TradeDesk Guidelines
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      Prohibited Products & Services Guide

      Advertising should comply with applicable laws and regulations. See below for the products and services restricted on The Trade Desk (TTD) and Google.

      Restricted on The Trade Desk (TTD)

      Abortion

      No ads related to abortion that use violent language or gruesome imagery. Abortion-related services are allowed, depending on the country. Consult with your Account Manager for details.

      Alcohol

      With certain geographic restrictions, we accept ads for alcohol branding or information, including promoting beer, wine, and spirits. Branding and informational ads include any advertisement that features an alcoholic beverage as the focus of the ad or the website. We accept branding and informational ads to target certain countries only based on multiple factors, including user experience and legal considerations. In many cases, pre-approval may be required from the supply-side platform to run ads that contain or depict alcohol, liquor, or spirits.

      "Anti" & Violence

      The Trade Desk does not allow the promotion of "anti" or violent concepts, such as the following:

      • Ad text advocating against any organization, person, or group of people

      • Ads and associated websites advocating against a protected group. A protected group is distinguished by one of the following: race or ethnic origin, color, national origin, religion, disability, sex, age, veteran status, sexual orientation, or gender identity

      • Attempts to revise history against the interests of a protected group

      • The promotion of self-harm and violence against people or animals

      • Any ads that link to Scientology content must clearly indicate that the website is related to the Church of Scientology. For example, the ads should refer to "Scientology," "Ron Hubbard," or "Dianetics"

      Casinos & Gambling

      Online gambling content, gambling-related products, and brick-and-mortar casino content are not allowed. Gambling-related content that is allowed includes:

      • Contests, sweepstakes, and raffles

      • Sale of physical scratch cards

      • Online scratch games run by state, national, or Indian nation governments

      • Fantasy sports contests

      • Physical gambling equipment

      • National or state lotteries

      CBD

      The CBD product must contain less than .2% THC. Content that promotes products containing cannabidiol (CBD) is permitted, but the following guidelines are prohibited

      • No THC products

      • No Delta-8 CBD/THC

      • No CBD products with THC-levels noncompliant with regional levels. TTD only accepts hemp-based CBD products

      • No promised health benefits on the landing page, advertiser website, or associated creatives

      Endangered Species

      The Trade Desk does not allow the promotion of products obtained from endangered or threatened species.

      Fake Documents

      The Trade Desk does not allow the promotion of fake documents such as fake IDs, fake passports, and fake invoices.

      Financial Services

      All advertisers, advertising products, and services related to financial services must do the following:

      • Operate in compliance with state and local regulations (for example, include specific disclosures required by local law)

      • Disclose associated fees

      • Include links to third-party accreditation/endorsements where affiliation is implied, particularly when it serves to improve the reputation of the site. Examples include (but are not limited to) verification of government affiliation and third-party ratings

      • Provide legitimate physical contact information for the business being promoted

      Please note that advertising for cryptocurrency and cryptocurrency-related products is prohibited.

      Fireworks

      The Trade Desk does not allow the promotion of fireworks and pyrotechnic devices. You can still run firework-related ads on the Alt Network.

      Illegal Drugs

      The Trade Desk does not allow the promotion of illegal drugs, legal or synthetic highs, herbal drugs, chemicals and compounds with psychoactive effects, drug paraphernalia, or aids to pass drug tests (including marijuana).

      Illegal Hacking

      The Trade Desk does not allow ads or websites that promote hacking by providing instructions or equipment to illegally access or tamper with software, servers, cell phones, or websites.

      Illegal Products & Services

      The Trade Desk does not allow the advertising of illegal products and services.

      Political Advertising

      The Trade Desk does not allow advertising for political candidates or parties where it is prohibited by law. We also do not allow political advertising for state or local ballot measures and candidates in the State of Washington:

      • Any political advertising must comply with local, state, and national election laws

      • You aren't allowed to target countries where campaign ads are against the law

      • You aren't allowed to target countries with "election silence" laws during electoral bans. It is the advertiser's responsibility to make sure that ads don't run during those prohibited times

      • Any political advertising must also follow our "anti" and violence/solicitation of funds policies

      CANDIDATE ELECTIONS

      To run a Political Candidate advertiser/campaign in Trade Desk, we require the following information:

      • Candidate Name

      • Is the ad for a federal or state election?

      • If for State Election, what state is this ad for?

      • The Paying Entity that is paying for the ad

      • Physical Address of the Paying Entity

      • The Name of an Executive at the Paying Entity

      • Title of this Executive (i.e. Treasurer, etc)

      • Federal Election Commission ID (Trade Desk only authorizes political advertisers to run advertising on their platform if they are registered with the Federal Election Commission or the state government equivalent of the FEC)

      • Employer Identification Number (EIN) for the Political Organization paying for the ad - If the advertiser does not have an FEC ID, we can use this EIN instead

      BALLOT INITIATIVES

      Please notify us in the respective IO ticket if the campaign or advertiser is promoting a ballot initiative. Ballot initiatives do not require the same information to be submitted as what is required for Candidate Elections.

      Sexually-Explicit Content

      The Trade Desk does not allow ads that promote graphic depictions of sexual acts, promote content with underage or non-consensual sexual themes (including child sexual abuse content), or promote services that may be interpreted as providing sexual acts in exchange for compensation.

      Solicitation of Funds

      The Trade Desk does not allow the solicitation of funds (donations) unless they are for tax-exempt organizations.

      Tobacco Products

      The Trade Desk does not allow the promotion of most tobacco or tobacco-related products. The promotion of tobacco or tobacco-related products includes cigarettes, cigars, tobacco pipes, rolling papers, electronic cigarettes, and e-cigarette cartridges. You can still run tobacco-related ads on the Alt Network.

      Traffic Devices

      The Trade Desk does not allow the promotion of products that are designed to interfere with the enforcement of traffic laws. While radar detectors are allowed in most countries, radar jammers and other law-evading products aren't allowed.

      Underage

      The Trade Desk doesn't allow the promotion of underage-themed sexual content, including child sexual abuse imagery and non-consensual or illegal sexual content. We do not allow this content, even if it meets applicable legal restrictions around this kind of content.

      Trademarks, Copyrights, & Counterfeits

      All advertising, as well as the products and services being advertised, must clearly comply with all applicable laws and regulations related to trademark, copyright, and counterfeit goods.

      Weapons

      The Trade Desk does not allow the promotion of weapons or devices designed to cause serious harm or injury. The promotion of weapons includes guns, gun parts or hardware, ammunition, bombs, knives, throwing stars, and brass knuckles.

       

       

      Restricted on Google

      Advertiser Identity

      To increase transparency for users, Google may require you to verify your legal name through advertiser identity verification. You will be notified by email and given 30 days to complete verification. Check the Google Ads Advertiser Identity policy for information on criteria and requirements. Any ads run by those verified will contain a disclosure using the information provided during the verification program.

      Alcohol

      All creatives must comply with Google Ads Alcohol policy and only advertise alcoholic beverages in countries where it is allowed. Ensure your creatives meet the requirements outlined in our Irresponsible alcohol advertising policy.

      Election Advertising

      All creatives must comply with Political Content policy, including country restrictions, and all local regulations. To serve political content in certain countries on Display & Video 360 you must complete verification. 

      Gambling

      All creatives must comply with Google Ads Gambling and games policy and all local regulations and industry standards. Gambling-related content can only serve in certain countries on Display & Video 360. Check Gambling country restrictions for all restrictions that apply to the country your ad campaign is targeting. To run gambling-related content on open exchanges, YouTube, and deals on Display & Video 360, you must certify the advertiser's domain for each country you target before your ads can serve. Ensure your ads only target approved countries, have a landing page that displays information about responsible gambling, and never target minors.

      Financial Products/Services

      All creatives must comply with Google Ads Financial products and services policy and all local regulations and industry standards. Content related to complex speculative products, cryptocurrency exchanges and debt services can only serve in certain countries. Check the approved countries list for each topic for all restrictions that apply to the country your ad campaign is targeting. Certification is required if you intend to serve the following content on open exchanges, YouTube and deals:

      • Complex speculative products

      • Content related to cryptocurrency exchanges

      • Content related to debt services

      Ensure that you only target the country your ads are certified for and never target minors.

      Restricted Healthcare & Medicines

      All creatives must comply with Google Ads Healthcare and medicine policy.

      Some healthcare-related content can only be advertised if the advertiser is certified with Google and targets only approved countries on Display & Video 360. Review How does this policy differ from country to country?  for all restrictions that apply to the country your ad campaign is targeting.
      Certification is required if you intend to serve the following content on open exchanges, YouTube, and deals:

      • Pharmaceutical-related content, such as online pharmacies, pharmaceutical manufacturers, and others looking to use prescription drug terms within the creative or landing page.

      • Drug and alcohol addiction services in the United States. Note: not all drug and alcohol addiction services are eligible for certification. Those not eligible cannot serve on Display & Video 360.

      Inappropriate Content

      DANGEROUS OR DEROGATORY CONTENT

      The following is not allowed:

      • Content that incites hatred against, promotes discrimination of or disparages an individual or group on the basis of their race or ethnic origin, religion, disability, age, nationality, veteran status, sexual orientation, gender, gender identity, or any other characteristic that is associated with systemic discrimination or marginalization
        • Examples (non-exhaustive): Content promoting hate groups or hate group paraphernalia; content that encourages others to believe that a person or group is inhuman, inferior, or worthy of being hated
      • Content that harasses, intimidates, or bullies an individual or group of individuals
        • Examples (non-exhaustive): Content that singles out someone for abuse or harassment; content that suggests a tragic event did not happen, or that victims or their families are actors, or complicit in a cover-up of the event
      • Content that threatens or advocates for physical or mental harm to oneself or others
        • Examples (non-exhaustive): Content advocating suicide, anorexia, or other self-harm; threatening someone with real-life harm or calling for the attack of another person; promoting, glorifying, or condoning violence against others; content made by or in support of terrorist groups, or transnational drug trafficking organizations, or content that promotes terrorist acts, including recruitment, or that celebrates attacks by transnational drug trafficking or terrorist organizations
      • Content that seeks to exploit others
        • Examples (non-exhaustive): Extortion, blackmail, soliciting or promoting dowries, exploitative removals

      SEXUALLY EXPLICIT CONTENT

      The following is not allowed:

      • Text, image, audio, or video of graphic sexual acts intended to arouse
        • Examples (non-exhaustive): Hardcore pornography; sex acts such as genital, anal, and oral sex; masturbation; cartoon porn or hentai
      • Content promoting underage, non-consensual, or other illegal sexual themes, whether simulated or real
        • Examples (non-exhaustive): Rape, incest, bestiality, necrophilia, lolita or teen-themed pornography, underage dating

      COMPENSATED SEXUAL ACTS

      The following is not allowed:

      • Content that may be interpreted as promoting a sexual act in exchange for compensation
        • Examples (non-exhaustive): Prostitution, companionship and escort services, intimate massage and similar services, cuddling sites; compensated dating or sexual arrangements where one participant is expected to provide money, gifts, financial support, mentorship, or other valuable benefits to another participant such as ‘Sugar’ dating

      CHILD SEX ABUSE IMAGERY

      The following is not allowed:

      • Content promoting the sexual exploitation of minors
        • Examples (non-exhaustive): Child sexual abuse imagery or other content

      MAIL-ORDER BRIDES

      The following is not allowed:

      • Content promoting marriage to a foreigner
        • Examples (non-exhaustive): Mail-order brides, international marriage brokers, romance tours

      ADULT THEMES IN FAMILY CONTENT

      The following is not allowed:

      • Content that is made to appear appropriate for a family audience but contains adult themes, including sex, violence, vulgarity, or other depictions of children or popular children’s characters, that are unsuitable for a general audience

      SHOCKING CONTENT

      The following is not allowed:

      • Promotions containing violent language, gruesome or disgusting imagery, or graphic images or accounts of physical trauma
        • Examples (non-exhaustive): Crime scene or accident photos, execution videos
      • Promotions containing gratuitous portrayals of bodily fluids or waste
        • Examples (non-exhaustive): Blood, guts, gore, sexual fluids, human or animal waste
      • Promotions containing obscene or profane language
        • Examples (non-exhaustive): Swear or curse words, slurs relating to race or sexuality, variations, and misspellings of profane language
      • Promotions that are likely to shock or scare
        • Examples (non-exhaustive): Promotions that suggest you may be in danger, be infected with a disease, or be the victim of a conspiracy

      SENSITIVE EVENTS

      The following is not allowed:

      • Ads that potentially profit from or exploit a sensitive event with significant social, cultural, or political impact, such as civil emergencies, natural disasters, public health emergencies, terrorism, and related activities, conflict, or mass acts of violence
        • Examples (non-exhaustive): Appearing to profit from a tragic event with no discernible benefit to users; price gouging or artificially inflating prices that prohibits/restricts access to vital supplies; sale of products or services which may be insufficient for the demand during a sensitive event; using keywords related to a sensitive event to attempt to drive additional traffic
      • Ads that claim victims of a sensitive event were responsible for their own tragedy or similar instances of victim-blaming; ads that claim victims of a sensitive event are not deserving of remedy or support
        • Examples (non-exhaustive): Ads which claim victims from certain countries were responsible or deserving of a global public health crisis

      ANIMAL CRUELTY

      The following is not allowed:

      • Content that promotes cruelty or gratuitous violence towards animals
        • Example (non-exhaustive): Promoting animal cruelty for entertainment purposes, such as cock or dog fighting
      • Content that may be interpreted as trading in, or selling products derived from, threatened or extinct species
        • Examples (non-exhaustive): Sale of tigers, shark fins, elephant ivory, tiger skins, rhino horn, dolphin oil

      HACKED POLITICAL MATERIALS

      The following is not allowed:

      • Ads that directly facilitate or advertise access to hacked material related to political entities within scope of Google's election ads policies. This applies to all protected material that was obtained through the unauthorized intrusion or access of a computer, computer network, or personal electronic device, even if distributed by a third party
        • Examples (non-exhaustive) 

          Advertising access to hacked content (“See all of the leaked emails right now!”, “The President’s text messages were hacked! Access them now!”); linking to hacked content (“View our database of hacked documents from the President's campaign.”, “Foreign agents hacked into his computer, take a look at the real documents.”)


      Note that discussion of or commentary on hacked political materials is allowed, provided that the ad or landing page does not provide or facilitate direct access to those materials.