Reddit Advertising Policy

REDDIT ADVERTISING POLICY

Effective: July 7, 2016

The Reddit Advertising Platform (the “Platform”) is intended not only to provide a means for organizations of all sizes and budgets to promote their products and services, but also to enhance a user’s experience by providing engaging, relevant, accurate, and fair advertisements.  Accordingly, Reddit reviews proposed advertisements to ensure the furtherance of these objectives, which are more specifically described in this Reddit Advertising Policy (the “Policy”).  While the Policy contains certain categories of prohibited and restricted advertisements, the Policy is neither an exhaustive list of all regulated categories of advertisements nor of each regulation related to any single category.  Indeed, Reddit regularly reviews the objectives and policies of the Platform in light of emerging advertising trends, methods, and regulations, of the values and preferences of Reddit and its users, and of other operational considerations.  Accordingly, Reddit reserves the right to amend this Policy at any time without notice and to modify, reject, or remove any advertisements, including advertisements not explicitly prohibited by the Policy, in its sole discretion.  

I) Compliance with the Policy and Legal Requirements

It is the responsibility of the advertiser to ensure that its advertisements and materials comply with all applicable laws and regulations, the Policy, and any instructions provided by Reddit.  While the guidelines below may reflect certain legal requirements that are applicable to advertisers within particular industries, these guidelines are not legal advice.  Indeed, adherence to these guidelines may not be sufficient to fulfill the legal requirements and regulations applicable to your industry.  Reddit urges advertisers to consult with their legal counsel regarding appropriate advertising practices for their industries, locations, and any additional locations targeted for advertising.

II) Prohibited Advertisements and Practices

Reddit maintains a general prohibition on advertiser conduct that is designed to circumvent the Policy or to abuse the capabilities of the Platform.  While this prohibition includes conduct that results in advertising-platform arbitrage, that redirects users to unknown destinations, that disseminates malware, that exploits data from users in an irresponsible manner, or that endeavours to circumvent Reddit’s review systems, whether specific conduct falls within this general prohibition is determined in the sole discretion of Reddit.  In addition to this general prohibition, Reddit prohibits advertisements related to the following categories of products and services on its Platform:

1. Products or Services in Violation of Trade Policies

Advertisements may not relate to products or services that represent trade with countries subject to embargoes or trade sanctions by the United States.

2. Counterfeit Goods

Advertisements may not promote or offer for sale counterfeit goods, including inauthentic collectibles or memorabilia and goods with a mark or logo that is likely to be confused with the trademark of another.

3. Hazardous Products or Services

Advertisers may not use the Platform to promote the use or sale of hazardous, dangerous, or injurious products or services, including products subject to consumer recalls, explosive materials or fireworks, recreational drugs or substances, weapons, guns, ammunition, explosives, tobacco products, and related products or services.  

4. Products or Services that Facilitate Illegal, Fraudulent, or Misleading Behavior

Products or services may not be advertised on the Platform that facilitate illegal, fraudulent, or misleading behavior.  Examples of such products or services include those used for hacking or obtaining unauthorized access to wire, electronic, or other networks, those designed to circumvent copyright limitations, those designed to cause inflation of website metrics, such as clicks, impressions, likes, or followers, those designed to produce inauthentic documents, work product, or credentials, those designed to assist in evasion of law-enforcement activities, and those related to unlawful, improbable, or unsubstantiated financial products and services, investment, or contribution strategies and schemes.  

5. Financial Instruments

Reddit does not permit the promotion or advertisement of single securities or other tradeable financial assets.

6. Obscene, Offensive, or Inappropriate Content

Advertisers may not use the Platform to disseminate obscene, offensive, or inappropriate content.  Such prohibited content includes content that depicts intolerant or overly contentious political or cultural topics or views, that uses vulgar or sexually explicit words or images, that is designed to evoke visceral reactions, or that is improperly targeted toward minors.

7. Deceptive, Untrue, or Misleading Advertising

Advertisers using the Platform must ensure their advertisements are truthful, non-deceptive, and defensible.  Thus, advertisers may not employ techniques that are deceptive, untrue, or misleading, including failing to disclose material terms of an offer or service, irresponsible use of the term “free,” offering software that includes undisclosed collection of personal data or malicious applications, promoting products that facilitate spam, or making factual claims unsupported by a reasonable basis.

III) Restricted Advertisements

In addition to the prohibitions on certain categories of advertisements, Reddit also enforces limitations how certain products and services may be advertised on the Platform.  These restrictions are designed to ensure that controversial or age-restricted products or services appear only to the appropriate users.  These restricted categories of advertisements are discussed in more detail below:  

8. Adult-Oriented Products or Services

Only certain categories of products or services that are intended for adult audiences may be advertised on Reddit.  If promotion of the product or service is permitted, Reddit restricts the method of promotion.

The following categories of adult-oriented products and services are strictly prohibited:

(i) products or supplements claiming to provide sexual enhancement; and

(ii) services, including dating services, that provide for casual sex, international matchmaking, escorts, prostitution, intimate massages or other, similar services.

Promotion of permissible adult-oriented products and services must not:

(i) violate applicable laws and regulations, which may include those applicable to the location of your business or of your target audience;

(ii) target minors;

(iii) include sexually explicit images or text; or

(iv) promote products or services with unlawful themes or content.

9. Alcohol

Advertisements related to alcoholic beverages or products must:

(i) comply with applicable laws and regulations, which may include those applicable to the location of your business and of your target audience;

(ii) comply with industry standards, as may be reflected in the Distilled Spirits Council Code of Responsible Practices, the Beer Institute Advertising and Marketing Code and Guidelines, or the Wine Institute Code of Advertising Standards; and

(iii) target individuals above the legal-drinking age.

10. Third-Party Rights

Reddit restricts advertisements that may infringe upon the rights of third parties, including copyrights, trademarks, rights to privacy or publicity, or other personal or proprietary rights.  If a proposed advertisement includes third-party content that has been authorized for such use, advertisers may be required to submit documentation to Reddit evidencing such authorization.

11. Gambling and Gambling-Related Services

Advertisements for gambling and gambling-related services must:

(i) comply with applicable laws, regulations, and licensing requirements, which may include those applicable to the location of your business, those applicable to the location of your target audience, and those related to responsible gambling;

(ii) comply with industry standards, as may be reflected in the American Gaming Association’s Code of Conduct for Responsible Gaming; and

(iii) ensure minors are not the target of such advertisements.

12. Paid Fantasy-Sports Games

Advertisements for paid fantasy-sports games must comply with applicable laws, regulations, and licensing requirements, and must target only those audiences with a stated interest in such games.  In addition, these advertisements may not target minors or locations in which such games are unlawful.

13. Health-Related Advertisements

Advertisements related to health-care services or health-and-wellness products must comply with applicable laws, regulations, licensing requirements, and industry requirements.  Advertisements may not promote unapproved or unsafe pharmaceuticals and supplements.  Further, advertisements may not make false, misleading, or exaggerated health claims, promote products that are subject to any regulatory action or warning, nor promote a non-government approved product in a manner that implies safety or efficacy in diagnosing, mitigating, treating, curing, or preventing a particular disease or ailment.

Subject to the preceding requirements and pre-approval by Reddit, the following products or services may be advertised if approved by the FDA or other regulatory authority:

(i) prescription and over-the-counter medications;

(ii) dietary and herbal supplements, so long as the target users are not minors;

(iii) online and offline pharmacies with the required accreditation or registration;

(iv) certain medical services, procedures, devices, and tests

(v) clinical trials with proof of approval by relevant regulatory authority

14. Political Advertisements

Public communications relating to a political issue or made via the Platform by a political committee, by persons advertising the election or defeat of a clearly identifiable candidate or soliciting a political contribution, or by persons making electioneering communications are subject to preapproval from Reddit and must comply with all applicable laws and regulations, including those promulgated by the Federal Elections Commission and any applicable state law.

15. Unofficial Resale of Event Tickets

Advertisements for the unofficial resale of event tickets are prohibited if done in a manner that conflicts with the regulations of the venue or that is in violation of applicable law.

16. Live Animals

Advertisements promoting the sale of live animals are generally prohibited; however, Reddit permits advertisements related to pet adoption from bona fide animal-welfare organizations.  

IV) Editorial Requirements

To ensure that advertisements appearing on the Platform enhance a user’s experience, Reddit maintains high standards for not only the content and style of advertisements, but also the URL and landing page of any promoted website.

17. Style Policies

Advertisements on the Platform that appear clearly and concisely both add to a user’s experience and are more likely to produce the advertiser’s desired results.  Below are general guidelines for effective communication using the Platform:

(i) Use correct spelling, grammar, and punctuation.

(ii) Do not use excessive punctuation, capitalization, or symbols.

(iii) Unless required by law or by a regulatory authority, do not include personal information in the headline title, such as a telephone number.

(iv) Headline titles are limited to 300 characters, including spaces.

(v) Thumbnail images may not exceed a file size of 500kb.

(vi) Advertisements designed for a mobile platform must not contain text that is difficult to read or more than 40% text.

18. Content Policies

Advertisements are a reflection of the product or service that is being promoted.  Accordingly, advertisers should endeavour to achieve relevancy, accuracy, and fairness in promotion.  Below are general guidelines for contributing effective advertising content to Platform:

(i) Advertisement copy in a language other than English should be appropriately targeted.

(ii) Advertising content must be suitable for a general audience unless specifically targeted to an appropriate audience.

(iii) Advertisements may not use Reddit’s intellectual property without written consent.

19. URL and Landing Page Policies

Advertisers must ensure that the destination URL and the landing page corresponding to the advertised product or service maintain the same level of quality expected for content on the Platform.  For example, landing pages may not be designed primarily to serve advertisements or contain features that inhibit a user’s ability to interact with or leave the page, including features such as pop-up or pop-under advertisements, misleading dialog boxes, or non-functional buttons.  In addition, the landing-page URL must match that of the advertisement, must not be solely designed to send a user elsewhere, and must not contain or refer to any content that would be otherwise prohibited by the Policy.

V) Consequences for Violations

In its sole discretion, Reddit will determine the consequences for a violation of the Policy or of the rejection of any submitted content.  Consequences may include the following:

(i) Disapproval: Advertising content in conflict with this Policy or determined to be inappropriate for the Platform in Reddit’s sole discretion may be disapproved by Reddit.

(ii) Restriction: Reddit, in its sole discretion, may restrict or entirely prevent certain domains, websites, or services from using the Platform.

(iii) Suspension: Reddit, in its sole discretion, may suspend an advertiser’s account from contributing content to the Platform.  If an account is suspended, any related accounts and content from such accounts will be suspended as well.

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