Fusify Advertising Content Quality Guidelines — Ad Requirements on Our DSP Platform

Introduction

Our DSP platform is committed to maintaining high-quality advertising materials to protect the interests of users, advertisers, and publishers. These Advertising Content Quality Guidelines outline the requirements for the content and behavior of advertisements permitted for placement through our platform. We support all ad formats and types but impose restrictions on certain content categories to uphold quality standards. Please note that these guidelines may be updated periodically, and compliance is the responsibility of every advertiser and partner using our platform.

Application and Updates to Guidelines

These guidelines are mandatory for all advertisers, agencies, and partners placing ads through our platform. This list of requirements is not exhaustive — we reserve the right to reject or remove any advertising material at our discretion, even if the reason is not explicitly stated in the guidelines. In cases of serious or repeated violations, an advertiser’s account may be suspended or disabled. We regularly review and update our quality standards to reflect changes in legislation and industry standards, so we recommend staying informed about the latest version of this document.

Current version: May 5, 2025.

Compliance with Legislation and Local Specifics

All advertising materials must comply with the laws and regulations of the countries in which they are displayed, as well as the generally accepted standards of industry self-regulatory organizations. We operate in multiple markets (currently Ukraine, Turkey, Brazil, and others), so we consider local legal restrictions and cultural nuances during ad moderation. For example, if a specific country prohibits advertising certain goods or services (such as gambling or alcohol), we will not allow such ads to be shown in that jurisdiction. Advertisers are responsible for the legal accuracy of their ads (e.g., possession of required licenses, warnings, or age restrictions) in each target country.

Advertiser Verification and Ad Quality

We place significant emphasis on verifying advertisers and controlling ad quality:

Partner Verification. Every advertiser and agency working with our DSP undergoes a verification process. We collect necessary information about the advertiser, brand, product, or service to confirm their legitimacy. In some cases, additional documentation or information may be required (e.g., licenses for financial companies or identification for politically sensitive topics).
Ad Moderation. All advertising creatives (text, images, videos) are moderated to ensure compliance with these quality guidelines. Initial checks are conducted through manual moderation of each new ad in the system. We review both the ad content and the target URL. If an ad does not meet the requirements, it will be rejected until the violations are resolved.
Brand Safety. We strive to provide a safe environment for brands. This means ads will not be placed alongside inappropriate content, and the ads themselves must be brand-safe. Advertisers are prohibited from disguising the true advertised brand or altering target links after passing moderation. We require accurate declaration of the advertised brand or product in placement requests to prevent fraud or the display of unwanted ads under false pretenses.
Transparency and Accountability. Our platform adheres to principles of transparency in digital advertising. We expect advertisers to engage with their audience honestly and openly. All information about advertisers must be provided in accordance with legal and industry self-regulation requirements. We also respect user privacy: ads targeting based on personal data must comply with GDPR, CCPA, and similar regulations where applicable.

Prohibited Content Categories

We do not permit the placement of advertisements containing the following prohibited content:

Pornography and Obscene Content: Ads with pornographic materials, full nudity, or explicit sexual acts are unacceptable. (Ads for adult products or services, such as dating sites or lingerie, may be allowed only if they lack overtly pornographic elements and strictly adhere to other guidelines.)
Extremist and Hateful Content: Materials that incite hatred, promote discrimination, or advocate violence against any race, ethnic group, nationality, religion, gender, orientation, disability, or individuals are prohibited. Content supporting extremist organizations or terrorist activities is strictly banned.
Political Advertising: We do not place political ads on our platform. Ads related to political parties, candidates, elections, referendums, or politically sensitive topics are not accepted for display.
Violence and Shocking Materials: Content with excessively violent, gory, or graphic scenes is not allowed. Ads that provoke fear or contain shocking images/statements that may traumatize the audience are also prohibited.
Profanity and Insults: Ads must not contain obscene language, crude expressions, or offensive statements. We expect advertising materials to maintain a respectful tone and adhere to decency standards in all languages.
Fraud and Deception: Ads that mislead users or promote fraudulent schemes are prohibited. Advertising financial pyramids, phishing sites, “too good to be true” offers, or other deceptive practices is not allowed. Any false claims or guarantees (e.g., unverified promises of instant earnings or cures) are unacceptable.
Illegal Activities and Prohibited Goods: Ads must not encourage illegal actions or promote goods/services whose circulation is prohibited by law. Specifically, ads for narcotic substances, drug paraphernalia, or other banned substances are prohibited. We also do not allow ads related to the trade of weapons or explosives.
Dangerous Products and Services: Advertising products that can harm health or life (e.g., illegal pharmaceuticals, counterfeit medical devices) is not permitted. Ads encouraging dangerous actions (e.g., extreme diets or unproven safe medications) are also not accepted.
Disinformation: Ads must not contain deliberately false or debunked information. We do not allow the spread of disinformation, including false information on socially significant topics (health, safety, crises, etc.), conspiracy theories, or fake news.
Rights Violations and Inappropriate Content: Content that violates anyone’s rights — such as copyright or trademark infringement (e.g., ads for pirated or counterfeit goods) — is prohibited. Using images of real people without permission, promoting defamation, or invading privacy is also not allowed. Ads must not exploit tragic events or sensitive topics for commercial purposes (e.g., using natural disasters to sell products).

Note: This list of prohibited content is not exhaustive. Any content we deem unacceptable or harmful may be rejected during moderation, even if not explicitly mentioned above.

Restricted Categories (Conditionally Permitted Content)

Some types of advertising are allowed only under additional conditions and restrictions. These categories include:

Alcoholic Products: Alcohol advertising (including spirits, beer, wine) is permitted only in countries and regions where it is legal. Alcohol ads must target adult audiences per local laws (e.g., 18+ or 21+ depending on the country). Content must not encourage excessive alcohol consumption or portray drinking positively for minors.
Tobacco and Nicotine Products: Advertising for traditional cigarettes, tobacco, e-cigarettes (vapes), and other nicotine-containing products is allowed only where explicitly permitted by law. In most jurisdictions, tobacco advertising is heavily restricted or banned, so such ads are reviewed with particular scrutiny. If legal, ads must target adults only and include required health warnings.
Gambling and Betting: Ads for casinos, bookmakers, lotteries, online betting, and other gambling activities are permitted only if such activities are legal in the advertising territory. Advertisers must hold relevant licenses, and ads must include clear warnings about risks and restrictions (e.g., 18+). These ads must not imply guaranteed wins or risk-free financial gains.
Financial Services and Cryptocurrencies: Advertising financial products (banking services, loans, investments, cryptocurrency projects, etc.) is allowed subject to compliance with all applicable regulatory requirements, including obtaining necessary licenses/permits from regulators. Such ads must not mislead consumers about potential returns or risks. We may request additional information from advertisers to verify the legality and integrity of financial offers.
Medical and Pharmaceutical Products: Advertising for medicines, medical services, dietary supplements, cosmetic procedures, etc., is permitted within legal requirements. If legislation requires special permits or restricts the promotion of prescription drugs, advertisers must comply with these restrictions. Ads must not guarantee cures or make unsubstantiated medical claims.
Adult Products and Services: As mentioned earlier, advertising for intimate products (e.g., contraceptives, sex toys, erotic lingerie) or dating services is allowed if the ad content is neutral and informational, free of pornography or vulgar imagery, and shown only to adult audiences. In some cases, we may require pre-moderation of such ads or additional targeting measures.

For all listed categories, advertisers must clearly indicate age restrictions (if applicable) in the ad and targeting settings and ensure compliance with local laws. We reserve the right to reject ads from conditionally permitted categories if we believe they violate the spirit of these guidelines or could harm the platform’s reputation.

Ad Review Process

Before launching, all ads undergo manual moderation, which includes analysis of images, text, videos, targeting, and landing pages. Our team uses these Quality Guidelines to oversee all ads launched on our platform.

We check:

Accuracy of text and images;
Presence of prohibited content or sensitive topics;
Safety of the landing page (absence of malicious code, content compliance);
Alignment with declared categories and brand.

Based on the review, the ad is either approved for display or rejected with a stated reason. You may resubmit a rejected ad after making the necessary corrections.

Review Timelines

Most ads are reviewed within 2 hours. However, in some cases, moderation may take longer, especially if the ad contains complex elements or requires additional steps.

If you’re launching a campaign with a fixed start date, you can schedule the display in advance: the system will review the creative before the launch, and activation will occur at the specified time.

Re-Review and Editing

Ads may be re-reviewed if changes are made, including:

Updates to the creative (text, image, link);
Changes to the creative category;
Changes to site/app targeting;
Changes to geotargeting.

Changes to budget, display schedule, or other campaign parameters do not trigger re-moderation.

If you believe an ad was rejected in error, you can request a re-review by contacting us at adops@fusify.io. Please include the ad ID and a brief description of the issue.

In cases of systematic guideline violations, we reserve the right to block the advertising account.

Ad Behavior and Technical Standards

To ensure user comfort and safety while viewing ads, all ads and their landing pages must meet the following behavior and technical standards:

Safety and User Experience: Ads must not cause unwanted interference with a user’s device or browser. Automatic redirects to other pages or file downloads without explicit user interaction (e.g., a click) are prohibited. Ads must not mimic system warnings, contain hidden viruses, trojans, malicious code, or executable files. We thoroughly monitor and block any creatives that could harm users’ devices or data.
Pop-Ups and Auto-Sound: Ads must not unexpectedly open pop-ups (pop-up, pop-under) or new tabs without user consent. Sound in video ads must be muted by default if the video autoplays; audio can only play with active user action (e.g., a click). Ad formats that significantly disrupt content viewing (e.g., full-screen interstitials without a close option) are not allowed.
Creative Size and Format: Advertising materials must comply with declared technical requirements and ad sizes. Creatives must not exceed the boundaries of their designated ad block or overlap site content unless intended by the format (e.g., an expandable banner with a close button). Permitted ad formats align with industry standards (e.g., IAB standard sizes). We support graphical banners, video ads, native ads, and other formats within our platform’s specifications.
Landing Page Behavior: Upon clicking an ad, the landing page must function correctly and be secure. It is prohibited to: block users from closing the page or navigating back, attempt to automatically download files/apps to the user’s device without permission, or impose pop-up dialogs when attempting to leave the page. The target site must not consist primarily of ads or mislead users about its purpose. The site’s content must match the ad’s content (avoiding situations where the ad promises one thing but leads to an unrelated or fraudulent resource).

Our platform uses modern protocols and standards in programmatic trading. Specifically, we operate based on OpenRTB, so we expect all bid requests and ad displays to comply with the OpenRTB specification. Advertisers (buyers) must accurately provide required data, including the advertiser’s domain (site or landing page address) and other mandatory fields per the OpenRTB standard. Adhering to these technical requirements helps maintain ecosystem transparency and high inventory quality.

Intellectual Property and Moderation Evasion

Advertising must not violate third-party rights, including copyrights, trademarks, patents, or other forms of intellectual property. The following is strictly prohibited:

Promoting counterfeit goods;
Using others’ brands, logos, or proprietary elements without permission;
Disguising creatives or landing pages to bypass moderation;
Using Unicode symbols, hidden elements, or word distortions to conceal content;
Restricting platform access to the landing page, using redirects, or hidden frames.

We reserve the right to reject ads that directly or indirectly violate intellectual property rights or attempt to circumvent the moderation system.

Compliance with Industry Standards

We adhere to widely accepted advertising industry standards to ensure ad quality and effectiveness. Our operations are guided by recommendations from organizations such as the Interactive Advertising Bureau (IAB) and the Coalition for Better Ads. Specifically, we strive to follow Better Ads Standards — industry-developed standards for improving user experience. Our technical requirements and formats are compatible with IAB specifications (e.g., IAB Standard Ad Unit Portfolio), and our content guidelines align with Trustworthy Accountability Group (TAG) principles for combating ad fraud and ensuring brand safety. Compliance with these standards helps us maintain high inventory quality and trust among all programmatic advertising ecosystem participants.

Conclusion

By adhering to these Advertising Content Quality Guidelines, advertisers can ensure a positive user experience and the success of their campaigns while avoiding ad rejections or account blocks. These guidelines are designed to protect the advertising ecosystem from unsafe or undesirable content and may be updated over time. We value collaboration with advertisers and partners who share our commitment to high-quality advertising. For questions about these requirements or clarifications, please contact us at adops@fusify.io.