Ads must:

1. Be distinguishable from malware.

Without explicit permission, ads should not:

1. Open new links or redirect me to a new URL
2. Download anything
3. Open other programs or applications.

Any ad that takes up significant space must have clear close buttons, and zero false skip/exit buttons. They should not mimic features of the site, app, or device (e.g., comment sections, article paragraphs or photos, notifications badge, or pop-up messages and warnings).

2. Be unobtrusive.

Ads should not have music or animation that autoplays without warning or permission. Any music or animation must have easy and clear ways to pause or turn them off. No flashing animations, or loud sudden noises. Full-screen ads and unskippable ads should be used as little as possible. When unskippable, they should have a maximum unskippable run time of five seconds.

3. Respect general platform rules and online etiquette.

Risque and explicit content should appear only in spaces that cater to those kinds of content. If users are not allowed to host it, then neither should the ads.

4. Respect the user’s data plans.

I DO NOT WANT 1080P 30-SECOND ADS WHILE I’M WATCHING THINGS IN 144P TO SAVE DATA, OR HAVE A WHOLE INTERACTABLE MINIGAME POP IN, OR HAVE A BAJILLION HD IMAGES LOAD IN WHILE I TRY TO READ A TEXT ARTICLE.