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Standard Ad Specifications
Rich Media
Ad Guidelines & Policies
Implementation Instructions
Ad Guidelines & Policies
Animation/Looping Guidelines
  • No loop maximum, but total animation time for all loops combined cannot exceed 30 seconds.
  • Ads may not employ persistent rapid / "strobing" animation of any graphic, copy, or background element(s).
In-Banner Audio and Video
  • User-initiated audio is accepted. No host-initiated audio is permitted on
  • Ad creative must contain clearly visible “mute” and “stop” functionality.

Video (In-Banner Streaming)
  • Video can be host or user initiated and must have standard controls (play / pause, audio / mute, and stop).
  • Maximum Length: 15 seconds.
Design Guidelines
  • reserves the right to reject any insertion, graphic, text description, or URL.
  • Generally, faux-functionality—or misleading users into clicking on an ad—is not permitted. As a general rule, true functionality ads should avoid use of color schemes. If the functionality ads do use color schemes, however, the ads must include text such as “advertisement” (in the upper bar or top left-hand side of the banner).
  • Ads may not employ rapid / “strobing” animation of any graphic, copy, or background element(s).
  • Banners should be encased in a border and distinct from the content. If borderless, a banner must contain the advertiser’s name to signify that it is an ad creative banner, not content.
  • Ads may not have transparent backgrounds and may never blend into screen content.
  • Ads may not interact with or manipulate content (e.g. highlighting text, moving content, changing color of text, etc.).
  • prohibits advertisers from issuing ads, infomercials, or info-tisements in such a manner that the viewer or reader believes the content is news, rather than advertising. Fonts and text elements may not resemble content.
Faux Functionality

Ad creative that incorporates misleading faux functionality elements is not permitted on Examples of faux functionality include graphic and/or text elements designed to mimic PC/Mac operating system commands and functions.
  • Ads should not mislead users into navigating to a site that is unrelated to content of the banner ad.
  • Misleading faux functionality elements such as false close “X” boxes, system warnings, faux windows dialogue boxes are not permitted on
  • reserves the right to make changes to these guidelines at any time at its sole discretion.
Clear Distinction from
  • Ads must be clearly distinguished as an advertisement. Elements within the ad that will provide distinction are:

  •       - Border
          - Advertiser name
          - Logo
          - Wording "advertisement"
  • Ads may not be designed to blend into the screen to give the appearance of content / functionality.
  • Ads may not emulate style buttons.
  • Ads may not have transparent backgrounds.
Avoid Deceptive Messaging
  • Ads may not use faux operational error messaging or symbols, i.e., a "your system may be vulnerable" message, icons signifying system problems, system folders or icons, system status indicators/message, etc.
  • Ads may not use faux maximize/minimize buttons, faux arrows/cursors or faux “X-out” buttons.
Advertising Creative Acceptance

All creative may be reviewed by, Time Inc. legal and Turner Broadcasting System, Inc. Standards & Practices as necessary.

Some advertising categories or content sections may be limited or unavailable due to exclusivities or for other
reasons., Time Inc. and Turner Broadcasting System, Inc. require that all advertisements be in 'good
taste' (as determined by all Time Warner companies involved) and not include vulgarity, hate, and/or sexually
explicit content., Time Inc. and Turner Broadcasting System, Inc. reserve the right, at its sole discretion, to require elimination or revision of any material in any advertising copy., Time Inc. and Turner Broadcasting System, Inc. reserve the right, at its sole discretion, to reject or discontinue, for any reason and at any time, any advertising for any product or service., Time Inc. and Turner Broadcasting System, Inc. reserve the right to make changes and/or exceptions to these guidelines at any time at its sole discretion.

Advertisers must agree to be bound by any such changes.
Approval Process

Prior approval from must be given for use of the following rich media types:
  • Expandable Banners
  • Floating Ads
  • In-Banner Streaming Video
  • Banner Ads with Audio
All creative executions, deal specifics, and demo / mockup of the proposed creative must be submitted to in advance of the deal closing.

In the case of extreme negative user feedback / interference, reserves the right to pull creative
prior to campaign delivery. Advertiser would then have the right to make good impressions with other mutually
acceptable inventory.

Approval and notification contacts:

Donna Clarke

Colleen Tully

Production Specs, Ad Guidelines and Policies are subject to change at anytime at’s discretion.
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