Advertising in these categories may be carried subject to the conditions stated. Satisfying those conditions is the advertiser’s responsibility, and Adxe may require evidence of it — a licence number, a registration, a regulator’s reference — before approval or at any time during delivery. Advertising that cannot be evidenced on request is stopped.
Alcohol
- Where the advertiser holds the licences the market requires and the market permits alcohol advertising at all.
- Targeted only at adults of legal drinking age in that market, with age-restricted audiences excluded.
- With the responsible-drinking messaging the market mandates.
- Showing excessive consumption, intoxication, or drinking while driving or operating machinery.
- Presenting alcohol as improving performance, attractiveness, popularity, health or mood.
- Any creative element likely to appeal to people under the legal drinking age.
- Free-alcohol promotions and price-based inducements to drink more.
Gambling and betting
Real-money gambling — casino, sports betting, poker, bingo, lottery, fantasy sports for money — runs only with our prior approval, and only from a licensed operator.
- A current licence from the regulator of every market being targeted, provided to us before launch.
- Age-gated targeting at or above the legal gambling age in each market.
- Responsible-gambling messaging and a help-service reference, where the market requires it.
- Free-to-play and social casino products, provided they offer no real-money prize and are not a funnel into one.
- Presenting gambling as an income source, a solution to debt, or a way to recover losses.
- Guaranteed-win systems, tipster services promising profit, and match-fixing content.
- Targeting anyone who has self-excluded, or any audience built to find people with a gambling problem.
Financial services and investments
- Regulated firms advertising within the scope of the authorisation they hold, naming the regulator and the registration where the market requires it.
- Credit, loans, mortgages and insurance, provided the rate, the term, the total cost and the material conditions are disclosed clearly.
- Trading and investment platforms, where the risk warnings that market mandates appear on both the ad and the destination.
- Financial education and comparison services, provided they do not present themselves as advice.
- Any return presented as guaranteed, fixed, risk-free or typical.
- Past performance shown without the accompanying statement that it does not predict future results.
- Urgency and scarcity applied to an investment decision.
Get-rich-quick offers, pyramid schemes, unregistered securities and fake endorsements are prohibited outright, not restricted.
Cryptocurrency and digital assets
- Exchanges, wallets and custody services holding the registration their market requires, with our prior approval.
- Educational and news content about digital assets that sells nothing.
- Blockchain infrastructure and business software with no consumer investment element.
- Token sales, initial coin offerings, presales and airdrops.
- Yield, staking or lending products advertised with a projected return.
- Trading signal groups, bots, and copy-trading services.
- Cloud mining and hardware sold on the basis of the income it will produce.
Health, supplements and weight management
- Supplements lawfully sold in the target market, advertised within the claims that market permits.
- Weight-management products and programmes described in general terms, with a realistic expectation set.
- Clinics, practitioners and telehealth services holding the registrations their market requires.
- Over-the-counter medicines, where the market permits advertising them and the mandated warnings appear.
- A specific amount of weight lost, or a timeframe for losing it.
- Before-and-after imagery, body-part close-ups used to sell a remedy, and body shaming of any kind.
- Treating, curing or preventing a named disease, unless the product is approved for exactly that.
- Implying an individual result is typical, and testimonials presented as evidence of efficacy.
Prescription medicines and telehealth
Permitted only where the market allows direct-to-consumer advertising of prescription products, from a licensed pharmacy or provider, with the safety information that market mandates. Everywhere else, advertise the service rather than the medicine.
Dating and relationships
- Mainstream dating services aimed at adults, with age-gated targeting.
- Matchmaking, relationship coaching and community services.
- Sexual or suggestive imagery and language, and "local singles near you" framing.
- Affair, hookup, sugar-dating and mail-order-bride services.
- Fake profiles, fake message notifications and fake match alerts in the creative.
Political, electoral and social issues
Advertising about elections, candidates, parties, referendums, legislation and contested social issues runs only with our prior approval, and only where the advertiser is identified.
- A clear "authorised by" or equivalent disclosure naming who paid for the ad, as the market requires.
- Registration with the electoral authority where one is required.
- Factual issue advocacy that does not misrepresent a person, a party or a process.
- Misrepresenting voting procedure, eligibility, dates or locations, or discouraging participation.
- Content presented as independent journalism when it is paid political messaging.
- Foreign-funded political advertising where the market prohibits it.
Employment, business and income claims
- Genuine job listings from the employer or a licensed recruiter, describing the role accurately.
- Training, education and certification, with the outcome described honestly.
- Franchise and business opportunities, with the investment required disclosed up front.
- Specific income figures presented as achievable, typical or guaranteed.
- "Work from home" and "be your own boss" framing attached to a paid programme.
- Recruitment where the income comes from recruiting others.
- Advance fees for a job, a placement or a background check.
Subscriptions and recurring billing
Free trials, sample offers and anything that converts into a recurring charge must state, on the ad or its destination and before payment details are taken: what will be charged, when, how often, and how to cancel.
- Presenting an offer as free when a recurring charge follows.
- Placing the terms of the recurring charge behind a link, in a footer, or in reduced-contrast text.
- Cancellation that requires a phone call, a letter or more steps than signing up did.
Legal, cosmetic and other sensitive services
- Legal services and class-action recruitment: only from a licensed practice, with no promise of an outcome or an amount.
- Cosmetic surgery and aesthetic procedures: from a registered provider, without body-shaming, before-and-after imagery or minimised risk.
- Astrology, psychic and spiritual services: as entertainment, with no claim to predict health, financial or legal outcomes.
- Charitable fundraising: only by the registered charity or an authorised fundraiser for it.
- Debt management and credit repair: only where licensed, with the cost and the consequences of the service disclosed.
Obtaining prior approval
Where a category requires Adxe’s prior approval, apply through the contact page before building the campaign, stating the markets to be targeted and the licences or registrations held. Advertising launched without an approval the category requires is rejected, and repeated instances are treated as a breach of these policies.