Disclaimer

This presentation contains compliance

guidelines obtained by Kendago thanks to its
close relationships with the tier1 networks.

Policy can change at any time, so Kendago

assumes no responsibility for the information
shared verbally or within this presentation.
Compliance Guidelines

September 2019
About Kendago
Established in 2006, Kendago is a master in performance marketing thanks
to 5 core strengths:
• Compliance Expertise – the ability to pre-approve, revive & ensure brands
are safe from policy issues

• Campaign Management – over 14 years of hands on experience managing

global campaigns

• Large Creative Team – 30 of the best producers, video editors, graphic

designers and copywriters

• Work Relationships – great relationships with the Tier1 networks (Facebook,

Google, Taboola, etc…)

• Long-Term Success – scaling the biggest direct response brands to 8 figures

and above
Compliance is here to stay, and it’ll only get stricter…

• From inception, Kendago has been always compliant

• Many have overlooked compliance, in order not to hurt conversions
• Facebook uses a combination of automated and manual reviews
• The goal is to be as aggressive as possible while still considered compliant
• The secret sauce:
– Understanding compliance requirements on every network
– Knowing how to make claims
– Building a brand, or at least an appearance of one
– Managing relationships with the big networks
Facebook: The Zuck Test
•)

BUSINESS MODEL
Is your business model on Facebook
appropriate?

USER RESPONSE TO AD CONTENT

Do your ads improve user experience?

BRAND vs LANDING PAGE

Do you have a brand or just another
landing page?
Ads go through a series of complex
systems to ensure that they don’t violate
ad policies

REACTIVE REVIEW
Ad is approved
and goes live

APPROVED (OR
PENALIZATION)

CREATE AD FACEBOOK AD REVIEW SYSTEM (MACHINE LEARNING + HUMAN REVIEW)

DISAPPROVAL

Ad is not
approved, but
APPEAL can be appealed
The most common policy violations are:

A CLAIMS
B WITHHOLDING
C IDEALIZED/DEGRADED
BODY

D E
SHOCK AND SCARE AD FARM F G
SEXUAL/ ADULT
CONTENT
LANGUAGE:
USER
ATTRIBUTES
No
.
A

Claims
 Claims
•)

Spirit of policy:
No false, misleading, fraudulent, or deceptive claims
Claims must be substantiated
Clearly represent what is being advertised

Examples:

Not Allowed:
"Speak 12 languages in 20 days”
“Lose 15 lbs. in 7 days”

Allowed:

Non-numeric results in a specific time frame

"Learn languages in 5 days”
"Build programming skills in 3 months”
"Learn how to bike-ride in a week!”

A Non-Health and Non-Employment claim or testimonial with a Disclaimer

“Speak 12 languages in 20 days. *Results may vary.”
No
.
B

Withholding
 Withholding (Sensationalism/Engagement Bait)
•)

Withholding:
“There are foods that are bad for Arthritis. These are the worst 5.”

Sensationalism:
“7 MIND-BLOWING uses of carrots!”
“These diets will blow your mind!”
“All jazz fans must check this out!”

Engagement Bait:
“LIKE this or LOVE this if you love puppies”
“SHARE this with your friend that loves jazz music”
“Respond with 'YES' if you agree”
“Tag your friend that loves puppies too”
No
.
C

Idealized/Degraded Body
 Idealized/Degraded Body
•)

Examples:

1. Close-up on body parts or organs

2. Tape-measures/scales
3. Person with ill fitting clothes
4. Person pinching their fat/cellulite
5. Before and After Images
 Example Ads

Reason for disapproval?

 Idealized Body
What this means?
 Can’t promote the ideal or non-ideal body weight or body structure
 Tape measure around body or food will be flagged
Remedy?
 Avoid promoting the ideal body. Stay away from using tape measure around food or body
 Example Ads

Reason for disapproval?

 Before and After
What this means?
 Don’t use Before and After Images in the same frame
Remedy?
 Show them at different stages of a video ad
No
.
D

Shock And Scare

 Shock And Scare
•)

Examples:

Mutilation: Penetration by sharp object going through body

Violence directed at head/user: Pointing weapon towards screen/user

Torture of human/animal : Inflicting pain upon another human or animal where the victim doesn't defend
him/herself

Sexual Assault: Any form of encounter without consent with a sexual intention
 Example Ads

Reason for disapproval?

 Shock And Scare
What this means?
 Syringes on children or adult would be considered as shock and scare.
Remedy?
 Avoid using images with something being penetrated inside the body like syringes.
No
.
E

Ad Farm
 Ad Farm
•)

Examples:

1. Avoid directing ads to landing pages with minimal original content, or content that is difficult to access

2. Make sure your landing page's original content is not obstructed by ads or by links to other content

3. The original content on your landing page should be clear and easily navigable

4. Avoid distractions from your landing page's original content, such as excessive pop up ads, scrolling, clicks…

5. Avoid baiting people to click, such as overly cropped image ads

6. The content & branding on your landing page must be relevant to your ad
 Example Ads

Reason for disapproval?

 Ad Farm
What this means?
 Tons of ads in the landing Page
Remedy?
 Keep the ads on the landing page minimal and keep your landing page simple and easy to navigate
No
.
F

Adult Content
 Adult Content
•)

For all components, we would enforce on adult products and services such as:
Sex toys Videos, publications, live shows that promote the sale or use of adult products or
services.
Promotes sexually seductive services, i.e, “get her to want you”, “texts to send her to get her in bed”
Contraceptives that centers around pleasure.

Spirit of the Policy for Sexual: Ads may not position products or services in a sexually suggestive manner.

Spirit of the Policy for Adult Content:

Ads must not promote the sale or use of adult products and services, except for ads for family planning and
contraception. Ads for contraceptives must focus on the contraceptive features of the product, and not on the
sexual pleasure or sexual enhancement, and must be targeted to people 18 years or older.
 Example Ads

Reason for disapproval?

Sexual
What this means?
Sexually Suggestive poses
Remedy?
Avoid using vulgar language and sexually provocative images.
No
.
G

User Attributes
 User Attributes
•)

1.) Don’t offend people who use Facebook.

2.) Focus on your product as opposed to people on Facebook.

Types of Questions used in the ad copy:

Assertive: --Not Allowed

Ex: Straight teeth in three months!

Questions specific to the user: Not Allowed

Ex: Are you looking for braces for your teeth?
NOTE: Avoid using any language which targets specific users.

Conditional Questions: Allowed

Ex: Ever wondered why some people are tired during the day?
Customer Feedback Score
 CustomerFeedbackScore

 Facebook surveys buyers

 Based on feedback - a score (from 1-5) is given
5 is the best, 1 is the worst
 Low scores hurt (Below 2.0 costs more to reach people, below 1.0 lose account)
 Updated all the time
 Based on many factors (customer service, funnel, product experience, shipping, etc…)
 Will become prominent in 2020 – a user first approach to compliance
For more information: https://www.facebook.com/business/help/108127923199330
A look at Google

• Facebook policy was originally based on Google compliance

• Google policy has its own nuances (eg: disclaimers and references)
• More direct ads (with words like ‘you’ and ‘your’)
• Funnels with convincing journeys like quizzes and VSLs work best
• The true potential and scale is with display…
Compliant Ads
 Quiz that leads to a full length
dynamic VSL

Compliant Funnels
Pre-lander followed by full length VSL

Full length VSL

*Take into account: a standard ecommerce LP can bring down the customer value significantly
Conclusion

• Relationships with the tier1 networks are a key part of compliance

• Compliance done right, shouldn’t hurt conversions
• Policy is similar on the tier1 networks, but there are different nuances
• Build a brand and not just another offer
• Long term not short term
Policy Q&A
Thank you!

Adam.Feldman@Kendago.com
*If you’d like my full FTC Compliance presentation,

just email me and I’ll send it over.