Editorial Guidelines

The following guidelines were developed based on our years of experience with both businesses and searchers, and are intended to help you create high-performance listings to drive more qualified traffic to your pages.

Ask Sponsored Listings (ASL) may reject listings that do not adhere to these guidelines or deemed otherwise inappropriate.

ASL Editorial Guidelines are Based Upon Four High Level Principals

Ad Copy
- Editorial Discretion
  - To help expedite the approval process of your ads, the Ask Sponsored Listings Editorial Team may correct spacing and spelling errors when found in the title and description of your copy. An email will be sent to alert you when any of your ads have been modified.
- Grammar and Spelling
  - Capitalization
    - Unacceptable
      - Unnecessary capitalization that is solely used for emphasis is unacceptable (ex: "FREE upgrade", "Buy NOW")
    - Acceptable
      - Acronyms (ex: "ASAP", "OK")
      - Company name if the brand name is capitalized (ex: "DELL")
  - Spacing
    - Unacceptable
      - Incorrect spacing between words, letters and punctuation is unacceptable (ex: "Mortgage.Rate", "Mortgage ! Rate", "M o r t g a g e", "Mortgagerate")
    - Acceptable
      - Correct spacing between #’s and symbols (ex: #353-6121, $49.99)
      - Display URL in ad copy (ex: www.AskJeeves.com – AskJeeves is OK in ad copy)
  - Spelling
    - Unacceptable
      - Obvious Misspellings are unacceptable (ex: Recieve, Guarantie)
  - Characters
    - Unacceptable
      - Symbols, Numbers and Letters in place of words (ex: Make $$$, Find a # of products, Look 4 it here, We care about U)
- Punctuation
  - Exclamation Point
    - Unacceptable
      - Ads that include more than one exclamation point will not be accepted
  - Unnecessary Punctuation
    - Unacceptable
      - Punctuation used for extra and unnecessary emphasis is unacceptable (ex: *Free Upgrade*, <>)
    - Acceptable
      - Common punctuation (ex: Set up your account today!)
- Repetition
  - Repetitive Punctuation
    - Unacceptable
      - Buy here...
  - Repetitive Words
    - Unacceptable
      - Buy buy buy here, free free free upgrade
- Style
  - Call to Action
    - Refrain from using general Call to action phrases (ex: Click here, Visit us, Apply now)
      (ex: Click for your free horoscope today, Apply for 0% Intro APR on Purchases for 12 Months!)
  - Superlatives
    - Refrain from using superlative language such as, Lowest Price, Highest Quality, Best Car, # 1 Computer Software, Largest.
    - Superlative language must be supported on the landing page by third party verification/certification (i.e. Voted #1 by ZNet.com)
  - Competitive Advantages
    - Competitive advantage claims such as, Better than, Superior to, and Cheaper than, must be supported on the landing page
  - Offensive Language
    - Refrain from using language that is explicit, inappropriate, or offensive
Content
- Adult
  - Sites with adult content must contain a disclaimer on the landing page of the site indicating that all models are 18 years of age or older.
  - Adult content containing child pornography, violent or forced sexual acts such as rape are not acceptable.
  - Obscene or otherwise inappropriate content is not acceptable.
  - Content that violates any law or regulation in any local, state, federal or foreign jurisdiction or content that was produced or developed in violation of any law or regulation in any local, state, federal or foreign jurisdiction is not acceptable.
- Adware/Spyware
  - Sites distributing or promoting downloadable applications that constitute adware, spyware, coercive or "drive-by" downloads are not acceptable.
- Bulk Email
  - Sites promoting and offering commercial email and telemarketing services or devices, including bulk emailing software and dialers, are generally not acceptable.
  - Sites promoting and offering commercial emailing services are acceptable as long as 1) the service is guaranteed to be CAN-SPAM compliant and 2) the commercial emails are only sent to qualified email addresses of recipients who affirmatively opted to receiving commercial emails ("opt' in").
- Defamation
  - Any material or content constituting injury to a person or organization is not permitted.
- Fundraising
  - Fundraising websites are acceptable as long as 1) they are certified by the Better Business Bureau and bearing the BBB national charity seal or 2) they represent they are a 501 (c) (3) non-profit organization.
- Gambling
  - Sites that offer online gambling or sites whose primary purpose is to promote online gambling are not acceptable. Unacceptable sites include online casinos, sports books, and online bingo and poker games as well as sites that promote illegal sporting events.
  - Sites promoting brick and mortar casinos and resorts are acceptable as long as they do not offer links to online gambling sites. Sites about the history of gambling or sports handicapping services are acceptable as long as they do not offer online betting or contain links to online gambling sites.
  - Sites offering free casino games with no gambling component are acceptable as long as they do not promote online gambling or contain links to gambling sites.
  - Sites offering raffles and/or lottery tickets that have to be purchased are unacceptable unless they are state run lotteries.
- Hate and Discrimination
  - Content that advocates harm or violence against a person or group, or that use epithets and derogatory terms against an individual or group on the basis of sex, sexual orientation, race, color, ethnicity, nationality, religion or disability are not acceptable. Content using hate speech or advocating hate crimes is not acceptable. Such content is however acceptable if it is in the context of historical studies or an established art work.
- Illegal Activities and Products
  - Sites that provide instructions or advice about engaging in activities that are illegal in the United States, the country of location of the advertiser, the country of the targeted end users and/or the country of the proposed location of the activity itself, are not acceptable.
  - Sites which distribute products or services that are illegal for purchase in the United States, and/or the country of the targeted end users are not acceptable.
  - Evasion of Law Enforcement: Content aiding or abetting the evasion of law enforcement is not acceptable.
  - Hacking Devices or Instructions: Content providing assistance for hacking and cracking or otherwise accessing or tampering with any software, hardware, or websites of others is not acceptable.
  - Descramblers: Sites that offer or promote products that descramble cable or satellite signals in order to receive cable or satellite television in violation of the cable or satellite provider's rights are not acceptable.
  - Traffic Devices: Sites that offer or promote equipment or devices for speed radar jamming or spotting, license plate covers, devices that tamper with traffic signals, and other products enabling traffic law evasion are not acceptable. Sites offering or promoting devices or ways to evade traffic tickets are not acceptable.
  - False Official Documents: Sites providing information to create or use false IDs, passports, driver licenses, education transcripts, diplomas and other official documents are not acceptable.
  - Fraudulent and Pyramid Schemes: Sites promoting multi level marketing, pyramid sales schemes or any fraudulent or otherwise illegal sales schemes are not acceptable.
  - Prostitution: Sites that promote prostitution or that enable in any manner sexual services for money are not acceptable.
- Illegal Drugs
  - Sites and content that enable users to purchase illegal drugs or provide instructions on how to purchase, obtain, grow, or manufacture illegal drugs are not acceptable. Sites that promote or distribute drug paraphernalia are not acceptable.
  - Sites that procure advice or promote or offer devices or products to aid passing drug tests are not acceptable. Educational or advocacy sites about illegal drugs are acceptable.
- Intellectual Property Violations
  - Content that infringes on or violates the intellectual property rights of others is not acceptable.
  - Copyright Infringement: Sites that promote or offer music, pictures, art, or software in violation of the author's copyright and other intellectual property rights are not allowed. Sites that promote or offer devices to unlock or bypass copyright protection are not acceptable.
  - Counterfeit Goods: Sites that offer or promote infringing replicas or imitations of consumer goods are not acceptable.
  - Trademark Infringement: Please refer to the ASL Trademark Policy.
- Non English Sites
  - Content in a foreign language is generally not acceptable. Websites containing foreign language content are acceptable so long as they contain sufficient English language content to be useful for an English speaking audience. Spanish language content is acceptable as long as the site is targeted towards US residents.
- Pawn Shops
  - Pawn Shops are generally not acceptable. Other sites that sell, trade, and/or purchase firearms, weapons, or link to sites that sell, trade and/or purchase firearms or weapons are not acceptable. .
- Pharmacy/Medical Sites: In the interest of consumer safety, Ask Sponsored Listings requires that all online pharmacy advertisers be certified by one of the following pharmacy certification programs:
  - Pharmacy Checker - http://www.pharmacychecker.com/aboutus.asp
  - CIPA - http://www.ciparx.ca
  - IMPAC - http://www.impacsurvey.org/index.html
  - VIPPS - http://www.nabp.net/vipps/pharmacy/intro.asp
  - NAPAC - http://www.napac.org
    In order to demonstrate certification, the advertiser must qualify with one of the above programs and display a valid pharmacy certification seal on the advertiser's site. If the advertiser's certification under one of these programs expires or is otherwise terminated, the advertiser must immediately inform Ask Sponsored Listings.
    Advertising from pharmacy affiliates is not acceptable.
- Miracle Cures
  - Sites that offer medication or medical products that are illegal for purchase in the United States and/or in the country of the targeted end user are not acceptable.
  - Sites that promote or offer miracle cures for healing or weight loss are not acceptable.
  - Sites that offer or promote non FDA approved medical devices are not acceptable.
- Steroids
  - Ask Sponsored Listings does not accept sites that promote the following, regardless of any claims of legality.
    - anabolic steroids
    - muscle-enhancing stacks and cycles
    - bodybuilding steroid supplements
    - and any other related products
- Tobacco and Alcohol
  - Sites that distribute products with age-of-sale restrictions such as tobacco and alcohol, as well as sites that advocate the use of these types of products are generally not acceptable.
  - Sites offering and promoting Champagne, wine and cigars may be acceptable under certain conditions.
- Violence
  - Content that use images or words to advocate, promote or glorify gratuitous violence or harm to people or animals is not acceptable.
  - Violent content in the context of a historical event, current news, political advocacy, medical or clinical subjects, or established artwork is acceptable. Content that depicts or describes the use of animal products in established trades and hobbies, such as leather working or taxidermy is acceptable.
- Weapons/Explosives
  - Sites that offer or promote automatic weapons, military-style assault weapons, or parts or accessories of these weapons are not acceptable. Sites that promote or distribute "firearms" or "destructive devices" as defined in the National Firearm Act or the Gun Control Act are not acceptable. Sites offering or promoting switchblades, automatic knives, tactical knives and edge weapons are generally not acceptable.
  - Sites offering or promoting antique guns, swords and other weapons for display (and not for use) are acceptable.
  - Sites that provide assistance for making explosive devices are not acceptable.
  - Sites that offer or distribute fireworks, pyrotechnic or other devices are not acceptable.
Keywords
- Relevance
  - There must be a clear and obvious connection between the keyword phrase and the content or purpose of the landing page. It must be apparent that the level of service or product implied by the keyword is offered on the site.
  - Generally search engines, directories, encyclopedias, and similar broad reference sites covering a wide range of content may not bid on specific terms for keywords that relate to content found only by searching or browsing deep within the site
  - General terms can be used only for pages that cover a topic with a wide range of products, services, or offers.
- Geographic
  - If a listing serves a limited geographic location, the keyword phrase should include an appropriate geographic modifier. Geographic keyword phrases should include a product or service in addition to the geographic location ("Houston homes for sale" instead of "Houston, Texas").
  - Foreign-language keywords may be purchased as long as the targeted site is in English or Spanish, suitable for an audience based in the U.S. or Canada and the terms are relevant to that site.
URLs
- Display URL
  - Your display URL must be an accurate representation of your website.
  - Your display URL must include an extension (.net, .edu, .com, etc.).
- Destination URL
  - Your URL must be fully accessible and load completely 24 hours a day, 7 days a week.
  - Your site must offer quality content that fulfills a specific user need.
  - All links on site must be fully functional.
  - The landing page for your site cannot be "under construction" in order to run on ASL.
  - URLs that automatically redirect to another Web site will not be accepted.
  - Your listing cannot link to a landing page that generates excessive pop ups (more than one) when a user clicks on your listing or leaves your landing page. Pop ups are highly discouraged as they cause a poor user experience.
  - The browsers back button for your site must be enabled.
  - URLs must begin with either of these protocols: "http://" or "https://".
  - "https://" must be used when the site is asking a user to provide personal information.
  - When a user clicks on your listing they must be directed to a landing page that is relevant to the listing and keyword.