Content Guidelines

All advertisement creatives, advertisements, ad copy and other materials provided to Tapad (“Advertisements”) by an advertiser or its agency (“Advertiser”), and each website, mobile application and TV application (“Media”) made available to Tapad by an owner, operator or representative of such Media (“Publisher”) for participation in Tapad’s advertising network must comply with all applicable laws and regulations and these Program Guidelines. The content of all Advertisements, Media and compliance with these Program Guidelines is the responsibility of each Advertiser and Publisher, and by placing Advertisements or making Media available, such party assumes all liability for and arising from the Advertisement, Media or campaign. Tapad reserves the right, in its sole discretion, to modify these guidelines at any time without prior notice, and to revoke its approval of or require the elimination or revision of, any Advertisement, Media or campaign.

Adherence to these Program Guidelines does not guarantee Tapad’s acceptance of an Advertisement or Media, and is not necessarily sufficient to meet the standards of all applicable laws. Each Advertiser and Publisher is solely responsible for adhering to applicable laws and regulations with respect to its Advertisements and Media and should consult with legal counsel before placing any Advertisement or making Media available, in order to ensure adherence to all applicable laws and regulations.

With respect to Advertisements and Media targeted towards mobile devices and websites formatted for a mobile browser, the party providing such content must ensure that it is formatted for display on a mobile screen.

Unacceptable Content

Any content depicting, containing or promoting any of the following:

• Alcohol or alcoholic beverages
• Sexual content, including but not limited to sexually suggestive text, images or situations
• Nudity (full, partial or implied)
• Prostitution (direct solicitation or implied)
• Rape, incest, molestation or sexual assault
• Violence, including harming or killing humans or animals
• Illegal drugs and drug paraphernalia
• Hate, racism, violence or advocating against a particular group is not permitted. This includes, but is not limited to, groups identified by their age, color, national origin, race, religion, sex, sexual orientation or handicap.
• Gambling or betting of any kind (this applies to the US and other countries in which such content is illegal)
• Tobacco or tobacco-related products
• Firearms, ammunition or fireworks
• Online pharmacies that are not based in the U.S. or Canada. In addition, all online pharmacies must be accredited by VIPPS or PharmacyChecker.
• Fake documents such as fake IDs, diplomas, immigration documents and passports.
• Cable descramblers, black boxes, radar jammers, traffic signal changers, etc.
• Misleading ads such as “cure cancer overnight!” or “lose 40 pounds overnight!”
• Pay-day loans.
• Aids to pass drug tests, such as urine test additives.
• Infringing content or promotion of the unauthorized dissemination of copyrighted works or unauthorized trademark usage.
• Multilevel marketing plans and pyramid schemes
• Advertisers must adhere to all applicable Federal Trade Commission rules and guidelines for Internet advertising.

Unacceptable Formats

• Advertisements that link to a URL that results in an automatic download of any kind, including but not limited to, .jar or .jad files. If an advertiser would like to link to a file that contains an automatic download, there must be a landing page that has a clear call to action prior to the download of such files.
• Advertisements that link to landing pages which do not render correctly
• Any Advertisements which require a user to pay any form of subscription fee are unacceptable unless they adhere to all of the guidelines and policies of the Mobile Marketing Association (see http://mmaglobal.com/policies).
• The display URL that is provided for an Advertisement must meet the following requirements:
• The Display URL’s top level domain must match the landing page URL of the promoted website.
• Paths may be included and are not required to match the landing page URL.
• If the URL is too long, a shortened version may be used.
• The scheme should not be included.
• The domain extension (.com, .net, etc.) must be included.
• If the top level domain is used to handle multiple independent websites (like blogspot, for instance), then an accurate subdomain or path must be included (Tapad.blogspot.com or blogspot.com/Tapad instead of blogspot.com).

Data Collection and Usage Guidelines

• Advertisers and Publishers will have an easily accessible privacy policy which complies with applicable law and industry best practices, and which is reasonably acceptable to Tapad, that discloses that third parties may be using cookies, web beacons, and other technologies to collect information in connection with ad serving of or through Advertisements and/or Media, as applicable, and shall abide by such privacy policy. If an Advertiser or Publisher collects, processes, or discloses location-based information in connection with the Tapad advertising network, such Advertiser or Publisher must make all necessary appropriate and legally required disclosures in its privacy policy.
• Advertisers and Publishers shall not, under any circumstances, pass information to Tapad that Tapad could use or recognize as personally identifiable information. Advertisers and Publishers shall not alter, and shall prohibit third parties from altering, any ad code to pass information to Tapad that Tapad could use or recognize as personally identifiable information.
• Advertisers may only use pixel tracking (beacons) within their Advertisement for the purpose of creating a remarketing list after providing advance written notification to Tapad. Advertisers may not resell a Publisher’s audience without the prior written consent of the Publisher.
• Advertisers and Publishers shall not use cookies, pixels, web beacons or other technologies to select or target Advertisements to end users (i) based on any activity on adult or gambling sites, government agency sites, or sites directed at children under the age of 13 years, or based on sensitive information (including but not limited to health or medical history or information, financial status or other information regarding an end user’s finances, race or ethnicity, religious beliefs or other beliefs of a similar nature, the commission or alleged commission of any crime, political opinions or beliefs, trade union membership, or sexual behavior or orientation.
• Advertisers and Publishers shall not, in connection with the display of Advertisements, directly associate and store personally identifiable information within a cookie without provide the end user with robust notice of such practice and without first obtaining the end user’s prior affirmative (opt-in) consent.