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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

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;

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;