What this page is for
Online advertising only works while readers still trust what they are looking at. These are the rules we apply to every campaign we buy. They are not negotiable per client: if a request needs one of them bent, we will say no and explain why.
Sponsored content is always labelled
Native and newsletter placements carry a visible sponsored mark in the position and size the publisher requires. We do not remove it, shrink it below the publisher's minimum, or place it where it scrolls out of view before the label is read.
No fake interface, no fake function
Creative must not imitate a control the reader might click by mistake: play buttons that only start an ad, fake close buttons, system warnings, download prompts, or progress bars that track nothing. Nor may it imitate a publisher's own editorial furniture to imply endorsement.
Claims have to be supportable
Numbers, comparisons and guarantees need to be true and, where a market requires it, evidenced. We ask for the basis of any performance claim before launch. If the basis is a projection, the ad says so or the claim comes out.
Targeting and categories we decline
- Audiences built on health conditions, financial hardship, or any category a publisher treats as sensitive
- Advertising to children, unless the placement is explicitly age-gated and permitted
- Personal data lists bought or scraped rather than collected with consent
- Counterfeit goods, unlicensed pharmaceuticals, weapons, unlicensed gambling, and anything that misrepresents who the advertiser is
- Any campaign whose landing page does not match the ad
Automatic audio and heavy creative
Sound plays only after a deliberate click, and creatives stay inside the page weight limits the carrying site publishes. We compress or rebuild an asset rather than ask for an exception.
How we handle a complaint
- A complaint reaches us with the placement, the timestamp and a screenshot where possible.
- We pause the creative within one business day while we check it, without waiting for the outcome.
- If it is upheld, the creative stays down and is not placed elsewhere; if not, we record the reason and it can resume.
Where these rules come from
They reflect the requirements publishers in our network set for advertising on their sites, plus the general principles of truthfulness, transparency and no dark patterns. Where a local requirement is stricter than this page, the local rule applies.
Unclear whether your campaign passes?
Send the creative and the landing page before you order. We will tell you what would need changing, which usually takes less time than finding out after launch.