Rokt Ads Policies
Advertisers leverage Rokt to acquire customers at scale; in a channel with proven conversion propensity - the Transaction Moment. Rokt's platform helps advertisers achieve business outcomes by delivering relevant offers and experiences, thus increasing engagement and conversions. Furthermore, Rokt’s network unlocks access to billions of Ecommerce transactions and engaged customers.
Rokt supports the following campaign objective types for 3rd party Advertisers -
- Traffic
- App Install
- Promotion
- Credit Card Application
Creative 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:
- 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.
- 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.
Approval decision examples
Example creatives | Approval 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 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.
Call to Action (CTA) Requirements
All creative formats include a positive call to action (CTA) that must be compliant with our creative requirements. While all creatives are usually displayed with both a positive and negative call to action, only the positive call to action is customizable by the advertiser, with a limit of 20 characters.
The most common is ‘Yes please’ and its non-English equivalent (e.g. Sí, por favor; Oui, merci; Zum angebot, はい、お願いします). 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 negative call to action for all English creatives is “Decline”, or its non-English equivalent (Décliner, Ablehnen, 拒否する, Rechazar), and is not customizable by the advertiser.
Offer format requirements
There are three primary creative formats available on Rokt layouts: Standard, Benefits, and Savings. Below are the character and image guidelines for each format:
Standard Format
- Use Case: General offer messaging
- Permitted Image Types: Brand Logo, Brand Icon, Product Image, Credit Card Image.
- 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.
Example of Standard Format:

Benefits Format
- Use Case: Highlighting multiple key features or benefits of an offer
- Permitted Image Types: Brand Logo, Brand Icon, Credit Card Image. (See Section 4.2.4 for detailed Image Requirements).
- Text Components & Limits:
- Title: Minimum 5 characters and maximum 80 characters
- Benefits Copy: Each individual benefit point text has a maximum limit of 50 characters. You must provide 3 distinct benefit points.
- Positive Call to Action (CTA): Maximum 20 characters.
Example of Benefits Format:

Savings Format
- Use Case: Clearly presenting a specific monetary saving or discount amount
- Permitted Image Types: Brand Logo, Brand Icon, Credit Card Image. (See Section 4.2.4 for detailed Image Requirements).
- Text Components & Limits:
- Title: Minimum 5 characters and maximum 125 characters . (Note: We recommend keeping titles under 100 characters for optimal display across devices).
- Promotion or discount amount: Values expressed as a dollar amount (see example)
- Positive Call to Action (CTA): Maximum 20 characters.
Example of Savings Format:

Compact Format
- Use Case: Minimalist creative messaging that focuses on the brand and associated offer
- Permitted Image Types: Brand Icon, Credit Card Image. (See Section 4.2.4 for detailed Image Requirements).
- Text Components & Limits:
- Title: Maximum 125 characters
- Positive Call to Action (CTA): Maximum 20 characters.
Example of Compact Format:

Callout Tags
Callout tags are short, informational phrases that highlight important aspects of your offer, such as promotional value, social proof, or guarantees. Unlike calls to action (CTAs), callout tags do not urge users to act, but instead emphasize relevant details. Tags are optional and may appear alongside your creative in certain layouts.

There are three types of callout tag: Promotion/Value, Social Proof, and Offer Guarantee. These tags are optional. Below are the character and guidelines for each:
General Callout Tag Requirements:
- Text Limit: Maximum 20 characters
- Tags must comply with general Creative Requirements, emphasizing:
- Accuracy, verifiability, and full adherence to legal and regulatory standards.
- Clear alignment with the associated offer or landing page content.
- No use of all-caps or title case for non-proper nouns.
- Tags must be specific, using precise amounts, timeframes, or percentages where possible.
- Avoid vague, subjective, or unverifiable language.
- Disclaimers must be used to clarify conditions.
- Do not use language that functions as a CTA (e.g. “Get $20 off”).