Ad directory

Global Yahoo Advertising Policies

Introduction

The Yahoo Advertising Policies (the "Policies") contained herein are amended periodically and are not a substitute for consulting with the Yahoo Ad Policy team.

Scope

Unless otherwise stated, the Policies apply globally to all Yahoo sites and ad platforms, all ads served through our platforms, and all ad types and implementations, unless otherwise noted. This includes, but is not limited to, display advertising, native advertising, search ads, and video ads.

All creatives, advertisements and other material subject to these Policies must comply with all applicable laws and regulations. Yahoo will not be responsible for ensuring compliance with applicable laws and regulations, although advertisers may be required to submit documentation from an attorney affirming such compliance. While Yahoo requires its advertisers to comply with these Policies, the content of the advertisements is the advertiser's responsibility, and by placing the advertisements, the advertiser assumes all liability for and arising from the advertisement.

These Policies also apply when Yahoo is the designated advertising sales rep for a third party platform, except that the third party platform's policy will apply in a specific category if it is more restrictive. We have attempted to note such cases herein.

Advertisers in the UK should be aware of additional marketing regulations that may apply and ensure compliance where required. For example, further information is available in the CAP Code and the resources provided by the Advertising Standards Authority.

Ad Review and Enforcement

All ads that run on our platforms may be subject to a combination of automated and manual review to determine whether they comply with these Policies. Ads may be scanned for malware as well as content. Ads in designated high-risk content categories are flagged for manual review. Ads may periodically be re-reviewed, by automated and/or manual methods, to help ensure ongoing policy compliance. User feedback is monitored and may lead to reevaluation of an ad, even if the ad has previously been allowed to run. Any ad found to violate these Policies at any time during its run will be blocked.

All ad targeting audiences (called segments) may be subject to a combination of automated and manual review to determine whether they comply with our Ad Targeting Policies. Segments in designated high-risk categories are flagged for manual review and, if they violate our Ad Targeting Policies, are removed from our platforms.

Repeated or serious violations of our policies may result in account termination or suspension.

Yahoo reserves the right at any time, in its sole discretion, to deny approval, revoke approval, and/or require the elimination or revision of any advertisement or campaign.

Yahoo reserves the right to modify these Policies at any time without prior notice.

Click here to review the Yahoo Ad Policy Enforcement Updates and Change Log.

General considerations

Ad targeting

Yahoo ad targeting policies are in place to help users feel welcome and comfortable on our sites. This policy applies to ad interest targeting. Advertisers are wholly responsible for making sure ad targeting, including first and third party data, is legal and complies with all applicable local and regional regulations and the policy.

  • Yahoo does not allow any ad or related targeting that is discriminatory, harassing, predatory, or offensive.
  • Yahoo does not allow advertisers to target ads using targeting categories (segments) to any region where those categories are not legal.
  • Advertisers may not use interests in products or services that are classified as unacceptable products as listed under the Yahoo Advertising Policies to create ad targeting segments.
  • Yahoo excludes children known to be under the age of 18 from targeted advertising. Additionally, ad products must be appropriately age targeted as outlined under the Yahoo Advertising Policies.
  • Yahoo does not allow the use of age, gender, zip code, or ethnic affinity targeting to promote housing, financial products, employment, or education. This includes but is not limited to: consumer/auto loans, home mortgage/refinance/equity loans, housing, payday loans, credit cards, credit counseling or repair, debt consolidation, job services, any HARP related offers, or for-profit colleges.
  • Advertisers may not use the sensitive interest categories below (also known as segments) to target users or to market products or services.
  • Sensitive interest categories include but are not limited to:

    • Any category that facilitates discrimination on the basis of race, ethnicity, gender, gender identity, disability, sexual orientation, religion, citizenship or immigration status, or protected class.
    • Any category that is predatory in nature. For example, targeting users based on economic hardship or economic vulnerability.
    • Any category based on sexual interests.
    • Any category based on illegal activities.
    • Any category based on sensitive physical or mental health data, including biometric data, genetic data, and addiction issues. Definitions of sensitivity for physical or mental health data vary by jurisdiction, with some jurisdictions considering any physical or mental health data to be sensitive.
    • Any category based on participation in political demonstrations, protests for social justice, equality, or human rights, and related gatherings.

    Precise location data may be deemed sensitive in some jurisdictions and is only allowed with Yahoo’s prior approval.

    Some restrictions may still apply (e.g., use of the data will be restricted in certain jurisdictions, and health-related targeting is not allowed).

    Anti-Discrimination

    Advertising (ad text, images, videos, links and/or landing pages) that misrepresents, ridicules or attacks an individual or group on the basis of age, color, national origin, race, religion, gender, sexual orientation, or cognitive, sensory or physical disabilities, or otherwise violates Yahoo's Terms of Service, is not acceptable.

    Better Business Bureau Ratings

    Better Business Bureau (BBB) ratings may be taken into consideration when an advertiser is being reviewed for placement. Yahoo reserves the right to reject an advertiser based on a poor BBB rating or record of complaints. If an advertiser produces evidence that it is working with the BBB to clear up any negative ratings associated with its business(es), Yahoo may take those efforts into consideration.

    Cloaking or Malicious Behavior

    Yahoo takes proactive measures to prevent malware from serving on properties and platforms. All advertising assets are required to be scanned by proprietary and 3rd party systems prior to launch. Malicious ads are removed immediately to protect the platforms and users. Note that advertisers that have been certified by Ad Policy to be whitelisted may not require scanning of all assets.

    Advertisers that use any of the following techniques will be subject to appropriate action, up to and including revocation of access to Yahoo platforms.

    • Sites or ads that use cloaking or similar techniques to display different content to reviewers during ad review regardless of time of day or location.
    • Sites or ads that use any malicious techniques to circumvent any aspect of the review process
    • Ads that use cloaking or any similar evasive or malicious technique to evade compliance with GDPR requirements.
    • Ads that use any malicious technique to mask 3rd party vendor technology within a creative.

    Community Sensibilities

    Advertising that promotes or displays violence, crime or obscenity or other forms of anti-social behavior, or is otherwise not in good taste, is not acceptable. Advertisements may not use disparaging language or intimate that use of the advertised product or service will help avoid compliance with a law or promote illegal activity.

    Advertising that features defamatory, libelous or threatening content or language is not acceptable.

    Advertising that features potentially offensive content or language is not acceptable.

    This includes but is not limited to:

    • Ads and landing pages that leverage fear, tragic events, or salacious content.
    • Ads and landing pages that use inflammatory language or images that exacerbate sensitive social issues, incite hatred, or are fundamentally misleading or inaccurate.
    • Ads and landing pages that leverage sensitive or controversial political or cultural topics to promote commercial products or offers.
    • Ads that use race baiting, bigotry or similarly offensive techniques.
    • Viscerally impactful images such as close up images of medical conditions or unattractive conditions the product is meant to treat, blood, body parts, or bodily fluids.
    • Vulgar or offensive words or phrases.

    Advertising that is associated with extreme user irritation, including, but not limited to, Ad Feedback or other negative user feedback may be removed from Yahoo sites and platforms without notice, regardless of compliance with other policies in this document, and/or prior feedback or approval from Yahoo. Questions as to whether an advertisement is acceptable should be referred to the Yahoo Ad Policy team.

    Comparative Claims

    Advertising or product promotion that provides comparative price information on identical products is acceptable. Advertising that provides comparative claims related to the efficacy or safety of a competitive product or service is allowed as long as the claims are truthful and substantiated.

    Competitive Advertising

    Yahoo

    Yahoo reserves the right to reject any proposed advertisements on the basis of concerns about competition, advertising exclusivities, or other existing or planned business relationships.

    Ads or landing pages for competitors including, but not limited to, the following are generally prohibited:

    • Email providers
    • Search engines
    • Ad blockers
    • Toolbars
    • DSPs
    • Any ad or landing page that changes or includes an offer to change a user's default homepage or Search settings
    • Fantasy sports
    • Sports betting on Yahoo Sports & Fantasy US inventory

    At Yahoo's sole discretion, we may opt to accept competitors' advertising, and may restrict such ads from running on a competitive Yahoo product, service or content area or a Yahoo homepage.

    Third party promotion

    Competitive devices: Third party and manufacturer promotion of competing devices are allowed. Inclusion of the competitor brand/logo or OS is accepted when included as part of the competitive product promotion, offered directly by third party and device manufacturers.

    Competing services: Competing services may be included when the service is utilized as a vehicle to take the user to an actionable location to purchase, get directions, download, etc., what the 3rd party is promoting (ex: download Iron Man DVD on iTunes). In this example, directly promoting YouTube or Google Maps is prohibited but linking to YouTube technology for 3rd party promotional video is allowed, as long as the Google name/logo is omitted.

    Outlook

    Non-Microsoft messenger/mail client or services are prohibited.

    Xbox

    No competing devices or operating systems is allowed on Xbox; sponsorships using 3rd party promotion of competitive offers or services will be considered on a case-by-case basis for approval.

    Non-Microsoft gaming consoles/platforms or set-top boxes with streaming TV, video, or gaming services.

    No creative promoting the retail purchase of any items that can be purchased digitally on the Xbox Store is allowed, including rentals (physical or digital). This policy applies to both Xbox 360 and Xbox One. This policy is limited to advertising and does not limit what content may be available in an app (like Amazon) or an ad that promotes their App with such content.

    Sales representatives must confirm potential advertising conflicts with the Yahoo Ad Policy Team.

    Contests & Sweepstakes

    Skill contests and random draw sweepstakes may be promoted if the contest/sweepstakes does not constitute an illegal lottery and otherwise complies with all applicable country, federal and state laws. Such programs include random drawings, trivia contests, word games, spelling bees, essay contests and photography contests. Advertisements for contests and sweepstakes must clearly and conspicuously disclose the material terms and conditions of participating and must not be false, deceptive or misleading. All promotions must clearly disclose that no purchase is necessary when legally required (e.g., United States).

    Mobile: Ads for Contests will not be served within mobile application implementations; advertisers may not target ads for contests to mobile or device inventory.

    All contests and sweepstakes that allow entry by users under the age of 18 must be reviewed by the Yahoo Ad Policy Team.

    False or Misleading Claims

    False or misleading claims are not acceptable. Advertisers may be asked to provide third-party substantiation to support certain claims.

    Offers for online technical support services; or any other online or phone based products or services may not falsely claim or imply affiliation with another business, government entity, manufacturer, or association.

    All ad components must be accurate and relevant to the ultimate offer.

    Landing pages must lead to a fully functional web page that renders properly on all devices.

    Landing pages must directly relate to both the ad text and the product that is ultimately offered to consumers.

    Don’t mislead users with the ad text, image or video, or the “sponsored by” label or any combination of the elements.

    Images or videos must be relevant, recognizable, and appropriate to the advertised product. There should be a clear, simple, and logical link between the supplied image or video and the ad message to users.

    “Free”, Use of the Word

    The word “free” is recognized as a strong inducement in advertising copy. An offer may be described as “free” provided that all conditions for obtaining the “free” product or service are clearly and conspicuously disclosed. Advertising must comply with the Federal Trade Commission Guidelines concerning “free” offers, which may be found at FTC Guidance on Free. Although compliance with FTC guidelines is required, it does not equate to compliance with Yahoo advertising policies.

    Specifically, if a product or service in a promotion or advertising creative is described as “free,” and the consumer must meet certain conditions or make payments or purchases in order to receive the free item (e.g., paying shipping & handling fees, completing consumer surveys or providing personal information), the existence of those conditions must be clearly and conspicuously disclosed in the advertisement and in close proximity to the offer.

    All “free” offers must be reviewed and approved by the Yahoo Ad Policy team.

    APAC: If the banner contains a lucky draw, contest or sweepstakes, etc, please submit the campaign mechanic, as well as terms and conditions of the campaign, and the relevant permit (eg : CID permit) for our legal review. Please put "Terms and Conditions apply" on the banner.

    Please also refer to the section NEGATIVE OPTION MARKETING for related information.

    Low Quality Offers and Landing Page Techniques

    Products or services and landing pages that use techniques deemed to be low quality by Yahoo, are not acceptable. This includes but is not limited to:

    • Landing pages that feature sponsored links, display ads or other advertising as the primary content.
    • Ads or landing pages that spawn popups or popunders.
    • Ad text that includes user testimonials without adequate context and substantiation.
    • Services that are offered for free by the government and offered by third parties without adding any additional value to the user, such as green card lotteries.
    • Display and Native ads promoting body branding, piercings or tattoos.
    • Ads promoting the sale of live animals as well as products obtained from or the sale of endangered or threatened species.

    Logos, Use of

    Use of any Yahoo-related logos, brand names (including but not limited to Yahoo logos, AOL logos, or any logo under the Yahoo umbrella) on partner’s and advertiser’s creatives and linking urls without express permission is prohibited. Requests to use Yahoo logos will be reviewed on a case-by-case basis. Upon ad approval, advertiser’s sales person must contact the Rights and Clearances team (trademarks-renamed-ilist@yahooinc.com) in Legal to obtain the appropriate licensing agreement.

    Advertorial, News, Blog, & Product Review Formats

    Advertisements and landing pages that mimic a news format or otherwise try to hide their commercial nature are not acceptable.

    Text or images, (whether on the ad creative, landing page, or both), that are utilized to make a user believe that they are viewing coverage from a newspaper or TV news report, or an impartial blog or product review site, are not acceptable.

    Requirements For Landing Pages

    The requirements below do not apply to a company's press releases or blog posts that are hosted on the company's domain, and which are intended for branding or informational purposes. The requirements do apply to landing pages that are designed to promote a particular product or service, or for lead generation or direct response marketing.

    -The page must be clearly labeled as an advertisement. The disclosure must be:

    • In the same font size as the main text or larger.
    • In a readable font color that stands out from the page background (for example, light gray text on a white background is often not readable)
    • At the top of page and viewable on screen without scrolling
    • Separate and distinct from other text on the page
    • Labeled with a) Advertisement; b) Sponsored, or; c) Advertorial or similar
    • APAC: "広告 ×××" (Advertisement)", "Ad" or "PR"

    -Offer expiration dates that update automatically are not acceptable.

    -All links must work as labeled. For example, links to comments, email, Facebook, and other “content” categories cannot lead directly to the offer page.

    -Misrepresentations (express, implied, or by omission) that comments express the views of independent consumers are unacceptable.

    -Tactics such as misrepresenting the location of any person depicted in the advertisement or website when such location is actually determined by the use of geo-location information provided by a user’s IP address are unacceptable (e.g., claims that a person depicted on the website is “a stay-at-home mom from Dulles, VA,” when “Dulles, VA” changes based on the location of the user).

    The following words are not allowed in the creative or the url, title or header of the landing page:

    • “Breaking News”, “Shocking News”, “Live from WABC News”, “Consumer News”, “Consumer Alerts”, “Consumer Reviews”, “Consumer Reports” or similar terms that are utilized to make a user believe that they are viewing coverage from a newspaper or TV news report
    • "Comparison" or similar terms
    • "Blog"
    • Newspaper naming conventions - Ledger, Tribune, Journal, Times, Post, Register, Ledger, etc.
    • News station naming conventions - News 9 Eyewitness News, Special Report
    • Newspaper, news station, or established magazines' naming conventions in the domain.

    The following cannot appear on the landing page:

    • Weather reports
    • Market ticker
    • Images or videos of newscasters
    • False endorsements of the product (e.g., by celebrities or medical professionals)
    • Names and logos that mimic major media outlets

    Advertorials pages that promote multiple products or services, rather than one specific product, will be approved on a case-by-case basis at Yahoo's discretion, provided that the pages are compliant with the above guidelines, Yahoo Ad Policies, and do not aggregate restricted or heavily-regulated offers.

    Creative Content Guidelines

    Creative Quality

    • "Attention grabbing" mechanisms and/or animation with the sole purpose of distracting the user via repetitive, rapid flashing or blinking tactics or that has the potential to significantly distract users from editorial content or user experience is not acceptable. This includes images unrelated to the nature of the product being advertised. Loud, clashing or disruptive color combinations are not acceptable.
    • Overly sensational, exaggerated or misleading ad copy is not acceptable, including but not limited to,
    Words like "Shocking", "HATE" , "Alert", "Stop!", "Consumer Alert", "Breaking News", "Special Report", "Warning"
    Phrases that directly address the user with an emotional appeal, such as "You'll be shocked..." or "You'll never believe"
    • Advertising must not use scare tactics or otherwise prey on people's fears and insecurities.
    • High-annoyance design elements such as arrows and circles that needlessly call attention to the advertisement are not acceptable.
    • Advertisements must clearly display the name, brand or product being advertised on the creative to avoid the appearance of a Yahoo offering and/or to ensure the user is clear regarding the sponsor and responsibility for said advertisement. All ads large enough to fit branding must include it within the ad unit. All other ads must have clear branding on the landing page.
    • Display ads should have a 1-pixel black border, or solid background color, to help distinguish them from page content.
    • All offers presented must be consistent with the offers presented on the corresponding landing pages. All offers presented must correlate to the images being presented as part of the same advertisement.
    • Advertising must deliver a relevant, positive and expected experience for consumers seeking products, services and content. Ads must be relevant to the product or service being offered on the landing page; offers depicted in an ad must be visible/available on the click-through landing page of the ad.
    • Images may not imitate editorial content, emails, Messenger content, Flickr messaging or any other AOL/MSFT/Yahoo features which make it difficult for users to distinguish between the ad and Yahoo products.
    • Creative may not resemble or alter Yahoo Homepage content at any time (i.e. resemble Yahoo buttons or editorial content).
    • Before and after images are not allowed without review by the Yahoo Ad Policy Team.
    • Landing pages cannot only contain a lengthy video that must be watched in order to learn about the offer.

    False Functionality

    Functionality that is not predictive or does not display an expected experience/outcome is not acceptable.

    Any element designed to generate a click without relevant information or content at the destination is not acceptable.

    Functionality such as inactive “close" icons within the ad or on the landing page that does not trigger expected behavior is not acceptable.

    Dynamic user experiences within an ad must resolve to an expected, appropriate result on the landing page. For example, if a user is able to select a specific state (such as Washington) from a dropdown list in an ad, the landing page experience must meaningfully reflect the user’s choice (such as mortgage rates specific to Washington State).

    Unacceptable:

    • Static images of radio buttons
    • Underlined text that appears to be a hyperlink but not actionable
    • Inactive selection boxes or drop-downs
    • Functionality that appears to make the ad page look broken or as if something is not working
    • Functionality that impacts performance: general impact on performance, reliability, and quality of the user’s computing experience (e.g., slow computer performance, reduced productivity, corruption of the operating system, or other issues)
    • Functionality that requires users to enter personal information (i.e., name, email address, phone number) in order to view information within the ad or landing page. Note: This does not apply to non-personal information such as zip-codes or a user’s city/region for ad targeting purposes.

    Images and Video Quality

    • Video Ad Quality: Video advertising images and audio must be clear, high quality and play smoothly. Video content must be suitable for a general audience.
    • Poor resolution, grainy looking images are not acceptable.
    • Undecipherable or unidentifiable images are not acceptable.
    • No interfering background or fuzzy logos; clean text required.
    • Images and video cannot include phone numbers or contact information unless part of the company name (e.g., 1-800-Contacts).

    Language

    • Language Match: Ads, landing pages and videos must all be in the same language, and the language must be one that a majority of the target audience will understand.
    • US: Spanish language ads can link to landing pages in Spanish or English on a case by case basis on Yahoo O&O.
    • In Taiwan and Hong Kong, ad copy in Simplified Chinese is disallowed.
    • In Quebec, Canada, ad copy in any language other than French is disallowed.
    • In France, ads that run on French properties must be in French unless they are targeted to non-French IPs.

    Sexually Suggestive or Graphic Content

    • Sex/sexual situation: Sexually suggestive images of children/teenagers/adults (male or female) are not allowed.
    • Breasts, cleavage, buttocks, groin, midriff/abs [or private body parts] may not be the focus of ad images
      • Images that focus on individual body parts for sexually suggestive effect are prohibited. This may include, but is not limited to, images that are cropped directly below the breasts
    • Disembodiment: Disembodiment of the human form to display only the breast, groin, midriff/abs, or buttock regions is unacceptable. Models should be shown in complete form including their head.
    • Substantial bare skin/semi-revealing attire: Images that focus on substantial bare skin must comply with the all of the other guidelines in this section and are only acceptable if, a) they are relevant to the offer, e.g., the ad is for swimwear, deodorant, lingerie, etc., b) the person is clearly 18+, c) garments are not transparent, d) garments/poses are not considered erotic, e) it is not coupled with a sexual innuendo in the tagline, and f) the graphic is in good taste.
    • Violence: Graphics or images containing gore are not allowed. Weapons cannot be presented in a violent or threatening manner. Weapons may not be pointing outward towards the user.

    Ad Text Guidelines

    Capitalization

    • Ads must use proper, grammatically correct capitalization.
    • Ads may not use excessive or random capitalization, such as BIG SALE or AmAzinG.
    • Acronyms may be capitalized.

    Grammar, sentence structure and spelling

    • Spelling and grammar in the ad title and ad text must be correct, unless the incorrect grammar is part of the corporate or product branding.
    • Ads cannot include excessive repetition (such as "free, free, free").
    • Use of numbers or letters in place of words (Back 2 School Sale; Gr8 Deals 4 U) is prohibited unless part of a brand name, such as Toys ‘R Us.

    Punctuation

    • Ads must include logical, correct punctuation.
    • Ads cannot contain repeated and unnecessary punctuation, such as "Is someone looking for you?!?”
    • Ad titles may not contain exclamation points.
    • Exclamation points cannot be used in the title of any ad.

    Symbols

    • The use of all symbols, numbers or letters must adhere to the true meaning of the symbol and ads cannot contain repeated and unnecessary symbols.
    • Symbols may be used if the symbol is part of the product or brand name, paired with a dollar amount (e.g. "Save $50 today") or if the # symbol is used for comparative phrases (e.g. "Voted the #1").
    • Masked vulgarity is not acceptable (e.g., “Huge A** Savings Today”, “Party Your Fu**in’ Pants Off”).
    • Icons in ads (ex: bullets, arrows, markers, radio buttons) cannot distract users or that make the ad appear cluttered.

    Numbers – Prices & Percentages

    • Only one price or % allowed per product. This includes discounts and price reductions, such as 25% 50% off! or $99.99 $89.99 $79.99!

    Use of fonts – font variety

    • The use of multiple fonts in an ad should be limited to no more than three, and should be consistent throughout the creative (i.e. one font per ad text category – heading, call to action, body).
    • Use of drop shadow or glow on ad text is not acceptable.
    • Use of uncommon fonts or multiple font colors for the sole purpose of drawing attention/distracting the user is not acceptable.
    • The font type guidelines above do not apply to corporate or product branding / logos, fonts within creative images, or legal/required disclosure text within the ad.

    Use of fonts – font size

    • Depending on location, certain publishers may require adherence to specific font size guidelines, in order to safeguard the user experience (example: Xbox Console).
    • Advertisements must not have the look or feel normally associated with classified advertisements (i.e., cluttered and/or hard to read).
    • Advertisements that contain strobing will be examined by the Accessibility team, and excessive strobing will not be accepted on Yahoo sites. For advertisers with managed accounts, please contact your Account Manager.

    Native Carousel Ads

    Each card requires a unique ad image.

    Each card requires a unique ad title and description.

    Ad titles/descriptions that are too similar are not allowed. They are considered too similar when:

    • They are the same except for one or two words.
    • They contain the same words in different order.
    • They are the same except for punctuation.

    Privacy Policies, Personalization, Tracking

    Personalization ad techniques

    • Ads cannot include “personalization” or personalized ad messaging and image techniques (including head shots) that give the user the impression that they will interact specifically with the person(s) highlighted within the campaign; includes the use of stacked, rotated, scrolling or layered images of multiple individuals (including head shots) representing their product. This restriction only applies to standard banner ads, not to native ads that are approved by the publisher to have stacked content (for example, the MSN Shopping Stripe)

    Privacy Policies

    • In accordance with IAB 3.0 standard terms:
    • XII. f. Privacy Policies. Agency, Advertiser, and Media Company will post on their respective Web sites their privacy policies and adhere to their privacy policies, which will abide by applicable laws.
    • Privacy Policies are required on all advertiser landing pages as well as on other pages of an advertiser's website that specifically collect personal information (e.g., name, e-mail address) or other advertising related information.

    Data Collection Within Ad Units

    • Yahoo does not permit the collection of Personal Information from within ad creatives, unless there is prior authorization and appropriate disclosure and notification to users.
    • Where Personal Information is collected on a landing page, users should be directed to a secure landing page for such data collection. Personal information includes, but is not limited to, information about you that is personally identifiable like your name, address, email address, or phone number, and that is not otherwise publicly available.
    • For any questions please contact: privacy-team@yahooinc.com

    Online tracking technologies, such as web beacons, tracking pixels, etc., are strictly disallowed unless previously approved by Yahoo. Compliance with online privacy regulations and industry standards is required. It is entirely your responsibility as an advertiser to ensure compliance with applicable regulations.

    Click here for the Yahoo Pixel and Custom Audience Policy

    Search Ad Products

    The policies below apply to search ad products only.

    Brand Keywords

    The advertiser is responsible for ensuring that use of keywords and ad content, including trademarks and logos, does not infringe or violate the intellectual property rights of others.

    Yahoo appreciates the importance of trademarks and takes allegations of trademark infringement seriously. Yahoo prohibits infringement of trademarks and other intellectual property by advertisers. If a trademark owner is concerned that their trademark is being used improperly in ad text, the owner should first contact the advertiser directly to address the issue. If dissatisfied with the outcome, the owner may also wish to contact Yahoo. Please note that Yahoo is not a mediator.

    See Reporting Intellectual Property Claims below for more details.

    Yahoo allows fair use of trademarks in ad text, such as:

    • Using a trademark to identify a product, service or company, without suggesting that you are affiliated with or endorsed or sponsored by the owner of that trademark
    • Using the ordinary dictionary definition of a term, rather than using it as a brand name
    • Using a trademark in order to compare your own product or service to the product or service that is branded with that trademark (so long as the comparison is fair, accurate, and supported by independent research)
    • Using a trademark if you are a reseller or distributor of authentic (not counterfeit) goods or services, and if you do not falsely say or imply that you are affiliated with the trademark owner or authorized to resell or distribute those goods or services

    Ad Investigations

    Yahoo will investigate a complaint about trademark infringement in the text of a search ad only, and take appropriate action after it receives all required information. The investigation is designed to ensure the quality and accuracy of our ad results and to help our users avoid confusion.

    Ad and Keyword Investigations: Brazil, France, Hong Kong, Indonesia, Ireland, Italy, Singapore, and United Kingdom

    For these markets, advertisers may not bid on keywords, or use in the text of ads, any term whose use would infringe the trademark of any third party or otherwise be unlawful or in violation of the rights of any third party. For these markets, Yahoo will investigate a complaint about trademark infringement in keyword use after it receives all required information via a trademark complaint as described below.

    Reporting Intellectual Property Claims

    Please visit our Intellectual Property Center for our guidelines, reporting requirements, and online forms in order to submit a trademark, copyright, or counterfeit complaint.

    With any notice, please include the search keyword(s) that produced the ad, display URL, title, and description. Without this information we will be unable to investigate complaints directed towards ads that appear in connection with search results.

    Display URL

    • The display URL cannot mislead the consumer into believing they are going to a site not controlled or owned by our advertiser. The display URL cannot be used as another line of text or as an email address field.

    Sitelink Extensions

    The landing page promoted by each Sitelink should be relevant to the Sitelink text and each Sitelink needs to have a unique title. Each Sitelink needs to lead to unique content at your site. In addition, no Sitelink can direct the user to the same landing page as the destination URL of the main part of your ad.

    Mobile Functionality

    • Click to Call/Text Directly from Banner, Click to Call/ Text from the Landing Page
    Premium fees associated with the call or text must be clearly disclosed to the user, before they call or text.
    If there are no additional costs, the banner or landing page should indicate "Std Rates Apply".
    • Banner must contain a "Click to Call" or "Call" CTA
    • Click To Download: "Click to download" call to action is prohibited. Users must be directed to a landing page or app store where they are provided information about the offer before they download it.
    • Device Improvement Services (Virus Scanners, Memory/Battery Improvement): Any product or service in this category must direct to an app store. The software may not be downloaded from a landing page.

    Native Formats

    Native advertising must be prominently and clearly labeled so that it is easily distinguished from editorial content. A reasonable consumer should be able to distinguish between what is a paid native advertising unit vs. what is publisher editorial content.

    Native advertising has been defined as content that bears a similarity to the news, feature articles, product reviews, entertainment and other material that surrounds it online. At Yahoo, premium native advertising forms include custom articles, videos, listicles, quizzes, infographics, and photo galleries that are created specifically for an advertiser or under a sponsorship agreement with an advertiser. Many other forms of advertising are also considered “native,” including in-feed ad units; paid search ads; promoted listings; and recommendation widgets.

    Native advertising must comply with the FTC guidance, Native Advertising: A Guide for Business. Note our sites’ editorial policies may require native advertising labeling that goes beyond the FTC guidance.

    All native advertising must be approved by the Yahoo Ad Policy team.

    Restricted Countries

    Yahoo does not accept ads that originate from, or represent trade with Cuba, Iran, Sudan, North Korea, Syria or the Crimea, Donetsk and Luhansk regions of Ukraine – or any country subject to relevant US embargo or trade sanction, or otherwise designated as restricted by Yahoo.

    Kids & Teen Advertising

    Yahoo does not permit the serving of ads to users known to be under 18.

    Advertisers must comply with all applicable laws, regulations and local industry requirements, e.g., the Children's Online Privacy Protection Act of 1998 ("COPPA") and the Children's Advertising Review Unit ("CARU") guidelines in the US, and the CAP Code guidelines to protect children in the UK.

    High Level Placements

    Depending on the nature of the advertisement (e.g., mature themes, graphic depictions, political content) there may be some restrictions placed on where it may run.

    Mail products and all Homepages are considered high level areas which reach a general audience population and therefore require extra sensitivity and level of review.

    See Appendix D, Mail Sign In and Send Confirmation Guidelines

    See Appendix E, Homepage and Mail DL Guidelines

    Stacked Ads

    Ads which contain, or appear to contain, multiple offers from different companies within a single ad unit are prohibited.

    Ads which contain multiple offers from the same service or company may be allowed - for example, Best Buy is allowed to run an ad promoting multiple products, assuming there is a consistent theme and product offering at their retail store or online.

    This restriction only applies to standard banner ads, not to native ads that are approved by the Yahoo Ad Policy team to have stacked content.

    Product and Price Images: In ads with multiple product offerings, images must be consistent in quality, theme and relevance to each other.

    Acceptable imagery examples include: Florists showing images of multiple bouquets; retailers showing images relevant to the theme of the campaign (i.e. beach wear images in a 4th of July Sale ad or multiple images of clothing from a specific designer).

    Technical Specs

    For technical specs inquiries please refer to:

    Yahoo: https://adspecs.yahooinc.com/

    Blocking Tag Policy

    Blocking Tag Request Process

    Additional approval is not required if clients leverage the Contextual Targeting categories available in Yahoo DSP. However, those Contextuals must align with the blocking content settings saved in one of our certified measurement vendor partner platforms.

    Yahoo does not allow blocking tags to run on Premium Sponsorship or Roadblock campaigns by default. The expectation being the client will buy 100% of the audience with these takeovers.

    Exceptions may be granted for Premium Rotational reserved campaigns on a client by client basis if the following criteria are met:

    • Revenue must run on a managed IO basis with value >$250K
    • Client must provide Yahoo Premium Sales with full details of the brand safety parameters upfront for evaluation including a full list of all requested blocked terms/keywords
    • Brand Safety must be measured through MRC accredited and Yahoo certified partner; client must pay vendor fees associated with monitoring
    • Client to provide Yahoo with monitoring reports on a minimum weekly cadence. Daily reporting is preferred
    • Yahoo reserves the right to review the Incident list prior to issuing a credit for noncompliance
    • If Yahoo disputes an Incident as reported by the vendor, the parties agree to work in good faith to resolve the discrepancy
    • If the parties determine a valid Incident, the parties will work in good faith to come to an agreeable resolution

    Note:

    • Yahoo Creative Studio's Edge-2-Edge Premium Formats cannot run blocking scripts and are not eligible for the exceptions process

    Advertising Categories

    Adult Products and Services

    Adult products and services are not acceptable.

    Advertising for sexual enhancers, products aimed at increasing sex drive, increasing the size of sexual organs, and increasing sexual endurance is generally not acceptable. This includes but is not limited to films, magazines, websites, sex toys and entertainment/pornography.

    Adult Content includes:

    Humor, imagery, text, video or audio that is not appropriate for non-adults and includes:

    • Illegal, non-consensual, denigrating, obscene, or violent activity, including bestiality, brutality, torture, death, illegal drug use, cruelty, prostitution, pedophilia, rape, incest, extreme or shocking sex, child pornography, strippers/strip clubs, escorts, or content that relates to persons who are, or are suggested to be, under the legal age permitted in applicable jurisdictions are strictly prohibited.
    • Nudity:
      • Sexually suggestive images of children/teenagers/adults (male or female) are not allowed.
      • Images focused on or showing genitals, buttocks, and female nipples are not allowed.

    Alcohol

    United States:

    Hard liquor, beer and wine advertising must comply with federal, state, and local laws as well as standard industry codes and regulations. This includes age-gating mechanisms and responsible drinking disclaimers, as deemed applicable by industry regulations.

    Hard liquor, beer and wine advertising is acceptable only on sites which have 74% of their traffic over the age of 21 as validated by an industry-accepted source of metrics (e.g., comScore) and are an appropriate context for alcohol advertising. If an advertiser is proposing alcohol advertising for a property that does not have comScore reporting, please contact your Account Manager.

    • All landing pages must contain an age-screening mechanism.
    • Demo-targeting to users 21+ may be required for certain placements in addition to compliance with these policies.
    • Hard liquor advertising must, at a minimum, comply with the Code of Good Practices, adopted by the Distilled Spirits Council of the United States (DISCUS).
    • Beer advertising must, at a minimum, comply with the Beer Institute's Advertising and Marketing Code.
    • Wine advertising must, at a minimum, comply with the Wine Institute's Code of Advertising Standards.
    • All potential alcohol advertising must be sent to the Yahoo Ad Policy team for approval, and must comply with the above and below guidelines

    Canada:

    All alcohol advertising, including advertising for hard liquor (spirits), beer and wine must comply with Canadian federal and provincial laws and regulations, as well as these guidelines.

    All potential alcohol advertising must get prior approval.

    Location of Advertising

    • On Yahoo properties, spirits, beer and wine advertising is acceptable only in the specific areas noted on the Yahoo Alcohol Buy List. These areas have 72% of their traffic over the age of 19 as validated by an industry-accepted source of metrics (e.g., comScore) and are an appropriate context for alcohol advertising. If an advertiser is proposing alcohol advertising for an Yahoo property that does not have comScore reporting, they need prior approval from the Yahoo Ad Policy team.
    • On third-party publisher sites, spirits, beer and wine advertising is acceptable only on sites that have 72% of their traffic over the age of 19 as validated by an industry-accepted source of metrics (e.g., Media Metrix). For more information about which sites are appropriate for alcohol advertising, please contact the Yahoo Ad Policy team.

    Content of Advertising

    • All advertisements for alcoholic beverages must contain a responsibility message on the actual creative. Alcohol advertising that targets Manitoba must contain the message “Please drink responsibly”.
    • All advertisements made by or on behalf of an alcohol manufacturer (e.g. a brewing company, liquor manufacturer or winery) that include a hyperlink to a landing page must either:
    Include an age-screening mechanism on the landing page; or
    Contain the words “Must be legal drinking age” in the advertisement. The above is not required where the landing page is operated by a provincial liquor board or store (e.g. the LCBO or The Beer Store).
    • Alcohol advertisements must, at a minimum, comply with the Code for Broadcast Advertising of Alcoholic Beverages and related Interpretive Guidelines adopted by the Canadian Radio- television and Telecommunications Commission (“CRTC”), and the Advertising Standards Canada (“ASC”) Alcoholic Beverage Advertising Clearance Guide.
    • Alcohol advertisements should also comply more generally with the Canadian Code of Advertising Standards and the related Interpretative Guidelines administered by Advertising Standards Canada.
    • Demo-targeting to users 19+ may be required for certain placements in addition to compliance with these policies.
    • Alcohol advertising that targets Quebec must be pre-approved by the Régie des alcools, des courses et des jeux. The advertising must be in French, and may also be in French and another language provided that French is markedly predominant.
    • To the extent that alcohol advertisements are targeted to users in specific provinces, additional advertising standards established by provincial government agencies may apply.
    • Alcohol advertisements should not:
    Encourage the general consumption of alcohol (versus promoting a brand)
    Attempt to sway non-drinkers of any age to purchase alcohol
    Promote irresponsible, excessive or prolonged consumption or use
    Imply or depict actual consumption
    Portray a product as a status symbol or necessity of life
    Imply social or personal acceptance, success or achievement as a result of consumption
    Imply alcohol is needed for the realization of a desired lifestyle, athletic prowess, sexual opportunity, fulfillment of goals or resolution of problems
    Claim healthful, curative or stimulating effects
    Associate the product with drinking and driving or the operation of motor vehicle
    Associate the product with an activity that requires a high degree of care or skill
    Associate the product with any situation where consumption is prohibited
    Contain inducements based on a product’s (elevated) alcohol content
    Contain imperative language such as “buy” or “drink”
    Target persons under the legal drinking age (minors), and in particular should not:
    Link alcohol products with young persons or symbols of youth
    Connect alcohol products with activities primarily attractive to minors
    Contain endorsements by persons considered “role models” to minors

    Note: This is not an exhaustive list. Please refer to the guidelines and links above for further information and direction.

    International:

    See Appendix A, Alcohol International Restrictions

    Background Searches or Arrest Records

    • Advertising for services that offer background checks and people searches may be acceptable.
    • Advertising for arrest records and/or criminal backgrounds is not acceptable.
    • Use of mugshots or references to criminal activity in advertising or on landing pages is not acceptable.

    Beauty Products

    Advertising for beauty products is acceptable, provided it complies with these Policies and applicable regulations or guidance issued by the Food and Drug Administration (“FDA”) and the Federal Trade Commission (“FTC”). Advertisers may be required to submit third-party substantiation concerning such compliance.

    Beauty products are acceptable if: a) the images are presented in good taste, b) the results are realistic, and c) all required messaging is included on the creative (e.g., simulated imagery).

    GUIDELINES

    • There should be no claim or implication that the product can prevent, treat or cure any disease.
    • There should be no claim that the product has an effect on the structure or function of the body beyond visually perceived cosmetic enhancement.
    • Claims must be supported by clinical studies, appropriate consumer testing, and/or other scientific evidence.
    • There should be no claim or implication that use of the product will result in any permanent or long-lasting change.
    • Misleading comparisons to pharmaceuticals or surgical procedures are not acceptable.
    • Advertising should not create false or overly optimistic expectations.
    • Any before and after photographs/comparisons must not be presented in a deceptive manner.

    Cryptocurrencies, Virtual Currencies, NFTs and Related Services

    Cryptocurrencies are any type of unregulated, digital money or other virtual currency, that do not have legal tender status in any jurisdiction.

    • Yahoo does not accept ads that explicitly promote direct user investment in specific cryptocurrencies. Please see the Single Security policy for related information.
    • Yahoo does not accept ads that promote mining of cryptocurrencies through user’s computer usage (CPU or GPU or any other method). Ads may not access a user’s computer or browser in unauthorized ways.

    Approved Markets:

    Ads promoting cryptocurrencies and related services, like wallets and exchanges, are only allowed on a case-by-case basis in Australia, Austria, Brazil, Canada, France, Germany, Hong Kong, Ireland, Italy, Japan, Netherlands, New Zealand, South Africa, Spain, Switzerland, Taiwan, United Arab Emirates, United Kingdom, and the United States.

    Ads promoting NFTs are only allowed on a case-by-case basis in the US, UK, Australia, Hong Kong, Japan, New Zealand, Singapore, Switzerland and Taiwan.

    CRYPTOCURRENCY GUIDELINES

    • Ads in this category must comply with Yahoo’s policies concerning Investment Advice and may not create an unrealistic expectation about the financial results or risks of the product.
    • Ads, landing pages and related web sites for cryptocurrency exchanges, or for other services involving cryptocurrency, must comply with all applicable laws, regulations, guidance, rulings and licensing/registration requirements in all applicable jurisdictions. Examples include, in the United States, laws and regulations such as the Bank Secrecy Act, its implementing regulations and FinCEN guidance issued thereunder, Commodity Futures Trading Commission regulations, Internal Revenue Service regulations, federal and state laws prohibiting unfair, deceptive or abusive practices against consumers and state money transmitter or “Bitlicense” laws and regulations; and in the UK, the Financial Conduct Authority’s requirements for financial promotions.
    • The landing page must contain a clear and prominent disclaimer explaining the risks involved. Statements for risk may include that:
      • Users of cryptocurrency may lose some or all of their investment.
      • The value of cryptocurrencies may change substantially in a short amount of time.
      • Transactions may be irreversible, even if fraudulent or accidental.
      • Quickly changing laws or technical problems can adversely affect the use, transfer, exchange and value of cryptocurrencies.
      • There may be security risks.
    • Important terms must be disclosed prominently on the landing page, in a manner that a reasonable consumer will notice, and in close proximity to the claims that such terms modify or relate to.
    • Ads and landing pages may not make claims that are contrary to the required disclosures. Exaggerated or unrealistic claims are not acceptable, even with disclosures to “counteract” exaggerated claims. For example, ads may not claim that investing in bitcoin guarantees an income, or a return on investment, or will enable users to make significant money without risk.
    • Ads and landing pages may not promote use of cryptocurrency for illegal purposes, such as avoiding taxes, or for any use that would violate Yahoo policies.

    NFT GUIDELINES:

    • The promotion of NFTs for digital collectibles is allowed in the US, UK, Australia, Hong Kong, Japan, New Zealand, Singapore, Switzerland and Taiwan.
      • Digital collectibles are defined as those that represent ownership of digital works of art, and not ownership of an underlying financial instrument. Other types of NFTs will be reviewed on a case-by-case basis.
      • In the UK, advertisers must be registered with the Financial Conduct Authority and in compliance with the Money Laundering, Terrorist Financing and Transfer of Funds (Information on the Payer) Regulations 2017.
    • The promotion of NFTs based on physical assets or securities is prohibited.
    • The promotion of an NFT as an investment opportunity is prohibited.
    • NFT platforms that provide custodial cryptocurrency wallets for their users must be registered with FinCen in the US, the FCA in the UK, or the relevant local authorities in Australia, Japan and Singapore.
    • The landing page, website or app must contain legitimate contact information for the business being promoted, including a phone number, email address, and/or contactable social media information, such as IG, Facebook or Twitter.

    Sexual Health Products

    The advertising of condoms, nonprescription (e.g., spermicides) and prescription contraceptive (e.g., birth control pills) products is acceptable except in Algeria, Bahrain, Egypt, India, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, and Yemen.

    Due to the sensitive and personal nature of this product category, all potential condom and contraceptive advertising, including ad placement, is approved on a case-by-case basis. Yahoo may in its sole discretion remove any advertisement that it considers unsuitable.

    • Condoms/contraceptive ads should not promote casual sex and/or promiscuity.
    • Condom/contraceptive ads must solely advertise the condom or contraceptive (i.e., no sex toys, devices, or products used to enhance sexual encounters).
    • Condom/contraceptive ads must be targeted to users over the age of majority in approved regions.

    Dating Services

    Advertising for online dating services is acceptable, except in Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, and Yemen.

    Ads are subject to the Yahoo Ad Policy team’s advance review and approval, and the following guidelines:

    • Site must not promote escort services.
    • Site must not promote "mail-order bride" services or any type of international matchmaking that promotes transactional relationships or exploits socio-economic differences or stereotypes
    • Creatives and landing pages must not promote or imply casual sex and/or promiscuity (e.g., the presence of terms such as "discreet," "intimate," etc.).
    • Creatives and landing pages must not contain sexually suggestive language and/or lascivious body language.
    • Creatives and/or site should not feature models in a manner that suggests they are under 18 years of age (e.g., model with pigtails or dressed in a school girl’s uniform).
    • Creatives and/or site must not promote meeting specific groups or individuals based on physical characteristics, physical disabilities or sensitive health conditions.
    • Creatives may not contain “personalized” ad messages (chat boxes, etc.)
    • Creatives may not indicate or imply that users will meet or connect with fictitious or specific individuals
    • Creatives may not contain more than one animation at a time.
    • Creatives may not contain animation that contains elements that pop out at the user (search boxes, etc.)
    • High level Yahoo placements will be considered on a case-by-case basis.

    Dietary Supplements

    Advertising for dietary supplements is acceptable. Ads for supplements that are promoted as or designed to be used for the purpose of weight loss may be restricted from running on certain properties or sites, at Yahoo’s discretion. Dietary supplements must comply with these Policies and all FDA and FTC regulations and guidance. Advertisers may be required to submit third-party substantiation concerning such compliance.

    GUIDELINES

    • All claims in advertisements must be substantiated in accordance with FTC’s Advertising Guide for Dietary Supplements.
    • Unless expressly authorized by the FDA, a dietary supplement cannot make an express or implied claim to treat, prevent, or cure any disease. Provided there is adequate substantiation, claims can be made that the product is intended to affect the structure or function of the body, as long as the claims comport with FDA regulations for structure/function claims. See 21 CFR 101.93 for guidance.
    • There should be no implication that dietary supplements can replace or be equated with conventional foods.
    • Dietary supplements must be ingested by mouth. They cannot be inhaled or applied topically (e.g., a cream or transdermal patch).
    • Misleading comparisons to pharmaceuticals or surgical procedures are not acceptable.
    • Dietary supplement advertising should be directed to adults and should not appear in areas directed to users under 18.
    • Advertising for dietary supplement products that contain human growth hormones (HGH) or human chorionic gonadotropin (HCG) are not acceptable.
    • Advertising for any supplement where there is reason to believe that the product could present significant health risks to a user is not acceptable. For example, advertising is not allowed for the following products: Ephedra, ephedrine products, and Ephedra-based or Ma Huang supplements.
    • Herbal supplements that mimic the effect of illegal substances are not acceptable.
    • When appropriate to ensure the advertisement is not misleading, the following disclaimer should be used: "This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease."
    • The words "safe", "harmless", "without risk" or any words or phrases with similar meaning are not acceptable for dietary supplement advertising.

    APAC: It is the advertiser's responsibility to ensure that any health claims made in connection with complementary medicines (herbs, botanicals, vitamins, minerals, nutritional supplements, homeopathic medicines and certain aromatherapy products), comply with all applicable laws, codes and regulations. The advertiser must ensure that the ad contains correct and balanced statements and any claims made in the ad has been substantiated and verified by the advertiser.

    See Appendix B: Healthcare and Medicines, International Restrictions for additional information.

    Recreational Drugs

    Advertising that facilitates the distribution, use, or cultivation of illegal substances, substances of questionable legality, or substances whose primary purpose is for recreational mind alteration is not acceptable.

    Advertising that facilitates the distribution of drug paraphernalia, which is defined as any legitimate equipment, product, or material that is modified for making, using, or concealing recreational drugs is not acceptable.

    Marijuana

    Advertising for the following is prohibited:

    • Medicinal or recreational marijuana products and derivatives, including marijuana-derived CBD
    • Dispensaries, delivery methods, accessories, and any services related to marijuana

    Issue advocacy and political advertising related to marijuana, for example ads that advocate for or against the legalization of marijuana, are acceptable provided that the advertisements comply with Yahoo's Advertising Policies for political and issue advocacy contained herein. Ad creative may not feature marijuana plants, symbols or imagery.

    Public health and safety messages related to marijuana are allowed with pre-approval by the Yahoo Ad Policy Team.

    Marijuana - Investments

    Advertising that promotes investment opportunities or financial advice related to marijuana is only permitted in the US and Canada.

    Investment ads must comply with the following guidelines, in addition to our policies for "Investment Advice":

    • Per our policy for "Single Securities", ads may not promote specific companies by name or stock symbol.
    • Ads may not suggest the sale of marijuana products
    • Ad creative may not feature marijuana plants, symbols or imagery

    Family & Adoption

    Advertising for sites that promote adoption, surrogacy services, or prenatal gender determination are not acceptable.

    Financial Products & Services

    Advertisers must comply with all applicable laws, regulations, licensing/registration and disclosure requirements in all applicable jurisdictions.

    Australia

    Financial services advertisers must be licensed by the Australian Securities and Investments Commission (ASIC).

    Credit Cards

    UK: ads that promote credit cards must include the following information on the landing page in a clear and obvious way with a prominent clear label "Representative APR."

    • The rate of interest
    • Any fees or charges relating to the credit
    • The credit limit
    • The cash price and the amount of any advance payment
    • The name and postal address for the advertiser

    Credit Repair

    Yahoo does not accept ads for credit repair services that market services to remove negative credit history that legitimately appears on a user's credit report.

    Foreign Exchange, Binary Options, Trading Platforms

    • Australia: Trading platforms must be authorized by the Australian Securities and Investments Commission (ASIC).
    • Canada: The promotion of sites related to binary options is not allowed. The promotion of sites related to foreign currency trading is acceptable, provided that the Forex trading platform is registered in each province/territory according to the Canadian Securities Administration (CSA), and a member of the Investment Industry Regulatory Organization of Canada.
    • France: The promotion of sites related to foreign currency trading, binary options, or any contract for difference is not allowed.
    • Hong Kong: Trading platforms must be authorized by the Hong Kong Securities and Futures Commission.
    • India: The promotion of sites offering overseas trading in speculative products such as derivatives, foreign currency, bitcoin or other commodities is not allowed. The promotion or opening of demat and securities trading accounts in India are not allowed unless the client has SEBI registration. Sites will be reviewed on a case-by-case basis.
    • Singapore: Trading platforms must hold an appropriate license by the Monetary Authority of Singapore. Companies offering investment services must hold the necessary license if so required by the Monetary Authority of Singapore. All investments related ads should contain the appropriate disclaimers required by Appendix J of the Singapore Code of Advertising Practice (SCAP).
    • Turkey: Ads for binary options are prohibited. Advertisers of Forex trading platforms must 1) provide proof that the Forex trading platform is authorized by the Turkish Capital Markets Board and 2) attest that advertisements comply with content requirements under Turkey's Capital Markets Law, the Communiqué on Principles Regarding Investment Services and Activities and Ancillary Services, and the Communiqué on the Establishment and Operating Principles of Investment Firms and 3) receive approval from Yahoo Legal.
    • UK: Trading platforms must be authorized by the UK Financial Conduct Authority.

    Fund Recovery Services

    Yahoo does not accept ads from for-profit companies that claim to be able to recover stolen money, disputed funds, or items and prizes that were never received.

    Government Grants

    Advertising for a government grant or economic stimulus check-related products or services are not acceptable.

    Investment Advice

    • Advertisers who promote financial products and services must ensure they comply with all applicable local laws and regulatory requirements. Advertisers may be asked to provide evidence of license upon request.
    • All landing pages contain a clear and prominent disclaimer explaining the risks involved (e.g., Investing in stock markets involves the risk of loss).
    • Claims of financial rewards that are deemed unreasonable must be substantiated.
    • Ads must include links to third-party accreditation/endorsement where affiliation is implied or stated. Examples include, but are not limited to, verification of government affiliation, industry groups, and third-party ratings.
    • Ads must provide accurate physical contact information for the business being promoted.
    • Ads can’t guarantee loan modification or foreclosure prevention.

    Payday Loan/Cash Advance Companies

    Native, Video and Display: Ads for sites that promote payday loans are not allowed, except in the following markets: United States, Canada, Indonesia, Malaysia, South Africa, Thailand, and Vietnam.

    All such potential advertisements must be sent to the Yahoo Ad Policy team for approval.

    The advertiser must comply with all applicable laws and regulations, including but not limited to the Federal Truth-in-Lending Act and state payday, deferred presentment, and other consumer credit and usury laws, as applicable. In addition, the following country-specific restrictions apply:

    • United States: 1) Advertisers must be in good standing with state regulatory authorities, hold current state licenses in states that require licensing, and produce satisfactory evidence of licensure upon request. 2) Advertisers must also be members of at least one of the following associations: The Community Financial Services Association of America, the Online Lenders Alliance, or the Financial Service Centers of America. 3) Note: If advertiser has a storefront please let the Yahoo Ad Policy team know as part of the review.
    • Canada: Advertisers must be members of the Canadian Consumer Finance Association.
    • South Africa: Lender must be registered with the National Credit Regulator: https://www.ncr.org.za/ and must abide by the codes set by the Advertising Regulatory Board: http://arb.org.za/index.html.
    • UK: Lender must be registered with the Financial Conduct Authority (https://www.the-fca.org.uk/) and follow the UK Code of Advertising for the payday industry (https://www.cap.org.uk/News-reports/Media-Centre/2015/Insight-New-Guidance-for-payday-loan-ads.aspx).

    Penny Auctions

    Penny auctions, also known as bidding fee auctions, are not acceptable.

    Single Securities

    Ads or landing pages that promote an investment opportunity in a Single Security, or a particular Penny Stock, are not acceptable.

    Firearms, Weapons, and Fireworks

    Advertising or promotion of the following is not acceptable:

    • Firearms, firearms parts, accessories and ammunition
    • Paintball guns, airsoft guns and BB guns
    • Knives and blunt objects created for use as weapons
    • Handgun safety certificates
    • Military ordnance and grenades, even if the item has been "demilitarized.”
    • Fireworks and other explosives
    • Electronic Control Devices, such as tasers and stun guns

    Food

    Advertising for food is acceptable.

    Brazil and Taiwan: Ads for food products that claim to have specific health related benefits are not allowed.

    • In Taiwan, government-certified health foods may be allowed.
    • In Brazil, whey protein, amino-acids and caffeine related products, along with other functional foods may be allowable, dependent upon appropriate marketing.

    Singapore

    • Advertisements for Nutri-Grade beverages graded “D” are prohibited.

    Infant Feeding

    • Brazil, India, and Vietnam: Advertising that promotes the sale or use of formula, feeding bottles, rubber nipples, or baby food is prohibited.
    • Singapore: Advertisements for infants' food, other than infant formula formulated for infants from birth to 6 months of age, is prohibited. Advertising for infant formula must comply with the guidelines in The Sale of Infant Food Ethics Committee Singapore (SIFECS) Code of Ethics

    Gambling: Casinos and Offline Locations

    Advertising for sites promoting offline gambling establishments or events in accordance with local, state and federal laws and regulations are acceptable; however, any potential advertising opportunities involving offline gambling will be reviewed on a case-by-case basis by the Yahoo Ad Policy team.

    • Advertising for sites promoting offline gambling establishments such as casinos or race tracks, and events such as the Kentucky Derby, is acceptable, provided the sites:
    do not falsely or unfairly raise hopes and expectations of winning;
    are in conformance with all legal requirements including, but not limited to, 18 U.S.C. 1304 and provide documentation of state licensing, if applicable;
    do not include or link to unlawful (i) online gambling opportunities or (ii) online gaming sites that leverage gambling-like behavior.
    • Ads for offline gambling establishments must be in context of the area(s) in which they are promoted (e.g., promoted by locale–or within the context of vacationing or traveling).
    • Advertising for legitimate state-run lotteries is acceptable. A “lottery” is defined as a promotion in which all elements of consideration, chance and prize are present. Such sites must not include or link to (i) online gambling opportunities or (ii) online gaming sites that leverage gambling-like behavior. Promotion of lotteries outside of their legally permitted area is not allowed.

    Ads for land-based casinos are not allowed in India, Indonesia, Malaysia, Thailand, Vietnam, Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, and Yemen.

    Ads for land-based casinos are not allowed in Singapore or the Philippines unless authorized by their respective governments.

    Gambling and Gaming (Online)

    Advertising for gambling sites based in the United States is permitted where the site is licensed or otherwise authorized under the law of a state to offer such gambling. Advertisers must 1) show that the site is licensed or otherwise authorized to offer gambling in a particular state or states, and 2) describe how they comply with any location requirements imposed by state or local law (e.g., any requirements that only persons physically present in the state or certain other states may bet on the site).

    Advertising opportunities involving sports betting will be reviewed on a case-by-case basis by the Yahoo Ad Policy team, and are subject to Yahoo's Competitor Advertising Policy. Advertising for websites offering sports betting or sports odds must be directed at players located in US states where legally permissible and the above requirements must be met.

    Responsible gaming requirements:

    • Advertising must not misrepresent or glorify the benefits of gambling, or encourage people to play beyond their means.
    • Advertising may not imply or suggest that gambling is a viable alternative to employment or financial investments, a way to recover from financial losses or that skills may affect the outcome of a game of chances.
    • Information on the odds of winning and prize amounts must be described accurately and must not be misrepresented. Advertisers may not present winning as the most probable outcome of the game, nor misrepresent a person’s chance of winning a prize.
    • Targeting minors is not allowed. Advertising must not be directed toward individuals under the applicable minimum age to participate in online gambling, or served in a context where it is highly likely it will be displayed to such individuals. This includes, but it is not limited to, the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals, or using individuals who are or appear to be underage in promotional content or on the website.

    Advertising for free online gaming sites is acceptable, per the following guidelines. Yahoo will accept advertisements for 1) websites that allow users to play casino-style games for free and 2) sites that offer instruction or other information on how to play casino-style games, subject to the following guidelines:

    • Gaming sites may not link to or promote in any way any web site featuring online sports gambling. This prohibition includes any software downloaded from the site, dropping desktop shortcuts/icons, or in any communications, including emails, with users of the site.
    • Gaming sites may link to or promote an online gambling site offering non-sports gambling if that gambling site is based in the United States and is licensed or otherwise authorized by the law of a state to offer such gambling.
    • All advertising creative is subject to Yahoo’s advance review and approval, and cannot be changed once approved. Gaming sites may be required to provide Yahoo with consumer communications such as standard welcome emails and email newsletters.
    • Advertising for sites offering any product or program that claims to increase the likelihood of winning (e.g., computer programs that enhance the accuracy of a bet) is not acceptable.

    See Appendix C, Online Gambling, International Restrictions

    Fantasy Sports

    At all times while ad campaigns are running, advertisers must be in compliance with all applicable regulations, including the Unlawful Internet Gambling Enforcement Act (UIGEA), as well as industry best practices.

    • Targeting to 21+ is required.
    • Advertising for daily fantasy sports is only allowed where permitted by state or local law.

    Yahoo:

    Ads for fantasy sports should not be placed on anything related to the NCAA.

    See Appendix C, Online Gambling, International Restrictions

    Health Services and Medical Devices

    Ads for health care providers, medical services, medical spas, cosmetic surgery providers, hospitals, clinics, and medical devices must comply with all applicable legislation, including licensing or registration requirements, if required.

    Brazil and Russia: Ads in this category may be subject to further restrictions.

    Over the Counter Drugs

    Advertising for nonprescription drugs is acceptable, provided that it complies with these Policies and applicable regulations or guidance issued by the FDA and FTC. Advertisers may be required to submit third-party substantiation concerning such compliance.

    Advertising for nonprescription drugs should provide factual information about such products, avoid overstatements of their capabilities and advise consumers to read and follow label directions. Advertisers must include a link to a site that lists the full range of health benefits, risks and other relevant information concerning use of the nonprescription drug.

    Advertising for nonprescription drugs is not acceptable in areas directed to kids.

    Advertising for nonprescription drugs is acceptable in areas directed to teens but must be approved by the Yahoo Ad Policy team.

    Advertising should be confined to those symptoms and conditions for which the product is indicated.

    Advertising may not claim or imply that the product can be used for off-label uses. Representations which overstate a product’s effects are unacceptable.

    Depictions of before-and-after product use situations should indicate an adequate and accurate time lapse if the product does not provide immediate relief.

    Advertising should not portray a casual attitude toward the use of a medication or employ representations associated with the drug culture.

    Nonprescription medication may not be equated or compared to prescription drugs. However, a reference to the heritage of a nonprescription drug, which was previously available only by prescription, is permitted.

    The words “safe,” “harmless,” “without risk,” or any words or phrases with similar meaning are not acceptable.

    Commercial copy should not dramatize distressing symptoms or morbid situations associated with specific illnesses or diseases, nor should it describe internal or external functions of the body in an objectionable manner.

    Products that are not expressly subject to an approved FDA new drug application (NDA) may not be advertised as “FDA-approved.”

    See Appendix B: Healthcare and Medicines, International Restrictions

    Prescription Drugs

    All advertising must comply with the guidance from the FDA.

    See Appendix B: Healthcare and Medicines, International Restrictions

    Prescription drugs/manufacturers:

    ▪ Fair Balance animation is allowed to animate as required by the FDA as long as it is stand- alone from the "static panel" promotional animation (limited to 15 seconds). Fair balance animation that may follow the promotional animation should not extend or otherwise intermingle with the 15 second static panel but can run until fair balance information is presented.

    Pharmacies and Other Prescription Drug Resellers

    Yahoo only accepts ads for sales of prescription medicines (including pet medication) in the United States and Canada. Pharmacies must be well-known, reputable companies that require an actual doctor's prescription to purchase medication, and must be accredited by VIPPS, Legitscript or other NABP certification programs.

    • Advertising for prescription drugs is not acceptable in areas directed to kids and teens.
    • Advertising for prescription drugs should in no way glamorize the product or otherwise encourage excessive, irresponsible, or improper drug use.
    • Advertisers are required to comply with all applicable laws where they are targeting their ads. Compliance with the policies noted in this document, does not necessarily constitute legal compliance.

    Manufacturers are not required to have certification to advertise, as long as they do not sell their prescription medicines online.

    Ads that market to customers outside the U.S. and U.S. territories are not allowed.

    See Appendix B: Healthcare and Medicines, International Restrictions

    Please send all pharmaceutical advertising requests to the Yahoo Ad Policy Team. For advertisers with managed accounts, please contact your Account Manager.

    US

    Advertising of FDA-approved prescription drugs is acceptable, provided it complies with these Policies and applicable regulations or guidance issued by the FDA. Advertisers may be required to submit third-party substantiation concerning such compliance.

    Canada

    • Online pharmacies (including pet pharmacies) that advertise prescription drugs to customers in Canada must be accredited by the National Association of Boards of Pharmacies (NABP).
    • Manufacturers are not required to have certification to advertise, as long as they do not sell their prescription medicines online.
    • Ads that market to customers outside of Canada are not allowed.
    • For more information, please see the following NABP websites:
    e-Advertiser
    Safe.Pharmacy

    France

    • Advertising for the online sale of prescription contact lenses is not allowed.
    • Pharmaceutical manufacturers are allowed to advertise as long as they do not sell prescription only medicines online.

    India

    • Ad copy must not promote the sale of prescription-only medicines.

    Republic of Ireland

    • Manufacturers are allowed to advertise, as long as they do not sell their prescription medicines online.

    United Kingdom

    • Online pharmacies must be registered with the General Pharmaceutical Council. For more information, please see the website for the General Pharmaceutical Council.
    • Ad copy must not promote the sale of prescription only medicines.
    • Providers of prescription eyeglasses must be registered with the General Optical Council.
    • Veterinary online pharmacies are allowed if they are registered with any of the following:
    The General Pharmaceutical Society of Great Britain
    The Pharmaceutical Society of Northern Ireland
    The Pharmaceutical Society of Ireland
    The Royal College of Veterinary Surgeons
    The Animal Medicines Training Regulatory Authority (AMTRA)

    United States

    • Online pharmacies (including pet pharmacies) that advertise prescription drugs to customers in the United States must be accredited by the National Association Boards of Pharmacy (NABP)
    • Manufacturers are not required to have certification to advertise, as long as they do not sell their prescription medicines online.
    • Ads that market to customers outside the U.S. and U.S. territories are not allowed. For more information, please see the following NABP websites:
    NABP
    Safe.Pharmacy

    Movies

    Advertising for movies, videos and events is acceptable, subject to the following guidelines:

    • All advertising for domestic motion pictures and motion picture videos must carry either an MPAA rating or a disclosure that such rating has not yet been assigned.
    • Placement of advertising is determined on the basis of audience composition and program/area compatibility. Placement restrictions generally are as follows:
    "G" - All ages admitted: No restrictions.
    "PG" - Some material may not be suitable for children: No restrictions.
    "PG-13" - Some material may be inappropriate for children under 13: Not permitted in any area directed to kids.
    "R" - Under 17 requires accompanying parent or adult guardian: Not permitted in any area directed to kids or teens."R" rated movies can be promoted on the AOL Homepages and other high level areas but may require some restrictions based on the theme of the movie.
    "NC-17" - No One 17 and Under Admitted: Not permitted without an exception approved by the Yahoo Ad Policy team.
    • Red-Band Trailers: Advertising that includes red-band movie trailers (movie previews that have not been approved for all audiences and can play only in front of R-rated movies in theaters) in the creative or on the movie landing page is acceptable, provided:
    Requests to run advertisements that include red-band trailers are approved by the Yahoo Ad Policy team.
    Placements for these advertisements must be age-appropriate and demo-targeted to an audience that is 18+.
    All red-band trailers must have the MPAA warning that indicates it is approved for restricted audiences only
    All red-band trailers must have a functional age verification method that is approved by the MPAA (e.g., Aristotle https://integrity.aristotle.com/ or similar method).
    Creatives that contain the red-band trailer must not auto-launch the trailer and must be defaulted to off.

    Music and Concerts

    Advertising for music, music videos, and musical events is acceptable, subject to the following specific placement and labeling guidelines.

    All advertising for recordings that carry the Parental Advisory label must communicate the presence of explicit content (in accordance with Recording Industry Association of America (RIAA) standards) and may only be placed in areas with appropriate context and audience composition.

    Video Games

    Advertising for online games or offline video games/programs is acceptable. Games must carry either an ESRB rating or a disclosure that such rating has not yet been assigned. Guidelines for placement of ESRB ratings must follow https://www.esrb.org/publishers/ArcManual.aspx.

    • Placement of advertising is determined on the basis of audience composition and program/area compatibility. Placement restrictions generally are as follows:
    “EC”- Early Childhood: No restrictions.
    “E”- Everyone: No restrictions.
    “T”- Teen: Not permitted in any area directed to kids.
    “M”- Mature: Not permitted in any area directed to kids or teens. M rated games may be advertised with certain restrictions (placement, demo-target, etc.) and require case-by-case Yahoo Ad Policy team review and approval. M rated games with trailers must have the ESRB warning that indicates it is approved for restricted audiences only; must have a functional age verification method that is approved by the Yahoo Ad Policy team and creatives that contain the trailer must not auto-launch the trailer, and must be defaulted to off. For review please contact the Yahoo Ad Policy Team.
    “AO”- Adult Only: AO games are prohibited.

    Hemp, CBD and CBN

    Advertising for non-ingestible hemp, CBD, and CBN products (e.g. lotions, creams, salves, oils) are acceptable on a case-by-case basis. The product must be derived from industrial hemp and intended for topical use only. Marijuana-derived CBD or CBN is not allowed.

    Additional requirements:

    • Must only target the US, Canada, or the UK (see UK section below). All advertisers must be vetted and allowlisted by the Yahoo Ad Policy team to ensure the ads comply with applicable regional regulations
    • May not run on DL, log in pages, or above the fold on AOL and Yahoo homepages
    • Must be age targeted to users 18+
    • Creatives may not feature marijuana plants, symbols or imagery

    Creatives and landing page may not:

    • Offer sale of marijuana, ingestible CBD, or ingestible CBN (for humans or animals)
    • Refer to marijuana, THC, or cannabis. References to cannabidiol are acceptable
    • Contain any suggestion of hemp extract, CBD or CBN product consumption (e.g. that the oil is an ingredient in or should be added to food or beverage)
    • Contain any suggestion of mind-altering effects
    • Contain any misleading or unsubstantiated physical or mental health claims.
    • Examples of misleading health claims may include claims that product:
    • a) can prevent, treat, or minimize the effects of diseases, including (but not limited to) cancer, Alzheimer’s disease, fibromyalgia, and neuropsychiatric disorders (depression, anxiety, seizures, migraine headaches, addiction, eating disorders, etc.)
      b) provides neurological benefits, such as preventing or treating age-related cognitive decline
      c) has anti-nausea, anti-convulsive or anti-inflammatory properties
      d) can help treat minor skin wounds, burns, or infections
      e) is safe for all users
    • Contain any implied or indirect claims about the product. Examples include:
        a) stating that CBD has been approved by the FDA as a medicinal compound for treating rare forms of epilepsy
        b) claims that CBD has been studied for its effects on inflammation, arthritic pain, neuropathy, anxiety, and nausea

    Each advertiser must be vetted and allowlisted by the ad policy team.

    Yahoo reserves the right to revoke allowlist status if campaigns are found to be non-compliant at any point after initial clearance.

    UK:

    In addition to the policy above, Advertisers must:

    • in all cases, sign a self-certification statement that the product they are advertising is not a narcotic substance;
    • if the topical product is a medicine, demonstrate that it has received marketing authorisation from the MHRA and that the proposed advertisement complies with that authorisation;
    • if the topical product is a medicine, it cannot be a prescription medicine;
    • if the topical product is not a medicine, that the advert not make any claims to treat, cure, or prevent a medical condition of the mind or body and follow MHRA guidance and guidance of the Cosmetic Toiletry and Perfumery Association regarding the content and production process of the topical product.

    Subscriptions or Negative Option Marketing

    The phrase “negative option marketing” refers to a category of commercial transactions in which sellers interpret a customer’s failure to take an affirmative action, either to reject an offer or cancel an agreement, as assent to be charged for goods or services. A popular form of negative option marketing is a trial offer structured as a free-to-pay or nominal fee-to-pay conversion plan, wherein consumers receive a good or service for free (or at a nominal price) for an introductory period. They only incur a charge or pay a greater amount if they do not take affirmative action to cancel, reject, or return the good or service before the end of the trial period.

    Yahoo generally will not accept advertising from companies that utilize negative option pricing plans.

    Yahoo will accept, at our sole discretion, advertising from companies utilizing a negative option pricing plan if the advertiser complies with the following guidelines:

    • Discloses material terms of an offer, including a description of the goods or services being offered and their price, in an understandable manner, without making them unnecessarily long or inconsistent;
    • Makes all disclosures clear and conspicuous by placing them directly adjacent to the negative option offer indicating their importance and relevance, and by using easy-to-read fonts and colors;
    • Discloses the offer’s material terms before obtaining consumers’ billing information;
    • Obtains consumers’ express, informed consent to be billed by, for example, having them click “I Agree” and without relying on pre-checked boxes;
    • Provides simple cancellation mechanisms and honors cancellation requests (i.e., has a reliable customer service operation); and
    • Is in good standing with any of the various business ratings organizations (e.g., Better Business Bureau (BBB)).

    Political Ads

    Read about our Political Advertising Process here.

    Yahoo defines political ads as ads related to a candidate for an elected office, an elected officeholder, or an issue that will appear on an upcoming ballot. They may also include ads intended to raise awareness on certain political or social issues.

    It is acceptable to make political advertising opportunities available to candidates, political committees, political parties and other groups or individuals, subject to the restrictions below. Advertisers must be based in the country where the political ads are targeted. The billing location must match the targeted country.

    The Yahoo DSP and Yahoo Premium Direct-Sold Channels limit political opportunities to advertisers, seat holders, and partners whose accounts are directly managed by an Yahoo Account Manager and have received explicit pre-approval at the advertiser level from the Yahoo Ad Policy team.

    Third-party DSPs may run political ads provided that the DSP has been pre-approved by the Yahoo Ad Policy Team.

    US Restrictions:

    • Ads for state and local campaigns and ballot measures must comply with applicable state and local laws and regulations, and may be subject to additional legal requirements. Ads for state and local campaigns are not permitted in Washington.

    International Restrictions:

    • Political advertising for campaigns for elective offices in countries outside the U.S. is not acceptable, unless it is geographically targeted, lawful in the jurisdiction, and pre-approved by the Yahoo Ad Policy team.
    • Political advertising is prohibited in Brazil, the Middle East, North Africa, Saudi Arabia and Switzerland.
    • Political advertising is prohibited in France during the period 6 months before the first day of the month of an election.
    • Taiwan:
      • Ads for public election candidates during the election period shall disclose the name of the advertiser and the funder, if any, in the ads and shall contain an “electoral campaign ad” disclaimer. If the advertiser and or the funder is a legal entity or organization, the name of the responsible person and the physical address or website address of the legal entity or organization shall also be shown on the ads.
      • The required and specified information stated above should be clearly and distinctly presented, separate from the content of the ad itself, and must adhere to the following regulations:
            • Text and graphic ads: The font size of the required and specified information must not be less than 5% of the total advertisement area.
            • Audio ads: This information should be presented audibly at either the beginning or end of the advertisement, lasting for at least three seconds.
            • Video ads: The required and specified information should be displayed at either the beginning or end of the ad, lasting for a minimum of three seconds.
      • The advertiser and the funder shall submit an application letter and an affidavit letter in accordance with local laws for electoral campaign ads running in the election period.
      • During the election period, the advertisers and funders of electoral campaign ads must not be individuals, legal entities, or groups from foreign countries, Mainland China, Hong Kong, or Macau. This rule also applies to legal entities, groups, or organizations registered in Taiwan if their primary members are from the aforementioned regions.Ads for candidates of president or vice president shall disclose the names of the party and the candidate
      • No ads related to public elections can run on election day
      • Ads that publish any survey results during the restricted period (from the date of the announcement of the public election to 10 days before the election date) must disclose the following information:
            • organization in charge of the survey
            • implementing time
            • sampling method, matrix and sample size
            • error and budget source
      • No ads for survey results can run from 10 days before the election day.
      • A 'paid for by' disclaimer is not required as long as the ads are:
            • election campaigns
            • paid for by prospective candidates, candidates, or his/her political parties
            • delivered outside the statutory election period

    GUIDELINES

    Content

    • Advertisements may contain a link or directly link to a website that contains further positions or views if those positions or views conform to the guidelines set forth herein.

    Placement

    • Political advertising shall not be placed in a context or location that would make it misleading, deceptive, or otherwise violate Yahoo's community standards. Political advertising may be geographically targeted and/or demographically targeted.

    Compliance

    • All political advertising must comply with all applicable federal laws and regulations, FEC regulations, and (where applicable) state or local laws and regulations, and such compliance shall be the sole responsibility of the advertiser.
    • All political advertising must clearly identify who paid for the communication and whether or not it was authorized by a candidate and/or organization on the ad banner, video, or link prior to click-thru or viewing of content. Unauthorized ads must also include contact information for the sponsoring organization. "Paid for by" disclosure must be clear and conspicuous (i.e., easily identifiable by contrasting color and font on the ad banner or video).
    • Political advertising cannot give the appearance that Yahoo supports or favors any particular candidate, party, or political agenda.
    • Political advertising that uses content that has been digitally generated or altered (in a manner that is material to the ad’s claims) to depict realistic-looking scenarios that did not actually happen must include a clear and conspicuous disclosure such as “This ad does not depict real events” or “This audio was computer generated”.

    YAHOO CA + NJ STATE AND LOCAL POLITICAL AD DATABASE

    POLITICAL ISSUE ADVERTISING

    Advertising for organizations and individuals who wish to raise awareness on certain political and social issues is acceptable. Determination of suitability of any given issue or advertisement is at the sole discretion of Yahoo.

    • All issue advertising must clearly identify who paid for the communication on the ad banner, video, or link prior to click-thru or viewing of content.
    • All potential political issue advertising opportunities must be approved by the Yahoo Ad Policy team.
    • Political issue advertising is prohibited in Brazil, the Middle East, North Africa, Saudi Arabia and Switzerland.
    • Political issue advertising is prohibited in France during the period 6 months before the first day of the month of an election

    Non-political advertising:

    • Advertising may not promote extreme political or extreme religious agendas or any known associations with hate, criminal, or terrorist activities.
    • Commercial advertising may not exploit political agendas or use "hot button" political issues or names of prominent politicians for commercial unauthorized political campaign use. For example, an ad may not refer to the immigration policy of an administration or political candidate to deliver a travel ad. But a candidate may counter his/her opponent on the basis of his/her stand on immigration reforms.

    Religious Ads

    Advertising for religious and spiritual products or organizations is acceptable subject to the following guidelines:

    • Ads may not be hateful or disparaging towards any religion
    • Ads may not exploit sensitive religious issues to promote commercial, non-religious products or services, for example weight loss programs or financial investments
    • Ads may not be targeted based on religious belief or interest (see Ad Targeting Policies)
    • Ads may not imply that the faith of the user is known to the advertiser. For example, the message “Meet other Christian singles” is prohibited
    • Yahoo reserves the right at any time, in its sole discretion, to deny approval, revoke approval, and/or require the elimination or revision of any religious ad or campaign.

    Psychics, Tarot Readings, Fortune Tellers

    The advertising of astrology, character reading, fortune-telling, mind reading, numerology, occultism, palm reading, phrenology, or similar subjects is acceptable when it is for the purpose of entertainment.

    These advertisements should not state or imply that they have any scientific basis or validity.

    Such ads are prohibited in: Algeria, Bahrain, Egypt, India, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, and Yemen.

    Ads for magic spells and potions are prohibited globally.

    Social Media Landing Pages

    • Ads may link to a “public” social networking account page (e.g. Facebook, YouTube, Twitter) that is controlled by the advertiser, provided the ad is otherwise compliant with these policies.
    • Using a sign-in page or requirement must be for a specific reason, such as for ads with age-restricted content. Advertisers can require page "likes" or application integration on social media sites before giving users access to ad offers.
    • Ads cannot contain Facebook platform integrations, such as the Facebook Like button, Share button or Feeds.

    Software & Downloads

    Disallowed Behaviors

    Software must not include viruses, or perform malicious behaviors intended to compromise the security of the device, or harm the device, other applications or personal data.

    • Applications that collect user information or track device use without the user’s knowledge are not allowed.
    • Advertisers must not require a signup as a condition of a free download.
    • Ads from an application may not interfere with other applications, or the ads on other applications.
    • Uninstall functionality cannot be difficult or conditional. Misleading claims about negative effects to the user's device or privacy should an application be uninstalled are not allowed.
    • Click To Download: "Click to download" call to action is prohibited. Users must be directed to a landing page or app store where they are provided information about the offer before they download it.

    Disclosures

    All relevant information must be disclosed to consumers before install. These disclosures include but are not limited to:

    • Description of the download and what is included in the download.
    • Actions and effects that the software will have on the user's device and settings.

    Prohibited Software

    Yahoo reserves the right to refuse advertising for third parties' promotion of software downloads including software bundles. This may include, but is not limited to, downloads or download bundles that include Tor Project browser software.

    Solicitation of Funds

    • Fund-raising ads from recognised charities or non-profit organizations are allowed.
    • Fund-raising ads from individuals are prohibited.
    • Creatives may not use graphic imagery of human or animal suffering.
    • Crowdfunding: only accepted from well-known, reputable crowdfunding platforms. Fund-raising for a particular product or service must clearly state in the ad content or the landing page that (i) the product/service will not be shipped until the target of the fund-raising has been met; and (ii) if the project fails to reach the target by the deadline, the platform will refund the participants.

    Regional Restrictions

    Taiwan:

    • Ads for charitable fund-raising by non-profit organizations or institutions registered in Taiwan are acceptable provided that the approval number of such fund-raising projects is included in the ad content or on the landing page.

    Testosterone Boosters

    Advertising for testosterone boosters is acceptable on a case-by-case basis. Approved advertisers may not use creatives or landing pages which contain a) men and woman together in situations or poses that appear sexual in nature, b)women in sexually suggestive poses, attire, and/or situations, or which c) that give the impression that the couple is going to engage in sexual relations, or d) imply the main benefit of the product is to enhance sexual performance.

    All products and advertising must comply with Yahoo's advertising policies for Dietary Supplements contained herein.

    Creatives must use images and text that tout the benefits of using testosterone to increase energy and overall health and well-being only.

    Tobacco

    Advertising for tobacco or products containing tobacco is prohibited. This includes cigarettes, cigars, smokeless tobacco, or any other preparation of tobacco, regardless of nicotine content.

    Advertising for tobacco-related products, products that form a component of a tobacco product, and products and services that directly facilitate or promote tobacco consumption, is prohibited. This includes cigarette papers, blunt wraps, pipes, filters and hookahs, or any other instrument or paraphernalia designed for the smoking or ingestion of tobacco, as well as hookah lounges and cigar bars, for example.

    Advertising for products that simulate tobacco smoking is prohibited. This includes herbal cigarettes, electronic cigarettes and vaporizer delivery devices, including the cartridges and liquid solutions that are used in such devices, even if marketed as a smoking cessation or reduced-risk product.

    Advertising for products that are clearly intended for smoking cessation is allowed.

    Weight Reduction and Control

    The advertising of in-person programs or surgery for the reduction, gain and control of weight is acceptable and must comply with established nutritional evidence and medical opinion, as well as the guidelines set forth below. Advertising for weight control in areas directed to kids or teens is not acceptable. Advertising for weight loss supplements is not acceptable on Yahoo sites. For clarity, prescription weight loss products may be accepted.

    The FTC has stated that the following claims are likely deceptive and are therefore prohibited:

    1. causes weight loss of two pounds or more a week for a month or more without dieting or exercise;
    2. causes substantial weight loss no matter what or how much the consumer eats;
    3. causes permanent weight loss even after the consumer stops using product;
    4. blocks the absorption of fat or calories to enable consumers to lose substantial weight;
    5. safely enables consumers to lose more than three pounds per week for more than four weeks;
    6. causes substantial weight loss for all users; or
    7. causes substantial weight loss by wearing a product on the body or rubbing it into the skin.

    GUIDELINES

    Weight loss claims made in the form of a consumer testimonial may be acceptable provided: 1) the claims are qualified with a clear and conspicuous disclosure that results are not typical (if applicable) and 2) the typical results are provided.

    Advertisements that contain before and after photos must depict actual users of the weight-loss product or service.

    Ads with photos that appear to have been altered may not be accepted.

    Advertisements must be in good taste, and may not stigmatize overweight individuals.

    Such advertising must neither depict children using the products and services nor be directed to them.

    Native: weight loss advertising may not contain testimonials or make specific weight loss claims in the ad text.

    See Appendix B: Healthcare and Medicines, International Restrictions

    Appendix A: Alcohol, International Restrictions

    This is not an exhaustive list. Additional restrictions may apply in these or other countries. Please contact your Account Manager for more information.

    Additional country restrictions:

    • Algeria: Promotion of alcohol is not allowed.
    • Bahrain: Promotion of alcohol is not allowed.
    • Bolivia: Advertisements must contain the warning, "Excessive consumption of alcohol is harmful to health. Sale prohibited to minors below 18"
    • Brazil: Advertisement of alcohol in allowed under certain conditions and must contain the warnings according to the local regulation. Please consult Yahoo Legal for approval.
    • Egypt: Promotion of alcohol is not allowed.
    • Finland: Advertising of strong alcoholic beverages (>21% ABV) is prohibited.
    • France: Advertisements must contain a health message on the actual creative, such as "L’abus d’alcool est dangereux pour la santé”.
    • Hong Kong: Ads must be targeted to users over the legal purchase age of 18.
    • India: Promotion of alcohol is not allowed.
    • Indonesia: Promotion of alcohol is not allowed.
    • Jordan: Promotion of alcohol is not allowed.
    • Kuwait: Promotion of alcohol is not allowed.
    • Lebanon: Promotion of alcohol is not allowed.
    • Libya: Promotion of alcohol is not allowed.
    • Malaysia: Ads must comply with the Malaysian Communications and Multimedia Content Code. Specifically:
          • Ads must be targeted to users 21+ and may not target Muslims
          • Ads must include a clearly visible disclaimer stating that the advertisement is intended "strictly for non-Muslims aged 21 and above only"
          • Ads must include clearly visible responsible drinking messages
          • Ads should only feature people who are "non-Muslims aged 25 and above and reasonably appear to be and are being portrayed as over 25 years of age"
    • Morocco: Promotion of alcohol is not allowed.
    • New Zealand: Ads must be targeted to users over the legal purchase age of 18. Alcohol advertising:
      • shall neither conflict with nor detract from the need for responsibility and moderation in liquor consumption;
      • shall observe a high standard of social responsibility;
      • shall not depict or imply the consumption of liquor in potentially hazardous situations or include any unsafe practices;
      • shall not offer motor vehicles or boats as prizes in any competition;
      • shall be directed to adult audiences. Alcohol advertisements shall not be directed at minors nor have strong or evident appeal to minors in particular;
      • shall not be shown on television between 6.00 am and 8.30 pm;
      • shall not use or refer to identifiable heroes or heroines of the young;
      • broadcasters must take care to avoid the impression that liquor promotion is dominating the viewing or listening period when broadcasting liquor advertisements, including liquor sponsorship advertisements and/or liquor sponsorship credits taking into account the context of the programme;
      • sponsorship advertisements and sponsorship credits shall clearly and primarily promote the sponsored activity, team or individual. The sponsor, the sponsorship and items incidental to them, may be featured only in a subordinate manner; and
      • shall not by any means, directly or by innuendo, contain any misleading description, claim or comparison about the product advertised, or about any other product, or suggest some special quality which cannot be sustained.
    • Norway: Advertising that promotes the online sale of products with more than 2.5% alcohol by volume is not allowed.
    • Omar: Promotion of alcohol is not allowed.
    • Panama: Advertisements must display a message approved by the Health Ministry such as:
      • "Do not drink when driving"
      • "Alcohol can produce brain, fetus and liver damage"
      • "Conducir bajos los efectos del alcohol, aumenta los riesgos de accidentes" / "Driving under the influence of alcohol increases the risk of accidents"
      • "El alcohol puede conducir a estados de violencia y a la desintegración familiar / "Alcohol can lead to states of violence and family disintegration"
      • "Cuando maneje no tome; cuando tome no maneje" / "When driving do not drink; when you drink do not drive"
    • Paraguay: Advertisements must contain the warning, "Excessive consumption of alcohol is harmful to health. Sale prohibited to minors"
    • Philippines: Advertising must comply with the following: (i) should not depict actual act of drinking of the product; (ii) should not equate drinking with masculinity or indicate that it is essential for social acceptance; (iii) should not promote therapeutic effects or claim to enhance sexual appeal; (iv) should not indicate driving or drinking are compatible activities; (v) models must be 21+ years; (vi) the advice "drink moderately" must be shown in all ads.
      • If any ad leads to a website where alcohol can be purchased, the seller of the alcohol must be in possession of an appropriate license.
      • Ads must target 18+.
    • Qatar: Promotion of alcohol is not allowed.
    • Russia: Advertising for alcohol is not allowed. This includes branding campaigns and the online sales of alcohol.
    • Saudi Arabia: Promotion of alcohol is not allowed.
    • Singapore: Advertising must comply with the Singapore Code of Advertising Practice, in particular, Appendix K of the Singapore Code of Advertising Practice on advertising for Alcoholic Drinks. See https://asas.org.sg/
      • If any advertising leads to a website where alcohol can be purchased, the seller must be in possession of a valid liquor license or be otherwise exempted from such a license.
    • Sweden: Ads should not be targeted to anyone under the age of 25.
    • Taiwan:
      • Advertising that promotes the online sale of alcohol is not allowed.
      • Ads must be targeted to users over the legal purchase age of 18.
      • Alcohol advertisements and promotions shall be conspicuously labeled with the warnings " Driving After Drinking is Prohibited," and further with second warning such as "Excessive Drinking Endangers Health," or other warnings, and shall not involve any of the following: 1) Violation of public order and good morals; 2) Encouraging or advocating consumption of alcohol; 3) Targeting of children or youths, or harming the mental and physical wellbeing of children, youths, or pregnant women; 4) Content that is deceptive, exaggerated, fabricated, or easily misinterpreted; 5) Labeling, advertising, or promotions that implicitly or explicitly indicate medical or health effects; 6) Other matters prohibited by the government authority
      • Warning language must occupy 1/10 of the advertisement throughout the entire course of the advertisement.
    • Thailand: Promotion of alcohol is not allowed.
    • Tunisia: Promotion of alcohol is not allowed.
    • UK:
      • All advertising of alcoholic drinks must comply with the CAP Code (https://www.asa.org.uk/) and the Portman Group (http://www.portmangroup.org.uk/) code of practice relating to the naming, packaging and advertising of alcoholic products. Where required by law, the advertiser must disclose in the advertisement the name and city of the brewer, producer, packer, wholesaler, or importer responsible for its transmission.
      • If any advertising leads to an area where alcohol can be purchased, the advertiser/merchant must verify in writing that it has (a) an age verification mechanism to ensure compliance with applicable age limitation regulations; and (b) a shipping verification mechanism to ensure compliance with any legal restrictions prohibiting the shipping of alcoholic beverages into the UK.
      • Such mechanisms must be disclosed clearly and prominently on the online order form. Yahoo reserves the right, in its discretion, to take steps to assure that the age and shipping verification mechanisms are effective.
    • United Arab Emirates: Promotion of alcohol is not allowed.
    • Vietnam:
      • Advertising that promotes hard alcohol is not allowed.
      • Advertising for products with 15% or less alcohol, such as beer and wine, is allowed as long as the associated landing pages do not sell other types of hard alcohol.
    • Yemen: Promotion of alcohol is not allowed.

    Appendix B: Healthcare and Medicines, International Restrictions

    Additional country restrictions are outlined below:

    Algeria, Bahrain, Egypt, Greece, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, United Arab Emirates, Yemen

    • Ads for any over-the-counter drugs or supplements are not allowed.

    Australia

    • Products may not claim to cure, treat, or prevent disease unless they are registered as medicines with the appropriate organization in the market where they are promoted.
    • Online health practitioners must be registered and accredited by the Australian Health Practitioner Regulation Agency (AHPRA).
    • Advertisements must not be false, misleading or deceptive, must not offer a gift or inducement and must not use testimonials.
    • Advertisements are not allowed for products that: have not been accepted or are required to be entered but are not in the Australian Register of Therapeutic Goods; contain ingredients specified in Schedules 3,4 or 8 of the Poisons Standard; are biologicals, autologous human cell and tissue products.

    Brazil

    • Advertising for pharmaceutical content is disallowed, except for approved advertisers.
    • All supplements, cosmetics, vitamins, homeopathic, and other health care products must be registered with the Federal Sanitation Agency (ANVISA). Approved advertisers must be in possession of all the required registrations and comply with all ANVISA and other applicable requirements.
    • We reserve the right to verify compliance with local requirements and exclude non-compliant advertisers from the program.
    • The advertisement must fairly represent the quality and purpose of the product, as registered and approved by the local regulatory authorities.
    • Advertisements for witch doctors, magical potions and treatments, and miracle cures of any kind are disallowed.

    Europe

    • Advertising of Lipostabil is disallowed.

    France

    • Advertisers must have the required Marketing Authorization (French or European) to advertise in market. Food supplements must be declared to the DGCCRF and compliant with all local and EU regulations for food supplements and food product advertising.

    Hong Kong

    • All advertised pharmacies must be registered with the Drug Office of the Department of Health.
    • Advertisers must comply with the Undesirable Medical Advertising Ordinance.
    • Advertising related to specific diseases, conditions, and health claims is restricted.
    • Unregistered pharmaceutical products may not be advertised.

    India

    • Advertising for the treatment of diseases and miracle cures is restricted. Ads must not feature claims to prevent or cure common conditions or diseases or health ailments of humans and animals.
    • Advertising for pre-natal sex determination is disallowed, as required per PC-PNDT Act.

    Indonesia

    • Advertising for over-the-counter medicines, cosmetics, non-prescription health care products, and traditional medicines are not permitted.

    Italy

    • Advertising for herbal remedies, herbal sleep aids, or herbal diet pills is disallowed.

    Malaysia

    • Ads by health care practitioners are restricted to the name, field of practice, and place of practice of the practitioner.
    • Advertisements by private health care facilities are restricted to general information such as the name, location, contact information, working hours, types of facilities and charges imposed by the private health care facility.
    • Testimonials from patients are prohibited.

    New Zealand

    • Products may not claim to cure, treat, or prevent disease unless they are registered as medicines with the appropriate organization in the market where they are promoted.

    Philippines

    • Advertising for non-prescription medicine must comply with applicable regulations, including proper marketing authorization issued for the non-prescription medicine advertised, and valid license to operate held by the drug company.
    • Medical professionals may not promote, advertise or endorse any medication.
    • A disclaimer of “No Approved Therapeutic Claim” must appear on the advertisement for food and dietary supplements.

    Russia

    • Advertisers may not market prescription drugs to the general public; they can only be marketed to medical professionals.

    Singapore

    • Ads may not promote treatments or cures for diseases.
    • Advertising for traditional and alternative medications is prohibited.
    • Advertising for health supplements must comply with the guidelines from the Health Science Authority (Singapore)

    Spain

    • The advertising of prescription medicines in Spain is forbidden.
    • The advertising of OTC medicines in Spain is allowed as long as:
    • Ads display the name of the medicine and the essential information needed to encourage its rational use.
    • Ads advise consumers that they should read the instructions and consult their pharmacist (e.g., "Lea las instrucciones de este medicamento y consulte con su medico o farmaceutico.").
    • The medicine has an authorization number from the Secretary of Health.
    • The promotional nature of the message and the fact that it refers to a medicine are clearly stated.
    • Ads do not refer to recommendations of scientists, healthcare professionals or other persons that could:
    • Encourage the consumption of medicines
    • Suggest certainty as to the product's effects, lack of side-effects, or comparative efficacy Infer that use of the medicine may improve health or boost sporting performance.
    • They are not financed by public funds.
    • Ads are not addressed primarily to children.

    Taiwan

    • Ad content for all drugs and medical devices must be consistent with the approval for the advertisement from the government authority.
    • Non-medical care institutions shall not make advertisements for medical care.
    • The following keywords are not allowed: child-like face needle, Wu Mei (Niang) needle, miracle needle, anti-aging needle, night owl vitality needle, whitening needle, whitening drip, water light gun, fat dissolving (以下關鍵字不得刊登: 童顏針、武媚(娘)針、奇蹟針、逆齡針、夜貓活力針、美白針、美白點滴、水光槍、溶脂)

    Thailand

    • Ads for non-prescription medications must comply with applicable regulations, including displaying the approval number for the medicine on the website.

    United Kingdom

    • The advertising of medicines in the UK is subject to additional rules set out by the Medicines and Healthcare Products Regulatory Agency (MHRA). Yahoo will only accept medicinal or homeopathic products in the UK which hold an MHRA authorization number. Advertising of prescription-only products is illegal in the UK.

    Appendix C: Online Gambling

    This is not an exhaustive list. Additional restrictions may apply in these or other countries. All online gambling advertisers must be approved by Yahoo prior to launch.

    Yahoo's policy on gambling advertising differs by country and region. As an advertiser, it is your responsibility to ensure compliance with all applicable local and national regulations. Yahoo reserves the right to refuse an ad or to make exceptions to the policy even if an ad complies with the guidelines.

    Online gambling: Advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is allowed only in the countries listed below with strict adherence to local laws.

    • Geo-targeting and age targeting 18+ are required.
    • Proof of eligibility/license is required.

    Online gambling sites include:

    • Sites that accept wagers or require payment in exchange for the chance to win prizes, as well as sites that offer both information and links related primarily to the promotion of online gambling.
    • Any content that facilitates, promotes or is affiliated in any way with online gambling or wagering of any type.
    • Websites that contain links that direct site visitors to prohibited gambling content, regardless of the location of the links or whether the offer originates in a geographic region where gambling is legal. In other words, it must be impossible for a site visitor to navigate from your website to any prohibited gambling or wagering content.
    • Educational, “learn to play”, “practice” and other free simulation sites, including .net sites that are affiliated with an online gambling site.
    • Games of chance, gaming & casino games, and spread betting.

    Notes:

    • Landing pages that aggregate multiple gambling companies are not allowed; each licensed company must be in its own account

    Additional country restrictions:

    Argentina

    • Online gambling operators must be licensed by the Lottery of the City of Buenos Aires. This allows them to operate in all provinces and provides access for all bettors in Argentina.

    Gambling-related ads:

    • Not directed to minors;
    • Minors cannot participate;
    • Not misleading; not lead to confusion regarding the nature of the betting;
    • Disclaimer about the risk associated with sports betting and gambling.

    Australia

    • Gambling operators must be state licensed in Australia and may not target other markets.
    • In addition, advertisers must represent, covenant, and warrant that the advertising is in compliance with applicable laws and guidelines including all registration requirements. Advertisers must provide Yahoo with their proof of license upon request.

    Austria

    • Gambling operators must be state licensed by the Austrian government and may not target markets other than Austria.

    Belgium

    • Gambling operators must be licensed by the Belgian Gaming Commission.
    • Non-licensed games of chance (online included) areis explicitly forbidden.

    Brazil

    • Gambling ads are strictly prohibited.
    • Sports betting ads must be pre-approved by Yahoo Legal.

    Canada

    • Gambling operators must be physically located in Canada, and must be licensed by the gambling board of a Canadian province or territory, which only grants permission to operate within the province or territory in which they are licensed. A licensed gambling operator may not target Canadian provinces or territories in which they are not licensed, or any other markets.
    • Ontario: sports betting operators are not required to be located in Canada, but they must be registered with the Alcohol and Gaming Commission of Ontario (AGCO) and have executed an operating agreement with iGO.
    • Targeting minors is not allowed.
    • Advertisers must comply with applicable regulations and industry best practices, including responsible gaming messaging, non-deceptive description of odds of winning, and prize amounts.

    Chile

    • All forms of online gambling are prohibited based on the Civil and Penal Codes.
    • Lottery operator Polla Chilena is the only online sportsbook operator in Chile as it was authorized to run online sport betting in 2013. Advertisement is allowed.

    Colombia

    • Gambling operators must be licensed by Coljuegos, the Colombian gambling regulatory body.

    Denmark

    • Gambling ads are strictly prohibited.

    Finland

    • Gambling ads are strictly prohibited.

    France

    • Gambling operators must be authorized by L'Autorité Nationale des Jeux (ANJ), The Pari Mutuel Urbain (PMU) for horse racing or the Francaise des Jeux (FDJ) for lotteries.
    • Also content must not:
    Encourage gambling addiction.
    Raise expectations of a better lifestyle or other improvements.
    Promote financial loans services.
    Target an underage audience, redirect to sites dedicated to a young audience, or promote youth related sponsoring events.

    Germany

    • Advertisers must be licensed by the Joint Gambling Authority of the Federal States, (Gemeinsame Glücksspielbehörde der Länder). Advertisers must provide Yahoo with their advertising permission upon request.
    • Advertising for all types of permitted gambling offerings must comply with the applicable legal requirements (e.g. gambling law, competition, youth protection, consumer protection and data protection requirements). In particular, the following must be adhered to:
    1. Advertising must not be directed at minors or comparably vulnerable target groups.
    2. Misleading advertising for public gambling, in particular advertising that contains inaccurate statements about the chances of winning or the type and amount of winnings, is prohibited.
    3. No advertising for virtual slot machine games, online poker and online casino games is allowed between 6:00 a.m. and 9:00 p.m. daily.
    4. Immediately before or during the live broadcast of sporting events, advertising for sports betting on this sporting event is not permitted on the broadcasting channel. Advertising for sports betting with active athletes and officials is inadmissible. Live scores of sports events may not be combined with advertising for sports betting on this sports event.
    5. In connection with the advertisement of virtual slot machine games, the use of the terms "casino" and/or "casino games" is prohibited.

    Ghana

    • Gambling operators must be licensed by Gaming Commission Ghana

    Greece

    • Gambling operators must be state licensed by the government of Greece and may not target markets other than Greece.

    India

    • Gambling ads are strictly prohibited.
    • Fantasy sports ads are allowed on a case-by-case basis.

    Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam

    • Gambling ads are prohibited unless exempted by the government

    Italy

    • Gambling ads are not allowed, with the exception of state sponsored lottery ads.
    • Advertising for brick and mortar casinos is prohibited.

    Kenya

    • Gambling operators (lotteries, sports betting, and online casino games) must be licensed by the Kenyan gambling authority
    • The following must be listed on the landing page
    • Warning sign with accompanying text: "Gambling can be addictive, play responsibly"
    • Stated age limit, e.g. "not for persons under 18 years"
    • Advertiser name, address, and toll-free phone number
    • "Authorized and regulated by Betting Control & Licensing Board" and corresponding license number
    • Ads must not glamorize gambling, use any celebrity images or endorsements, or depict gambling as a source of income or method to achieve social success

    Mexico

    • Gambling operators must have a license issued by the MX local authority.

    Netherlands

    • Approved lotteries must provide a license issued by either the Dutch Authority on Games of Chance (Kansspelautoriteit) or by a local municipality, whichever applies.

    New Zealand

    • Gambling operators must be state licensed by the government of New Zealand and may not target markets other than New Zealand.

    Nigeria

    • Gambling operators must be licensed by the National Lottery Regulatory Commission.

    Norway

    • Gambling ads are strictly prohibited.

    Panama

    • Gambling operators must be licensed by the Junta de Control de Juegos (JJC). Under the Online Gaming Act of 2002, licenses to operate online casinos sites are required.

    Gambling-related ads:

    • Not directed to minors;
    • Minors cannot participate;
    • Not misleading; not lead to confusion regarding the nature of the betting;
    • Advertisements must not be offensive or undermine the good image.

    Portugal

    Rwanda

    • Gambling ads are strictly prohibited

    Republic of Ireland

    • Online gambling advertisers must be in possession of a license issued by the National Excise License Office.

    Romania

    • Gambling operators must be state licensed by the government of Romania and may not target markets other than Romania.

    Senegal

    • Gambling ads are strictly prohibited

    South Africa

    • Gambling operators must be state-licensed by the government of South Africa and must legally operate within the territory of South Africa.

    Spain

    • Operator must be licensed as appropriate for betting and specific games with the Ministerio de Hacienda y Administraciones Públicas.
    • Gambling ads may only run between the hours of 1am and 5am.

    Sweden

    • Gambling operators must be state licensed by the government of Sweden.

    Switzerland

    • Gambling operators must be Swiss-based casinos with governmental license to extend their land-based operations to online gambling services. Each campaign must be cleared with the Federal Casino Commission (ESBK).

    Tanzania

    • Gambling operators must be licensed by the Gaming Board of Tanzania
    • The following are allowed with valid license: lotteries, sports betting, online casino games, poker

    Uganda

    • Gambling operators must be licensed by National Gaming Board Uganda:
    • Sports betting
    • Must be age targeted to users 25+

    United Kingdom

    • The gambling operator must be licensed or otherwise authorized by the U.K. Gambling Commission, and be in compliance with any applicable legal requirements. Proof of license must be displayed on the website, preferably on the landing page, and be otherwise verifiable on the U.K. Gambling Commission website.

    Zambia

    • Gambling operators must provide valid Zambian license

    Appendix D: Mail Sign-in & Send Confirmation Policies

    The policies herein apply to ads that appear on the AOL Mail sign-in and Send Mail Confirmation pages.

    General:

    • All creatives and messaging should be suitable for a mass audience.
    • All creatives must have prominent branding with clear attribution and/or logo.
    • All key messaging and the call to action must be located within the determined 750x650 area of the page.
    • Creative elements should not be designed under or around the sign-in module. The sign-in module is in a fixed placement and cannot be altered.

    General Guidelines for Text:

    • Attention grabbing mechanisms, including text unrelated to the nature of the product being advertised. Words and phrases including “Shocking”, “Breaking News”, “Special Report”, “Alert”, “Stop!”, “Consumer Alert”, "Weird Trick" and “HATE” are not acceptable.
    • Words and phrases that insinuate a user’s computer has been compromised (e.g., references to a breach, malware, spyware, being spied on, etc.) are not acceptable.
    • Masked vulgarity (e.g., “Huge A** Savings Today”) is not acceptable.
    • Disparaging language is not acceptable.
    • Language intimating that use of the advertised product or service will help avoid compliance with a law or promote illegal activity is not acceptable.
    • Language that pertains to bodily functions (e.g., references to bathrooms, urine, etc.) is not acceptable.
    • False or misleading claims are not acceptable. Claims must not overstate the product's effectiveness or the services ability to reach the intended goal. Words and phrases including cure, safe, remove, etc. are not acceptable.
    • Inconsistent offers are not acceptable. All offers presented must be consistent with the offers presented on the corresponding landing pages. All offers presented must correlate to the images being presented as part of the same advertisement.

    General Guidelines for Images:

    • Images must be in good taste and serve to enhance a user’s experience.
    • Images cannot look like user generated content or photos taken with a personal camera.
    • Images must be photographic in nature and may not look cartoony.
    • Images must be of high resolution/good quality. Loud, clashing colors, poor resolution, intrusive, and/or high-annoyance design elements will not be accepted. Blurry, cluttered and/or hard to read images will not be accepted.
    • Images cannot be distorted and/or upside down or sideway orientation.
    • Before and after images are not acceptable.
    • Images cannot contain explicit or gratuitous sexuality (e.g., images focusing on women in form-fitting clothing, men with bare chests, etc.).
    • Images must be up-to-date making them feel timely and representative of the present.
    • Faux functionality is not acceptable. All creative elements that appear clickable must be clickable.

    Specific Guidelines for Images:

    • Dating ads are not acceptable.
    • Images of food (including fruits or vegetables) must be clearly referenced in the correlating copy and/or on the landing page.
    • Cleavage is acceptable if: a) the person is clearly 18+, b) there is no disembodiment, c) it is not coupled with a sexual innuendo in the tagline, and d) the breasts are not the focus of the advertisement.
    • Disembodiment: Advertisements that use images which focus on specific body parts or use exaggerated body parts to gain attention are not acceptable. Models should be shown in complete form including their head. Exceptions to this policy will be made on a case-by-case basis.
    • Images must be complete and not cut off (e.g., a full image of a person’s face and head).
    • Images must contain a subject facing forward not an up close view from behind. Exceptions to this policy will be made on a case-by-case basis.
    • Images must contain a subject wearing clothing including covering shoulders (straps are acceptable).
    • Religious symbols are not acceptable.
    • Graphics images containing gore are not acceptable. Weapons cannot be presented in a violent or threatening manner.
    • Testosterone: Advertising for testosterone boosters is acceptable so long as the creatives do not have images of a) men and woman together in situations or poses that appear sexual in nature, b) women in sexually suggestive poses, attire, and/or situations, c) give the impression that the couple is going to engage in sexual relations, and/or d) are being used to make the user think the main benefit of the product is to enhance their sexual performance. Creatives must use images and text that tout the benefits of using testosterone to increase energy and overall health and well-being only. Images must show the subject partaking in healthful activity.
    • The depiction of drug abuse, implied drug abuse or the perception of encouraging drug use is unacceptable. This includes images of pills, pill bottles, and paraphernalia even if the actual image is of a supplement or herbal remedy. The depiction of drugs and/or paraphernalia is acceptable for promotions of drug related news and anti-drug content only.
    • All political advertisements must include their “Paid for by” disclosure above the fold in a minimum of size 10px.
    • Political advertisements can only run twice per week on nonconsecutive days.

    Appendix E: Aol Homepage

    AOL HOMEPAGE DYNAMIC LEAD POLICIES

    GENERAL

    • Homepage DL Ad Unit will be labeled as "ADVERTISEMENT"
    • Clicks direct to Advertiser’s site. Graphic, headline text and hyperlink must point to same URL
    • The Policies contained herein are amended periodically and are not a substitute for consulting with the Yahoo Ad Policy team.
    • The Advertising Policy team reserves the right at any time, in its sole discretion, to revoke its approval of, and to require the elimination or revision of, any advertisement or campaign running in the Dynamic Lead (DL) placement.
    • All advertisements must comply with Yahoo’s Advertising Policies.

    MAIN IMAGE GRAPHIC

    • IMPORTANT NOTE: The copy will sit over the right of the image in a 248x360 white overlay box, so be sure that the image is cut to have the primary focal point to the left side to account for the text box. Subject of image should be left aligned, the "safe zone" (how much of the image is in viewable space since there is an overlay that sits on top) is 60% of the image from the left most edge of the image, which equates to 461 pixels of viewable space.
    • BG Hex Value: Optional but should stay in light color palette range and should not clash with page values. White background is not suggested.
    • Please submit multiple image options

    ADVERTISING COPY AND LINK GUIDELINES:

    Headline Copy:

    • 35 characters MAX including spaces (MIN of 25 characters)
    • 16 to 19 on each line
    • Cannot wrap to 4 lines (3 lines with 16 to 19 characters on each)
    • Must use sentence case – only the first word and any proper noun is capitalized – to be consistent with Edit DL
    • Exclamation points or excessive punctuation not acceptable
    • ALL CAPS not acceptable
    • Parenthesis not acceptable
    • Periods not acceptable
    • If quoting a source, must be single quotes (e.g. ‘_____’)
    • Suggested: Headline to align with image
    • AOL reserves the right to edit to meet native-edit standards

    Body Copy:

    • Body Copy: 130 characters MAX including spaces (MIN of 90 characters)
    • Must be 4 lines, cannot wrap to 5 lines
    • Exclamation points or excessive punctuation is not acceptable
    • ALL CAPS not acceptable
    • Parenthesis not acceptable
    • Dashes must be written as double dashes (--)
    1 space between surrounding words
    • Periods must be at the end of all body copy
    • Responsive design may scale down copy
    • Yahoo reserves the right to edit to meet native-edit standards

    Link Copy:

    • 33 characters MAX, including spaces (MIN of 10 characters)
    • Cannot wrap to 2 lines
    • Must use sentence case – only the first word and any proper noun is capitalized – to be consistent with Edit DL
    • Exclamation points or excessive punctuation not acceptable
    • ALL CAPS not acceptable
    • Parenthesis not acceptable
    • Periods not acceptable
    • Dashes must be written as double dashes (--)
    1 space between surrounding words
    • Must contain a clear call to action and should not rely on blind teases (e.g., 'Click here to learn more' or 'Find out more by clicking')
    • AOL reserves the right to edit to meet native-edit standards

    Landing Page:

    • Homepage DL cannot link to faux news pages
    • All offers on the creative must match the offers on the landing pages

    HOMEPAGE LOGO GUIDELINES:

    Homepage Logo:

    • Logo Max KB: 5k
    • There are now 2 acceptable 88x31 logo formats:
    Homepage Logo saved as a transparent PNG/GIF
    Logo asset must be cut to the left most edge of the 88x31 space to maintain left alignment with "Sponsored By" attribution
    Homepage Logo with a background color that compliments the brand
    Brand should sit comfortably centered in the allowable 88x31 space and should not touch the outer most edge of the allowable 88x31 box

    ADVERTISING TEXT GUIDELINES:

    General Guidelines for Text (the following text is not acceptable):

    • Attention grabbing mechanisms, including text unrelated to the nature of the product being advertised. Words and phrases including “Shocking”, “Breaking News”, “Special Report”, “Alert”, “Stop!”, “Consumer Alert”, "Weird Trick" and “HATE” are not acceptable.
    • Words and phrases that insinuate a user’s computer has been compromised (e.g., references to a breach, malware, spyware, being spied on, etc.)
    • Masked vulgarity (e.g., “Huge A** Savings Today”)
    • Disparaging language
    • Language intimating that use of the advertised product or service will help avoid compliance with a law or promote illegal activity
    • Language that pertains to bodily functions (e.g., references to bathrooms, urine, etc.)
    • False or misleading claims. Claims must not overstate the product's effectiveness or the services ability to reach the intended goal. Words and phrases including cure, safe, remove, etc. are not acceptable.
    • Inconsistent offers. All offers presented must be consistent with the offers presented on the corresponding landing pages. All offers presented must correlate to the images being presented as part of the same advertisement.

    ADVERTISING IMAGE GUIDELINES:

    General Guidelines for Images:

    • Images must be in good taste and serve to enhance a user’s experience
    • No branding, text, or graphic/clipart overlays allowed in the image
    • There should be one image only. Image cannot consist of multiple images/collage
    • Images cannot look like user generated content or photos taken with a personal camera
    • Images must be photographic in nature and may not contain illustrations
    • Images must be of high resolution/good quality. Loud, clashing colors, poor resolution, intrusive, and/or high-annoyance design elements will not be accepted. Blurry, cluttered and/or hard to read images will not be accepted
    • Images must be clearly relevant to the promotion, easily identifiable as a visual component of the message communicated in the DL and align with the product or service being advertised
    • Images cannot be distorted and/or upside down or sideway orientation
    • Before and after images are not acceptable
    • Images cannot contain explicit or gratuitous sexuality (e.g., images focusing on women in form-fitting clothing, men with bare chests, etc.)
    • Images must be up-to-date making them feel timely and representative of the present
    • Images should not feature a person/object in front of a blank (colored or white) background/backdrop. Images should feature person/object in a contextually relevant environment.

    Specific Guidelines for Images:

    • Dating ads are generally not accepted. Exceptions to this policy will be made on a case-by-case basis
    • Images of food (including fruits or vegetables) must be clearly referenced in the correlating copy and/or on the landing page
    • Cleavage is acceptable if: a) the person is clearly 18+, b) there is no disembodiment, c) it is not coupled with a sexual innuendo in the tagline, and d) the breasts are not the focus of the advertisement
    • Disembodiment: Advertisements that use images which focus on specific body parts or use exaggerated body parts to gain attention are not acceptable. Models should be shown in complete form including their head. Exceptions to this policy will be made on a case-by-case basis
    • Images must be complete and not cut off (e.g., a full image of a person’s face and head)
    • Images must contain a subject facing forward not an up close view from behind. Exceptions to this policy will be made on a case-by-case basis
    • Images must contain a subject wearing clothing including covering shoulders (straps are acceptable)
    • Religious symbols are not acceptable
    • Graphics images containing gore are not acceptable. Weapons cannot be presented in a violent or threatening manner.
    • Testosterone: Advertising for testosterone boosters is acceptable so long as the creatives do not have images of a) men and woman together in situations or poses that appear sexual in nature, b) women in sexually suggestive poses, attire, and/or situations, c) give the impression that the couple is going to engage in sexual relations, and/or d) are being used to make the user think the main benefit of the product is to enhance their sexual performance. Creatives must use images and text that tout the benefits of using testosterone to increase energy and overall health and well-being only. Images must show the subject partaking in healthful activity.
    • The depiction of drug abuse, implied drug abuse or the perception of encouraging drug use is unacceptable. This includes images of pills, pill bottles, and paraphernalia even if the actual image is of a supplement or herbal remedy. The depiction of drugs and/or paraphernalia is acceptable for promotions of drug related news and anti-drug content only.

    Frequency Guidelines for Images:

    • Each DL creative image can run up to 4 times per month and 1 time per week max.

    Appendix F: Aol Mail Dynamic Lead

    AOL MAIL DYNAMIC LEAD POLICIES

    General Policies

    • The Policies contained herein are amended periodically and are not a substitute for consulting with the Yahoo Ad Policy team.
    • The Advertising Policy team reserves the right at any time, in its sole discretion, to revoke its approval of, and to require the elimination or revision of, any advertisement or campaign running in the Dynamic Lead (DL) placement.
    • All advertisements must comply with Yahoo’s Advertising Policies.

    DL Product Guidelines

    • 386x217 image - 120K max, static.
    • Final graphic and copy subject to Yahoo edits/revisions/approval
    • Requires 7 business day turn-around (contract & creative assets)
    • Must obtain slotting approval & confirm avails prior to pitch
    • No 3rd party serving
    • Mail DL will be labeled as “Advertisement”
    • Clicks direct to Partners Site. Graphic, headline text and hyperlink must point to same URL
    • All tracking must be secure. The click URL does not need to be secure
    • Submit to Yahoo Advertising Policy team for approval
    • Max of 5 banners per line item

    Advertising Copy and Link Guidelines:

    Headline/Teaser Copy:

    • 40 characters MAX including spaces. May appear on two lines- text will be wrapped after 20 characters at the most recent word
    • Must use sentence case – only the first word and any proper noun is capitalized – to be consistent with Edit DL
    • Exclamation points or excessive punctuation not acceptable
    • Parenthesis not acceptable
    • Periods not acceptable
    • If quoting a source, must be single quotes (e.g. ‘_____’)

    Link Copy:

    • 30 characters MAX, including space
    • Cannot wrap to 2 lines
    • Must use sentence case – only the first word and any proper noun is capitalized
    • Exclamation points or excessive punctuation not acceptable
    • ALL CAPS not acceptable
    • Parenthesis not acceptable
    • Periods not acceptable
    • Dashes must be written as double dashes (--)
    • Must contain a clear call to action and should not rely on blind teases (e.g., 'Click here to learn more' or 'Find out more by clicking')

    Landing Page:

    • Homepage DL cannot link to faux news page
    • All offers on the creative must match the offers on the landing pages

    Advertising Text Guidelines

    General Guidelines for Text:

    The following text is not acceptable:

    • Attention grabbing mechanisms, including text unrelated to the nature of the product being advertised. Words and phrases including “Shocking”, “Breaking News”, “Special Report”, “Alert”, “Stop!”, “Consumer Alert”, "Weird Trick" and “HATE” are not acceptable
    • Words and phrases that insinuate a user’s computer has been compromised (e.g., references to a breach, malware, spyware, being spied on, etc.)
    • Masked vulgarity (e.g., “Huge A** Savings Today”)
    • Disparaging language
    • Language intimating that use of the advertised product or service will help avoid compliance with a law or promote illegal activityLanguage that pertains to bodily functions (e.g., references to bathrooms, urine, etc.)
    • False or misleading claims. Claims must not overstate the products effectiveness or the services ability to reach the intended goal. Words and phrases including cure, safe, remove, etc. are not acceptable
    • Inconsistent offers. All offers presented must be consistent with the offers presented on the corresponding landing pages. All offers presented must correlate to the images being presented as part of the same advertisement

    Advertising Images Guidelines

    General Guidelines for Images:

    • Images must be in good taste and serve to enhance a user’s experience
    • No branding, text, or graphic/clipart overlays allowed in the image
    • There should be one image only. Image cannot consist of multiple images/collage
    • Images cannot look like user generated content or photos taken with a personal camera
    • Images must be photographic in nature and may not contain illustrations
    • Images must be of high resolution/good quality. Loud, clashing colors, poor resolution, intrusive, and/or high-annoyance design elements will not be accepted. Blurry, cluttered and/or hard to read images will not be accepted
    • Images must be clearly relevant to the promotion, easily identifiable as a visual component of the message communicated in the DL and align with the product or service being advertised
    • Images cannot be distorted and/or upside down or sideway orientation
    • Before and after images are not acceptable
    • Images cannot contain explicit or gratuitous sexuality (e.g., images focusing on women in form-fitting clothing, men with bare chests, etc.)
    • Images must be up-to-date making them feel timely and representative of the present
    • Images should not feature a person/object in front of a blank (colored or white) background/backdrop. Images should feature person/object in a contextually relevant environment

    Specific Guidelines for Images:

    • No dating ads
    • Images of food (including fruits or vegetables) must be clearly referenced in the correlating copy and/or on the landing page
    • Cleavage is acceptable if: a) the person is clearly 18+, b) there is no disembodiment, c) it is not coupled with a sexual innuendo in the tagline, and d) the breasts are not the focus of the advertisement
    • Disembodiment: Advertisements that use images which focus on specific body parts or use exaggerated body parts to gain attention are not acceptable. Models should be shown in complete form including their head. Exceptions to this policy will be made on a case-by-case basis
    • Images must be complete and not cut off (e.g., a full image of a person’s face and head)
    • Images must contain a subject facing forward not an up close view from behind. Exceptions to this policy will be made on a case-by-case basis
    • Images must contain a subject wearing clothing including covering shoulders (straps are acceptable)
    • Religious symbols are not acceptable
    • Graphics images containing gore are not acceptable. Weapons cannot be presented in a violent or threatening manner
    • Testosterone: Advertising for testosterone boosters is acceptable so long as the creatives do not have images of a) men and woman together in situations or poses that appear sexual in nature, b) women in sexually suggestive poses, attire, and/or situations, c) give the impression that the couple is going to engage in sexual relations, and/or d) are being used to make the user think the main benefit of the product is to enhance their sexual performance. Creatives must use images and text that tout the benefits of using testosterone to increase energy and overall health and well-being only. Images must show the subject partaking in healthful activity
    • The depiction of drug abuse, implied drug abuse or the perception of encouraging drug use is unacceptable. This includes images of pills, pill bottles, and paraphernalia even if the actual image is of a supplement or herbal remedy. The depiction of drugs and/or paraphernalia is acceptable for promotions of drug related news and anti-drug content only

    Frequency Guidelines for Images:

    • Each DL creative image can run up to 4 times per month and 1 time per week max

    Political Advertising Process

    At Yahoo, we are strong believers in user choice, transparency, and building trust in everything we do. We are committed to being a valued and trusted source of information and understand the importance of truthful political advertising for our users. We outline below the policies, technologies and operating approaches we rely on to support the integrity of political advertising on our platforms.

    Yahoo accepts political ads that comply with our ad policies. We define political ads as ads related to a candidate for an elected office or an issue that will appear on an upcoming ballot. They may also include ads intended to raise awareness on certain political or social issues.

    Our ad policies prohibit false or misleading claims of any kind. For political ads, Yahoo supports truthful advertising that helps users make informed decisions about candidates and issues. We know, however, that false or misleading claims can, at times, be subtle and difficult for our reviewers to detect. And even when our reviewers suspect falsity, determining the facts may not be straightforward. Despite those challenges, our goal, as reflected in our policy, programs, and technologies, is to avoid running political ads that include false or misleading claims.

    We rely on the following 4-pronged approach to support the integrity of political advertising on our platforms.

    Policies

    • Our policies require that all advertisers who wish to run political ads through the Yahoo DSP or Yahoo Premium Direct-Sold Channels must be pre-approved by the Yahoo Ad Policy team. We may also accept political ads from third-party exchanges, provided that such exchanges have been pre-approved by the Yahoo Ad Policy team.
    • We continuously review and update our ad policies to ensure alignment with our core principles and promote compliance.

    Technology

    • Ads that are running on our platforms are scanned by automated systems for technical compliance and political content. Ads identified as political during the scan may be manually reviewed.

    Operational framework

    • Dedicated teams across operations, product, and legal use our technologies and manual review to help ensure appropriate compliance with our policies and enable learning for continuous improvement and innovation.
    • During manual review of ads for ad policy compliance, reviewers look for things like required disclosures about who paid for the ad and whether the ad includes offensive language or images. If a reviewer spots a potentially false claim, it is flagged for escalated review.

    Ad feedback

    • We receive feedback from users, employees and publishing partners about political ads. Feedback on political ads receives enhanced scrutiny.

    Change Log

    Change Log Updates

    The Advertising Policy Change Log reflects material changes made to Yahoo's Advertising Policies. Where appropriate and at Yahoo's sole discretion, material Advertising Policy changes will be communicated to advertisers in advance. Advertisers are responsible for complying with Yahoo's current Advertising Policies at all times.

    August 2024

    Political Ads

    March 2024

    Ad Targeting

    • Updated policy for state-level health-related restrictions

    Financial Products & Services

    • Updated for Australia

    February 2024

    Political Ads

    • Updated for digitally generated or altered content

    January 2024

    Competitive Advertising

    • Updated policy for sports betting and fantasy sports

    Previous Updates:

    Change Log Updates - 2021

    September 2021

    Gambling: Casinos and Offline Locations

    • New policies for Singapore and the Philippines

    Appendix C: Online Gambling

    • New policies for Indonesia, Malaysia, Philippines, Portugal, Singapore, Thailand, Vietnam

    June 2021

    Supply Policies, Publisher Obligations

    April 2021

    Ad Targeting

    • Ad targeting age minimum changed from 16 to 17. Yahoo does not allow targeting to users under 17 (or minimum age set by specific country).

    Appendix A: Alcohol, International Restrictions

    • Brazil - Added guidance for alcohol advertising

    Infant Feeding

    • Singapore - Additional restrictions have been added

    January 2021

    Ad Targeting

    • Ad targeting age minimum changed from 13 to 16. Yahoo does not allow targeting to users under 16 (or minimum age set by specific country).

    Change Log Updates - 2020

    December 2020

    Appendix B: Healthcare and Medicines, International Restrictions

    • Spain: Additional restrictions have been added for OTC medicines

    October 2020

    Hemp, CBD and CBN

    • Hemp and CBD policy has been updated to include CBN

    Alcohol

    • US: Yahoo requirements for alcohol advertising have been updated (MSFT policies remain the same)

    September 2020

    Appendix C: Online Gambling

    • Kenya: Additional restrictions have been added for gambling

    ​July 2020

    Appendix C: Online Gambling

    • Denmark: Gambling ads are now prohibited in Denmark.

    May 2020

    Coronavirus Update

    • Global: New policies are in effect for ads related to coronavirus or COVID-19

    Change Log Updates - 2022

    November 2022

    Hemp, CBD and CBN

    • Updated policy for the US

    September 2022

    Solicitation of Funds

    • New policy for fundraising/solicitation of funds.

    June 2022

    Cryptocurrencies, Virtual Currencies, NFTs and Related Services

    • New policy to allow cryptocurrency ads in France and Germany.

    May 2022

    Advertorial, News, Blog, & Product Review Formats

    • Updated policy for advertorial landing pages.

    Cryptocurrencies, Virtual Currencies, NFTs and Related Services

    • New policy to allow cryptocurrency ads in Canada.

    April 2022

    Cryptocurrencies, Virtual Currencies, NFTs and Related Services

    • New policy to allow NFTs in Australia, Hong Kong, Japan, New Zealand, Singapore and Taiwan

    Appendix C: Online Gambling

    • Updated policy for Spain
    • New policy for Ontario, Canada
    • New policy for Brazil

    March 2022

    Appendix C: Online Gambling

    • New policy for Argentina, Chile, and Panama

    Appendix B: Healthcare and Medicines, International Restrictions

    • New policy for online health practitioners in Australia

    February 2022

    Hemp, CBD and CBN

    • New policy for the UK

    Cryptocurrencies, Virtual Currencies, NFTs and Related Services

    • New policies for Australia, Austria, Brazil, Hong Kong, Ireland, Italy, Japan, Netherlands, New Zealand, South Africa, Spain, Taiwan, United Arab Emirates, United Kingdom, and the United States.

    Change Log Updates - 2023

    December 2023

    Political Ads

    • Updates to Taiwan policy

    November 2023

    Recreational Drugs

    • Updated policy

    July 2023

    Religious Ads

    • New global policy