Tap Native Ad Approval Guidelines

By Tapnative | Native Advertising In Healthcare |

Tap Native is a health focused ad platform relied on by hundreds of digital health and medical publishers including non-profits, medical associations, and societies as well as health publishers with extremely high editorial standards and conservative expectations for the types of ads which appear on their digital properties. Every month thousands of ads are submitted to Tap Native. Before being permitted to run, each ad is placed into an approval que and reviewed for adherence with 6 primary guidelines which are detailed below. Above all else you should understand that Tap Native reserves the right to reject any ad for any reason or no reason.

1. No Dubious or outlandish claims

Each of an ad’s 3 elements (headline, source, and image) are reviewed to ensure that no dubious claims are made or inferred. Because Tap Native is focused on medicine and health our ad approval administrators are very familiar with the full range of products and services offered within the health, medicine, and wellness space. Offers which make or infer dubious claims will be rejected. Because Tap Native has been so strict here, many advertisers no longer make specific claims. Instead, they simply ask questions such as “Concerned about your cholesterol levels?” or “Are you at risk for Diabetes”. These types of headlines are preferred as no claim is made. Think long and hard about what you’re claiming, is it dubious?

2. Ad Images

Images must be high quality and high resolution. We will not accept pixilated, low-quality images or images with borders, translucent or colored. Images must not contain any text unless the text appears on an object in the photo itself. Images must not contain any branding, product or corporate marks or logos. Images must not be gross, excessively sexual, obscene, violent, or grotesque. Images cannot contain blood, gore, or surgical procedures. Before and after photos are not permitted. Photos must not contain depictions of illegal or unacceptable behavior. Images may not be cartoons or graphics but may contain graphic enhancements over real photos. Images may not infer any supernatural process. Images may not contain arrows or icons which depict functionality which does not exist. Images which look like clickbait are not allowed. We realize the term “clickbait” is subjective but examples of what Tap Native considers clickbait are below. Bottom line, expect us to be much more conservative than other native and content recommendation platforms.

Examples of what Tap Native considers “click bait” and will not accept.

3. Headlines

Headlines must match the accompanying image in that there must be an obvious and direct correlation. Headlines must be easy to read and cannot contain exclamation points or strange characters. A headline must adhere to the dubious claim rule.

4. Prohibited products and themes

Tap Native will not accept ads which promote or depict illegal activities, politics, abortion, gambling, alcohol, body piercings, tattoos, body disfiguration, firearms, gamified ecommerce, illegal drugs, or paraphernalia used in connection with illegal drugs. Ads for a products or services which are generally considered distasteful, risky, dangerous, unnecessary, or experimental in nature will be rejected.

5. Landing pages

Landing pages must adhere to all points

  1. Landing page must match the offer and theme of the ad being submitted.
  2. Product Landing pages must have a clickable “Contact Us” section on your landing page, and it contains a valid email, physical address, form or phone number.
  3. Product Landing pages must provide a link to the privacy policy.
  4. Your social media, celebrity, or brand partner icons (As seen on Dr. OZ, Fox News, MSN, etc.) click through to relevant landing pages which demonstrate or prove those relationships and/or testimonials are genuine.
  5. If the landing page promotes a product or service but is formatted to look like an article there must be a clear advertorial disclosure at the top of the page.
  6. Landing page links and functionality must work and contain clickable links to completed pages.
  7. Landing pages with logos that are taken or emulate popular brands (Women’s Day, People, Time, MSN etc.) will be rejected.
  8. If there is a video on the landing page, the viewer can press play, pause and adjust volume.
  9. If a free trial which results in a subscription (negative option or rebill offer), the monthly service charge must be conspicuously displayed in the page where the user opts in for such service. Undisclosed rebill offers will be rejected.

6.Source name

The source name must match the name of the company, product, service, category, or website. We will not accept “learn more” or “click here” or any other call to action other than a reasonable description of the source of the offer/content.

Advertiser dashboard

The advertiser’s dashboard displays the status of each ad submitted and if rejected, the reason for the ad’s rejection.

Typical Tap Native multi-slot unit with 3 approved ads

Note the header “Invest in your health” can be customized by the publisher as well as the fonts and font colors. “Ads by Tap Native” is standard across most placements. A few placements say sponsored or “Advertisement” above or below the ad’s container.

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Tap Native ad units are integrated within the content of popular health destination sites. You can see in the example below that Tap Native ad units focus on health and provide the source of the content: