Date of Last Revision: September 15, 2011.
At The Hockey Network, we believe that ads should contribute to and be consistent with the overall user experience. The best ads are those that are tailored to individuals based on how they and their friends interact and affiliate with the brands, teams, and businesses they care about. These guidelines are not intended to serve as legal advice and adherence to these guidelines does not necessarily constitute legal compliance. Advertisers are responsible for ensuring that their ads comply with all applicable laws, statutes, and regulations.
We reserve the right to reject, approve or remove any ad for any reason, in our sole discretion, including ads that negatively affect our relationship with our users or that promote content, services, or activities, contrary to our competitive position, interests, or advertising philosophy. These guidelines are subject to change at any time.
1) Data and Privacy
a) Ad creative may not contain user data received or derived from The Hockey Network, even if a user consents to such use.
b) User data received or derived from The Hockey Network, including information collected from an ad or derived from targeting criteria, may not be used off of The Hockey Network without users' prior express consent (and only to the extent such use isn't otherwise prohibited under applicable policies).
2) Ad Creative and Positioning
All components of an ad, including any text, images, or other media, must be relevant and appropriate to the product or service being offered and the audience viewing the ad. Ads may not contain audio. Ads may not position products or services in a sexually suggestive manner. Ads may not contain content that exploits political agendas or "hot button" issues for commercial use. Additionally, ad text must include proper grammar and the use of all symbols, numbers, or letters must adhere to the true meaning of the symbol. Ads may not represent themselves as appearing to be a part of the page in a way that could mislead users to click on them.
Ads must clearly represent the company, product, service, or brand that is being advertised and must not contain false, misleading, fraudulent, or deceptive claims or suggest false relevancy to generic offers. Products and services promoted in the ad copy must be clearly represented on the landing page, and the destination site may not offer or link to any prohibited product or service.
Ad text may not assert or imply, directly or indirectly, within the ad content or by targeting, a user's personal characteristics within the following categories:
i) race or ethnic origin;
ii) religion or philosophical belief;
iv) sexual orientation or sexual life;
v) gender identity;
vi) disability or medical condition (including physical or mental health);
vii) financial status or information;
viii) membership in a trade union; and
ix) criminal record.
c) Destination Sites
Ads must lead to a functioning landing page that does not interfere with a user's ability to navigate away from the page.
Ads must always apply appropriate targeting and never use targeting criteria to provoke users. Ads for regulated goods and services (e.g. alcohol and gambling), must abide by all applicable laws, regulations, and industry codes.
3) Ad Content
Advertisers must ensure that their ads comply with all applicable laws, regulations and guidelines. All claims in ads must be adequately substantiated. Ads must not offend users. Ads and any offers promoted within ads must not be false, deceptive or misleading or contain spam. Ads must not contain or promote illegal products or services. Ads must not violate the rights of any third parties. The following specific content guidelines apply:
a) Adult Products
Ads may not promote the sale or use of adult products or services, including but not limited to toys, videos, publications, live shows, or sexual enhancement products. Ads for family planning and contraception are allowed provided they follow the appropriate targeting requirements.
i) Ads that promote or reference alcohol are prohibited in the following countries: Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen and any other jurisdiction where such ads are prohibited by law.
ii) Where permissible, ads that promote or reference alcohol must: (i) Comply with all applicable local laws, required or recommended industry codes, guidelines, licenses and approvals and (ii) apply age and country targeting criteria consistent with The Hockey Network's targeting guidelines and applicable local laws. Where a user's age or country cannot be determined, the ad must not be displayed to the user.
iii) Alcohol Ads may not:
· Include content intended to appeal to anyone younger than the permissible targeted age group or is otherwise associated with youth culture (for example, implying that the consumption of alcohol is fashionable or accepted behavior for those who are underage)
· Portray or be targeted at pregnant or nursing women
· Portray or suggest the presence of any person that is or appears to be under age 25
· Be untruthful or misleading about alcohol, its use, effects or properties
· Portray people consuming or encourage people to consume alcohol rapidly, in excess, or irresponsibly
· Negatively portray abstinence from alcohol consumption or moderate alcohol consumption negatively
· Portray or promote intoxication or the intoxicating or stimulating effects of alcohol
· Positively portray the strength of an alcoholic beverage
· Portray alcohol consumption as causing or contributing to the achievement of personal, intellectual, business, social, sporting, physical, sexual, or other success
· Portray alcohol as being healthy, offering medical or therapeutic benefits, aiding relaxation, alleviating individual or collective problems, as contributing to or being a sign of maturity, or having other benefits
· Associate the operation of any vehicle or engagement in any sport or potentially hazardous activity as having taken place during or after the consumption of alcohol
· Associate violent, dangerous or antisocial behavior with the consumption of alcohol
iv) Subject to all applicable laws, regulations, industry codes, and these guidelines, you may only target alcohol ads to the following age groups:
(1) 25 years or older in India and Sweden
(2) 24 years or older in Turkey
(3) 21 years or older in Cameroon, Micronesia, Palau, Solomon Islands, Sri Lanka and the US
(4) 20 years or older in Japan, Iceland, and Paraguay
(5) 19 years or older in Canada, Korea, and Nicaragua
(6) 18 years or older in any other country (excluding those countries mentioned above and below). Please note there are country specific provisions for Finland and Poland. Ads may not contain products or services promoting alcohol greater than 22% by volume if targeted to users in Finland or target users in Poland for any alcohol beverage other than beer.
(7) Ads may not be targeted to any users (irrespective of age) in Afghanistan, Brunei, Bangladesh, Egypt, Gambia, Kuwait, Libya, Norway, Pakistan, Saudi Arabia, United Arab Emirates, Yemen or any other market where such ads are prohibited
Ads for adult friend finders or dating sites with a sexual emphasis are not permitted. Ads for other online dating services must adhere to certain requirements and the name of the product or service must be included in the ad text or image. Please contact us before attempting to start an advertising campaign for such sites.
d) Drugs and Tobacco
Ads may not promote or facilitate the sale or consumption of illegal or recreational drugs, tobacco products, or drug or tobacco paraphernalia.
e) Gambling and Lotteries
i) Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in specific countries with prior authorization from The Hockey Network.
ii) Lottery commissions licensed or sponsored by government entities may advertise on The Hockey Network; provided that ads must be targeted in accordance with applicable law in the jurisdiction in which the ads will be served and may only target users in the jurisdiction in which the lottery is available.
iii) Ads that promote offline gambling establishments, such as offline casinos, in accordance with applicable laws and regulations, are generally permitted, provided that ads must be appropriately targeted.
f) Pharmaceuticals and Supplements
i) Ads must not promote the sale of prescription pharmaceuticals. Ads for online pharmacies are prohibited except that ads for certified pharmacies may be permitted with prior approval from The Hockey Network.
ii) Ads that promote dietary and herbal supplements are generally permitted, provided they do not promote products containing anabolic steroids, chitosan, comfrey, dehydroepiandrosterne, ephedra, human growth hormones, melatonin, and any additional products deemed unsafe or questionable by The Hockey Network in its sole discretion.
Ads may not contain or link directly or indirectly to a site that contains spyware/malware downloads or any software that results in an unexpected, deceptive or unfair user experience, including but not limited to software which:
i) "sneaks" onto a user's system;
ii) performs activities hidden to the user;
iii) may alter, harm, disable or replace any hardware or software installed on a user's computer without express permission from the user;
iv) is bundled as a hidden component of other software whether free or for an additional fee;
v) automatically downloads without The Hockey Network's express prior approval;
vi) presents download dialog boxes without a user's action; or
vii) may violate or infringe upon the intellectual property rights of any third party, including copyright, trademark, patent or any other proprietary right.
h) Subscription Services
Ads for subscription services, or that promote products or services that include negative options, automatic renewal, free-to-pay conversion billing products, or mobile marketing are subject to the following requirements:
i) Ad text must clearly and conspicuously disclose the recurring billing component (e.g. "subscription required").
ii) The landing page must:
(1) display the price and billing interval wherever the user is prompted to enter personally identifiable information;
(2) include an unchecked opt-in checkbox; and
(3) include language informing users how to cancel their subscription or membership.
iii) Each of the foregoing must be located in a prominent place on your landing page, as determined by The Hockey Network in its sole discretion, and should be easy to find, read, and understand.
i) Unacceptable Business Model
Ads may not promote a business model or practice that is deemed by The Hockey Network in its sole discretion to be unacceptable or contrary to The Hockey Network's overall advertising philosophy or to any applicable law, including but not limited to multi-level marketing schemes, or advertisements for scams.
j) Weapons and Explosives
Ads may not promote the sale or use of weapons, ammunition, or explosives.
4) Community Standards
Ads, or categories of ads, that receive a significant amount of negative user feedback, or are otherwise deemed to violate our community standards, are prohibited and may be removed. In all cases, The Hockey Network reserves the right in its sole discretion to determine whether particular content is in violation of our community standards.
a) Illegal Activity
Ads may not constitute, facilitate or promote illegal activity.
Ads may not insult, attack, harass, bully, threaten, demean or impersonate others.
c) Hate Speech
Ads may not contain "hate speech," whether directed at an individual or a group, based on membership within certain categories. These categories include, but are not limited to, race, sex, creed, national origin, religious affiliation, marital status, sexual orientation, gender identity, or language.
Ads that are targeted to minors may not promote products or services that are illegal for use by minors in their jurisdiction, or that are deemed to be unsafe or inappropriate.
Ads may not contain adult content, including nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative.
f) Shock Value
Ads may not be shocking, sensational or disrespectful, or portray excessive violence.
5) The Hockey Network References
Ads may not imply an endorsement or partnership of any kind with The Hockey Network. Ads linking to The Hockey Network branded content (including topics, groups, or other pages on The Hockey Network) may make limited reference to "The Hockey Network" in ad text for the purpose of clarifying the destination of the ad. All other ads and landing pages may not use our copyrights or trademarks (including The Hockey Network, The Hockey Network Logos, and Hockey's Homepage) or any confusingly similar marks, except as expressly permitted by our BRAND PERMISSIONS or with our prior written permission.
6) Rights of Others
Ads may not include content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.