Universal Ads Advertising Guidelines

Last Revised: February 5, 2026

The Universal Ads Advertising Guidelines (the “Guidelines”) provide general creative guidance in an effort to protect viewers from fraud, scams, and unsafe and discriminatory practices, and ensure a positive viewer experience.  Advertisers utilizing Universal Ads for the creation and distribution of advertisements are required to comply with these Guidelines and any applicable publisher guidelines, and ensure that their advertisements are tasteful, truthful, and in compliance with all applicable laws, government regulations, including the Federal Communications Commission (“FCC”), the Federal Trade Commission (“FTC”), and the Federal Drug Administration (“FDA”), as well as self-regulatory group guidelines and all laws, rules, and regulations that relate to the placement of ads through online behavioral advertising and to the delivery of ads to children (“Applicable Law”).

Universal Ads requires all advertisers to provide substantiation that establishes a reasonable basis for all claims made in their advertisements. All advertisements will be subject to review to ensure compliance with these Guidelines and individual publisher guidelines.Advertisements remain subject to re-review and may be rejected for violating Applicable Law, these Guidelines or individual publisher guidelines at anytime.

Unacceptable Content

Advertisements with content that is illegal or otherwise considered unacceptable to viewers are prohibited. Specifically, Universal Ads will not accept any Advertisements that contain the following:

• Deceptive, Offensive, Inappropriate Content: Advertisements cannot be deceptive, misleading, defamatory, libelous, obscene, distasteful, racially or ethnically offensive, harassing, or that is discriminatory based on race, ethnicity, national origin, gender, gender identity, color, creed, religion, age, sexual orientation, disability, or other protected groups.
• Explicit Adult and/or Obscene Content: Advertisements that are sexually explicit, pornographic, and/or obscene.
• Illegal activities, products, services: Advertisements cannot facilitate or promote illegal activities, products, or services, or contain content that is illegal.
• Infringing activity: Advertisements that infringe upon or violate any right of any third party, including, without limitation, any intellectual property, privacy, or publicity rights.

Prohibited Categories

Advertisements that promote products or services that fall into one of the following categories are prohibited and will not be accepted byUniversal Ads for distribution on any platform*:

• Cannabis, Illicit/Illegal Drugs, Drug Paraphernalia: Advertisements promoting medical and/or recreational cannabis, illegal drugs, drug paraphernalia, and retail establishments that sell these products.
• Firearms, Weapons, Ammunition, Fireworks, Explosives: Advertisements promoting firearms, weapons, ammunition, firearm and weaponry paraphernalia/accessories, pepper spray, fireworks, and explosives.
• Political: Advertisements promoting a candidate for public office or a point of view on a controversial issue or ballot referendum of national, regional, or local importance.
• Tobacco: Advertisements promoting cigarettes, little cigars, smokeless tobacco, electronic cigarettes/inhalers, vapor or vaping products, chewing tobacco, snuff tobacco, nicotine, or other products promoting smoking and/or tobacco use.

*Individual Publishers may prohibit additional categories of advertising.

Landing Pages

Landing Pages must also comply with quality standards, including:

• General: Landing pages may not contain any of the prohibited content or behaviors outlined above
• Offers: The offers or products advertised in the creative should match those available on the landing page
• Forceful redirect: Landing pages should not forcefully redirect the user to other pages or content

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Additional Universal Ads Creative Review Standards

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All Creatives on Universal Ads:

The following are not allowed to run on Universal Ads per accepted broadcast and publisher standards:

• Ads without necessary disclaimers in proper format, if required for category (see Disclosures section)  
• Ads that contain any profanity, excluding “hell” or “damn”

Category-specific requirements:

The following are not allowed to run on Universal Ads per accepted broadcast and publisher standards:

• Alcohol ads appealing to minors, depicting excessive consumption of alcohol, referring to intoxicating effects, portraying alcohol with activities requiring alertness/coordination (driving, operating machinery, sports), suggests alcohol solves problems, suggests alcohol consumption is rite of passage to adulthood, depicts anyone appearing under age 21, advertises hangover remedies or side effects of alcohol ingestion, and does not contain necessary disclosures (see Disclosure section)

• Chat lines/dating services/dating apps ads for sexually themed personal services

• Advertisements promoting a non-FDA-approved drug or promoting off-label use of a drug otherwise approved by FDA; stating or implying controlled medication is available without prescription  

• Dietary (Health) Supplements & Homeopathic remedies promoting ephedra, ma huang, chitosan, human growth hormone (HGH), comfrey, or pyruvate or professionally endorsed by medical professional without documentation, and does not contain necessary disclosures (see Disclosure section)

• Financial services, banking, and loan products that predict / project performance, imply past performance will recur, require upfront fees for a loan or financing product, purport to offer credit with little or no regard for a user's credit or collateral (e.g., "No credit? No problem!"), and/or do not contain necessary disclosures (see Disclosure section)

• Cryptocurrency advertisements promoting i) loans or lenders, ii) credit cards or prepaid cards, iii) digital currency machines, iv) news sites, v) payment processors, vi) initial coin offerings, vii) P2P decentralized apps; viii) initial decentralized cryptocurrency offerings; ix) interest bearing crypto accounts; and x) investment advisors offering crypto or digital assets for sale

• Gambling ads for any internet “play for free” tutorials and publication, “tip sheet,” or device whose primary purpose is the giving of odds

• Weight loss ads that claim to  
  
  • Cause weight loss of 2 lbs. or more/week for a month or more without diet/exercise
  • Cause permanent weight loss, even after ceasing to use product
  • Block absorption of fat/calories
  • Enable weight loss of 3 lbs. or more/week for more than 4 weeks
  • Cause substantial weight loss: i) For everyone; ii) Regardless of calories consumed; and/or iii) by wearing on the body or rubbing on skin

• Insurance ads that  
  
  • Outwardly claim government endorsement or affiliation (contains official Medicare imagery, “Government-approved”)
  • Contain guaranteed or absolute claims (e.g., “everyone qualifies” “free healthcare” - framing must be eligibility-dependent, e.g., “could quality” “apply to see if you qualify”)
  • Claim unlimited savings or explicit value (maximum value must be clearly framed, e.g., “savings vary by plan” is accepted)
  • Offer cash or cash equivalent rewards for applying  
  • Request health or medical information, give medical advice, or claim health outcomes
  • Do not clearly state plan name and geographic availability
  • Use superlatives to describe cost savings without substantiated proof (e.g., “the best plan” or “lowest cost” without proper disclaimers providing supporting data)
  • Use high-pressure tactics (“avoid penalties” “act now or..”

ADDENDUM: REFERENCE OF REQUIRED WRITTEN DISCLAIMER STATEMENTS

Visual Disclaimers

• Timing: 4 seconds minimum  
• Font:  lines preferred, anti-aliased, readable size
• Readability: Plain contrasting background, within safe title area, not cut off
• Prohibited: NO horizontal crawls in lower 1/3 of screen

Audio Disclaimers

• Clear and loud enough to be heard and understood

The following must be included in ads within the stated categories per accepted broadcast and publisher standards:

1. Chat Lines / Dating Services / Dating Apps

Required language:

• "18 or older" / "For adults 18 or older" / "Must be 18+"
• All material terms, specifically fees (e.g., "$9.99/month subscription" / "Premium features require payment")

2. Alcohol

Required language:  

• "Drink Responsibly"
• For alc products (not establishments): Corporate name, city, state of brewer/producer/packer/wholesaler/importer. For distilled spirits: Alcohol percentage by volume Examples: "Produced by XYZ Distillery, Louisville, Kentucky" or "Imported by ABC Importers, New York, NY. 40% Alc./Vol."

3. Gambling, Gaming, Casinos and Fantasy Sports

Required language for all gambling (legalized betting, casinos, sports betting, online gambling):

• "Must be 21 or older" / "All players must be 21 or older" / "21+ only"

For online gambling: “Only available in [applicable state]. Void where prohibited.”

• "If you or someone you know has a gambling problem, call 1-800-GAMBLER."

For fantasy sports:

• "Void where prohibited" OR "Not available in all areas" OR "Only available in [State]. Void where prohibited."
• Fantasy sports must also disclose states where legality is unclear

4. Financial services, banking, cryptocurrency, and loan products

Financial Services - All investment services  

• Variations of: "Past performance does not guarantee future results" / "Past performance is not indicative of future results"

Lending/Loans - Rates and Fees - Mortgage relief, payday loans, online loans  

• Required Information: Interest rates and fees must be disclosed.  
• Examples: "Interest rates and fees will apply. See [URL] for more information" / "APR varies. Fees apply. Visit [website] for details"

Car Dealership Financing

• Variations of: "All loans are subject to pricing adjustments based on the borrower's creditworthiness and loan-to-value"

5. Dietary Health Supplement, Weight loss product, OTC, or Rx medicine

Dietary Supplement FDA Disclaimer for structure. function claims

• Exact Language: "This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease."  

Homeopathic Remedy Disclaimers

• If the claims are not supported by competent and reliable scientific evidence (tests, studies, research), BOTH Required:
  
  • "There is no scientific evidence that this product works."
  • "This product's claims are based only on theories of homeopathy that are not accepted by most modern medical experts."

Telemedicine platforms advertising prescription services  

• Does not need to be written, but must be in the ad - Variations: "Consultation with a doctor will be required to access prescription drug services" / "Doctor consultation required for prescription services"  

Weight Loss Disclosures (All Required If Specific Amount of Weight or Rate of Loss Mentioned)

• Variations: "Weight loss achieved as part of a healthy, reduced-calorie diet and exercise program" / "Results achieved with diet and exercise"
• Variations:  "Results are not typical" / "Results may vary" / "Individual results may vary"  
• Variations on Time Frame: (e.g., "I lost 4 pounds in two weeks.")
• Variations If faster than typical: (e.g., "Most women who follow our plan for 6 months lose at least 15 pounds”)

OTC Medications - Follow Label

• Does not need to be written, but must be in the ad - Variations: "Follow label directions" / "Use as directed" / "Follow directions on package"

6. Contests, Sweepstakes, Lotteries, Raffles, Commercial Co-Ventures & Games of Chance

All sweepstakes / contests

• How to enter, including alternate means of entry
• For sweepstakes, only (the same or similar): 1. "No purchase necessary" 2. "Void where prohibited"
• Termination date. Restrictions/eligibility requirements.  
• "Terms and conditions apply" + URL for rules
  
  • Can direct to URL for full rules but must include basic information in ad

For-profit business advertising purchase will benefit charity

• Required Information: Period of promotion. Where to find complete details (website URL). Donation amount (if fixed) Example: "For every purchase through December 31, $1 donated to [Charity]. See [website] for details."

7. Landing pages

• Required: Landing pages should not forcefully redirect the user to other pages or content

8. Insurance

All ads

• Variations of: “Eligibility and benefits vary by plan and location.” / “Costs and coverage vary by plan”

Ads mentioning Medicare-related benefits

• Verbatim or close with no change in meaning: “Not affiliated with or endorsed by the U.S. government or the federal Medicare program.” / “Not a government entity”  

Ads relating to being a Medicare broker or marketplace

• Variations of: “This is a paid advertisement.”, “Not all plans available.”

Ads mentioning eligibility, enrollment, or qualification

• Variations of: “You may qualify.” / “Apply to see if you qualify.”/ “Eligibility is based on individual circumstances.”

Ads mentioning costs, savings, or value  

• Variations of: “Costs and savings may vary.” / “Maximum benefits may apply.”/ “Benefits are subject to plan limits.

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