MOASIS CONTENT GUIDELINES
Moasis seeks to provide mobile ads containing content the general public finds acceptable, safe, and informative. To achieve that objective, Moasis has adopted certain guidelines that govern the placement of ads and restrict the inclusion of, or links to, the following types of content:
I. AD CREATIVE AND POSITIONIN
All components of an ad, including any text, images, or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad. Additionally, ad text must include proper grammar and the use of all symbols, numbers, or letters must adhere to the true meaning of the symbol.
Ads must clearly represent the company, product, service, or brand that is being advertised. Products and services promoted in the ad copy must be clearly represented on the landing page, and the destination site may not offer or link to any prohibited product or service. Additionally, ads may not suggest false relevancy to generic offers.
Ad text may not assert or imply, directly or indirectly, within the ad content or by targeting, a user’s personal characteristics within the following categories:
i. race or ethnic origin;
ii. religion or philosophical belief;
iv. sexual orientation or sexual life;
v. gender identity;
vi. disability or medical condition (including physical or mental health)
vii. financial status or information
viii. membership in a trade union; and
ix. criminal record.
C. Destination Sites
Ads must lead to a functioning landing page that does not interfere with a user’s ability to navigate away from the page.
Ads must always apply appropriate targeting and never use targeting criteria to provoke users. Ads for regulated goods and services (e.g. alcohol and gambling), must abide by all applicable laws, regulations, and industry codes. Specific requirements for dating services, alcohol, gambling, contraceptives and subscription services must adhere to the requirements listed under the applicable content sections.
II. AD CONTENT
Advertisers must ensure that their ads comply with all applicable laws, regulations and guidelines. All claims in ads must be adequately substantiated, and ads and any offers promoted within ads must not be false, deceptive or misleading or contain spam. Ads must not promote illegal products or services. Ads must not violate the rights of any third parties. The following specific content guidelines apply:
A. Adult Products or Content
Ads may not promote the sale or use of adult products or services, including but not limited to toys, videos, publications, live shows, or sexual enhancement products, or contain pornography or other types of adult or mature content. Ads may not include nudity, depictions of people in explicit or suggestive positions or activities that are overly suggestive or sexually provocative. Ads for family planning and contraception are allowed provided they follow the appropriate targeting requirements.
i. Ads that promote or reference alcohol are prohibited in many countries, including: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen and other jurisdictions where such ads are prohibited by law. The foregoing list is not exhaustive and may change at any time.
ii. Where permissible, ads that promote or reference alcohol must (i) comply with all applicable local laws, required or recommended industry codes, guidelines, licenses and approvals, and (ii) apply age and country targeting criteria consistent with Moasis’ targeting guidelines and applicable local laws. Where a user’s age or country cannot be determined, the ad must not be displayed to the user.
Ads for adult friend finders or dating sites with a sexual emphasis are not permitted. Ads for other online dating services must adhere to the dating targeting requirements and the name of the product or service must be included in the ad text or image.
D. Gambling and Lotteries
i. Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in those specific countries or jurisdictions where such advertising is lawful.
ii. Ads that promote lotteries operated by government entities are permissible, provided that ads must be targeted in accordance with applicable law in the jurisdiction in which the ads will be served and may only target users in the jurisdiction in which the lottery is available.
iii. Ads that promote offline gambling establishments, such as offline casinos, in accordance with applicable laws and regulations, are generally permitted, provided that ads must be appropriately targeted.
Ads may not insult, attack, harass, bully, threaten, demean or impersonate others.
F. Hate Speech
Ads may not contain “hate speech,” whether directed at an individual or a group, or content that nay be construes as biased against any individual or group, based on membership within certain categories including, but not limited to, race, sex, creed, national origin, religious affiliation, veteran status, marital status, sexual orientation, gender identity, or language.
G. Illegal Activity
Ads may not constitute, facilitate or promote illegal activity.
Ads that are targeted to minors may not promote products or services that are illegal for use by minors in their jurisdiction, or that are deemed to be unsafe or inappropriate.
I. Pharmaceuticals, Tobacco, and Supplements
Ads may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco products, or drug or tobacco paraphernalia. Ads also may not promote the sale of prescription pharmaceuticals. Ads for online pharmacies are prohibited except that ads for certified pharmacies may be permitted with prior approval from Moasis. Ads that promote dietary and herbal supplements are generally permitted, provided they do not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne, ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or questionable by Moasis in its sole discretion.
J. Rights of Others
Ads may not include content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.
K. Shock Value
Ads may not be shocking, sensational or disrespectful, or portray excessive violence.
L. Software and Hacking
Ads may not contain or link directly or indirectly to a site that contains spyware/malware downloads or any software that results in an unexpected, deceptive or unfair user experience, including, but not limited to, software which:
i. “sneaks” onto a user’s system;
ii. performs activities hidden to the user;
iii. may alter, harm, disable or replace any hardware or software installed on a user’s computer without express permission from the user;
iv. is bundled as a hidden component of other software whether free or for an additional fee;
v. automatically downloads without Moasis’ express prior approval;
vi. presents download dialog boxes without a user’s action; or
vii. may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right.
M. Subscription Services
Ads for subscription services, or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products, or mobile marketing are subject to the following requirements:
i. Ad text must clearly and conspicuously disclose the recurring billing component (e.g. “subscription required”).
ii. The landing page must:
a. display the price and billing interval wherever the user is prompted to enter personally identifiable information;
b. include an unchecked opt-in checkbox; and
c. include language informing users how to cancel their subscription or membership.
iii. Each of the foregoing must be located in a prominent place on the landing page, as determined by Moasis in its sole discretion, and should be easy to find, read, and understand.
N. Unacceptable Business Model
Ads may not promote a business model or practice that is deemed by Moasis, in its sole discretion, to be unacceptable or contrary to Moasis’ overall advertising philosophy or to any applicable law, including but not limited to multi-level marketing schemes, or advertisements for scams.
O. Weapons and Explosives
Ads may not promote the sale or use of weapons, weapons accessories, ammunition, or explosives, including, without limitation, the sales of gun parts, hardware, pistols, rifles, BB guns, sporting guns, air guns, blow guns, and stun guns.