General Creative Guidelines

Prohibited Behaviour:

  • Auto-redirects (automatically redirect the user without their engagement or direct action (e.g. click, touch))
  • Pop (including pop ups, pop unders, pop overs, exit)
  • Auto-download
  • Spyware/Malware/ Viruses
  • Expandable ads (ads that automatically expand without user’s action)
  • Auto-refresh
  • Deceptive ads resembling user interface elements (e.g. text boxes) - these ads do not ask the user for permission before initiating services and/or fees. Includes click-to-call and click-to-subscribe ads that do not include an intermediary land page or other prompts that clearly explains the terms and/or fees associated with the call or subscription)
  • Deceptive ads that circumvent or interfere (or attempt to circumvent or interfere) with advertising operations (including but not limited to creative scanning. For example, cloaking ad content or ad behavior to avoid detection by quality controls)
  • Deceptive ads resembling Windows Dialog or Alert Style (e.g., any creative that a user might mistake for an OS or application-level notification rather than an advertisement)

Prohibited Content:
- IAB25  Non-Standard Content:

  • IAB25-1  Unmoderated UGC
  • IAB25-2  Extreme Graphic/Explicit Violence
  • IAB25-3  Pornography/ Adult content
  • IAB25-4  Profane Content
  • IAB25-5  Hate Content
  • IAB25-6  Under Construction
  • IAB25-7  Incentivized

- IAB26  Illegal Content:

  • IAB26-1  Illegal Content
  • IAB26-2  Warez
  • IAB26-3  Spyware/Malware
  • IAB26-4  Copyright Infringement

- IAB9-9 Cigars/ Tobacco and tobacco accessories
- Alcohol
- Gambling/ Sweepstakes
- Pharma/ Drugs and drug paraphernalia
- Weapons and weapon accessories
- Promotion of free desktop software, unless the ad includes the name of the specific software being promoted and leads to the authoritative online distribution source for the software
- Counterfeit goods ( Products described as knock off, replica, imitation, clone, faux, fake, mirror image, or similar terms when referring to a brand name in an attempt to pass themselves off as genuine products of the brand owner/  Non-genuine products that mimic brand features in an attempt to pass themselves off as the genuine product)
 - Products enabling dishonest behaviour (Products or services that help users to mislead others/ that enable a user to gain unauthorized access (or make unauthorized changes) to systems, devices, or property)

Restricted Content:

  • IAB23 Religion & Spirituality
  • IAB24 Uncategorized
  • IAB14-1 Dating
  • Financial Services
  • Healthcare and medicines
Jan 11, 2024

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