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Rokt Ads Policies

Advertisers leverage Rokt to acquire customers at scale in the Transaction Moment. This guide covers format specifications, creative component requirements, and additional policies that ensure professional, compliant, and effective campaigns.

Creative policiesDirect link to Creative policies

Click any component on the ad mockup or select from the list below to reveal its exact policy requirements and constraints.

Creative Copy RequirementsDirect link to Creative Copy Requirements

Rokt requires that all advertising copy on our platform meets professional standards. This section outlines the mandatory standards for all advertising copy on the Rokt platform, ensuring professional, compliant, and effective communication across all campaigns.

General copy standards:

  • Include the advertiser’s brand name in the creative copy (title or body copy), even if it appears prominently in the logo.
  • Creative titles must be three words or more. If exactly three words are used, the title must not include the customer’s first name. The following patterns are not allowed: a one-word title such as “Congratulations!” or a three-word title with first name, such as “Thank you {rokt.firstname|shopper}”.
  • Only refer to the customer’s name '{rokt.firstname|}' once throughout the creative copy.
  • Must not directly reference specific page types or interactions with hard-coded text, such as “Your order,” “Your payment,” “Your sign up,” or with phrases like “You just missed out on this discount.”
  • Avoid excessive repetitive messaging intended to elicit engagement (e.g., repeating “Get $20 off”). Generally, repeating the same message more than once in each creative component (Value Tag, Title, Body, or CTA) is considered repetitive.

Language, formatting, and style:

  • Ensure correct spelling, punctuation, formatting and grammar for the market where the campaign is running (e.g., use "Realise", not “Realize”, for a UK campaign).
  • Ensure proper word spacing; merged or overly spaced words (e.g., "winaprize" or "w i n") are not allowed.
  • Do not use unnecessary repetition (e.g.,“deals, deals, deals”).
  • Do not use excessive punctuation: use each symbol or punctuation mark (such as !, $, #, ?, or *) only once per phrase.
  • Do not use gimmicky or emoticon-style punctuation (e.g., ";-)", "<3").
  • Do not use all-caps capitalization, including for emphasis words such as FREE or CHEAP.
  • Do not use title case capitalization of non-proper nouns; Rokt will determine on a case-by-case basis if a noun can use title case (i.e. to adhere to a Brand’s messaging.)
  • Do not use italic, bold, or other modified fonts for emphasis.

Notable exceptions:

  • When a Brand’s offering (e.g., ABC Bank Everyday Cash Card) is capitalized as a result of product branding and marketing, we may align our creative capitalization with that of the Brand, provided that the capitalization is also consistent with their website.
  • An asterisk “*” is only allowed when referring to the Disclaimer. The asterisk should appear immediately after the referenced text and be used once per unique claim. The disclaimer should begin with an asterisk.

The following content is prohibited:

  • Obscene or profane language including swear or curse words and related misspellings.
  • Manipulative, shaming, or emotionally coercive language (e.g. "Stop being lazy." or "Hurry, only losers miss this deal!")
  • Sexually suggestive language.
  • References to other brands within creative messaging or imagery, unless a strategic relationship or proper licensing and verifiable business permissions exists between entities.
  • Add-to-purchase language that suggests an action is directly tied to the customer's recent purchase, unless express consent has been granted by the partner. Reward-based messaging (e.g., "Your {customer action} earned") is acceptable.
  • Text that assigns a label to, or implies knowledge of, a customer based on Sensitive Personal Information or personal attributes (e.g., age, health, disability, gender identity), including phrasing like "Hi parent," "As a diabetic...," or "For seniors like you." Possessive or aspirational marketing language that speaks to general consumer interests is permitted, including phrasing like "Your dog will love this," "Protect your home," or "For pet owners."
  • Offer messaging that is misaligned with Rokt's accuracy policies and Landing Page requirements, including claims that do not match the offer presented on the landing page (e.g., promoting exclusivity or urgency such as "Limited time offer", unless this is substantiated and/or reflected on the landing page).
Approval decision examples
Example creativesApproval decision
Click for the latest fashion trends and hottest sales! Get 10% off your first purchase.Rejected—Advertiser brand missing
Receive 20% off when you register! Register today and receive 20% off.Rejected—Repetitive messaging to elicit engagement
ABC Apparel has the latest fashion trends and hottest sales! Get 10% off your first purchase.Approved—the Advertiser and offer are clearly articulated.
[Creative Title] Congrats, {rokt.firstname|to you}!Rejected—Creative title is fewer than 3 words
[Creative Title] Thank you, {rokt.firstname|shopper}!Rejected—Creative title is exactly three words and uses {rokt.firstname}
Purchase a new phone for $10 from Acme Company.Rejected—Not clear that the offer is condition dependent.
Purchase a new phone for $10 on a 24 month plan from ABC Company. Terms & Conditions.Approved—Clear to the user what will happen next and acknowledges the conditions associated with the offer. Note: Terms & Conditions will be a clickable link.
You've been chosen by Partner name to get four tickets to ABC cinema for a dollar. Find out how!Rejected—Suggests affiliation and recommendation on the Partner’s behalf.
Acme Apparel has the latest fashion trends and hottest SALES! Get 10% off your first purchase.Rejected—Inappropriate capitalization in the word SALES
Win a free balloon from Acme Company. Click yes please to find out more!!!Rejected—Repeat exclamation marks.

Use of Testimonials and Unsubstantiated ClaimsDirect link to Use of Testimonials and Unsubstantiated Claims

Creative copy can express enthusiasm or hyperbole using clearly attributed customer testimonials or opinions (e.g., “‘I live in these sneakers!’ - John S.”). Enthusiastic language should be clearly subjective and not imply factual guarantees. Claims related to health, medical outcomes, financial results, or performance guarantees must be supported by credible and verifiable evidence. Such claims will be subject to rigorous review and should avoid suggesting certainty or universal applicability without clear substantiation.

Advertisers can utilize customer-style testimonials in ad copy, provided they:

  • Use quotation marks clearly indicating testimonial content,
  • Reflect genuine personal experiences or subjective opinions (e.g., “I love this product”),
  • Do not include unverifiable or misleading factual claims (e.g., “#1 best-selling shoes nationwide” without substantiated proof). Clearly subjective enthusiasm (e.g., “These are the best shoes I’ve ever worn!”) is permitted with proper attribution within the creative copy, and
  • Preserve original meaning and context when editing or shortening testimonials.

Advertisers are encouraged to use disclaimers to clarify limitations or context, particularly if claims could potentially mislead or set unrealistic expectations.

Offer format requirementsDirect link to Offer format requirements

There are several creative formats available on Rokt layouts, including Standard, Benefits, Compact, and Savings. Below are the character and image guidelines for each format:

Use CaseDirect link to Use Case

General offer messaging

Text Components & LimitsDirect link to Text Components & Limits

  • Title: Minimum 5 characters and maximum 50 characters
  • Title & Body Copy: Maximum 175 characters combined. Specifically, Body Copy may be up to 175 characters, less characters used in Title.
  • Positive Call to Action (CTA): Maximum 20 characters.

Permitted Image TypesDirect link to Permitted Image Types

Brand Logo, Brand Icon, Product Image, Credit Card Image.

Example of the Standard format

Additional policiesDirect link to Additional policies

Additional requirements covering advertiser verticals, targeting, data protection, landing pages, email campaigns, and performance thresholds.

Advertiser-vertical specific requirements

Advertiser-vertical specific requirementsDirect link to Advertiser-vertical specific requirements

To meet industry regulations and ensure a clear customer experience, it is necessary for certain advertiser categories to have additional campaign, audience and creative requirements. These policies help maintain compliance and enhance transparency.

  1. Clear third-party identification: Include the brand name in the creative title and any imagery tied to the creative.
  2. Transparent cost disclosure: Creative must visibly state a paid subscription and/or the monthly or annual cost beyond a trial period.
  3. Accessible terms & conditions: Present T&Cs, which can be hyperlinked to a dedicated tab or directly to the advertisers’ website.
  4. Avoid referencing the completed transaction: Refrain from using language that connects offer redemption to the purchase the customer just completed. Examples of prohibited phrases include "cash back on today's offer" or "cash back on this order”.

Sports Betting, Casino and Gaming, and Lotto advertisers must adhere to the following requirements, where applicable:Direct link to Sports Betting, Casino and Gaming, and Lotto advertisers must adhere to the following requirements, where applicable:

  1. Geographic targeting: Campaigns may only target locations (countries, states, or regions) where the promoted activity is legal and where the Advertiser holds the necessary license or regulatory approval to serve gambling ads.
  2. Age targeting: Campaigns may only target customers who are of legal age to purchase or use the promoted products or services.
  3. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only.".
  4. Responsible gaming language and hotline information are required disclaimers as specified by law for applicable categories (e.g. Online Casinos, Sports Betting).
  5. Customer eligibility: For promotions, bonuses, and offers, eligibility must be specified (e.g. state residency or jurisdictional limitations, minimum deposit requirements, or time-limited offers).
  6. Avoid any guarantees: No offer should suggest that social, financial, or personal success is guaranteed. In other words, no suggestion that gambling is "risk free".

Following these requirements supports a positive experience for customers, advertisers, and our network, driving stronger outcomes for all parties.

Credit cards and loan advertisers must adhere to the following requirements:Direct link to Credit cards and loan advertisers must adhere to the following requirements:

  1. Targeting: Campaigns are prevented from using advanced targeting features based on protected classes or proxies, as required by law or by Rokt.
    • We remove age, gender, and granular location data (e.g. zip codes) from targeting options in the United States, Canada, and Europe, and disable Rokt Machine Learning from considering those attributes when adjusting advertiser bid amounts.

Alcohol and Wine Sellers advertisers must adhere to the following requirements:Direct link to Alcohol and Wine Sellers advertisers must adhere to the following requirements:

  1. Age targeting: Campaigns may only target customers who are of legal age to purchase or use the promoted products or services; for example:
    • US: 21+
    • UK: 18+
  2. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only."

Sweepstakes advertisers must adhere to the following requirements:Direct link to Sweepstakes advertisers must adhere to the following requirements:

  1. Age targeting: Campaigns may only target customers who are of legal age to enter the sweepstakes.
  2. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only."
  3. No purchase necessary: Sweepstakes campaign must not require a purchase or payment to enter. An alternative free method of entry (AMOE) must be clearly provided and disclosed on the advertiser’s landing page.
  4. Transparent cost disclosure: For sweepstakes requiring paid digital entry, accompany creatives with a disclaimer that references the paid entry cost.
Audience targeting requirements

Audience targeting requirementsDirect link to Audience targeting requirements

Rokt allows Brands to show campaigns to specific groupings of customers. Rokt sets policies to ensure that personalization is appropriate, measured, and does not negatively impact the customer experience. As such, Brands must not:

  • Target customers for which their products or services are not suitable or appropriate. For example, alcohol Brands must restrict age targeting to appropriate age in the market, i.e., 21+ in the US.
  • Use sensitive personal information (defined below) for the purpose of forming audiences and targeting.
  • Present campaigns or links to any sites that contain, assert, or imply knowledge (whether true or not) of any sensitive personal information.
  • Target, or upload the data of, children under 16.

What is Sensitive Personal Information?Direct link to What is Sensitive Personal Information?

Sensitive personal information is considered, in its broadest sense:

  • Sexual behavior or orientation.
  • Racial or ethnic information.
  • Political affiliation.
  • Trade union membership.
  • Religion or religious/philosophical belief.
  • Negative financial status or personal hardship.
  • Health or medical information such as health conditions, treatments or procedures.
  • Status as a child under 16.
  • Status of having committed or allegedly committed any crime.
  • Divorce or marital separation.

This includes all information, whether or not it is correct, or whether actual or inferred.

Audience Targeting with Custom AudiencesDirect link to Audience Targeting with Custom Audiences

Brands may use custom audiences to target or suppress customers across the Rokt network.

To positively target a known individual using PII, a Brand must have that individual’s explicit consent to market to them. That is, the customer should reasonably expect to hear from the Brand due to a pre-existing relationship where the customer provided marketing consent and shared their PII. The Brand can then integrate the PII required to target (e.g., phone or email) with Rokt as a customer list from their CRM or in real time via a Rokt SDK or API integrated with their website or systems.

To retarget a group of unknown individuals (e.g., website visitors), a Brand can rely on device or other non-PII identifiers (e.g., Rokt Click ID) provided the target group includes at least 1,000 individuals and the customers do not receive invasive messaging about specific behaviors.

To exclude (suppress) customers using targeting, a Brand can use either PII or device based IDs without needing minimum target group size.

Coupon requirements

Coupon requirementsDirect link to Coupon requirements

Coupons and coupon codes must be linked to the Brand and creative such that they are consistent with the customer’s consent and expectations when received via email.

Brands are prohibited from using the name "Rokt", or any reference to “Rokt”, in any coupon codes to unlock discounts. "Rokt" is an intermediary technology and not intended for direct consumer-facing promotions.

Customer confirmation emails (CCEs)

Customer confirmation emails (CCEs)Direct link to Customer confirmation emails (CCEs)

Partner branded Customer Confirmation Emails (CCEs) may be used to support a Rokt Ads Campaign to help the customer redeem an offer from the ad campaign.

CCEs are "transactional emails" rather than a conventional "bulk marketing emails". The difference is that a "transactional email" is a direct response to a customer trigger (click/referral) and contains highly valuable information necessary for a customer to take the next step. For this reason, the offer should be differentiated from the Brand's standard marketing offer such that it brings additional value to the customer. This may be in the form of a coupon code, promo code, differentiated landing page and/or offer with an expiry date.

CCEs are supported for instances when a coupon code is required to redeem the offer, and that coupon code is not available on the landing page. Additional use cases are at Rokt's discretion.

CCEs should not be used to support Rokt Ads campaigns with generic branding messages or to introduce new offers. For example, the offer should not be generally available from the Brands' (product) home page (which is easily searchable) or require entry into a sweepstake (offer not guaranteed).

Details
When are they used?May be utilized for Rokt Ads Campaigns
Who sends itRokt (on behalf of the Partner)
PurposeHelp the customer redeem an offer from the ad campaign
TimingMust be sent within 1 hour of the referral
Volume Allowed1 email per campaign
Content RulesMust:
- Include the brand name
- Clearly articulate the offer
- Be offer-specific (not general marketing)
- Avoid sweepstakes or homepage links
Editorial ComplianceMust follow Rokt campaign editorial guidelines.
Unsubscribe MonitoringPaused at 2% unsubscribe rate (threshold applies after 2,500 sends)

Note that the CCE sender domain, name, subject line, header and footer are all controlled by the Partner.

Data protection, privacy & security

Data protection, privacy & securityDirect link to Data protection, privacy & security

Any personal information or personal data Brands receive that is collected from customers via a campaign on the Rokt network must not be:

  • Disclosed, sold, rented, forwarded, made public.
  • Shared in any way with any other third party.
  • Used other than to facilitate the services that the customer has consented to participate in or receive from the Brand as specified in the campaign creative.

When storing, transferring and managing this personal information or personal data, all necessary precautions must be taken to prevent a possible data breach and protect against misuse of its consented purpose.

Rokt does not knowingly collect Personal Information from or about children under the age of 13. If we learn that we have collected Personal Information of a child under the age of 13, we will delete that data from our systems. Brands must not knowingly use any personal data about children under the age of 16 when running campaigns on the Rokt network and must cease marketing to any customer referred from the Rokt network if it later becomes evident the customer is under 16.

Landing page requirements

Landing page requirementsDirect link to Landing page requirements

Creatives must include a hyperlink to the Brand’s landing page. Rokt sets and enforces policies around links and their associated landing pages.

Links and landing pages must:

  • Use HTTPS protocol.
  • Contain offers matching and relevant to those indicated in the creative copy.
  • Be viewable in commonly used browsers like Chrome, Safari, Edge and FireFox.

Links and landing pages must not:

  • Contain any deceptive or prohibited content or techniques.
  • Contain any personally identifiable information (PII).
  • Link to a page where the back button is disabled or which interferes with a customer’s capacity to navigate.

Other requirements:

  • Brands must not substantively update their linked landing pages without notifying their Rokt account manager or emailing support@rokt.com.
Performance thresholds

Performance thresholdsDirect link to Performance thresholds

CreativeDirect link to Creative

Rokt utilizes a variety of measures to monitor performance. Most notably we enforce a minimum Quality Score (QS) cut off to ensure a minimum level of customer relevance and client value. Any creative that falls below the level isn’t eligible to display. Minimum thresholds are defined by Rokt and can vary by region and partner. We also monitor bounce rate from the landing page - indicating a disconnect in the customer expectations. Whilst bounce rates are factored into Rokt’s predictions, we may take action to pause a campaign if bounce rates are excessively high.

Email Campaigns (Nurture and Customer Confirmation Emails)Direct link to Email Campaigns (Nurture and Customer Confirmation Emails)

The performance of email campaigns (both Nurture and Customer Confirmation Emails), measured through their Unsubscribe Rate, will be actively monitored to ensure they meet the expectations of customers and avoid compromising email sender domains and deliverability. Users will be notified via email and in Rokt One Platform once the warning threshold is reached.

Email campaigns will be automatically paused when the pause threshold is reached, with automated alerts delivered to the campaign account manager via email. The campaign audience will continue to run provided coupon delivery is not required. If coupon delivery is required, and all nurtures are paused, the campaign audiences will also be paused to ensure the customer expectation is met. Paused email creatives due to underperformance are unable to be re-enabled. Instead, a new email creative must be created and approved before setting live.

Unsubscribe Rate Thresholds (based on rolling 30 days of data):

Email TypeWarning ThresholdPause Threshold*
Customer Confirmation Emails1%2%
Nurture Emails1%2%
*Note that there is a minimum volume of 2,500 sends before pause thresholds are enabled for a given campaign.
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Last updated Sep 28, 2026