Ad policy

01Scope

This policy applies to all demand partners, DSP seats, networks, agencies and direct advertisers, and to every creative served on Sky Boosts inventory, mobile and CTV, across all deal types. It is enforced pre-bid where signals allow, and through review and takedown everywhere else.

02Prohibited categories

The following cannot run on the network, at any price, on any deal type:

• Malware, spyware and deceptive downloads.
• Misleading or non-functional claims, including fake system warnings and counterfeit interfaces.
• Illegal products and services under the viewer's jurisdiction.
• Hate speech and content that attacks or demeans protected groups.
• Sexually explicit material.
• Predatory financial products, including deceptive lending schemes.
• Weapons, explosives and illicit drugs.
• Tobacco and recreational drugs, including their promotion to any audience.
• Gambling advertising that violates the viewer's local law or platform rules.
• Shock content and gratuitous violence.

Category edge cases are ruled on before flight, not after: demand partners can request a written category ruling from the network desk.

03Creative requirements

• Labeling. Every creative must be identifiable as advertising: native units carry a visible label, playable ads are genuine trials, pause overlays do not disguise themselves as interface.
• Technical compliance. Correct formats, durations and sizes per the specifications; no auto-redirects; no sound before user action on mobile.
• Resolution and quality. Creatives render at declared sizes without distortion, and video meets the platform minimums for the format it runs in.

04Landing page rules

• The click destination must match the creative's promise, product and brand.
• No destination malware, pop-up chains, or automatic additional downloads.
• Data collection on destinations must comply with the consent signals passed with the click.
• Intermediate monetization redirects that obscure the destination are prohibited.

05Review process

Creatives pass automated screening and human review before first serving. Standard review lead time is stated in the demand console when a creative is submitted; guaranteed commitments should submit ahead of the flight to keep pacing safe. In-flight re-checks run continuously, and a creative that later violates policy is pulled from rotation while it is assessed, not after.

06Enforcement

1. Rejection. Failing creatives are rejected before serving with the reason recorded in the demand console.
2. Takedown. In-flight violations are removed from rotation immediately while the case is assessed.
3. Escalation. Repeat or severe violations escalate to deal suspension and partner review under the demand partner terms.

07Reporting an ad

Anyone can report a violating ad: through the contact form, or by email with the creative, the app or channel it served on, and the time it appeared. Reports are assessed against this policy, violating creatives are pulled, and the reporter and the publisher receive the outcome. Serious reports are handled under the incident process on the brand safety page.