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Additional Guidelines for Your Business

Some services, products, website types, or website content have to follow additional guidelines in order for us to be able to work with you. Please scan the list below to see if anything applies to you. 

Services

Ad publishers

Astrology/psychics

Cosmetic surgery

Education services/academic aids

Financial services

Marketing

Weight loss/body building

Products

Airsoft guns

Alcohol

Children's retail

Drug paraphernalia

Health supplements

Lingerie/hoisery

Medical devices

Prescription medicines

Surveillance equipment

Tobacco/e-cigarettes

Weapons/firearms

Website types

Affiliates

Aggregators

Blogs/forums

Lead generation

Penny auction

Third party vendors

Website content

Children's content

Personal promotion

Special interests (implied personal condition due to the nature of your product. )


Ad publishers

You can host ad space on your website, but it cannot be the focus. The following may lead to disapproval:

  • You do not own the majority of content on your website
  • Products offered are otherwise available for free


 

Affiliates

Affiliates are advertisers who earn commission on traffic or business sent to third-party partners. We work directly with businesses to help retarget their visitors, not individual or organized affiliates. This is in line with our policy that the website in review must demonstrate added value.

Signals we use to identify affiliate businesses:

  • Redirecting destination URLs

  • Websites whose purchasing links send visitors to third-party pages (except for ticketing services such as Ticketmaster)

  • Reseller programs

  • Mirror sites (websites that mimic the look and feel of another) not owned by the original entity


 

Aggregators

Aggregators are websites that compile third-party content and links so visitors can easily assess their options. This does add value, but make sure that you add value with original content as well to ensure your campaign is approved.

 

Airsoft guns

We cannot promote airsoft guns or similar products that discharge projectiles at high velocity with the potential to injure (shoots things).

 

Alcohol

We are typically not able to promote alcohol sales. To qualify you must have:

  • A $25k monthly spend commitment per campaign
  • A dedicated and certified sales rep or account manager
  • An age gate that blocks underaged users from accessing content and getting cookied by the AdRoll pixel.

If you don't sell alcohol or it's a small part of your business, make sure that you do not have anything that could be interpreted as alcohol in your marketing content. 

We can promote venues or events that sell alcohol legally. Again, make sure that your ads don't have any alcohol or alcohol-related activities pictured.

Astrology/psychics

We're open to the possibilities of the unknown, but the unknown is inherently unverifiable. Astrology, psychics, or related businesses can be promoted as long as you do not make any claims guaranteeing results or accuracy.

 

Blogs/forums

We cannot promote personal blogs or forums. If you use blogs and forums as community or marketing tools, we can work with you as long as it's clear that your business goes beyond the blog or forum by providing clear links to the homepage of your main website.

 

Children's retail

We may be able to provide services to child-related retail sites where purchases are made online by adults 18 or older, as long as your campaign does not target children ages 13 or under. We will not be able to approve your business if you:

  • Collect visitor data on pages that contain content intended for anyone ages 13 or under.
  • Your ad or website messaging is positioned to appeal to anyone ages 13 or under.

Please see "children's content" to learn more.

 

Children's content

In order to comply with the Children’s Online Privacy Protection Act, AdRoll does not provide its services for websites intended for children ages 13 or under.  To avoid disapproval, please make sure:

  • Your ads are not intended for or target children 13 and under.
  • Destination pages do not contain any content intended for children, such as child-directed games or videos.
  • Your website is not intended for children 13 and under.
  • If children’s content (such as child-directed videos or games) is a part of your offering, please make sure to keep it separate from your creative’s landing page, such as on a separate domain or subdomain. Do not place the AdRoll pixel on any pages containing children’s content.

 

Cosmetic surgery

We can promote cosmetic surgery services as long as content is family-safe. If your practice specializes in procedures involving breasts or genitalia, be careful with what you picture. Censor any sensitive areas and make sure that you are not implying an ideal body type with any of your content.

 

Drug paraphernalia

We cannot promote any products, services or content that involve illegal drugs.

 

Education services/academic aids

We can promote education services, programs, or products designed to help people, but make sure they follow these guidelines:

  • The offer and proposed value are clear and specific.

  • All claims made are accurate, credible and verifiable.

  • Costs are fully disclosed upfront.

Examples of accepted education businesses are:

  • Tutoring services
  • Online courses or programs backed by a reputable organization
  • School supply distributors
  • Institutions of higher education.

Programs that are designed as academic “shortcuts” or to achieve some exaggerated result will not be approved, including academic aid providers (businesses that sell essays or services to complete coursework), or programs that claim to teach individuals how to "Make money, FAST!".

 

Financial services

Financial services will be closely reviewed for credibility, user safety, and accuracy of claims.

We cannot promote:

  • Cash, payday, or title loans are prohibited.

  • Stock or other financial advice programs that guarantee success or exaggerate potential returns will not be approved, even if this is only a portion of your offering.


To be approved, make sure:

  • Your website content focuses on the financial tools you offer, not potential returns. Exaggerating returns is grounds for disapproval.

  • The terms of your offers are clearly laid out to guide visitors through the full extent of financial considerations.

  • Verification of performance or accreditation claims are easily accessible.

  • Any request for sensitive personal information is completed on secure processing servers (https;//).


 

Health supplements

Supplements are diet additives that synthesize natural ingredients in order to fulfill a desired result. Because of questionable legality and verification of claims, we cannot promote health supplements that:

  • Are designed for physical enhancement (for example, weight loss, body building, or rejuvenation)

  • Claim to be as effective as (or a suitable replacement for) medicines

  • Claim benefits that cannot be easily verified


 

Lead generation

We cannot promote lead generation websites. This is defined as websites that have a primary purpose to collect personal information from visitors. Dedicated landing pages that contain a form for visitors to fill out can be approved, but only if it is associated with a business that offers more than lead generation.

Any information collected should be necessary for your business’s operations. For example to:

  • Fulfill a request or provide customer support

  • Complete a transaction

  • Create an account

  • Enroll the visitor in an opt-in newsletter program


Signals we use to identify lead generation websites:

  • Missing or incomplete privacy policy

  • Single-page websites

  • Offers for free products or services in exchange for personal information or taking a survey

  • Offers for future access to products or services in exchange for personal information now


 

Lingerie/hosiery
Stores that sell lingerie, online or offline, can be promoted so long as store offerings and presentation of products in both your ads and website are tasteful (family-safe).

To be approved:

  • You website cannot contain any nudity. To determine if your content complies with this rule, use the "bikini test". Any areas that would be covered by an opaque two-piece swimsuit cannot be exposed. Unfortunately, if nipples are visible our partner networks will not allow your campaign to run.
  • Avoid any explicit or implicit references to adult activities.

 

Marketing

We work with many agencies to help promote their clients, but when it comes to retargeting your own marketing business, there are extra guidelines to keep in mind.

To be approved:

  • Your marketing tool or service must be designed to assist in marketing strategy.

  • Programs should be customizable to cater to specific client needs.

  • Potential customers should have a clear and full understanding of the services offered.


Examples of what we can approve:

  • Analytics providers

  • Agencies (client websites must be compliant with our site requirements)

  • Social media management platforms or tools

  • Website optimization tools


We cannot approve:

  • “One-size-fits-all” marketing solutions

  • Marketing tools or programs that claim exaggerated returns

  • Reputation management systems designed to inflate social media presence (e.g., buying traffic or Facebook likes), alter review ratings, or otherwise manipulate a business’ digital presence (e.g., selling backlinks) in exchange for money or personal information.


 

Medical Supplies

We can promote general hospital and first aid supplies (bandages, scrubs, gloves). We cannot promote content pertaining to medical devices used to treat specific physical or mental conditions because it implies the personal conditions of the target audience.


Online gaming/gambling

We are typically not able to promote online gambling services or content. To qualify you must have:

  • A $25k minimum monthly spend commitment per campaign
  • A dedicated and certified sales rep or account manager
  • An age gate that blocks underaged users from accessing content and getting cookied by the AdRoll pixel.

Due to issues with legality your ads can only run in certain locales and on Facebook where we will be able to verify the age of the user seeing your ad. 

Online gambling services or content includes:

  • Free or paid casino games

  • Games of chance or skill that involve monetary wagers or rewards

  • Gambling content refers to the following:
  • Gambling-related promotional products (e.g., vouchers, gambling credit)

  • Gambling software or programs

  • Gambling-related strategy, advice, or information


Government-sponsored lotteries, casino supplies (e.g., cards, chips), and brick-and-mortar casinos (gambling establishments) that comply with legal age requirements can be promoted, but requires the help of an account manager so we can be sure that they're set up with the appropriate restrictions.


Penny auctions

Penny auctions are bidding websites that require a non-refundable fee in order to place a bid on any item or service. We cannot promote them.

 

Personal promotion

We cannot promote individual profiles or listings created on third-party platforms or social networks. If you have a marketable skill or craft and have made a business of it, reach out to the Customer Delight team with your website URL and we’d be happy to check it for eligibility. In order to run, your website should demonstrate added value beyond lead generation.


Political campaigns

We can promote political campaigns as long as they follow these guidelines:

  • We will not promote derogatory content. All political content should focus on the merits of the candidate.

  • Political messaging should not target special interests or groups, or imply affiliations (see special interests for more information).


 

Prescription Medicines

We cannot promote prescription medicines (and related businesses), even if they comply with local regulations. This because laws differ from country to country and because of the potentially sensitive information implied by your customer's purchase (see special interests). Make sure that the content of your ads, landing pages, or website do not make any references to this category.

Examples of pharmaceutical websites that we cannot run:

  • Online pharmacies

  • Pharmaceutical manufacturers

  • Coupon aggregators (that relate to prescriptions)

  • Any associated content or keywords


 

Special interests

To protect the privacy of users, audiences cannot be targeted based on implied or explicit knowledge of a user's personal circumstances. If only some of the products or services on your website relate to the special interests listed below, you may still be able to advertise so long as your audience segments, ads, and landing pages do not imply knowledge of these groups.


Do not target based on or imply potentially sensitive:

  • Physical or mental medical or health information
  • Criminal proceedings or allegations
  • Financial problems (e.g., bankruptcy or other negative financial situations)
  • Political opinions
  • Racial or ethnic information
  • Religious or similar beliefs
  • Trade union memberships
  • Interests or participation in adult activities (e.g., alcohol, gambling, dating, pornography)
  • Sexual behavior, identity, or orientation
  • Status as a child under 13 years of age

 

Surveillance equipment

Any products or services to monitor, collect information on, or tamper with the communications of private individuals without their consent are restricted, and may only be approved on a limited subset of our inventory sources. Make sure that you're not engaging in or providing tools to monitor people without their knowledge.

Child or employee monitoring systems can be approved.

 

Tobacco/e-cigarettes

Websites that sell tobacco must have an age gate that blocks underaged users from viewing content and getting cookied by the AdRoll pixel. Vaporizers and e-cigs can be promoted as long as website and marketing content does not contain any drug references. Reach out to the Customer Delight team to check for eligibility


Third-party vendors

While you may leverage third-party vendors to sell your products, your campaign(s) should point back to your proprietary website. Do not point to your product listing on third-party websites.

 

Weapons/firearms

We cannot promote online weapon sales. Weapons are defined as any and all products designed to cause injury, including, but not limited to:

  • Functioning guns or gun parts

  • Hunting knives

  • Bombs or explosives

  • Brass knuckles

  • Throwing stars

  • Defensive weapons designed to incapacitate (pepper spray, stun guns)

Related businesses that can be promoted:

  • Decorative (non-functional) antiques

  • Gun scopes or cases (accessories that do not contribute to basic weapon functionality)

  • Gun ranges (as long as they comply with legal regulations)

  • Gun or weapon related publications (books, magazines, or lifestyle websites)


If your website or ads picture any prohibited weapons, we will not be able to approve your campaign.

 

Weight loss/body building

Not all products or services designed for weight loss or body building can be approved, especially those that involve supplements. Non-supplementary weight loss and body building products and services (e.g., nutrition systems or exercise programs) will be closely reviewed for verifiable claims and must have a proven record of user safety, before they are approved.

Avoid before-and-after images, unexpected or unlikely results, or any image that focuses unnecessarily on any body part. Make sure that website and ad images do not imply a state of ideal or extremely undesirable body weight.

We will also review your content for health and beauty “ideals” as well. Make sure that you avoid language that calls out perceived imperfections through language such as, “Are you fat?” or “Balding?”

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