Advertising Standards

Why we have standards

Every campaign we arrange appears inside media that people have chosen to read or listen to. That trust is the reason the placements work. These standards describe the advertising we accept so that trust is not spent carelessly.

Truthful and substantiated

• Claims must be accurate, current and capable of being substantiated when we ask.
• Testimonials must be genuine, from real customers, and reflect typical results.
• Prices, offers and conditions must be stated clearly, including any material limitations.
• Comparisons with competitors must be fair, factual and about like-for-like products or services.

Clearly identified as advertising

Sponsored features, newsletter placements and host-read podcast spots are labelled as sponsored or paid content by the publisher. We will not run advertising designed to look like independent editorial, and we will not ask a publisher to remove a disclosure.

Respectful of the reader

We will not run advertising that:

• discriminates against, demeans or harasses any person or group;
• exploits fear, grief or vulnerability;
• targets children, or promotes products unsuitable for the audience of a placement;
• uses shocking, sexual or violent imagery to attract attention;
• collects personal information deceptively.

Categories we decline

We do not arrange advertising for the following, regardless of the claims made:

• get-rich-quick schemes, multi-level marketing and unregulated investment products;
• payday lending and debt-relief services that are not licensed;
• weapons, tobacco and vaping products;
• gambling, unless licensed in the reader’s jurisdiction and approved by the publisher;
• adult content and escort services;
• political candidates and issue advocacy, unless a publisher specifically requests it;
• anything illegal where the advertising appears.

Regulated categories — including alcohol, cannabis, health, financial and legal services — are accepted only where the advertiser holds the required licences and the creative complies with the rules of the relevant regulator.

Creative and technical requirements

Creative must meet the specifications in our documentation. In addition:

• animated creative must not flash, strobe or loop indefinitely;
• audio must not contain sudden loudness changes;
• links must go to a working landing page that matches the advertising;
• creative must not carry malware, hidden tracking or code that alters the publisher’s page.

Publisher discretion

Publishers keep final approval over what appears in their media and may decline or modify any placement without giving a reason. We will offer a comparable alternative where we can.

Complaints and corrections

If a reader, publisher or competitor raises a concern about a campaign, we will review it within two business days and may pause the placement while we do. Advertising found to breach these standards will be withdrawn, and any costs of correction are the advertiser’s responsibility. Concerns can be raised through our contact form.

Raise a concern