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advertising.md

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Advertising

These guidelines are based on ethical, accessibility and performance recommendations and best practices.

Ethical

  • Do use clear, intelligible, and unambiguous information.
  • Don't use ads that are misleading. For example, "trick banners" that look like part of the operating system UI.
  • Don't use ads that advertise businesses that participate in spammy or scammy practices.
  • Don't use images that convey a false sense of urgency.
  • Don't advertise products with obvious exaggerations or dubious claims that are impossible to prove.
  • Don't advertise "free" products or services that have hidden costs or charges.
  • Don't advertise gambling, alcohol and tobacco.
  • Don't use pop-under ads.
  • Adverts must not contain spyware, malware or any software that results in an unexpected or deceptive experience. This includes links to sites containing these products.

Accessibility

  • Don't use ads that make use of fast animations or flashing content.
  • The ad content must have clearly defined borders and not be confused with normal page content.
  • Audio or video in ads must be user initiated. A control must be included in order to allow for audio/video initiation and stop.

All advertising must also comply with the rest of our accessibility guidelines.

Performance

  • Do load ads asynchronously.
  • Don't use ads that add a significant size to the page.
  • Do use a maximum of 15 file requests for initial file load, as per the IAB display advertising guidelines.
  • All assets must be packaged together for delivery. All assets should be delivered in compressed format (e.g. GZIP).

References