Advertising Policy for Demand Partners

Last updated: July 15th, 2025

1. About this Policy

Ogury is committed to being a trustworthy partner and delivering campaigns that promote a healthy digital advertising ecosystem for users, advertisers, and publishers. 

Ogury only delivers campaigns that comply with the applicable laws in a given jurisdiction, however, there are some categories of advertising that, while being legal, may be culturally sensitive, contentious or inconsistent with Ogury’s policies, values and standards. In those circumstances Ogury may refuse the campaign or delivery would be subject to specific requirements or restrictions.

This Advertising policy applies to all demand partners, and supplements and forms an integral part of any agreement between Ogury and its demand partners. Demand partners are media buying advertisers or agencies and advertising technology intermediary partners such as but not limited to DSP’s and trade desks. All ad creatives must adhere to it before going live. Campaigns are monitored to detect violations and non-compliant ads may be subject to immediate blocking, demand throttling, or permanent removal from our platform. Ogury uses 3rd party pre-bid filtering technology, including DoubleVerify, Confiant and IAS, to ensure that ads meet brand safety standards before being served. 

The brand, advertiser or agency is responsible for the creative content they provide to Ogury for a campaign. Ogury does not advise its clients on the compliance or legality of products/services, creatives or any promotion.  Failure to comply with this policy may result in restrictions on Ogury’s demand partners’ access to our inventory.

This policy may be amended at any time at Ogury’s sole discretion and will be binding to all Ogury’s demand partners whose campaigns are served on Ogury’s inventory. 

2. General Principles 

Any advertising campaign delivered by Ogury should adhere to the following principles of: 

  • Accuracy: Advertising must accurately describe or represent the product or service being advertised or promoted. 
  • Legality: Advertising must comply with all relevant laws and regulations. 
  • Ethics: Advertising should adhere to ethical standards, including truthfulness, non-deceptive claims and not be misleading. 
  • Social responsibility: Advertising must not encourage illegal, unsafe, or anti-social behaviour. 
  • Content: Advertising must not include prohibited content, such as explicit sexual content or gratuitous nudity. It should also not reference or imply a user’s personal characteristics, such as race, ethnicity, religion, beliefs, or sexual orientation, and restricted content may only be used with appropriate approval. 

3. Types of Advertising Content

This policy distinguishes 3 types of content:  

1. Permitted content – any content that is not prohibited or restricted content

2. Restricted content – content that may be considered sensitive and therefore prohibited or may need to comply with restrictions depending on the jurisdiction where the campaign will run.

  1. Sexual content
  2. Alcohol
  3. Tobacco products: cigars, e-cigarettes, vaping, heated tobacco
  4. Gambling: sports betting, casino, poker, lotteries
  5. Financial Services & investing: spread betting, crypto, NFT’s, loans
  6. Health, surgery, and pharmaceutical products and services, medical devices, including prescription drugs and CBD
  7. HFSS: soft drinks, cereals, junk food, processed food
  8. Politics and/or campaign groups
  9. Religion 
  10. Fur and certain animal products
  11. Legalised drugs (country/state dependent) 
  12. Content for children (e.g. toys)
  13. Any other category that you think could be sensitive or controversial

3. Prohibited content – Ogury will not accept or deliver campaigns that:

  1. are not permitted at law 
  2. are misleading or misrepresent content that excludes relevant product information or provides misleading information about products, services, or businesses.
    Some Examples:  omitting or obscuring billing details such as how, what, and when users will be charged; omitting or obscuring 
  3. include or promote:
    1. Illegal products or services
      Some Examples: illegal drugs, psychoactive substances
    2. Content that violates or infringes upon any third-party intellectual property rights
      Some Examples: the sale or promotion of counterfeit products or file sharing, torrenting, or other infringing content, or content that violates or infringes any other third-party rights, including confidentiality obligations.
    3. Hate speech: any form of communication, whether written, spoken, or visual, that promotes, incites, or supports hatred, violence, or discrimination against individuals or groups based on characteristics such as race, ethnicity, nationality, religion, gender, sexual orientation, disability, or any other legally protected attribute
      Some Examples: Dehumanizing language or imagery that demeans or insults individuals or groups
    4. Offensive language
      Some Examples: the use of vulgar or obscene language (incl. swear words), content that promotes intolerance, discrimination or exclusion
    5. Violence
      Some Examples: cruelty to animals, murder, self-harm
    6. Explicit sexual content or gratuitous nudity
    7. Products or services designed to enable dishonest or misleading behaviour
      Some Examples: hacking software or instructions, make-money-fast schemes, services designed to artificially inflate ad or website traffic, fake documents, academic cheating services
    8. Dangerous products or services that cause damage, harm, or injury
      Some Examples: weapons (guns, firearms, fighting knives), ammunition, explosives

4. Forbidden Ad Behaviors

In addition to content restrictions, demand partners must adhere to the following standards and it is prohibited to engage in the following ad practices:

1. Deceptive or Misleading Ads

  • Ads that use misleading claims, fake system warnings, or deceptive user interface elements designed to trick users into clicking.
  • “Clickbait” ads that make exaggerated or false promises to drive engagement.
  • Ads that impersonate trusted entities (e.g., government agencies, tech support, well-known brands) to mislead users.

2. Auto-Redirects and Forced Navigation

  • Ads that automatically redirect users without their interaction or consent.
  • Forced pop-ups, pop-unders, or interstitials that make it difficult to exit or navigate away from the ad.

3. Malicious or Harmful Ads

  • Ads that distribute malware, viruses, or spyware.
  • ds that attempt to phish or fraudulently collect personal information from users.
  • Ads that encourage black-hat hacking, cracking, or unauthorized access to devices or systems.

4. High-Frequency Refresh or Hidden Ad Placements

  • Ads that continuously refresh to artificially inflate impressions or engagement metrics.
  • Ads hidden behind other content, rendering them invisible to users but still triggering impressions.

5. Intrusive Ad Formats

  • Ads that auto-play with sound without user interaction.
  • Ads that expand beyond their intended placement or hijack screen interactions (e.g., preventing users from closing the ad).
  • Sticky or overlay ads that cover critical website content and cannot be dismissed easily.

6. Fake Close Buttons and Exit Manipulation

  • Ads that mimic the appearance of “close” buttons but redirect users instead of closing.
  • Ads that make it difficult or impossible for users to close them (e.g., through hidden close buttons or looping engagement traps).

7. Incentivized or Manipulated Engagement

  • Ads that require users to click, watch, or engage in specific ways to unlock content, rewards, or incentives that are not transparent.
  • Artificially inflated engagement through bots, scripts, or paid interactions.

8. Unauthorized Data Collection

  • Ads that collect sensitive user information (e.g., financial details, personal identification numbers, health data) without explicit consent.
  • Ads that track users in ways that violate data privacy regulations (e.g., GDPR, CCPA).

9. Unapproved Ad Content Variants

  • Dynamic creative optimizations (DCO) or ad variations that introduce restricted or forbidden content post-approval.
  • Disguised adult or offensive content hidden in images, thumbnails, or text.

10. Fraudulent or Non-Human Traffic

Arbitrage-based ad placements where demand partners knowingly buy and resell impressions at artificial markups.

Ads that target fraudulent traffic sources, including bot-driven impressions, non-human engagement, or click farms.