> For the complete documentation index, see [llms.txt](https://docs.publicit.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.publicit.com/advertiser/ad-policies/content-guidelines.md).

# Content guidelines

All campaigns and creatives on Publicit must meet these standards. They exist to protect advertisers, publishers, and the users who encounter your ads.

***

## Core principles

**Be honest.** Every claim in your creative must be accurate and substantiable. No misleading headlines, false urgency, fabricated scarcity, or deceptive design.

**Be clear.** Users should immediately understand what you're advertising and who the advertiser is. Your brand name or logo must be visible.

**Be relevant.** Your landing page must match what your ad promises. If the ad promotes a specific product at a specific price, the landing page must reflect that.

**Be legal.** Your campaign must comply with all applicable laws in every country where it serves — including EU consumer protection law, GDPR, and any sector-specific regulations relevant to your industry.

***

## Required elements

Every ad creative must include:

| Element              | Requirement                                                     |
| -------------------- | --------------------------------------------------------------- |
| Brand identification | Your name or logo clearly visible in the creative               |
| Click destination    | URL must lead to a page that matches what the ad advertises     |
| Language             | Creative language must be appropriate for the targeted audience |
| Accuracy             | All claims must be truthful and, where relevant, substantiated  |

***

## Landing page standards

Your landing page must:

* Load quickly and work on mobile devices
* Not use pop-ups that block the content immediately on first load
* Not auto-redirect users to a different domain
* Deliver on the specific promise made in the ad

***

## Regulated categories

Some industries have additional requirements before campaigns can be submitted:

| Category                  | Requirement                                                                          |
| ------------------------- | ------------------------------------------------------------------------------------ |
| **Financial services**    | Required risk warnings; advertiser must hold applicable regulatory licences          |
| **Alcohol**               | Must include responsible consumption messaging; age targeting must exclude under-18s |
| **Gambling**              | Must hold applicable licence per target country; responsible gambling link required  |
| **Pharmaceuticals**       | OTC products permitted with appropriate warnings; prescription drugs prohibited      |
| **Health claims**         | No unsubstantiated health benefit claims; EU health claim regulations apply          |
| **Political advertising** | Must include clear funding disclosure; subject to additional review                  |

If your campaign falls into a regulated category, contact <info@publicit.es> before submitting to confirm your campaign meets all requirements.

***

## Next steps

* See [Prohibited content](/advertiser/ad-policies/prohibited-content.md) for categories we never accept
* See [Review process](/advertiser/ad-policies/review-process.md) to understand how your campaign is evaluated


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