Image ads

What’s the policy?

Image ads are ads that appear with a picture. To ensure that your image ads are appropriate, we also have additional requirements when using the image ad format, as shown below. The policies below apply to both standalone image ads and images ads created using the Ad gallery.

Technical requirements

Non-animated image ads
File type	.JPEG .JPG .PNG .GIF
File size	150 KB or smaller
Image size	Home Leader: 975 x 330 Home Right (4 positions): 380 x 225 Search Under Filter: 380 x 225 Search In-Line: 468 x 60 Single Listing: 468 x 60

Animated image ads
File type	.GIF
File size	150 KB or smaller
Image size	Home Page Banner: 620 x 400 Search In-Line: 850 x 125 Single Listing: 468 x 60
Animation length and speed	Animation length must be 30 seconds or shorter Animations can be looped, but the animations must stop after 30 seconds Animated GIF ads must be 5 fps or slower

Content requirements

Ads must take up the entire space of the image size you’ve chosen, and they can’t appear sideways or upside down. Ads can’t be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad. Papershop also doesn’t allow ads that expand beyond the frame or otherwise encroach on the website.

Relevance and Quality

Image ads must be relevant to the advertised site. Ad images must be clear and recognizable, with legible text. We don’t allow unclear, blurry, or unrecognizable images to be used in ads.

Strobing and Flashing

Papershop doesn’t allow strobing, flashing backgrounds, or otherwise distracting ads.

Mimicking site content, news articles, or text ads
Papershop doesn’t allow ads that mimic publisher content or layout, or news articles and features.

Trick to click
Papershop doesn’t allow ad behaviors that might trick a user into clicking the ad:

Ads cannot pretend to be a system or site warning.
Ads cannot mimic or resemble Windows, Mac, Unix, or Chrome OS dialogue boxes, error message, etc.
Ads should be clearly distinguishable as ads and as separate from the page’s content.
- Ad background must have the distinct look and feel of an ad.
- Ad product or offer must be clearly identified/promoted in connection with your brand, logo, or name.
- On all ads with partially black, white, or transparent backgrounds, you must add a visible border of a contrasting color to the majority background color of the creative.
A single ad in violation will result in a minimum of campaign disapproval.

Trick to click (animated ads)
Papershop doesn’t allow the following ad behaviors that might trick a user into clicking the ad:

Ads cannot be for the sole purpose of playing a contest or game or to win prizes. However, ads can promote sweepstakes and contests on their sites.
Ads can simulate mouse or computer actions like mimicking the movement of a mouse icon within the parameters of the ad, as long as the mousing effects stop after 5 seconds.
Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.

Trick to click (Ad gallery ads)
Papershop doesn’t allow the following ad behaviors that might trick a user into clicking the ad:

Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.

What can I do if my ad gets disapproved?

If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:

Disapproval reason	What does it mean?	What do I do now?
Unacceptable animation length	Your ad’s animation length is more than 30 seconds.	Ensure that your ad’s animation length is 30 seconds or less.
Incorrect image layout	Your ad’s layout is unconventional or is expanding beyond the frame.	Ensure that your ad takes up the entire space of the chosen image size. The ad shouldn’t appear sideways or upside down, and shouldn’t appear like it’s more than one ad. Also, check that your ad doesn’t expand beyond the frame or otherwise encroach on the website.
Unacceptable image content	Your ad’s behavior is tricking users to click on your ad.	Ensure that your ad doesn’t contain gimmicks that would trick a user into clicking the ad.
Poor image/video quality	Your ad is unclear or unrecognizable.	Remove all unclear, blurry, or unrecognizable images from your ad.
Unacceptable image/video content	Your ad contains content that’s not considered family safe.	Edit your ad by removing any adult or non-family safe content.

How do I resubmit my ad for review?

If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then resubmitting it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before resubmitting your ad.

What happens if I violate this policy?

Ad disapproval: Ads that don’t follow this policy may get disapproved. A disapproved ad won’t be able to run until the policy violation is fixed and the ad is approved.
Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup.

Image ads policy