
For more information, please see the following NABP websites: e-Advertiser, Pharmacy.
5.10.4.2 France. Company does not allow advertising for the online sale of prescription-only
medicine. This applies to all online pharmacies, including pet pharmacies. Advertising for the online
sale of prescription contact lenses is not allowed. Pharmaceutical manufacturers are allowed to
advertise as long as they do not sell prescription only medicines online.
5.10.4.3 India. Company requires advertisers targeting India who sell or facilitate the online sale of
prescription only medicines or prescription veterinary medicines to ensure they comply with all local
laws. Ad copy must not promote the sale of prescription-only medicines.
5.10.4.4 Republic of Ireland. Company does not allow advertising for the online sale of prescription-
only medication. This applies to all online pharmacies, including pet pharmacies. Manufacturers are
allowed to advertise, as long as they do not sell their prescription medicines online.
5.10.4.5 United Kingdom. Online pharmacies must be registered with the General Pharmaceutical
Council. For more information, please see the website for the General Pharmaceutical Council. Ad
copy must not promote the sale of prescription only medicines. Providers of prescription eye glasses
must be registered with the General Optical Council. Advertisements for veterinary online
pharmacies are allowed if they are registered with any of the following:
The General Pharmaceutical Society of Great Britain
The Pharmaceutical Society of Northern Ireland
The Pharmaceutical Society of Ireland
The Royal College of Veterinary Surgeons
The Animal Medicines Training Regulatory Authority (AMTRA)
5.10.4.6 United States. Online pharmacies (including pet pharmacies) that advertise prescription
drugs to customers in the United States must be accredited by the National Association Boards of
Pharmacy (NABP). Manufacturers are not required to have certification to advertise, as long as they
do not sell their prescription medicines online. Ads that market to customers outside the U.S. and
U.S. territories are not allowed. For more information, please see the following NABP websites:
VIPPS, Vet-VIPPS, e-Advertiser, Pharmacy.
5.11. Non-prescription medications, over the counter (OTC), and
health supplements
Company restricts advertising for any supplement where there is reason to believe that the product
could present significant health risks to a user. For example, advertising is not allowed for the
following products:
5.11.1 Ephedra, ephedrine products, and Ephedra-based or Ma Huang supplements
5.11.2 Herbal supplements that mimic the effect of illegal substances
5.11.3 Non-approved HIV home test kits
5.11.4 Health claims must be supported by clinical studies, appropriate consumer testing, and/or
other scientific evidence.
5.11.5 Direct or indirect references or comparisons between over-the-counter drugs and prescription
medications must be clinically documented.
5.11.6 Must clearly advise consumers to follow label directions (“Use as directed”).
5.11.7 Over-the-counter medications can only promote occasional use and treatment of minor to
moderate conditions.
5.11.8 Claims and demonstrations must be consistent with the product’s indications, directions, and
warnings. This includes, prohibiting references to food or use of images that the user cannot clearly
associate are related to the product.
5.11.9 Depictions of product ingestion are generally unacceptable.
5.12. Weight Loss Products and Services
5.12.1 Ads must disclose that weight loss is achieved as part of healthy reduced-calorie diet and
exercise program.
5.12.2 All weight loss claims must be supported by valid and reliable scientific evidence. Studies
must provide strong evidence that the advertised product, as part of a diet and exercise program,
resulted in weight loss above and beyond weight loss caused by diet and exercise alone. Study
subjects should be representative of the targeted audience.
5.12.3 Documented “before and after” representations will be approved on a case-by-case basis and
must be accompanied by a producer’s affidavit.
5.12.4 Advertising for weight control may not be directed to children.
5.12.5 Advertising including mentions of specific weight loss amounts or the rate of weight loss
consumers can expect must comply with the following:
5.12.5.1 Rates of weight loss advertised must not exceed 2 lbs. a week for a month or more without
diet and exercise or 3 lbs. per week for more than 4 weeks. Mentions of specific weight loss
amounts must be accompanied by a disclosure of the amount of time it took to lose the weight (e.g.
“I lost 4 pounds in two weeks”).
5.12.5.2 When a featured consumer lost weight at a faster rate than a typical consumer can expect,
the typical results consumers can expect to achieve must also be disclosed (e.g. “Typical
clients/consumers lose 1-2 pounds per week on average”). Typical results musty also be disclosed
when an ad refers to the rate of weight loss (e.g. “Lose weight quickly”).
5.12.5.3 Weight loss ads containing testimonials must be accompanied by a testimonial affidavit
from each featured consumer. If a specific amount of weight loss is mentioned, the affidavit must
include the amount of weight loss and the length of time it took to achieve the loss.
5.12.6 Additional Country restrictions are outlined below:
5.12.6.1 Australia, New Zealand. Products may not claim to cure, treat, or prevent disease unless
they are registered as medicines with the appropriate organization in the market where they are
promoted.
5.12.6.2 Brazil. Advertising for pharmaceutical content is disallowed, except for approved
advertisers. All supplements, cosmetics, vitamins, homeopathic, and other health care products
must be registered with the Federal Sanitation Agency (ANVISA). Approved advertisers must be in
possession of all the required registrations and comply with all ANVISA and other applicable
requirements. We reserve the right to verify compliance with local requirements and exclude
noncompliant advertisers from the program. The advertisement must fairly represent the quality and
purpose of the product, as registered and approved by the local regulatory authorities.
Advertisements for witchdoctors, magical potions and treatments, and miracle cures of any kind are
disallowed.
5.12.6.3 Europe. Advertising of Lipostabil is disallowed.
5.12.6.4 Hong Kong. All advertised pharmacies must be registered with the Drug Office of the
Department of Health. Advertisers must comply with the Undesirable Medical Advertising Ordinance.
Advertising related to specific diseases, conditions, and health claims is restricted. Unregistered
pharmaceutical products may not be advertised.
5.12.6.5 India. Advertising for the treatment of diseases and miracle cures is restricted. Ads must not
feature claims to prevent or cure common conditions or diseases or health ailments of humans and
animals. Advertising for pre-natal sex determination is disallowed, as required per PC-PNDT Act and
the order of the Supreme Court of India dated 28th February 2015.
5.12.6.6 Indonesia. Advertising for over the counter medicines, cosmetics, non-prescription health
care products, and traditional medicines is not permitted.
5.12.6.7 Italy. Advertising for herbal remedies, herbal sleep aids, or herbal diet pills is disallowed.
5.12.6.8 Malaysia. Ads by health care practitioners are restricted to the name, field of practice, and
place of practice of the practitioner. Advertisements by private health care facilities are restricted to
general information such as the name, location, contact information, working hours, types of facilities
and charges imposed by the private health care facility. Testimonials from patients are prohibited.
5.12.6.9 Philippines. Advertising for non-prescription medicine must comply with applicable
regulations, including proper marketing authorization issued for the non-prescription medicine
advertised, and valid license to operate held by the drug company. Medical professionals may not
promote, advertise or endorse any medication. A disclaimer of “No Approved Therapeutic Claim”
must appear on the advertisements for food and dietary supplements.
5.12.6.10 Republic of Ireland, United Kingdom. Advertisers may offer vitamins, minerals and food
supplements to help maintain good health. Advertisers must ensure that their advertising does not:
5.12.6.10.1 Discourage essential treatment of health problems.
5.12.6.10.2 Offer specific advice, diagnosis, or treatment for serious or prolonged conditions (such
as diabetes, cancer, or heart disease), unless given by a doctor or a qualified health professional.
5.12.6.10.3 Imply that vitamins, minerals or supplements can prevent or treat illness, elevate mood,
or enhance performance.
5.12.6.10.4 Claim that a vitamin, mineral or any other food supplement is beneficial to health without
substantiating the claim with scientific evidence displayed on the website.
5.12.6.10.5 Contradict the fact that a well-balanced diet should provide the vitamins and minerals
needed by a normal healthy individual. Advertisers cannot encourage consumers to swap a healthy
diet for supplementation.
5.12.6.10.6 Imply that there is widespread vitamin or mineral deficiency or that it is necessary to
augment a well-balanced diet.
5.12.6.10.7 Describe products as safe or effective simply because they are “natural” or because the
description omits an ingredient in common use.
5.12.6.10.8 Claim that over-the-counter (OTC) medicines or legal herbal supplements are better
than any other product or that using or avoiding a product will affect normal good health.
5.12.6.10.9 Offer homeopathic medicines that are not approved in the UK by the Medicines and
Healthcare Products Regulatory Agency (MHRA).
5.12.6.11 Singapore. Ads may not promote treatments or cures for diseases. Advertising for
traditional and alternative medications is prohibited.
5.12.6.12 Thailand. Ads for non-prescription medications must comply with applicable regulations,
including displaying the approval number for the medicine on the website.
5.12.6.13 United States. Advertisers must comply with all applicable laws regulations and other
requirements and references the requirements on the landing page. Advertising for weight loss
products must adhere to FTC guidelines. Per the FTC, advertising cannot make unrealistic claims
about the amount of weight loss that can be reasonably and safely expected from using the product
and must highlight the importance of diet and/or exercise and restriction of caloric intake in
conjunction with the product’s use. Advertising cannot suggest that the product works for everyone,
that it alone is effective for weight loss or that weight loss is permanent (even after stopping use of
the product).