Ad Policy Compliance

UNIVERSAL CHECKS (all platforms):

✅ COPY CHECKS:
  □ No excessive capitalization (≤1 ALL CAPS word per headline)
  □ No excessive punctuation (no "!!!" or "???")
  □ No misleading claims ("guaranteed results", "#1 product")
  □ No before/after images implying unrealistic results
  □ No fake UI elements (fake buttons, fake notifications)
  □ No countdown timers with false urgency
  □ Grammar and spelling correct
  □ CTA matches landing page action

✅ TARGETING CHECKS:
  □ No targeting by race, ethnicity, or religion (any platform)
  □ Age-appropriate targeting for product type
  □ No targeting children (under 13 — COPPA)
  □ Geo-targeting matches product availability
  □ Special Ad Category applied if required (Meta)

✅ LANDING PAGE CHECKS:
  □ Page loads and is functional
  □ Content matches ad claims
  □ Privacy policy accessible
  □ No auto-downloads or malware
  □ No deceptive navigation (fake X buttons, fake content)
  □ Contact information visible (required for some industries)
  □ No pop-up blocks preventing page exit

✅ LEGAL CHECKS:
  □ Required disclaimers present (financial, health, political)
  □ Trademark usage authorized OR generic terms used
  □ "Ad" disclosure on native/influencer content
  □ Terms and conditions linked for offers
  □ Age gates for restricted products (alcohol, gambling)

RESTRICTED (allowed with limitations):
  □ Alcohol: Allowed in some countries, must target 21+ (US)
  □ Gambling: Requires Google certification, country-specific
  □ Healthcare/pharma: OTC drugs OK, prescription requires cert
  □ Financial services: Must comply with local regulations
  □ Political ads: Requires identity verification, "Paid for by" disclosure
  □ Adult content: Allowed with restrictions (no explicit imagery)
  □ Trademarks: Allowed in ad text if you're authorized reseller/informational

PROHIBITED (never allowed):
  ❌ Counterfeit goods
  ❌ Dangerous products (explosives, recreational drugs)
  ❌ Dishonest behavior (phishing, malware, clickbait)
  ❌ Inappropriate content (hate speech, violence, bullying)
  ❌ Weapons and weapon accessories
  ❌ Tobacco and tobacco products
  ❌ Bail bonds services (US)
  ❌ Surveillance equipment

WHEN TRADEMARKS ARE ALLOWED IN GOOGLE ADS:
  1. You are an authorized reseller of the trademarked product
  2. You are providing informational content about the product
  3. You are comparing your product to the trademarked product

HOW TO USE:
  - You CAN bid on competitor brand keywords (always)
  - You CAN mention competitors in ad text IF:
    a) You're comparing products accurately
    b) You link to a comparison/informational page
    c) You don't imply affiliation
  - You CANNOT use trademark in display URL
  - You CANNOT use competitor logos in display ads

IF YOUR AD IS REJECTED FOR TRADEMARK:
  1. Request authorization from trademark owner
  2. OR submit a trademark authorization form to Google
  3. OR remove the trademark from ad text (keep bidding on keyword)
  4. Appeals: ads.google.com/nav/selectaccount → Tools → Trademark

CLAIMS THAT TRIGGER REVIEW:
  "Best [product]" → Requires third-party verification
  "Guaranteed results" → Must have refund/guarantee policy on LP
  "#1 [product/service]" → Requires verifiable ranking source
  "FDA approved" → Must actually be FDA approved
  "As seen on [media]" → Must have been featured
  "Doctor recommended" → Requires verifiable medical endorsement
  "[X]% success rate" → Must cite source and methodology

SAFE ALTERNATIVES:
  "Best" → "Top-rated" or "Award-winning" (with award cited)
  "Guaranteed" → "Risk-free trial" or "Money-back guarantee"
  "#1" → "Leading" or "Trusted by [X,000]+"
  "Instant results" → "See results in as little as [timeframe]"

HOUSING:
  Applies to: Real estate listings, mortgages, home insurance, apartments
  Restrictions:
    ❌ Cannot target by ZIP code (must use 15-mile radius minimum)
    ❌ Cannot target by age, gender, or parental status
    ❌ Cannot use lookalike audiences
    ❌ Cannot exclude interests related to protected classes
  
EMPLOYMENT:
  Applies to: Job listings, hiring, employment opportunities
  Restrictions: Same as Housing
  
CREDIT:
  Applies to: Credit cards, loans, insurance, financial services
  Restrictions: Same as Housing

SOCIAL ISSUES / ELECTIONS / POLITICS:
  Applies to: Political candidates, ballot measures, social advocacy
  Requirements:
    ✅ Must have "Paid for by" disclaimer
    ✅ Must verify identity and location
    ✅ Must be authorized to run political ads
    ✅ Ads stored in Meta Ad Library for 7 years

❌ PROHIBITED:
  - Tobacco products or paraphernalia
  - Unsafe supplements (weight loss, body building — many banned)
  - Weapons, ammunition, or explosives
  - Adult products or services
  - Multi-level marketing (income claims)
  - Payday loans or predatory financial products
  - Penny auctions
  - Counterfeit documents
  - Spyware or malware
  - Discriminatory practices

⚠️ RESTRICTED (requires approval):
  - Alcohol (21+ targeting in US, varies by country)
  - Dating services (must not promote casual encounters)
  - Online gambling (license required, geo-restricted)
  - Cryptocurrency (licensed exchanges only, no ICOs)
  - Prescription drugs (must target only authorized countries)
  - Financial products (must include disclaimers)

TEXT IN IMAGES:
  - No longer a hard 20% text rule (removed 2021)
  - BUT: Less text = more delivery (algorithm preference)
  - Recommendation: Keep text minimal in ad images

BEFORE/AFTER IMAGES:
  ❌ Cannot imply unrealistic results
  ❌ Cannot use before/after for weight loss
  ✅ CAN use for home renovation, cleaning products (non-body)
  
PERSONAL ATTRIBUTES:
  ❌ Cannot assert or imply personal attributes
  ❌ "Are you overweight?" → REJECTED
  ❌ "Struggling with debt?" → REJECTED
  ✅ "Many people manage their weight with..." → APPROVED
  ✅ "Tools to help manage finances" → APPROVED
  
  Rule: Don't use "you" + negative attribute.
  Use third-person or positive framing instead.

FACEBOOK BRAND REFERENCES:
  ✅ "Follow us on Facebook" (lowercase 'facebook' in running text is OK)
  ❌ "Join our FACEBOOK group" (cannot emphasize)
  ❌ Modified Facebook logos or trademark
  ✅ Official Facebook brand assets (from brand.facebook.com)

REQUIRED:
  ✅ Professional tone (no clickbait, no sensationalism)
  ✅ Accurate job titles and company claims
  ✅ Clear identification of advertiser
  ✅ Appropriate for professional audience
  ✅ Truthful company/product descriptions

PROHIBITED:
  ❌ Profanity or vulgar language
  ❌ Sexually suggestive content
  ❌ Misleading credentials or qualifications
  ❌ Fake urgency ("Only 3 spots left!" without truth)
  ❌ "Get rich quick" schemes or unrealistic income claims
  ❌ Deceptive subscription practices
  ❌ Gambling or betting services
  ❌ Weapons and military equipment

LEAD GEN FORMS:
  ✅ Must include privacy policy URL
  ✅ Must clearly state what user is signing up for
  ✅ Must not pre-check consent boxes
  ❌ Cannot request SSN, government ID, or financial account numbers
  ❌ Cannot request health or medical information
  ⚠️ Custom questions must comply with data collection policies

SPONSORED INMAIL / MESSAGE ADS:
  ✅ Must clearly identify sender
  ✅ Must include unsubscribe mechanism
  ✅ Subject line must match content
  ❌ Cannot exceed frequency caps (1 InMail per 45 days per user)
  ❌ Cannot send unsolicited commercial messages

REQUIRED:
  ✅ Ads must be clearly identifiable as advertising
  ✅ Must not mimic TikTok UI elements (fake like buttons, etc.)
  ✅ Landing page must be functional and match ad claims
  ✅ Product availability must match targeted regions
  ✅ Accurate pricing (no hidden fees)

CREATIVE RULES:
  ✅ Sound is expected (unlike other platforms) — include audio
  ✅ Vertical format preferred (9:16)
  ✅ Native-feeling content performs best (less polished = better)
  ❌ No fake engagement metrics ("liked by X people")
  ❌ No fake system notifications
  ❌ No countdowns without real deadlines

PROHIBITED:
  ❌ Weight loss products or services
  ❌ Tobacco, e-cigarettes, and vaping products
  ❌ Weapons and weapon accessories
  ❌ Political ads (global ban — TikTok doesn't allow political advertising)
  ❌ Cryptocurrency (most markets — some exceptions)
  ❌ Payday loans
  ❌ Adult content or dating for minors

RESTRICTED:
  ⚠️ Alcohol: Allowed in select markets with age targeting (21+/18+)
  ⚠️ Gambling: Licensed operators in approved markets only
  ⚠️ Financial services: Must include risk disclaimers
  ⚠️ Health supplements: Must not make medical claims
  ⚠️ Beauty/skincare: No unrealistic transformation claims

ALL PLATFORMS:
  ✅ Include APR, fees, and terms in landing page
  ✅ "Terms and conditions apply" disclaimer
  ✅ Licensed/registered financial institution disclosure
  ✅ Risk warnings for investment products
  ✅ "Past performance is not indicative of future results"
  
  ❌ No guaranteed returns claims
  ❌ No income claims without proof
  ❌ No targeting minors
  
GOOGLE ADS SPECIFIC:
  - Must comply with local financial regulations
  - Requires Google advertiser verification for some products
  - Loan ads: Must show APR, repayment terms
  - Crypto: Allowed for licensed exchanges (requires certification)
  
META SPECIFIC:
  - Falls under CREDIT Special Ad Category (if credit-related)
  - Cannot target by ZIP code, age, or gender for credit products
  - Must include disclaimers in ad or landing page
  - Crypto: Licensed exchanges only, no ICOs or DeFi protocols

ALL PLATFORMS:
  ✅ Must not make unsubstantiated health claims
  ✅ Must comply with HIPAA (US) / GDPR (EU) for data collection
  ✅ OTC products: Generally allowed with disclaimer
  ✅ Telehealth: Allowed with proper licensing disclosure
  
  ❌ No prescription drug promotion to consumers (US — varies by country)
  ❌ No miracle cure claims
  ❌ No before/after weight loss imagery
  ❌ No patient testimonials implying guaranteed outcomes
  
GOOGLE ADS SPECIFIC:
  - Prescription drugs: Only certified pharmacies (LegitScript cert)
  - Addiction treatment: Requires LegitScript certification
  - Clinical trials: Requires Google approval
  - COVID-related: Enhanced review, fact-checking required
  
META SPECIFIC:
  - Cannot target by health condition ("diabetes" interest OK for awareness,
    but not for selling diabetes products)
  - Supplements: Must not make drug claims
  - Mental health: Allowed but no personal attribute assertions
  
TIKTOK SPECIFIC:
  - No weight loss products at all
  - Health supplements with very limited claims
  - No prescription medication

US RULES:
  ✅ Must target 21+ (LDA — Legal Drinking Age)
  ✅ Must not target pregnant women
  ✅ Must not show excessive consumption
  ✅ Must not associate drinking with driving
  ✅ Must include "Drink Responsibly" or similar
  
PLATFORM STATUS:
  Google Ads: ✅ Allowed with restrictions (21+ targeting, no promotion of excessive drinking)
  Meta: ✅ Allowed with age-gating (varies by country)
  LinkedIn: ✅ Allowed with age targeting
  TikTok: ⚠️ Allowed in select markets only (US, UK, some EU)
  Reddit: ✅ Allowed with age-gating
  
INTERNATIONAL:
  France: No alcohol advertising allowed (Loi Évin)
  Norway/Sweden/Finland: Heavily restricted
  UK: Allowed with ASA guidelines (no appeal to under-18s)
  India: Prohibited on all platforms
  Middle East: Prohibited (most countries)

GOOGLE ADS:
  ✅ Requires identity verification
  ✅ "Paid for by" disclaimer required
  ✅ Stored in Google Ads Transparency Center
  ✅ Must comply with local election laws
  ❌ No micro-targeting by political affiliation (EU)
  ❌ No deep fakes or manipulated media

META:
  ✅ Requires "Paid for by" disclaimer
  ✅ Must verify identity and location
  ✅ Stored in Meta Ad Library for 7 years
  ✅ Special Ad Category: Social Issues / Elections / Politics
  ❌ Restricted targeting (no interests, demographics for political ads)

LINKEDIN:
  ❌ Political advertising not accepted

TIKTOK:
  ❌ Political advertising globally banned (since 2019)

REDDIT:
  ✅ Allowed with transparency requirements
  ✅ Must identify advertiser clearly
  ❌ No issue ads targeting specific geographies

X (TWITTER):
  ❌ Political advertising banned (since 2019, reversed 2023)
  ⚠️ Allowed again with restrictions — requires certification

# Ad Compliance Pre-Launch Checklist

**Campaign:** [Name]
**Platform:** [Google / Meta / LinkedIn / TikTok / Reddit]
**Industry:** [Standard / Financial / Healthcare / Alcohol / Political]
**Date:** [Date]
**Reviewer:** [Name]

## Universal Checks
- [ ] No misleading claims or exaggerated promises
- [ ] No excessive caps or punctuation
- [ ] CTA matches landing page action
- [ ] Landing page functional (tested on mobile + desktop)
- [ ] Privacy policy accessible on landing page
- [ ] No prohibited content (weapons, drugs, tobacco, hate)
- [ ] No fake UI elements or deceptive design

## Platform-Specific Checks
- [ ] Special Ad Category applied if needed (Meta)
- [ ] No personal attribute assertions (Meta)
- [ ] Professional tone (LinkedIn)
- [ ] Political ad disclosures if applicable
- [ ] Trademark usage authorized
- [ ] Age targeting set for restricted products

## Industry-Specific Checks
- [ ] Required disclaimers present
- [ ] Licensing/certification displayed
- [ ] Risk warnings included (financial)
- [ ] "Drink Responsibly" included (alcohol)

## Result
- [ ] ✅ APPROVED for submission
- [ ] ❌ BLOCKED — issues found (list below)

**Issues found:**
1. [Issue description + fix required]
2. [Issue description + fix required]

# Policy Review: Acme Loans Google Ads Campaign

## Ad Copy Under Review
Headline 1: "Get a Personal Loan in Minutes"
Headline 2: "Rates from 4.99% APR"
Headline 3: "No Hidden Fees — Apply Now"
Description: "Borrow $5K-$50K with competitive rates. 
             Quick approval, funds in 24 hours."

## Findings

### ✅ PASS
- APR mentioned in headline (4.99%)
- No guaranteed approval language
- No income claims
- Professional tone

### ⚠️ WARNINGS
1. "Rates from 4.99% APR" — Landing page must show:
   - APR range (4.99% - X.XX%)
   - Representative example with total repayment
   - Terms and conditions link
   
2. "Funds in 24 hours" — Must be accurate:
   - If conditional, add "subject to approval" to LP
   - Cannot guarantee timing in ad without qualification

### ❌ REQUIRED FIXES
1. Landing page missing "Representative APR Example" 
   (required by Google for loan advertising)
   Fix: Add example: "$10,000 loan at 7.99% APR, 
   36 monthly payments of $313.11, total repayment $11,271.96"

2. Google Ads financial services verification not completed
   Fix: Complete advertiser identity verification at
   ads.google.com/nav/selectaccount → Verification

## Verdict: CONDITIONAL PASS
Fix landing page disclaimer + complete verification before launch.