General Display Ad Guidelines



  • Advertising Option Icon - Ads that involve the collection or use of online behavioral targeting data must include the Advertising Option Icon (a.k.a. "AdChoices"), to provide transparency and choice to consumers in accordance with the industry's Self-Regulatory Program for Online Behavioral Advertising.
  • Animation - Yahoo! allows all animation, even subtle movement, to a limit of 15 seconds for U.S. sites and 30 seconds for Canadian sites. Animation can begin again on mouse over, but must stop immediately on mouse off. In-stream video animation limits vary by ad implementation.
  • Audio - Audio in advertising is allowed only when initiated by an “informed click”, generally defined as a click that a reasonable person would expect to trigger an audio experience.  Users should retain the ability to mute audio at all times.
  • Borders - Ads must clearly be differentiated from page content through either a defined linear or graphical border, a solid contrasting background color or a combination of border and contrasting background
  • Branding - All ads large enough to fit branding must include it within the ad unit. All other ads must have clear branding on the landing page. Ad branding must accurately reflect the party ultimately offering the specific product or service. This requirement also applies to ad units containing multiple offers, which must be branded individually when containing offers from separate parties. Advertising articles and materials designed to appear as editorial content must be clearly marked as "Advertisement".
  • Competitive Claims - Yahoo! competitors are prohibited from advertising on Yahoo! owned and operated sites.
  • Data Collecting Ads - Ads collecting data from users must, at a minimum, clearly identify the advertiser and properly disclose that data is being collected by Yahoo! and/or the advertiser (or its agent), and provide the user with a link to the privacy polic(ies) of the part(ies) collecting or receiving the data.
  • Foreign Language - Ads may contain languages other than English under certain conditions. All submissions of non-English ads must be accompanied by an accurate English translation.
  • Pop-Up Advertising - Pop-up advertising is not permitted. The browser back button must work from the landing page.
  • Pricing and Price Claims - Offers made in ads or on landing pages must be clear to users and cannot misrepresent the true nature of the offer. All price claims made in an ad must be clearly and accurately substantiated on the landing page. Ads or landing pages that contain "free", "complimentary" or synonymous offers must disclose the pertinent terms and conditions associated with the offer. Any disclosure (or notice that a disclosure applies) must be clear, conspicuous and in a font equal in size to that of the base font of the ad or landing page.
  • Relevance - Ad offers and their landing page must be directly relevant to each other.
  • Social Media Landing Pages - Ads may link to a "public" social networking account page (e.g. Facebook, MySpace, Twitter) that is controlled by the advertiser, provided the ad is otherwise compliant with our policies. Sign-in pages should be only linked to for a specific reason, such as for ads with age-restricted content.
  • Yahoo! Brand Guidelines - Use of the Yahoo! name, logo or other brand features without prior approval is not permitted. Ads cannot mimic or resemble Yahoo! graphics, text or other aspects of Yahoo!'s "look-and-feel".

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