See, my freelance career revolves around content creation for the web. And a lot of my clients run ads on their site, either as their main revenue or just a sidecar profit stream. A bunch of them also advertise themselves. Generally speaking, I get to work with ad-based content a lot, either taking or giving.
What a lot of people don’t realize is how many kinds of restricted content there are in the world of online advertising. Most ad networks are highly conservative about the kinds of ads they will run. Since we’ve all seen some questionable ads, it makes you wonder about the kind they turn down.
Prohibitions against alcohol, tobacco, and firearms are a given, as well as adult / mature content, content harmful to minors, hate speech, etc. You’ll be happy to know that most major ad networks ban illegal and fraudulent content. These make sense, but there’s others that you’d never think of.
One of my gigs is the cannabis industry, for example, which cannot advertise through regular networks, full stop. Companies that make not just cannabis products, but even accessories, have to turn to specialized ad networks and affiliate programs that cater to their niche. While I was pitching in for the research on that post (I’m also chief site editor there), I came across some of the restrictions, and they remind me of the old “wacky laws” lists that used to post around the old web.
So here we go…
Wacky Restrictions In Ad Network Content
The variance in ad network restricted content is a matter of laws, and you have to remember that those laws are applied internationally, which is where the quirks come in. Sure, you can thumb your nose at one country’s law and run the offending content anyway… And that country is just as free to block your entire ad network, which costs you revenue. You don’t want that! But not only are some of these laws weird, some of them are also eye-opening, in a “what were they not telling us” way.
(There are of course many more restrictions and prohibitions in online advertising content – check with your provider. I’m just listing the oddballs.)
Pharmaceutical advertisements are one notorious area where every country but the United States bans content.
In Brazil, you may advertise alcohol as long as you do not associate it with driving (duh), competitive sports, sexuality, or “success.” Many other countries have restrictions on associating alcohol with these subjects as well, such as Germany, Italy, and France.
In Japan, beauty products that are touted for anti-wrinkling properties must include the disclaimer “This product can treat only the wrinkles caused by dryness.” Wait, if that applies to all anti-wrinkle products…?
Cryptocurrency advertising is almost universally banned or heavily restricted. Most ad networks will not allow posting ICOs, or making any claims about profitability or viability as an investment. The tin-foil-hat crowd claims these restrictions are because countries are “afraid of crypto challenging their national currency,” but actually they’re just sick of the constant scams.
In China, it is illegal to advertise video game hacks and cheat codes. Ironic, considering in-game commerce is practically an export there (e.g. “buy WoW gold!”)
Credit and loan products face a ton of restrictions across the board to protect against fraud and scams. China and Japan alone have laws against a credit card promoting cash-back offers. In Sweden, you are not allowed to use “fine print” for information about interest rates.
In Mexico, you may advertise gambling, but you are not allowed to do so while promoting Bingo or Poker – yes, just those two are prohibited! By the way, Mahjong is also a frequently prohibited game in gambling ads throughout the far east. Bet you’ve been playing it for years without knowing it was a gambling game!
India alone prohibits the advertising of Forex trading. Considering how Forex is basically a scam factory, it’s shocking that it isn’t banned worldwide.
In France, you may not advertise vehicles by “presenting the speed of the vehicle as a selling point” or by showing the vehicle going off-road.
China also forbids the advertisement of pesticides. No other country forbids this.
Only India and Brazil forbid the advertisement of infant food products and infant formula. What, are the kids expected to nurse there until preschool?
Advertising livestock and live plants has numerous restrictions across the board, in compliance with various conservation laws, ASPCA policies, agricultural restrictions, etc. Makes sense. However, one specific restriction caught my eye: In Brazil, you are not allowed to advertise Moringa Oleifera. I just had to dig into this, and apparently it’s regarded as an invasive species, but it’s also hyped as a nutritional food plant for famine relief and as an herbal medicine. Brazil also bans Moringa Oleifera in foods and capsules. Something fishy is going on with this one plant.
Advertising radar detectors is banned in Australia, Canada, France, and Germany. Surprised it’s just those four?
Religious ads are mostly tolerated everywhere, provided they aren’t offensive. However, India bans the advertisement of religious content and products right out! Scientology is banned from advertising in just two countries: France and Germany.
China again, which restricts the advertisement of satellite TV. This extends to dishes, receivers, remotes, anything to do with it.
Advertising pyrotechnics is allowed with reservations in most of the world, but is outright banned in Turkey.
International Advertising Laws in General
On the whole, I’d say the winner for “most complicated and restrictive advertising policies” is a tie between China and Brazil. Brazil doesn’t ban as much, but has a ton of restrictions and conditions I didn’t mention, most of which boil down to “you have to register with one of our ministries first.”
About a dozen countries have laws forbidding comparative advertising or “attack ads,” such as showing a competitor in a negative light, disrespecting a competitor’s trademark, claiming your product is better than a specific competitor, and so on. Good on them!
Different nations have across-the-board advertising policies which raise an eyebrow, though.
In Argentina, your advertising may not be an affront to the country’s “symbols, authorities, or customs.” When was this a problem?
In China, advertisements are forbidden from displaying any violent content. That’s so broad, it wipes out whole industries like sports, video games, movies, etc.
France forbids the use of French monuments in advertising. In fact, they have a big chip on their shoulders about advertising in general. Look, photos of the Eiffel Tower at night are illegal in France. France also requires you to include the disclaimer that a photo was retouched or edited if it shows a human being.
In Germany, no ad may use the testimonial of a medical professional. You know those “four out of five doctors recommend” ads? Not in Germany.
Thailand and Great Britain ads may not feature any members of their respective royal families. Um, isn’t that kind of given in most monarchies?
Overall, I’d have to say that the United States is among the most liberal countries when it comes to advertising laws. Shocking news, eh?
