This Advertising Policy (“Policy”) sets the content, creative, and landing-page standards for all advertising served through the MailAdx platform. It applies to every Advertiser, agency, ad network, and demand partner whose creatives are delivered through MailAdx, including direct-sold deals, the MailAdx marketplace, native ads, Ad Journeys, and OpenRTB demand. This Policy is incorporated into and forms part of our Terms of Service.
Effective date: July 12, 2026 | Last updated: July 12, 2026
1. Scope and review
Every creative, click-through URL, and landing page submitted to MailAdx is subject to review before and after it serves. Review combines automated checks (malware scanning, redirect-chain analysis, prohibited content classifiers) with manual review. Approval of a creative is not legal advice and does not transfer responsibility: Advertisers remain solely responsible for ensuring their ads, products, and landing pages comply with applicable law in every jurisdiction where the ads may be delivered.
We may re-review, pause, or remove any creative at any time, including creatives that were previously approved, if we become aware of a violation, a legal requirement, or a Publisher brand-safety conflict.
2. Prohibited content
The following may never be advertised through MailAdx, in any jurisdiction:
- Illegal products and services — anything illegal where the ad is served, including illegal drugs and drug paraphernalia, unlicensed pharmaceuticals, and services that facilitate illegal activity.
- Counterfeit and infringing goods — counterfeit products, replicas marketed as genuine, and content that infringes third-party copyright, trademark, or other intellectual-property rights.
- Weapons and explosives — firearms, ammunition, explosives, and instructions for making them.
- Adult and sexually explicit content — pornography, escort services, and sexually explicit material. Any content sexualizing minors results in immediate termination and referral to law enforcement.
- Hate, violence, and harassment — content that promotes hatred, discrimination, violence, or harassment against any person or group based on protected characteristics.
- Malware and deceptive software — creatives or landing pages that deliver malware, spyware, or unwanted software; phishing; credential harvesting; technical-support scams; forced downloads.
- Deceptive and misleading claims — false or unsubstantiated claims, fake endorsements or fabricated testimonials, fake scarcity or countdown timers that reset, “miracle cure” health claims, and impersonation of brands, government bodies, or the recipient's email provider.
- Fraudulent financial schemes — pyramid and Ponzi schemes, get-rich-quick offers, guaranteed-return investments, and unregistered securities offerings.
- Tobacco and vaping products — cigarettes, cigars, e-cigarettes, and vaping liquids.
- Exploitation of sensitive events — ads that exploit deaths, disasters, conflicts, or public-health emergencies for commercial gain without a genuine connection.
3. Restricted content (allowed with conditions)
The following categories may be advertised only where legal in the targeted geography, only on newsletters whose Publishers have opted in to the category, and subject to the conditions below. Advertisers must declare the correct category at campaign setup; miscategorization is itself a violation.
- Alcohol — permitted only where legal, must not target or appeal to minors, and must not depict excessive consumption. Publishers with age-sensitive audiences may block the category.
- Gambling and real-money gaming — the operator must hold a valid license for every targeted geography, include responsible-gambling messaging where required, and must not target minors or self-excluded individuals.
- Financial services and crypto assets — lenders, brokers, exchanges, and crypto offerings must hold required registrations or licenses, disclose material risks and fees, and must not promise or imply guaranteed returns.
- Health, pharmaceuticals, and supplements — prescription-drug advertising only where permitted by law; supplements must not make disease-treatment claims; before/after imagery must reflect typical results and carry required disclaimers.
- Political and issue advertising — permitted only with verified advertiser identity, “paid for by” disclosure inside the creative, and compliance with all electoral law in the targeted geography, including blackout periods.
- Dating services — no sexually explicit imagery, no deceptive profiles in creatives.
- CBD and hemp-derived products — only where legal in every targeted geography and with no medical claims.
4. Creative standards for email
Because MailAdx ads render inside newsletters at open time, creatives must additionally:
- Clearly identify the advertiser or brand; ads may not masquerade as personal correspondence or as editorial content of the newsletter.
- Meet the placement's declared dimensions and file-size limits, and render legibly at both desktop and mobile widths without relying on external scripts (scripts do not execute in email clients).
- Not simulate interactive elements that do not work in email (fake play buttons, fake form fields, fake unsubscribe links) or mimic email-client UI such as attachment chips or security warnings.
- Not use strobing, rapidly flashing, or seizure-inducing animation.
- Use HTTPS for all creative assets and click-through URLs.
- For native ads rendered by MailAdx, accept the sponsored label applied by the platform; Advertisers may not attempt to suppress or obscure ad labeling.
5. Landing page standards
- The landing page must match the offer, product, and brand shown in the creative.
- No redirect chains through hidden interstitials, auto-downloads, or pop-up traps that prevent the reader from leaving.
- Landing pages that collect personal data must present a privacy policy and obtain any legally required consent.
- Landing pages must be reachable, functional, and served over HTTPS for the life of the campaign. We monitor landing pages after approval and pause campaigns whose destinations break or change substantively.
6. Data collection and tracking
- Creatives may include only the tracking approved for the placement. Hidden pixels beyond the MailAdx measurement beacons, fingerprinting scripts on click, and cookie stuffing are prohibited.
- Advertisers must honor consent and opt-out signals passed by MailAdx and must not attempt to re-identify hashed subscriber identifiers.
- Conversion postbacks must reflect genuine conversion events; fabricating or replaying conversion signals to manipulate optimization is prohibited.
7. Audience and targeting restrictions
- Campaigns may not target minors, and may not use sensitive-category segments (health conditions, religion, sexual orientation, precise financial status) in ways prohibited by applicable law.
- Retargeting and audience-extension segments must be used in accordance with the consent basis under which they were built, as described in our Privacy Policy.
8. Enforcement
Depending on severity and history, enforcement may include:
- Rejection of a creative with a stated reason, and re-submission after correction.
- Pausing of live campaigns and removal of creatives from the waterfall.
- Suspension or termination of the account for serious or repeated violations, with forfeiture of amounts attributable to the violation as permitted by law.
- Withholding of related Publisher earnings where a Publisher knowingly facilitated the violation, as described in our Monetisation Policy.
Advertisers may appeal an enforcement decision by contacting policy@mailadx.com within 30 days with the campaign ID and the basis for the appeal. We respond to appeals within 10 business days.
9. Changes to this Policy
We may update this Policy as laws, industry standards, and platform capabilities evolve. Material changes will be posted on this page with an updated effective date, and campaigns already in flight will be given a reasonable window to comply where practicable.
10. Contact
Policy questions and appeals: policy@mailadx.com
Legal: legal@mailadx.com
Related documents: Terms of Service, Monetisation Policy, Invalid Traffic Policy, Privacy Policy