Universal Ads Advertising Guidelines

Last Revised: April 29, 2025

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 UniversalAds 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 CommunicationsCommission (“FCC”), the Federal Trade Commission (“FTC”), and the Federal DrugAdministration (“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 (“ApplicableLaw”).

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 violatingApplicable 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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