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Ad Content Guidelines

The content of your ads will be reviewed to ensure that your ads are approved by both AdRoll and by our partner networks. These creative requirements are important for any campaign. Our policies apply to both your ad and website images.

Adult content

Any content used in your ads or website must be appropriate for all ages. We can't move forward with approval if your ads contain nudity, graphic language, or adult concepts.

Alcohol

We can't approve any ads that depict alcohol or alcohol consumption.

Body images

In line with our policy on adult content, sexualized images can't be approved. Avoid nudity (implied or explicit), unnecessary skin exposure or cleavage, or other tactics designed to solicit a sexual response.

Facebook doesn't permit the use of ad images that imply ideal or undesirable body image, including “before and after” photos, images that imply unlikely results, or images that draw unnecessary attention to body parts.

Brand notification

Your visitor should be able to have a clear understanding of where they'll be going when they click  your ad. We require that the brand shown on the ad matches the brand of the destination landing page.

Shock value

Don't use images that are visually disturbing, gory, or designed to shock or scare.

Spam tactics

Tactics to mislead a visitor are strictly prohibited. We can't approve ads that:

  • Imitate computer functions such as system messages, progress bars, or virus warnings
  • Mimic the function of other types of media, such appearing to be an embedded video
  • Initiate prompts to download files or software after the click

Strobing and flashing

Strobing, flashing backgrounds, or otherwise distracting ads aren't allowed. Don't attempt to overtly distract the user from page content.

Toubon Law (France)

France’s 1994 Toubon Law requires that ads in France must be only in French, or include a French translation. This applies to ads shown on any French IP address (not just on .fr domains).To serve ads in France, please make sure that the ad content is in the French language.

Personally targeted messaging

Due to the highly targeted nature of retargeting, we need to be especially sensitive to user privacy. This is something to be particularly careful with if your website focuses on products or services for a specific audience. Even if your website meets our content requirements, targeted messaging that implies knowledge of an individual’s personal circumstances can't be approved.

Violence and weapons

Your ads can't depict gratuitous violence. We can't approve ads that contain pictures of guns or other firearms.

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