HEADLINE AND IMAGE REQUIREMENTS

Headline Style

Non-Compliant:
Inappropriate or improper punctuation in headlines such as repeated punctuation (???!!!) or symbols (-->, @, *, etc) are not allowed

Periods and ellipses are not allowed at the end of headlines

The first letter of all major words should be capitalized

  • (ex. The World’s Scariest Roller Coasters)

Headlines and individual words cannot be in ALL CAPS

  • (exception: Acronyms such as NASA)

Headlines that objectify women

  • (ex. 10 Hottest Women in the World)

Compliant:

All words in the campaign headline must have correct spelling and grammar
 

User Experience - Additional Headlines Restrictions

Non-Compliant:
No use of the word "shocking" or any of its derivatives
No use of the word “trick” for nutraceutical, finance, or lottery offers
No use of the word “breakthrough” relating to weight loss, diabetes, Alzheimer’s, or any other serious diseases
No false, misleading, or deceptive claims of any kind. All statements made in headlines MUST be substantiated on the landing page
No vulgar or crude language
No use of the word “erectile” or any of its derivatives
Editorial content cannot use images or headlines that contain misleading or outright false information

  • (ex. Transformation content with an untrue before and after)

Brand Name

Brand Name must list either the landing page branding, offer branding, or domain branding. 

Best practices for brand name styling:

The first letter of all major words should be capitalized

The brand name should not contain symbols or punctuation (including dashes)

Image Quality

Compliant:

Image specs are 420 X 315 pixels (or an upscaled increment of that, following a 4:3 ratio)

Images must fill the entire space allotted for creative (no white space along any sides)

Non-Compliant:

Image cannot have a border or partial border

Image cannot have text in the creative

Image cannot be blurry or pixelated

Image cannot have animation or flashing

The image with white space around it would be not permitted The image with the border would be not permitted

The image with text overlaying it would not be permitted. The blurry image would not be permitted; images should be high quality

The image with the animation would be not permitted

Additional Image Restrictions

Non-Compliant:
Zoomed in body parts that are unsettling, grotesque, or unidentifiable

Before and after images that imply results from a product

Sexually implicit images of women
Examples Include:

Grotesque/Graphic/Disturbing Imagery

Graphic images of blood

Bloody sores, open wounds

Dead people, animals or corpses

Torture devices in use

Mutilation

Complaint:

Scary clowns, ghosts, dolls

Mugshots

Smoking (tobacco only)

Adult/Inappropriate Ad Copy Headline/Image

Non-Compliant:

Implied or overt nudity (whether through image cropping or headline implication)

Phallic-shaped objects 

Body Paint images

Images of people or animals with implied or explicit sexual activity

Marked and noticeable cleavage or provocative positions

Before and after images containing an image of a child with a sexually suggestive after photo

Photo-shopping to enhance sexuality

PDA (including groping)

Sexually explicit language

Images of women wearing undergarments for direct response offers

Compliant:

Correctly fitting yoga pants

Bikinis (must fully cover and be relevant to niche)

These images include a person in a sexually suggestive position are overtly sexual and are not permitted

This image suggests sexual activity and is not permitted.

These images include phallic shaped objects, are sexually provocative or suggestive and are not permitted.
 

Text Only Ads

An ad must include a campaign headline and related image that meets our Image Quality guidelines.


Celebrity Death Content

Non-Compliant:

Images of a celebrity who is alive

Conspiratorial headlines

  • (ex. This Celebrity Died and No One Said Anything)​

Group photos
 

Language Targeting
English headlines may target: English or ALL languages.
Non-English headlines may target: Language of the headline.
If the language of the headline is not an available option, target: ALL languages.
 No boosts can target more than one language.
 

 Content/Landing Page Mismatch

 Ad content must match your landing page.

  • Content about the world’s best travel destinations cannot click through to a lander about the best turkey chili recipes.

The content type you select should match the setup of your landing page in order for it to deliver properly. Content type options are Article, Video and Mobile App.

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