Ad Safety Rankings

Safety Rankings are moderation outcomes assigned after a comprehensive review of an advertisement. The ranking reflects moderator’s assessment of the overall creative, taking into account the product type, content, messaging, design, visual elements, and other ad components. Safety Rankings directly influence traffic filtering and inventory eligibility - with higher rankings increasing the chances of accessing premium publisher inventory.

High Safety Ranking

Creatives classified as High Safety Ranking should meet the following requirements:

Visual Requirements

Neutral, lifestyle-oriented, or product-focused imagery;
No depiction of diseases, injuries, medical conditions, or physical abnormalities;
No close-up visualization of medical procedures;
No graphic representation of pain, inflammation, internal organs, joints, implants, or anatomical structures;
People are presented in a neutral or positive context;
Preference for real-life photography over medical illustrations or anatomical renderings;

Content Requirements

Informational, educational, or service-oriented messaging;
No exaggerated efficacy claims;
No guarantees of results or dramatic transformations;
No direct references to the user's health condition;
Focus on the product, service, or solution rather than the problem itself;

Visual Requirements for High Safety Ranking in Italy and Vietnam GEOs

No use of medical professionals, doctors, pharmacists, nurses, healthcare workers, medical uniforms, or medical facility correspondence.
No sexually suggestive imagery, poses, or body emphasis.
No implied nudity, erotic, or adult-oriented visual elements.
Images should be clear, recognizable, and of sufficient quality and resolution.
No bizarre, shocking, disgusting, or disturbing visual concepts.

Content Requirements for High Safety Ranking in Italy and Vietnam GEOs

Headlines should provide accurate and clear information about the promoted product or service.
Moderate exaggeration may be acceptable, but misleading or deceptive messaging is prohibited.
No sexualized language, innuendo, or adult-oriented messaging.
No excessive punctuation, sensational formatting, or clickbait-style wording.
No promotion of weight loss without references to proper nutrition, healthy lifestyle, or physical activity.

Medium Safety Ranking

Creatives classified as Medium Safety Ranking contain elements that increase sensitivity and require additional verification:

Visual Requirements

Depiction of symptoms, discomfort, or health-related concerns;
Visualization of pain through graphic effects or highlights;
Medical illustrations, anatomical renderings, implants, joints, teeth, or internal body structures;
Strong focus on a specific body part or medical condition;
Visible emotional distress, concern, or discomfort;

Content Requirements

Strong performance or efficacy claims;
References to symptom relief, recovery, or improvement;
Use of expert endorsements, doctors, specialists, or medical authority figures;
Problem-focused messaging aimed at users experiencing a specific condition;
Statements suggesting significant or rapid results;

Visual Requirements for Medium Safety Ranking in Italy and Vietnam GEOs

Mildly shocking, unusual, or attention-grabbing imagery may be permitted, provided it is not disturbing, graphic, or disgusting.
Sexual subject matter may be present only in a non-explicit manner.
No nudity, implied nudity, erotica, pornography, or explicit sexual content.
No use of medical professionals, medical uniforms, healthcare workers, or medical facility branding/correspondence.

Content Requirements for Medium Safety Ranking in Italy and Vietnam GEOs

Stronger emotional or problem-focused messaging may be used, but content must remain factual and relevant.
Moderate exaggeration may be acceptable if it does not create unrealistic expectations.
No sexualized headlines or adult-oriented language.
No promotion of weight loss without references to proper nutrition, healthy lifestyle, or physical activity.