Advertising policy

1. Principles

An advertisement borrows someone's attention and a publisher's reputation. In return it owes both of them three things: it must be legal, it must be true, and it must be clear about who is behind it. Where this policy, the law and a platform's rules differ, the strictest applies.

2. What we do not advertise

• Products or services that are illegal where the ad would be shown.
• Counterfeit goods, or anything that infringes another party's intellectual property.
• Weapons, ammunition and explosives.
• Tobacco, vaping products and recreational drugs.
• Malware, spyware, hacking services, or tools designed to bypass security or copyright protection.
• Content that promotes hatred, harassment or violence against people because of who they are.
• Sexually explicit content or services.
• Deceptive schemes: pyramid and get-rich-quick offers, fake documents, academic cheating services, and products whose main selling point is a claim that cannot be true.
• Fake news formats and fabricated endorsements, including synthetic likenesses of real people used without permission.

3. Categories that need review first

These are lawful and often valuable, and they carry extra legal or platform requirements. We run them only after reviewing licences, targeting and creative, and only where permitted.

Category	What we check
Alcohol	Legal drinking age targeting, responsible-drinking standards, local restrictions.
Gambling, betting and fantasy sports	Operator licence for each market, age gating, required responsible-play messaging.
Financial products and credit	Required disclosures, rates and fees shown clearly, licensing, fair-lending rules on targeting.
Cryptocurrency and investments	Registration status, risk warnings, no promised returns.
Health, pharmaceuticals and supplements	Substantiated claims, regulatory status, no targeting based on health conditions.
Cannabis and CBD	Legality in each market and platform eligibility.
Political and issue advertising	Advertiser identity, "paid for by" disclosures, platform authorization, election-period rules.
Housing, employment and credit	Anti-discrimination rules on audience selection.
Dating and subscription services	Clear pricing, renewal terms and cancellation path.

4. Claims and creative

• Substantiation. Factual claims, comparisons, statistics and "best" or "number one" statements need evidence the advertiser can produce on request.
• Testimonials and reviews. Must be real, typical of what customers can expect, and from people who used the product. Paid or incentivized endorsements are disclosed.
• Prices and offers. The price in the ad is the price on the page. "Free" means free. Conditions are stated near the claim, not hidden in a footnote.
• Urgency. Countdown timers, "only 3 left" and "ends tonight" are used only when true.
• Identity. The advertiser is identifiable. Ads are not disguised as news, system warnings, messages from a friend or interface elements.
• Taste. No shock imagery, no exploiting fear or insecurity, no before-and-after pictures that misrepresent results.
• Generated content. Synthetic voices, images and video are permitted where they do not mislead. They may not depict real people without consent or present invented customers as real.
• Rights. The advertiser holds the rights to every image, track, clip and name used.

5. Landing pages

• The page delivers what the ad promised, without bait-and-switch.
• It identifies the business and gives a way to contact it.
• It carries a privacy policy that accurately describes the tracking on the page, and a consent mechanism where the law requires one.
• Subscriptions disclose the price, billing period and how to cancel before payment details are taken, and cancelling is as easy as signing up.
• No malware, forced downloads, pop-ups that block leaving, or pre-ticked boxes.

6. Audiences and data

• Campaigns are not directed at children, and age-restricted products are targeted only at adults of legal age.
• Audiences are not built on sensitive characteristics such as health conditions, sexual orientation, religion, immigration status or financial distress.
• Customer lists supplied for matching or email must have been collected with consent for that use. See the advertising privacy notice and the email and anti-spam policy.

7. Review and enforcement

We review advertisers, creative and landing pages before launch and may re-review at any time. We may ask for substantiation, request changes, pause a campaign or decline to run it. Serious or repeated breaches end the relationship. Running an ad is not an endorsement by Perigon of the product or the claims made for it; responsibility for both remains with the advertiser.

8. Report an ad

If you have seen an advertisement that you believe we placed and that breaks these standards, tell us through the contact form. A link or screenshot helps us find it quickly.