What ads and content are allowed
What may never run, what runs only with conditions, how creatives are reviewed, and what happens when a rule is broken.
This article is a guide to the rules for ads and for the content ads run beside. The rules themselves are in the Advertising Policy, which forms part of the Terms of Service, and the Monetisation Policy. Read those for the exact wording. If this article differs, they win.
Who it applies to
- Advertisers, agencies, ad networks and demand partners: every creative, click-through destination and landing page, whichever way it is bought.
- Publishers and operators: the content on their channels and the way they report their inventory.
What may never run
The policy lists categories that may not be advertised in any country. In short: illegal products and services, counterfeit and infringing goods, weapons and explosives, adult and sexually explicit content, hateful or violent content, malware and deceptive destinations, false or misleading claims and impersonation, fraudulent financial schemes, tobacco and vaping, and ads that exploit tragedies. Content that sexualises minors ends in immediate termination and a report to law enforcement.
What runs only with conditions
Alcohol, gambling, financial services and crypto, health and pharmaceuticals, dating, and CBD and hemp products may run only where they are legal in the country, and with the conditions the policy sets. Choose the right content category when you set up a campaign. Choosing the wrong one is itself a violation, because it defeats the controls that keep competitors and unsuitable ads apart.
Political and issue ads have their own rules. See How political and issue ads work.
Kids channels
A channel counts as a kids channel if it has the Kids content category or a TV-Y, TV-Y7 or TV-Y7-FV rating. Ads in the alcohol, cigar, dating and adult categories are kept off kids channels. Political ads never run on them. Requests on kids channels are also served contextually, never to a household. See How viewer privacy and consent work.
Creative standards for TV
The policy sets what a creative must meet to run on a TV screen: an accepted format and resolution, TV-appropriate loudness, no flashing or seizure-inducing sequences, a clearly identified advertiser, no imitation of programming, news, emergency alerts or the TV's own screens, readable text at viewing distance, and QR codes and click-throughs that go where they say they do over HTTPS. The destination must match the offer, avoid hidden redirects and forced downloads, and stay working while the campaign runs.
How review works
Only approved creatives serve. A creative goes from Draft to Pending review, then LtvAdx approves or rejects it and can leave a note.
- If it is rejected, the note says why. Fix it and submit it again.
- If you change the media or the landing page of an approved creative, it goes back to Draft and must be reviewed again before it serves.
- LtvAdx may re-review, pause or remove any creative at any time, including one it approved before, if it learns of a violation, a legal requirement or a conflict with a publisher's brand-safety choices.
Approval is a quality gate. It does not transfer your responsibility for your ads and landing pages to LtvAdx.
For the steps to submit a creative, see Video creatives.
What publishers control
You can block advertisers and ad categories on your own channels, and choose whether to take political ads. See Brand safety and Take political ads on your channels. Your channels must also meet the inventory rules in the Monetisation Policy: real audiences on real devices, inventory you own or are authorised to sell, accurate app-ads.txt, and content that is not made only to generate impressions.
When a rule is broken
Depending on how serious it is and the history, LtvAdx may reject a creative, pause campaigns, remove creatives from serving, hold or reverse related earnings, restrict demand, or suspend or end an account. If action is taken on your account, you are alerted and the case appears on your dashboard. You can appeal inside the window shown. See Respond to a policy case and appeal it.
Questions about the policy go to policy@ltvadx.com.