The purpose of the Leadbolt Classification Policy is to clearly define the appropriate classification of your Ads and help you, our advertisers, define which content categories you wish to target and which categories are appropriate for you to target. This policy is subject to change and will be effective when posted on a Site. When you submit an Advertising campaign to the Leadbolt network you are able to target that campaign to one or more content categories on the network. Your advertising campaign will then feature in mobile applications applicable to that particular category. You must ensure that your advertising campaign is suitable for each of the categories that it is targeting, ensure that it does not feature any Banned Content (further defined below), and ensure that it is generally of a suitable nature. Further, by submitting an advertising campaign you represent that you have the right to do so; and that the Ad, any site or content linked to by the Ad, any product or service offered by the ad, and the delivery of the campaign does not: a) infringe any rights of any third party including, intellectual property rights, contract rights and rights of privacy and publicity, b) violate any applicable laws, rules or regulations (including FTC guidelines and COPPA Rules), c) be defamatory, obscene, harmful to minors, fraudulent, misleading or inaccurate, or d) contain any viruses or other computer programming routines that are intended to damage or detrimentally interfere with any system, data or personal information. You will submit Advertising campaigns and materials in accordance with Leadbolt s Policies (including this content policy). Advertising Campaigns that do not feature suitable content may be subject to approval delays and likely rejection. Notwithstanding the guidelines contained within this document, all aspects of advertising campaigns are subject to approval by Leadbolt before they can go live on Leadbolt. Aspects of an advertising campaign include: i. Advertisement Creative (images) Advertisement Text (both the copy within an image and the copy of a text advertisement) i The Landing URL iv. Content featured on/ at the destination of the landing URL Once an advertising campaign has been approved to go live on the Leadbolt network, the content standards of that campaign cannot be changed. Future advertisements for an approved campaign can feature alternate artwork and copy, however, the nature of the content and its relative content standard Version 1.4 1
cannot be changed. I.e. an advertising campaign approved to target specified categories cannot feature advertising content post-approval that is not suitable for these approved categories. If you have any questions regarding the suitability of a campaign, please contact your account manager. 1. Banned Content Banned Content is content that is not allowed on the Leadbolt network for any category Standard or Sanctioned. No aspect of an advertising campaign can feature or include Banned Content. Any campaign which features Banned Content will be rejected. Leadbolt does not allow content that features any of the following: i. Depictions of rape are not permitted under any circumstances. Violence that constitutes criminal activity is not permitted. i Nudity (exposed breasts, visible genitalia), obscured or implied sexual acts, explicit sexual acts, visible sexual touching are not permitted under any circumstances. iv. Racist, Anti or Hateful Speech of any kind are not permitted under any circumstances. v. Illegal Drug use is not permitted outside of a fictional or gaming environment and is still subject to strict review. vi. Prostitution is not permitted under any circumstances. v Terrorism or terrorist related content or activities are not permitted outside of a fictional or gaming environment and are still subject to strict review. vi Radical Politics are not permitted outside of a fictional or gaming environment and are still subject to strict review. ix. Crime incitement or promotion is not permitted outside of a fictional or gaming environment and is still subject to strict review. x. Ads that promote or facilitate real gambling are not permitted in Google Play. Real Gambling is defined to be a service or product where there is an exchange of real money for the purposes of betting or wagering. This includes but is not limited to, online casinos, sports betting and lotteries. A product that requires a purchase mechanism to play such as in the purchase of playing chips or credits will fall under this rule. If your campaign is of this nature, do not target Android ios. xi. Anything which is illegal or considered illegal or unacceptable by Leadbolt If you are unsure if your service contains Banned Content, please contact your account manager. Please note, Leadbolt only allows images of lingerie, revealing swimsuits or content of a similar nature in the Sanctioned Categories Bikini or Mature Audiences as detailed later in this document. If an advertised product or service is suitable for one or more of the Standard Categories but features content deemed only suitable for one or more of the Sanctioned Categories, this will result in the advertising campaign being REJECTED. Version 1.4 2
Choosing the Leadbolt Categories for your Advertising Campaign Leadbolt operates two distinct sets of acceptable categories Standard and Sanctioned. 1. Standard Categories feature content that is suitable for any audience. 2. Sanctioned Categories feature content of a particular genre/ type that is NOT APPROPRIATE for a general audience. When choosing the Leadbolt categories, please assess your advertising campaigns carefully and understand their suitability to either Standard or Sanctioned Categories. If your advertising campaign features content that would be deemed by Leadbolt to be NOT suitable for Standard Categories and therefore ONLY suitable for one or more Sanctioned Categories, please DO NOT submit it for any standard categories. If you do, your campaign will be REJECTED. If your advertising campaign features content that would be deemed by Leadbolt to be suitable for one or more Standard Categories, it CAN also be submitted for one or more Sanctioned Categories. Before you do so, please review what content is permitted in the sanctioned categories as this is the content of the applications that your advertising campaigns will be associated with. Please note, special content rules also apply in categories for particular Operating Systems (OS) in particular to Android OS. Please ensure your advertising campaign complies with these special content rules if you are targeting those categories AND the defined operating systems. If your campaign does not comply, your campaign will be REJECTED. An explanation of what content is allowed in each category is detailed below. 2. Standard Categories i. API i Autos Banned Content, lingerie, revealing swimsuits or content of a similar nature, content Mobile Applications in this category feature cars, trucks, 4x4 and other automobiles Business Mobile Applications in this category feature business related material and Version 1.4 3
iv. Casino v. Education vi. v vi ix. Mobile Applications in this category feature casino related material and promoting dating service sand content that is Please note that ads that promote or facilitate real gambling are not permitted, this includes but is not limited to, online casinos, sports betting and lotteries. Mobile Applications in this category feature educational materials and Employment Mobile Applications in this category feature employment related material and Entertainment Fitness Mobile Applications in this category feature entertainment related material and Mobile Applications in this category feature fitness related material and Gaming x. Health Mobile Applications in this category feature mobile games and related material and Mobile Applications in this category feature health related material and Version 1.4 4
xi. x xi xiv. xv. xvi. Home Mobile Applications in this category feature home ware, gardening, DIY and similar related material and Lifestyle Mobile Applications in this category feature lifestyle related material and Media and Video Mobile Applications in this category feature media and video, movie trailers and related material and News and Magazine Mobile Applications in this category feature news and magazine related material and Personal Finance Social Mobile Applications in this category feature personal finance related material and Mobile Applications in this category feature social networking related material and Version 1.4 5
xv Shopping xvi Sports xix. xx. xxi. Mobile Applications in this category feature shopping, giveaways and marketing related material and Mobile Applications in this category feature sports related material and Travel and Navigation Utilities Mobile Applications in this category feature travel and navigation related material and Mobile Applications in this category feature content related to computers, downloads, internet, mobile/desktop software, technology and telephone related material and Wallpapers/ Screensavers Mobile Applications in this category feature wallpaper and screensaver related material and 3. Sanctioned Categories Version 1.4 6
i. Mature Audiences i Mobile Applications in this category feature content suitable for a mature audience Banned Content. The content must be suitable for a mature audience. Dating Bikini Mobile Applications in this category feature content relating to dating, matchmaking and relationships Banned Content, lingerie, revealing swimsuits or content of a similar nature; and content that is Mobile Applications in this category feature sexy content suitable for a teenage audience Banned Content. The content must be suitable for a teenage audience. Version 1.4 7