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Ad Content

The content Ad must incorporate the advertiser’s logo or brand name.

The content Ad should be clear and accurate, and should not be vague or open-ended. An example of a vague ad is “click-here”. A good example may be “shop now”.

If the content you’re linking to requires a subscription, this must be made explicit in the content Ad. If the app’s content requires a cable, satellite, or other subscription, “TV provider subscription required” must be noted in the content Ad.

If used, price and savings messages must be clear, accurate, and consistent within the ad copy and landing page. Any special offers must clearly and accurately describe the benefit advertised as being part of the offer.

All information contained with the content Ad must be accurate and verifiable. Performance claims and comparisons also require substantiation on the landing page. Objective superlative claims always require the source and date of the evidence to be cited, for example, “Consumer Reports, March 2017”. Placing the citation on the ad unit is preferred as it provides the best customer experience but, where ad space is limited, placing the citation on the landing page instead is acceptable. The evidence must be sufficiently recent to support the claim.

Benefits that are part of an xChange program such as Subscribe & Save must be clearly attributed to those programs. When and how the savings apply must be clear to the customer.

Your Ad copy may not use xChange logos or trademarks, or mention or refer to xChange, its site, or its brand in any manner, without xChange’s prior consent.

Restricted Ad Content

As part of our commitment to provide the highest quality customer experience, we may not accept ads containing certain content, or relating to certain offers, products or services. These restrictions include, but are not limited to the following content, offers, products or services across all placements:

Free Offers, Sweepstakes & Contests:

Advertisements for free goods or services must indicate when terms and conditions apply. Advertising containing special offers, promotions, contests, sweepstakes or prize draws must indicate the terms and conditions that apply. The landing page must prominently describe the offer as advertised. Example: If the advertisement refers to the chance to win a vacation, that contest must feature prominently on the landing page with a clear link to the terms and conditions.

Medical, Pharmaceutical, Health & Beauty Products:

Ads and landing pages must not use unsupported or exaggerated claims, or set unrealistic expectations of the effectiveness of the product. Non-prescription health and beauty products cannot claim to be as effective as prescription products. Weight loss or exercise supplements should not claim to burn fat, increase metabolism, suppress appetite or expedite other natural bodily functions. Weight loss products should not claim that the customer can lose weight by use of the product alone, or without following a calorie controlled diet and exercise program. Ads cannot suggest that weight loss results will be effective for everyone or that results are permanent.

Ads cannot explicitly reference potentially embarrassing bodily functions or conditions without effective warning labels.

Alcohol and Alcohol-Related Content:

In the United States, xChange does not accept ads for alcohol brands, manufacturers, or distributors. However, xChange will accept ads for Wine brand products, both manufacturers and distributors. XChange accept branding campaigns for alcohol companies in other locales. With the exceptions of retail campaigns in EU, we do not accept display ads for alcohol retail. Note: Alcohol ads must promote responsible consumption of alcoholic beverages and must not disparage abstinence from such beverages.

Ads must not associate drinking with driving or motor vehicles.

Ads must not promote excessive consumption, suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to success or solves problems), or focus on the alcoholic strength of the beverage. Alcohol ads cannot be directed toward or contain images or content designed to appeal to minors. Alcohol ads must not feature models/actors who are, or have the appearance of being, under the age of 25.

In addition to the above rules concerning Alcohol:

It is your responsibility to follow your local rules related to alcohol advertising. Note: all local, regional and national governments may have their own set of advertising rules related to certain products, particularly in reference to products like alcohol etc. XChange will review these ads before your ad is approved. If your ad violates these rules it will be removed. To save yourself this time, you should do your research. The following below are some examples of existing requirements, and will help you in understanding your responsibilities as Vendors. (here are some locations for your knowledge: / /

Canada: Alcohol ads must be pre-approved by the provincial government in Quebec before you place an ad.

United Kingdom: Marketing communications must be socially responsible and must contain nothing that is likely to lead people to adopt styles of drinking that are unwise. For example, they should not encourage excessive drinking. Care should be taken not to exploit the young, the immature or those who are mentally or socially vulnerable.

France: Alcohol advertising on the internet was considered prohibited until the law n°2009-879 “Hôpital, Patient, Santé, Territoire” (2009) added online services to the list of permitted media, excluding web sites directed to young people and web sites run by sports organisations, and providing the commercials are not interstitial or intrusive.

Norway: Ban on promotion of alcoholic beverages on the Internet for sites that are open to the public. If the website is restricted, with a password that only divulged to licensees or other employees in the industry, the product information and other marketing of alcohol could be published. The password must only be granted on request, be unique for each user and not e.g. a company name (the Alcohol Act).

Gambling Products and Services

It is your responsibility to follow your local rules related to Gambling Products and Services advertising. Note: all local, regional and national governments may have their own set of advertising rules related to certain products and services, particularly in reference to gambling etc. XChange will review these ads before your ad is approved. If your ad violates these rules it will be removed. To save yourself this time, you should do your research. The following list of sites are an example of online locations where specific information referencing online gambling advertising rules can be found. These sites will help you to understanding your responsibilities as Vendors.

Be aware, there are many sites, here are 3. Be responsible, do your research.

Also, Note the following regarding online gambling:

Placement and targeting restrictions for gambling campaigns: Terms and conditions should be available on the online gambling landing page, alternatively, they may be one click away, providing there is a clear link on the landing page. If an offer is limited to new customers, this must be communicated in the body of the ad itself to avoid customer disappointment.

Ads cannot claim that an offer is “risk free” unless the customer’s losing stake is refunded in full, as cash (not as free bet tokens). Ads Where feature models are used as attractants, models who are, or appear to be under the age of 25 appear to be targeted at, or likely to appeal directly to, or depict children, or refer to alcohol or the consumption of alcohol, depict or refer to behaviours associated with problem gambling or in any way encourage what could be considered excessive or pathological gambling, or situations that

deny that gambling can trigger potential risks or lead to addiction, or situations that encourage individuals to play beyond their means or refer to consumer credit services, or situations that link gambling to social, financial, or sexual success, or situations that represent gambling as a means of solving financial problems or as an alternative to employment, or even claims that a player’s experience, competence or skill reduces or removes the uncertainty of winning or allows continuous winning or implies that a game that is easy to play is also easy to win.

Unacceptable Ad Content

XChange will block the following content: content that is emotionally exploitative, controversial or that uses negative depictions of humans or animals (e.g. images of actual or implied abuse or mistreatment); content that is obscene, defamatory, libellous, or infringing or invasive of intellectual or personal rights; content that is threatening, abusive, harassing, hateful, or that incites violence or intolerance, or that advocates or discriminates against a protected group, whether based on race, colour, national origin, religion, disability, sex, sexual orientation and age; content that promotes any illegal, deceptive or dangerous products, services, or activities, including hacking or evading law enforcement; deceptive, false or misleading content; excessive violence including blood, gore, and violent gun play; foul, vulgar or obscene language, scatological references, or content that features nudity; images of tobacco use; loyalty/affinity/rewards and related content (inquire); overtly provocative imagery such as partial nudity or blatantly sexual prurient content

Unacceptable Products & Services

Gambling or gambling paraphernalia, including online gambling, poker or bingo

Lethal or non-lethal weapon sales: including guns, gun parts, BB guns, bows, mace, black powder, ammunition and firearm accessories (for example: telescopic/ laser sights)

Aerosol paint and etching cream

Hand gun safety certificates

Illicit drugs

Drug paraphernalia or products to beat drug tests, any substance or material containing Salvia Divinorum or Salvinorin A

Medical devices that require a prescription

Political candidate, political party or issue related ads

Pornography, escort services and products claiming to enhance sex, as well as other “adult” sexual products and services

Products or services deemed to be used for privacy invasion

Products or services that infringe, encourage, or enable, the infringement of intellectual property or personal rights

Products that are ‘marketed to children’ through messaging, imagery, or targeting

Questionable or dangerous activities, including (but not limited to) false document services, counterfeit designer goods, cable descramblers, fireworks, websites that promote hacking or evading law enforcement

Supplements containing ephedrine alkaloids

Tattooing and body branding products and services

Tobacco or tobacco related products, including e-cigarettes and accessories

XChange Market Place Specific Ad Guidelines

Other than product images, all text within ads (including text within logos and disclosures), must be clearly legible. See the ad product guides under Ad Specs for minimum font sizes and additional details.

For A, B, C Ad location banners, size must be  1164 x 200 px.

For D Listing Triggers, size must be 0000 x 0000 px.

For E Banner Listings, size must be 1164 x 200 px

Note: Legal disclosures in an ad may take up to 20% of space.

Ad copy must be in font size Arial 12 and Arial 24 or equivalent.

Legal notices / disclosures – Its not a matter of font size, but a matter of the text being “clear and conspicuous” and easily read and understood (minimum Arial 12)

For Ads concerning charity, the customer experience on the market place must remain positive. Ads should focus on the positive outcome of donations without playing on an xChange shopper’s emotional guilt to drive a donation.

Ads cannot use emotionally exploitative or pleading language.

Ads cannot contain provocative, suggestive imagery such as partial nudity, blatantly sexual prurient poses or models in lingerie, or models in swimsuits in suggestive poses. Ads should be in good taste.

Ads containing images of firearms / guns are permissible under the following conditions, 1. the gun images cannot be pointed at a character or directed out toward the customer, 2. firearms being fired (e.g. bullets visibly exiting the weapon, smoke or other residue shown around the barrel), 3. minors handling firearms.

Ads cannot contain religious or political content.

Dating ads are permissible under the following conditions: they cannot focus on marketing or meeting specific individual(s), and cannot contain sexual innuendo.

XChange market place will NOT accept content designed with the intention to distract rather than engage. This includes, but is not limited to, the following behaviours: loud, clashing colours, poor resolution images and fonts, intrusive, high-annoyance design elements such as flashing, high contrast transitions, or excessive animation, (e.g. pulsating, flashing, blinking, colour to white).

Note: Vivid, highly saturated colours (examples of colours below) are not permitted as full-bleed ad background colours in our ad placements:

All advertising must be directly related to business offerings for sellers to grow and improve their business.

Ads cannot use overly dark or bright backgrounds

Ads cannot include a border

All images must be static and not contain animation

In the US, ads cannot use credit card acquisition messaging (for example: “apply now” or “sign up today”)

Additional xChange Market Place Guidelines

Ad Format and Functionality

Ads must be non-animated.

Ad Copy

Ads must be in “sentence case” only. We cannot accept ad copy in ALL CAPS. Capitalized words for common abbreviations (such as DIY), or where the registered product or brand names are capitalized are acceptable.

Ad copy or images must not denigrate, make comparisons to or leverage another company name or product to promote other products, such as “better made than…”

Ads communicating compatibilities with other products in their headline should place the 2nd brand in the later part of the headline and include qualifying statements like “compatible with”.

Claims and Substantiations

Any performance or comparative claims used in Location Banners, Triggers or Banner listings must be accurate and verifiable on the Vendor product pages on XChange.

Note: The following claims do not require substantiation providing the Vendor product pages do not contradict the claim:

1. Product Descriptions: Claims that describe the product in an objective non-comparative manner. For example, “Bluetooth compatible”. 2. Subjective Claims: Claims that relate to an opinion. For example, “You’ll love XXX” or “Our most effective shampoo”. 3. Subjective Performance Claims: Claims that cannot be proved objectively such as “this shower gel will leave you feeling fresher”. Note: The following claims must be substantiated on the product detail page: 1. Accolades / Awards: The Vendor product pages must contain supporting details such as date and awarding body. 2. Survey Results: Claims about the results of consumer surveys must be substantiated even if the survey collected subjective opinions. For example, “33% of people like XXX” must be accompanied by a disclosure citing the source and date of the survey (*“XYZ Survey Inc., January 2018”) 3. Quantified Performance Claims: Claims which imply to the customer that some objective measurement has taken place. For example, “Reduces 99% of tartar” or “Teeth appear three shades whiter” 4. Comparative Claims: Must be supported with a citation of an independent source and dated within the previous 12 months. For example, “Americas best Beer”, Beer Makers Journal, 2018. XChange will not accept the direct comparison to competitor brands. 5. Warranty and Guarantees: Details of the warranty or guarantee must be clearly described on the Vendor product pages including any limitations. The liable party must be disclosed on the Vendor product page.

Promotional and Holiday Messaging

Globally, all types of promotional messaging / promotions, and/or reasonable variations of existing Vendor products offered on XChange, and a part of a promotion or pending promotion must clearly make visible on the Vendor product page and corresponding Ad page the following product information during the entire length of the campaign:

1. Item savings.

2. Savings on Item.

3. Great prices on Item

4. Great Bundles on Item.

5. Buy Item and get [Additional free item].

Promotional messaging must comply with the following: 1. Campaign dates must reflect the duration of the offer or savings and be ceased on the last day of the promotion 2. Campaigns cannot be extended with same ad copy if the offer or saving no longer exists. Campaign dates for specific holiday or seasonal events (for example: Halloween, Valentine’s Day and Christmas) must begin within a reasonable time frame prior to the event and must end within 24 hours after the event date, or a reasonable time thereafter depending on the event.

Product Restrictions


Alcohol Ads for beverages and merchandise are prohibited in the United States. We do accept Ads for beer and wine under conditions (above). Additional information on Alcohol as a restricted product is above. Note, where we do accept alcohol Ads, the following is are guidelines for Ads.

1.Image and text must promote the responsible consumption of alcoholic beverages and must not:
(a) disparage abstinence from alcoholic beverages. (b) be directed toward or contain images or content designed to appeal to minors. (c) associate drinking with motor vehicles, driving or operating machinery. (d) irresponsibly incentivise people to drink. (e) promote excessive consumption, suggest therapeutic or other benefits to drinking (for example, that alcohol improves performance, contributes to success or solves problems) or focus on the alcoholic strength of the beverage. (f) be associated with pregnancy, maternity or parenting.

2.Additional specific guidelines: (a) Images or text cannot be associated with sports (b) Some Ads should include the appropriate legal disclaimer

(c) Campaign keywords must be explicitly alcohol related

Sports and Outdoor Products

General guidelines for sports and outdoor products:

1.No products should be marketed in a way that encourages consumers to be less watchful or responsible towards their own health and safety 2. Products should not be marketed in a way that condones or encourages violent or anti-social behaviour. 3. Ads should not be misleading and present as safe, products generally deemed to be unsafe.

Prohibited sports and outdoor products:

1. Lethal or non-lethal weapons, including:
(a) Pistols, revolvers, gun parts, BB guns;
(b) Bows and arrows, Cross Bows;
(c) Stun guns and Pepper Sprays;
(d) Mace;
(e) Black powder;
(f) Slingshots;
(g) Airsoft weapons;
(h) Paintball guns and ammunition; or
(i) Destructive and explosive devices such as fireworks;

2. Weapon accessories such as:
(a) Laser, telescopic, non-telescopic and fixed weapon sights;
(b) Gun slings;
(c) Hand gun safety certificates;
(d) All forms of ammunition;
(e) Lasers (military/tactical/self-defense)
(f) Other accessories that enhance the effectiveness of the weapon such as gun rests, shooting sticks and gun rest bags;


(a) Kitchen and silverware / tableware knives (UK Only)

(b) Globally: Knives whose primary purpose is, or are marketed in such a way that claims they are, for combat, self-defence or to encourage violent behaviour are prohibited. Examples of prohibited knives are:
(i) Zombie Knives, Combat and assault knives, Throwing Knives, Daggers, Boot Knives, Spring assisted knives, Hand to hand or fighting knives, Gravity knives, Bayonets, Drop Point knives (MX only, Swords, Ninja Stars;

The following are acceptable knives:

Outdoor: Knives who’s primary purpose is for outdoor activities such as camping, Kitchen: Household knives, kitchen knives, cutlery or silverware.

Multi-Functional Knives: All-purpose tools such as pocket and every day carry knives.

xChange Ad Platform

If linking to xChange, an xChange logo or textual reference to xChange should be included in the ad unit.

Animation and video can autoplay for up to 30 seconds; videos longer than 30 seconds must be initiated by the customer.

All audio must be initiated by the customer.