Advertising guidelines

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Advertising Philosophy

At SOCIFI, we believe that ads should contribute to and be consistent with the overall user experience. The best ads are those that are tailored to individuals based on how they and their friends interact and affiliate with the brands, artists, and businesses they care about. These guidelines are not intended to serve as legal advice and adherence to these guidelines does not necessarily constitute legal compliance. Advertisers are responsible for ensuring that their ads comply with all applicable laws, statutes, and regulations.

I. General

A. Our Advertising guidelines consist of advertising content criteria, community standards, and other applicable requirements.

B. The Ad Guidelines, as well as our Privacy policy and Terms and Conditions, apply to all ads and commercial content (“ads”) served by or appearing on SOCIFI (including ads purchased under AAAA/IAB Standard Terms and Conditions).

C. Advertising appearing within applications on Facebook Platform must comply with all additional Facebook Platform Policies. Ads that are generated through Page posts, and ads that promote a sweepstakes, contest, competition or offer must also comply with the Pages Terms.

D. Advertising appearing within applications on Twitter Platform must comply with all additional Policies & Violations.

E. Ads must not contain false, misleading, fraudulent, or deceptive claims or content.

F. You may not manage more than one advertiser or client through a single ad account, and may not change the advertiser or client associated with an established ad account.

G. If you use custom audiences you must comply with the Custom Audience Terms.

II. Data and Privacy

A. No data collected, derived or obtained from or in connection with ads may be received or used by an entity not acting on behalf of an Advertiser or operator.

B. You may not use SOCIFI advertising data for any purpose (including retargeting, commingling data across multiple advertisers’ campaigns, or allowing piggybacking or redirecting with tags), except on an aggregate and anonymous basis to assess the performance and effectiveness of your SOCIFI advertising campaigns. In no event may you use SOCIFI advertising data, including the targeting criteria for ads, to build or augment user profiles, including profiles associated with any mobile device identifier or other unique identifier that identifies any particular user, browser, computer or device.

C. You may use information provided directly to you from users if you provide clear notice to and obtain consent from those users and comply with all applicable laws and industry guidelines.

D. You may not directly or indirectly transfer or sell any data to, or use such data in connection with any ad network, ad exchange, data broker, or other party not acting on behalf of an advertiser and the advertiser’s SOCIFI advertising campaigns. By indirectly we mean you cannot, for example, transfer data to a third party who then transfers the data to an ad network.

III. Ad Creative and Positioning

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. Ads may not contain audio or flash animation that plays automatically without a user's interaction or expands within SOCIFI after a user clicks on the ad. Ads may not position products or services in a sexually suggestive manner. Ads may not contain content that exploits political agendas or "hot button" issues for commercial use. 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.

A. Accuracy

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.

B. Attribution

Ads may not assert or imply, directly or indirectly, within the ad content or by targeting, a user's personal characteristics within the following categories: 1. race or ethnic origin; 2. religion or philosophical belief; 3. age; 4. sexual orientation or sexual life; 5. gender identity; 6. disability or medical condition (including physical or mental health); 7. financial status or information; 8. membership in a trade union; 9. criminal record; and 10. name.

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.

D. Images

Ads may not include images comprised of more than 20% text.

E. Targeting

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 in the Section VIII.C of these Ad Guidelines under the applicable content sections.

IV. Ad Content

Advertisers must ensure that their ads comply with all applicable laws, regulations and guidelines. All claims in ads must be adequately substantiated. Ads must not offend users. Ads and any offers promoted within ads must not be false, deceptive or misleading or contain spam. Ads must not contain or promote illegal products or services. Ads must not violate the rights of any third parties. The following specific content guidelines apply:

A. Adult Products

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. Ads for family planning and contraception are allowed provided they follow the appropriate targeting requirements.

B. Alcohol

  1. Ads that promote or reference alcohol are prohibited in the following countries: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Russia, Saudi Arabia, United Arab Emirates, Yemen and any other jurisdiction where such ads are prohibited by law.
  2. 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 Facebook's 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.

C. Dating

Ads for adult friend finders or dating sites with a sexual emphasis are not permitted. Ads for other online dating services are only allowed with prior authorization from SOCIFI. These 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. Drugs and Tobacco

Ads may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco products, or drug or tobacco paraphernalia.

E. Gambling and Lotteries

  1. Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in specific countries with prior authorization from SOCIFI.
  2. Lotteries run by government entities may advertise on SOCIFI, 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.
  3. 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.

F. Pharmaceuticals and Supplements

  1. Ads must 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 SOCIFI.
  2. 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 SOCIFI in its sole discretion.

G. Software

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: 1. "sneaks" onto a user's system; 2. performs activities hidden to the user; 3. may alter, harm, disable or replace any hardware or software installed on a user's computer without express permission from the user; 4. is bundled as a hidden component of other software whether free or for an additional fee; 5. automatically downloads without SOCIFI's express prior approval; 6. presents download dialog boxes without a user's action; or 7. may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right.

H. 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: 1. Ad text must clearly and conspicuously disclose the recurring billing component (e.g. "subscription required"). 2. 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. 3. Each of the foregoing must be located in a prominent place on your landing page, as determined by SOCIFI in its sole discretion, and should be easy to find, read, and understand.

I. Unacceptable Business Model

Ads may not promote a business model or practice that is deemed by SOCIFI in its sole discretion to be unacceptable or contrary to SOCIFI's overall advertising philosophy or to any applicable law, including but not limited to multi-level marketing schemes, or advertisements for scams.

J. Weapons and Explosives

Ads may not promote the sale or use of weapons, ammunition, or explosives.

V. Ad Community Standards

Ads, or categories of ads, that receive a significant amount of negative user feedback, or are otherwise deemed to violate our community standards, are prohibited and may be removed. In all cases, SOCIFI reserves the right in its sole discretion to determine whether particular content is in violation of our community standards.

A. Illegal Activity

Ads may not constitute, facilitate or promote illegal activity.

B. Harassment

Ads may not insult, attack, harass, bully, threaten, demean or impersonate others.

C. Hate Speech

Ads may not contain "hate speech," whether directed at an individual or a group, based on membership within certain categories. These categories include, but are not limited to, race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language.

D. Minors

Ads targeted to minors must not promote products, services, or content that is inappropriate, illegal, or unsafe, or that exploits, misleads, or exerts undue pressure on the age groups targeted.

E. Sex/Nudity

Ads may not contain adult content, including nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.

F. Shock Value

Ads may not be shocking, sensational or disrespectful, or portray excessive violence.

VI. Rights of Others

A. 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.

B. We reserve the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services, or activities, contrary to our competitive position, interests, or advertising philosophy. These guidelines are subject to change at any time.

VII. Custom Audiences Terms

A. SOCIFI’s custom audience feature enables you to create an audience using your data such as email addresses. When using SOCIFI’s custom audience feature, your data is locally hashed on your system before you upload and pass such data to SOCIFI to be used to create your custom audience (the “Hashed Data”). Without limiting any agreement between you and SOCIFI, by clicking “I accept” and passing to SOCIFI the Hashed Data, you agree to the following:

B. You represent and warrant that you (or your data provider) have provided appropriate notice to and secured any necessary consent from the data subjects whose data will be hashed to create the Hashed Data, including as needed to be in compliance with all applicable laws, regulations and industry guidelines. If you have not collected the data directly from the data subject, you confirm, without limiting anything in these terms, that you have all necessary rights and permissions to use the data. If you are using a SOCIFI identifier to create a custom audience, you must have obtained the identifier directly from the data subject in compliance with these terms.

C. You confirm that the Hashed Data does not relate to data about any data subject who has exercised an option that you have, directly or indirectly, committed to honoring or provided to opt out of having that data used by you or on your behalf for targeted advertising. To the extent a data subject exercises such an opt-out after you have used data relating to that data subject to create a custom audience, you agree to remove that data subject from the custom audience.

D. The Hashed Data you provide to us will only be used for the matching process, will not be shared with third parties or other advertisers and will be deleted promptly after the match process is complete. Facebook will maintain the confidentiality and security of the Hashed Data and the collection of SOCIFI User IDs that comprise your custom audience (“your custom audience”), including by maintaining technical and physical safeguards that are designed to (a) protect the security and integrity of data while it is within Facebook's systems and (b) guard against the accidental or unauthorized access, use, alteration or disclosure of data within SOCIFI's systems. Further, SOCIFI will not give access to or information about your custom audience to third parties or other advertisers, use your custom audience to append to the information we have about our users or build interest-based profiles, or use your custom audience except to provide services to you, unless we have your permission or are required to do so by law.

E. SOCIFI may modify, suspend or terminate access to, or discontinue the availability of, the custom audiences feature at any time. You may discontinue your use of the custom audience feature at any time. You may delete your custom audience from the SOCIFI system at any time through your account tools.

F. If you are providing Hashed Data on behalf of a third party, you also represent and warrant that you have the authority as agent to such party to use such data on their behalf and bind such party to these terms.

G. You may not use the custom audience feature unless you are an advertiser (or an agency acting on behalf of an advertiser), Ads API or Custom Audiences API partner, a data partner that has signed an agreement with us which grants you permission to upload and create a custom audience, or have obtained express, written permission from SOCIFI. If you are providing Hashed Data on behalf of a third party, you may only use that third party’s own data to create custom audiences on its behalf and may not augment or supplement that data with other data. You may not sell or transfer custom audiences, or authorize any third party to sell or transfer custom audiences.

H. In the event of any express conflict between these Custom Audiences Terms and the SRR, these Custom Audiences Terms will govern solely with respect to your use of the custom audiences feature and solely to the extent of the conflict. SOCIFI reserves the right to monitor or audit your compliance with these terms and to update these terms from time to time.

VIII. Ad Copy, Images, Targeting & Destination

Ads may not directly call out specific likes or interests in the copy that are unrelated to the advertised product or service. Please ensure that: The positioning is appropriate for your targeted audience. The creative is relevant to the product or service advertised. The ad doesn't assert or imply a user's prohibited characteristics.

A. Images

Images in your ads must be relevant and appropriate to the advertised product. Keep these policies in mind when you're choosing an image for your ad: 1. Images may not exploit political, sexual or other sensitive issues. 2. Images may not use shock or scare tactics. 3. Images targeted to people under 18 must be appropriate for that age group. 4. Images may not be overly sexual, imply nudity, show excessive amounts of skin or cleavage, or focus unnecessarily on body parts. 5. Images may not portray nonexistent functionality, including but not limited to play buttons that suggest video capability and close buttons that do not close. 6. Images may not contain QR codes. 7. Images may not use Facebook brand images without permission, including but not limited to logos, icons and alert notification graphics.

B. Language

Ad copy must describe and represent the advertised or sponsored brand or product in an accurate and non-misleading way. Ads must not make unsubstantiated claims, including but not limited to price, performance and results. Any claim made in the copy should also be reflected on the landing page. Also, ad copy must not be insulting, harassing or threatening to people. Language used in an ad may not be offensive, profane, vulgar, libelous, slanderous or unlawful.

Teaser campaigns: Teaser campaigns are permitted provided that the vertical and general product type are disclosed in the ad copy.

Deal or Coupon sites: Any advertised deal or coupon offer must be accurately reflected on the landing page.

Emulating Site Features: Ads may not emulate SOCIFI's, Twitter's, Facebook's or Google+'s site features or functionality by using language that contains false, misleading, fraudulent, or deceptive claims.

Attributes: Ads may not assert or imply, directly or indirectly, within the content or targeting, someone's personal characteristics within the following categories:

  1. Race or ethnic origin
  2. Religion or philosophical belief
  3. Age
  4. Sexual orientation or sexual life
  5. Gender identity
  6. Disability or medical condition (including physical or mental health)
  7. Financial status or information
  8. Membership in a trade union
  9. Criminal record
  10. Name

C. Targeting

Interests targeting must correspond to likes and interests that are related to the advertised products or services. Our system surfaces interests and aggregates topics automatically, without human review or management. While we offer several targeting options from the ad create flow, there is no guarantee that your ad will be accepted or delivered based on the keywords or suggestions you select. Please read below for more specific targeting requirements.

Alcohol: Subject to all applicable laws, regulations, industry codes, and these guidelines, you may only target alcohol ads to the following age groups: 1. 25 years or older in India and Sweden 2. 21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US 3. 20 years or older in Japan, Iceland, Thailand, and Paraguay 4. 19 years or older in Canada, Korea, and Nicaragua 5. 18 years or older in any other country (excluding those countries specified in Section IV.B of these Ad Guidelines).

Keep in mind that ads may not be targeted to any people (irrespective of age) in Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen, Russia, Turkey, or any other market where such ads are prohibited.


The "Relationship" targeting parameter must be set to "Single" or "Not Specified" The "Sex" targeting parameter must be set to either "Men" or "Women" The "Age" targeting parameter must be set to a minimum of 18 years The "Interested In" targeting parameter must be set to either "Men" or "Women" or "Unspecified"

Adult Products: Ads for acceptable adult products must be targeted to people 18 years or older.

D. Landing pages and Destinations url

Destination URL: The destination URL must function properly in all browsers Geographic IP Address Restriction: If you are advertising an external website that is restricted to people in certain regions, your ad may be disapproved.

Error Pages: The destination URL must not lead people to a site that is under construction or to an error page. Make sure that any tracking URL properly redirects to your desired landing page.

Pop-ups: Ads may not direct to landing pages that trigger pop-ups or pop-unders when someone arrives upon or exits the page. Auto-Initiated Downloads: Ads may not direct to landing pages where downloads, malware or spyware are automatically initiated upon arrival or that link to a file that requires an additional program or application in order to open content Facebook Destinations:The following restrictions apply to ads directing to Facebook landing pages: Ads may not direct to a "Closed" or "Secret" Group Ads may not direct to the Facebook homepage (

Web of Trust: Ads may not lead to destination pages that have been flagged as having a bad reputation by Web of Trust. Web of Trust is a 3rd party website review service and has no affiliation with Facebook. To find out more about your rating and how to influence your site's reputation, please visit:

Landing page: Landing pages must clearly and accurately reflect the product or service being promoted in your ad. In addition, landing pages must not contain content, products, or services prohibited by our Ad Guidelines.

Date of issue 07. 11. 2014, revision 23. 03. 2014

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