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Campaign Policies


Rokt’s Ecommerce technology helps companies unleash the potential of every Transaction Moment to grow revenue and acquire new customers at scale. We define and enforce these campaign policies to ensure a sustainable, safe, and consistent marketplace for our clients and customers. The purpose of these policies is to define what content is permitted on our platform. Our goal is to ensure a positive customer experience, and in doing so, we sometimes prohibit more content than is required by law.

Rokt reserves the right to reject, remove or exclude content for any reason, and our policies are subject to change at any time without notice. Content that is already live is subject to review at all times. Rokt regularly reviews changes in laws, norms, and industry standards, and will revise these policies as we deem appropriate.

Offers appear in the Transaction Moment and involve multiple stakeholders - the Partner (the ecommerce site where a customer transacts), the Advertiser (which offers a relevant product or service), and the customer (which gives the Advertiser’s offer consideration and potentially engages). Rokt powers this exchange and acts as a trusted intermediary. One of Rokt’s primary goals is to ensure the customer fully understands and consents to the Advertiser’s offer upon engaging. We accomplish and enforce that in a handful of ways, as detailed in this section.

Rhetorical tests

When a customer views an offer in the Rokt marketplace, creatives must include sufficient detail to answer the following questions to generate valid consent:

  1. Who am I engaging with (which Advertiser)?
  2. What am I being offered—product, service, discount, or offer?
  3. What are the relevant considerations associated with that offer?

Accuracy and misrepresentation

All campaigns at Rokt must adhere to the following:

  • Be fair, accurate, transparent, and truthful.
  • Be capable of being objectively proven/substantiated.
  • Remain up to date throughout the campaign.
  • Specify any limitations on the availability of the product, and the offer, discount, or service.

All campaigns at Rokt must not:

  • Make fraudulent, false, or misleading offers.
  • Rely on disclaimers to fix or negate a misleading impression contained in the principal campaign message (clickbait); disclaimers may only clarify or qualify a claim.
  • Make unverifiable competitive claims, superlatives, offers, discounts, and pricing.
  • Contain any misrepresentations or suggest that any entity has any approval, partnership, or sponsorship of another entity that it does not legally have.
  • Contain offensive, inappropriate, sensitive, or illegal content.
  • Contain content that depicts violence, harm, discrimination or could evoke discomfort or distress.

Terms and Conditions, Privacy Policy, and Disclaimer

Additional terms and conditions or privacy policies, which appear via a clickable link, may be utilized at the Advertiser's discretion, or if required by Rokt. A disclaimer, which is displayed in full alongside the offer, may also be utilized. The language used in the Terms & Conditions, Disclaimers and Privacy Policies must match that of the campaign.

Terms & ConditionsAny applicable rules related to the Advertiser’s offer. General terms of use should be covered on the Advertiser’s site and are not a valid use for Terms & Conditions.If a customer is entitled to 10% off, the Terms & Conditions must explicitly state all caveats to the offer (e.g., $100 minimum spend, becoming a member of the Advertiser, etc).
DisclaimerProvides further clarity, especially the limitations and caveats, i.e., fine print. Disclaimers must be fewer than 100 characters in length.Fine print for a financial product that may be required by law to be disclosed alongside the offer.
Privacy PolicyDisclosure on the handling of customers' data and related privacy concerns. May include data usage, storage, transmission, deletion, etc.Upon opting in, customers are prompted to fill in a form before redeeming an offer.

Call to Action (CTA) requirements

We require all creatives to include a positive call to action. The most common on our platform is ‘Yes please’. The response copy must not be a term that could be confused with broader Partner site navigation commands (e.g., next, continue, proceed, advance). The only permissible negative call to action is “No thanks” and its non-English equivalents (e.g. Nein, danke; Non, merci; いいえ、結構です, etc).

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.
ABC Apparel has the latest fashion trends and hottest sales! Get 10% off your first purchase.Approved—the Advertiser and offer are clearly articulated.
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.

Editorial requirements

Copy requirements

Rokt requires that all advertising copy on our platform meets professional standards.

We do not allow:

  • Unnecessary repetition (“deals, deals, deals”).
  • Excessive punctuation, symbols, or characters (#, $, ;-), !).
  • Gimmicky punctuation, incorrect spelling, or incorrect grammar.
  • Improper capitalization—including for emphasis words such as FREE or CHEAP.
  • Improper capitalization of non-proper nouns. Rokt will determine case-by-case if a noun should be a proper noun.
  • Incorrect or excessive spacing—e.g., winaprize, or spaces between words or letters (e.g., w i n).
  • Non-standard spelling or grammar for the market where the campaign is running, e.g., "Realize your dream" instead of “Realise" for a UK campaign.
  • Use of italic, bold, or other modified fonts.
  • Dynamic variables that do not include a fallback value, or a fallback value that otherwise does not meet all other requirements, including those of correct grammar and punctuation.
  • Creative titles that only refer to the customer’s name '{rokt.firstname|Jenny}!'.
  • References to specific products, pages, customer segments, or actions that a customer recently made or has not yet made.

Notable exceptions include:

  • When an Advertiser offering (i.e. ABC Bank Everyday Cash Card) is capitalized as a result of Advertiser product branding and marketing, we may align our creative capitalization with that of the Advertiser, provided that the capitalization is also consistent with their website.
  • An asterisk “*” is allowed when referring to the Disclaimer. The Disclaimer should begin with an asterisk as well.

The overall creative is limited to 175 characters. This is distributed across two distinct fields: title and creative copy. The creative title supports up to 50 characters. The creative copy is limited to 175 characters, less the number of characters used in the creative title. The call to action has a separate limit of 20 characters.

Approval Decision Examples
Example creativesApproval decision
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.

Brand domain requirements

All creatives are required to specify brand domains associated with the offer, to include first party domains or otherwise. This ensures Rokt's Partners are able to prevent certain offers from running on their sites.

Image requirements

As an Advertiser, you’ll show a logo or product-related image alongside your creative text in some placements. Given the native nature of Rokt Ads, many Advertisers choose to use their logo.

Remember: An image is not guaranteed to show in all placements, so the creative text must communicate the message and adhere to the broader campaign policies independently to the image.

Technical requirements

We ask that images meet follow these technical specifications:

File format: .PNG or .JPG
Maximum file size: 2MB
Aspect ratio: Between 1:1 and 1.91:1 (3:2 recommended for best results)
Aspect ratio tolerance: 3%
Minimum dimensions: 400 x 400 pixels
White space: Logo must take up at least 80% of the overall image area

Design recommendations

To ensure your images appear well-sized and optimally on the Rokt network, we recommend the following:

  • 1:1 (1080 x 1080 pixels) for square logos.
  • 3:2 (1080 x 565 pixels) for landscape logos and product images
    We recommend that you use a high-quality version of any logo or image to be sure it renders well on devices with retina display.
Image policies

To ensure an optimal experience for your customers, please apply the following policies:

  • Logos can be the brand or product logo/name and take up at least 80% of the overall image area. We recommend a transparent background. We also accept a solid white (#ffffff) background.
  • A product image must be directly related to your product or service. For example, a smiling face is acceptable for a dental product/service, but unacceptable for food subscription. We’ve included additional examples below. Rokt has complete discretion when deciding what is appropriate.
  • A logo can be superimposed over a product image, as long as it’s legible when the image is scaled down to 400px wide. Specifically, the superimposed logo must take up >20% of the total image area.
  • Images and/or logos must be static, not animated.
  • All meaningful contents of the image must be clear and legible when the image is scaled to 400px width. E.g. Illegible cardholder name on a credit card is acceptable.
  • Any text besides the brand name or product name is not permitted. This includes any call to action like ‘click here’, etc.
  • Images and/or logos must comply with Rokt’s broader campaign policies, including policies around prohibited, sensitive, and illegal content. As a general rule, any image that depicts violence, harm, discrimination or could evoke discomfort or distress is unacceptable. Our approval committee will use their discretion when reviewing any questionable images.
  • Advertisers must own the rights to the image and watermarks are unacceptable.


WC_logoAdvertiser: Wildlife and conservation charity
✅ Relevant product image.

❌ Logo is illegible and under the threshold of 20% of the image.
WC_textAdvertiser: Wildlife and conservation charity
✅ Relevant product image.

❌ Text other than brand or product name.
rokt_logo_yes✅ Properly cropped to remove white space. High resolution and not pixelated.
rokt_logo_no❌ Too much white space around the logo. Text cannot be added above or below a logo.
food_subAdvertiser: Food subscription
✅ Logo is part of the image rather than overlaid.

✅ Relevant product image.
dentalAdvertiser: Food subscription
❌ Irrelevant product image to product/service being offered.

Advertiser: Dental service/product
✅ Relevant product image.

Customer Confirmation Email requirements

Our customer confirmation email is an optional feature that sends an email to a customer upon their acceptance of an offer. It can include coupon details, if applicable.

Email content is subject to the broader campaign policies. Please pay particular attention to editorial copy, image, links, and prohibited content. Email content is also restricted by the limitations of Rokt's email template, please contact your account manager with any questions.

Coupon requirements

Coupon codes are only allowed to be mentioned in the creative if:

  • The exact coupon code is explicitly found on the landing page for the customer to apply, or
  • The creative comes with a Customer Confirmation Email which contains the exact coupon code mentioned in the creative, or
  • Coupon code will be automatically applied once the customer checks out.

Creatives must include a hyperlink to the Advertiser’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.
  • Link to a page where the back button is disabled or which interferes with a customer’s capacity to navigate.

Other requirements:

  • Advertisers must not substantively update their linked landing pages without notifying their Rokt account manager or emailing

Prohibited content

Rokt prohibits certain content to protect the health and viability of its marketplace and as required by law. Rokt maintains sole discretion to reject, remove, or exclude content for any reason. Our prohibited content policies are subject to change at any time, without notice. Content that is already live can later become prohibited. We focus our enforcement around the creative and nature of the Advertiser’s business. For example, a department store that carries weapons amongst a wide range of acceptable products would be permitted, as long as they are not promoting the sale of weapons on our network. The following policy is not exhaustive.

The following categories are explicitly prohibited:

  • Illegal practices, or of questionable legality and compliance, such as the promotion of illegal drugs, unregulated lending, unregulated gaming/gambling, etc.
  • Dishonest practices, such as counterfeit goods, academic cheating, file sharing, spyware, etc.
  • Adult content, such as pornography, escort services, genitalia enhancement, nudity, sexually suggestive content, etc.
  • Dangerous practices or violence-related, such as the sale of weapons.
  • Discriminatory content, such as on the basis of race, ethnicity, nationality, religion, religious beliefs, age, disability, employment, language, sex, gender identity, or sexual orientation.
  • Tobacco and nicotine products including cigarettes, cigars, e-cigarettes, and vapes.
  • High Annual Percentage Rate (APR) financial products, defined as over 36% APR to include credit cards, loans, and BNPL.
  • Promotion of specific cryptocurrency/s or non-fungible token/s (NFTs) (e.g. Bitcoin and cryptopunk). Due to the complex and evolving nature of regulations we only permit Exchanges that are licensed providers and comply with local laws.

Rokt permits our Partners to further restrict what type of content is allowed on their site. For example, our bespoke controls can accommodate preferences to disallow content at their discretion.

Compliance with Industry Licensure and Codes

Rokt expects campaigns to reflect the legal and regulatory consensus applicable to each market where the campaign is run. Campaigns must not contain any information that is contrary to any relevant industry code applicable in a particular market. Campaigns must not inappropriately relate to any financial, real estate, medical, pharmaceutical, or any other matters that would require the Advertiser to hold any particular professional services license, where the Advertiser does not hold such a license.

Targeting Restrictions

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

  • 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 customers for which their products or services are not suitable or appropriate. For example, alcohol Advertisers must restrict age targeting to appropriate age in the market, i.e., 21+ in the US.
  • Target, or upload the data of, children under 16 on any website, application, or service that collects or stores age information from individuals under the age of 16.
  • Employ creatives that make reference to specific past interactions or behaviors.
  • Target or suppress an individual without explicit consent. Explicit consent exists for targeting if the individual reasonably expects to hear from the Advertiser due to a pre-existing relationship, and the Advertiser can provide personally identifiable information (PII) such as an email address or phone number.

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.
  • The commission or alleged commission of any crime.
  • Divorce or marital separation.

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

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