iad Content Guidelines

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2 Contents iad Content Guidelines 3 Summary 3 Purpose 3 Audience 3 Certification 3 General Guidelines 3 Audio 3 Animation 4 Imagery 4 Defamatory Content 4 Profane Content 4 Data Collection 4 Linking Out 4 Pricing and Ratings Claims 4 Apple Marketing Guidelines 4 Restricted Content 5 Age-Sensitive Content 5 Alcohol 5 Contests, Sweeps, and Games of Chance 5 Image Rights and Logo Usage 5 itunes Gift Cards or Download Content Codes 5 Categories That Require Additional Review and Approval 5 Unacceptable or Prohibited Content 6 Adult-Related Content 6 Controlled Substances 6 Deceptive Messaging 6 Gambling or Controlled Activities 6 Unacceptable or Prohibited Products 7 Rights and Responsibilities 8 Document Revision History 9 2

3 Summary Purpose These guidelines apply to advertisements and associated ad units appearing on the iad platform in the U.S., Europe, and Asia. These guidelines also apply to iad Workbench ads. These guidelines are not intended as legal advice. Adherence to these guidelines is not necessarily sufficient to meet the standards of state/provincial or federal laws. Apple encourages each advertiser and its agency to consult with legal counsel. Apple reserves the right to reject any advertisement on the iad platform not adhering to the minimum set of guidelines during the certification process, or any ad that Apple feels is not appropriate for the iad App Network or its users. Audience Creative agencies and content creators of advertisements on the iad platform should read this document. Certification All content for advertisements on the iad platform will be certified under these guidelines, as well as under the iad Unit Certification Guidelines. General Guidelines Audio Audio must be user-initiated (with the exception of intro videos) and appropriate for all audiences. For example, audio that is suggestive, sexually oriented, profane, vulgar, violent, and so on, is not allowed. 3

4 General Guidelines Animation Repetitive or rapid flashing, blinking in excess, or visually stressful animations are not allowed. Banners can loop only three times, and the total animation cannot exceed 15 seconds. Imagery Imagery that is not representative of the product or service, is pixelated or unclear, or appears to have functionality but does not function (for example, radio buttons or menus) is not allowed. Defamatory Content Anything that facilitates or promotes defamatory, libelous, slanderous, or unlawful content is not allowed. Profane Content Any content that facilitates, promotes, or uses profanity (including distasteful wording or phrases) is not allowed. Data Collection Ads that collect data from users must, at a minimum, clearly identify the advertiser and properly disclose that it (or its agent) is collecting data. Users must also be provided with a link to the privacy policy of the organization(s) collecting or receiving the data. Furthermore, advertisers must receive approval from iad for any data collection within the ad prior to it being submitted for certification. Linking Out Linking out of the ad is strictly prohibited unless iad grants an exception in advance. Pricing and Ratings Claims Offers made in ads must be clear to users and cannot misrepresent the true nature of the offer. For apps, music, TV shows, movies, ibooks, and ringtones, prices must be accurate at all times as displayed in the itunes Store. Additionally, any ratings claims must be accurate at all times as displayed in the itunes Store. Apple Marketing Guidelines Using the Apple name, products, logo, or other brand attributes without prior approval is not permitted. Ads cannot mimic or resemble the Apple brand or the user interface of Apple products. Please see the App Store Marketing and Advertising Guidelines for more details. 4

5 Restricted Content Restricted Content As part of Apple s commitment to providing the highest quality advertising experience, the following areas require additional considerations, review, and approvals before their acceptance into the iad platform. Age-Sensitive Content Ads promoting or containing age-sensitive products and services must be appropriately age targeted. Alcohol Ads for alcoholic beverages must be appropriately age targeted. Furthermore, there can be no images or videos that show the consumption of the alcohol product. All text, images, video, and audio must depict age-appropriate people and scenes. Contests, Sweeps, and Games of Chance Promotions must offer a fair opportunity for all entrants to win, and must be administered by a credible sweepstakes administration company. Image Rights and Logo Usage An advertiser s use of a third-party logo is included at its own risk. It is assumed that the inclusion of any intellectual property, logo, graphic, artwork, audio, film, celebrity, or person is properly licensed for use by the advertiser. itunes Gift Cards or Download Content Codes Any promotion, use, or mention of itunes Gift Cards or Content Codes must be reviewed and approved by the iad Network and itunes prior to the ad being submitted for certification. Categories That Require Additional Review and Approval The following categories of ads (and any other that Apple may designate) may require additional policy review and approval at Apple s sole discretion: alcohol, promotions/sweepstakes, age-sensitive products, political, religious, and pharmaceuticals. 5

6 Unacceptable or Prohibited Content Unacceptable or Prohibited Content As part of Apple s commitment to providing the highest-quality advertising experience, iad will not accept ads containing the forbidden content listed in this section. Adult-Related Content This content includes: Imagery that may be frightening or overly graphic. Text or imagery that explicitly or implicitly references any adult subject. Gratuitous or explicit imagery of the human body and implied sex scenes, including images of individuals or people in positions or activities that are sexual or sexually active. Text or imagery that facilitates or promotes hate toward an individual or group of any race, sex, creed, national origin, religious affiliation, age, sexual orientation, or language. Controlled Substances For example: Content that directly or indirectly facilitates or promotes the sale or use of any tobacco products, illegal drugs, or weapons. Content that facilitates or promotes beer, wine, or hard liquor is not allowed on any section/site designed for underage individuals. Deceptive Messaging This content includes: Messaging for free offers and sweepstakes, such as, You have been chosen to win a free. Creative messaging that promotes quasi-free items (items that require any type of payment, administration costs, carrying charges, or other fees, and hence are not truly free items). Creative messaging that promotes games of chance, if participation is conditional upon purchase. Messaging that identifies the particular target for the campaign for example, Single men, 18 24, who live in Washington State, click here!. Gambling or Controlled Activities For example: 6

7 Unacceptable or Prohibited Products Content that facilitates or promotes gambling of any kind. Content that facilitates or promotes illegal contests, pyramid schemes, or chain letters. Content that may result in bodily harm or risk (even if not illegal) for example, contests for chasing a hurricane or falling down stairs. Unacceptable or Prohibited Products As part of Apple s commitment to providing the highest-quality advertising experience, iad may not accept ads containing or relating to certain products or services. At its sole discretion, Apple Inc. reserves the right to reject or remove any ad at any time. These products or services include, but are not limited to, the following: Adult products and services Cigarettes, cigars, smokeless tobacco, and other tobacco products Products or services that bypass copyright protection, such as software, cable, or satellite signal descramblers Counterfeit, fake, or bootleg products, or replicas or imitations of designer products Dating or personals sites that promote casual sex, or international match-making services Degrees or transcripts for sale or offered by nonaccredited universities or programs; life experience degrees; academic paper-writing services; or the sale of prewritten essays, theses, and dissertations Recreational drugs or drug paraphernalia ads, including those promoting products and services designed to bypass drug tests Firearms, ammunition, or fireworks Get-rich-quick schemes, free money, or similar money-making opportunities or offers Short-term loan advertisers, such as payday loans or cash advances, that are not members of at least one of the following associations: Community Financial Services Association of America, Online Lenders Alliance, or Canadian Payday Loan Association Gambling establishments, online casinos, or any site with online gambling as its central theme Products and services that claim to repair bad credit Products and services of questionable legality for example, falsely obtained passwords, pyramid schemes, products designed to evade speed-enforcement laws, countries subject to U.S. embargoes or trade sanctions Securities (stocks, bonds, notes, warrants, options, and so on) or insider tips on a particular stock or commodity Usenet/newsgroup or P2P file-sharing networks that allow users to download or access files directly from other users 7

8 Rights and Responsibilities Apple Inc. competitors Rights and Responsibilities It is the advertiser s responsibility to ensure that: All advertising complies with all applicable federal, state/provincial, and local laws or regulations. An advertisement does not violate the intellectual property or other rights of third parties. All claims made in an advertisement have been substantiated before the advertisement is scheduled to appear. Users are not being misled or deceived. Advertising that includes warranties, guarantees, or other types of assurances complies with all applicable laws, regulations, or guidelines. Users are not deceived into providing personal information without their knowledge, under false pretenses, or to companies that resell, trade, barter, or otherwise misuse that personal information. All advertisements are COPPA and CARU compliant. All content appearing within advertisements on the iad platform has the appropriate rights and licenses, whether that content is imagery, logos, or text. 8

9 Document Revision History This table describes the changes to iad Content Guidelines. Date Notes Important updates and changes to guidelines. New document describing content guidelines for iad rich media ads. 9

10 Apple Inc. Copyright 2013 Apple Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, mechanical, electronic, photocopying, recording, or otherwise, without prior written permission of Apple Inc., with the following exceptions: Any person is hereby authorized to store documentation on a single computer for personal use only and to print copies of documentation for personal use provided that the documentation contains Apple s copyright notice. No licenses, express or implied, are granted with respect to any of the technology described in this document. Apple retains all intellectual property rights associated with the technology described in this document. This document is intended to assist application developers to develop applications only for Apple-labeled computers. Apple Inc. 1 Infinite Loop Cupertino, CA Apple, the Apple logo, and itunes are trademarks of Apple Inc., registered in the U.S. and other countries. iad is a service mark of Apple Inc., registered in the U.S. and other countries. Even though Apple has reviewed this document, APPLE MAKES NO WARRANTY OR REPRESENTATION, EITHER EXPRESS OR IMPLIED, WITH RESPECT TO THIS DOCUMENT, ITS QUALITY, ACCURACY, MERCHANTABILITY, OR FITNESS FOR A PARTICULAR PURPOSE. AS A RESULT, THIS DOCUMENT IS PROVIDED AS IS, AND YOU, THE READER, ARE ASSUMING THE ENTIRE RISK AS TO ITS QUALITY AND ACCURACY. IN NO EVENT WILL APPLE BE LIABLE FOR DIRECT, INDIRECT, SPECIAL, INCIDENTAL, OR CONSEQUENTIAL DAMAGES RESULTING FROM ANY DEFECT OR INACCURACY IN THIS DOCUMENT, even if advised of the possibility of such damages. THE WARRANTY AND REMEDIES SET FORTH ABOVE ARE EXCLUSIVE AND IN LIEU OF ALL OTHERS, ORAL OR WRITTEN, EXPRESS OR IMPLIED. No Apple dealer, agent, or employee is authorized to make any modification, extension, or addition to this warranty. Some states do not allow the exclusion or limitation of implied warranties or liability for incidental or consequential damages, so the above limitation or exclusion may not apply to you. This warranty gives you specific legal rights, and you may also have other rights which vary from state to state.