Advertising Policies

These Advertising Policies govern all advertising delivered through Adxe. They apply to the creative, the headline, the destination and the advertiser behind them, and they apply for as long as a campaign runs — not only at the point of approval. They form part of the Advertiser Terms and Conditions.

Two tiers

Every policy determination begins with which of these two categories the advertising falls into.

Prohibited — Adxe will not carry it, in any market, under any conditions. There is no approval path and no exception process. See what is prohibited.
Restricted — Adxe may carry it where stated conditions are met: a licence, a market limitation, an age or targeting restriction, a mandatory disclosure, or prior written approval. See the restricted categories.

Advertising in neither category must still be lawful, accurate and not misleading. The absence of a rule addressing a category does not constitute permission to advertise it, and Adxe may decline any advertising at its discretion. Where you are uncertain, obtain a determination before building the campaign.

What is reviewed

Advertising is assessed on four elements, each of which must pass:

The creative — the image or video and its composition. Creative standards.
The text — the headline, the description and every claim made in them. Titles and claims.
The destination — the page behind the click and the full path to it. Landing pages.
The advertiser — your identity, the product or service promoted, and your entitlement to promote it in every market targeted.

Standing and interpretation

These are Adxe’s own standards. They reflect the law of the markets in which Adxe operates, the requirements of the publishers whose audiences Adxe reaches, and Adxe’s assessment of what may be carried without harm to those relationships. Where the law of a market is stricter than a rule stated here, the law applies. Adxe is the sole interpreter of these policies, and its determination on whether advertising complies is final.

Enforcement

Creatives are reviewed before delivery and monitored throughout it. Adxe may reject a creative, pause or terminate a campaign, block a destination, restrict an account or close it, with or without notice. Repeated or deliberate breaches escalate more quickly than isolated errors, and any attempt to conceal a violation from review — cloaking in particular — is treated as the most serious category of breach and may result in immediate and permanent removal from the platform. How review and enforcement work.

The sections

Prohibited contentProducts, practices and content Adxe will not carry under any circumstances.Restricted categoriesCategories Adxe will carry under conditions — licensing, targeting limits, disclosures and country restrictions.Creative standardsImage, thumbnail and video requirements, and the creative techniques Adxe rejects.Titles and claimsHow ad headlines and the claims they make must be written, and what gets a title rejected.Landing pagesWhat the page behind the click has to do: match the ad, disclose who is behind it, work everywhere, and never cloak.Review and enforcementHow Adxe reviews creatives before and after they run, the actions taken against violations, and how to appeal one.

Changes

These policies are amended as markets, laws and supply requirements change. Amendments take effect on publication and apply to all advertising then running, including advertising previously approved. The version published on this page is the operative one. Requests for a determination on a specific campaign may be sent through the contact page before launch.