Creative Standards (ASA/CAP)
Last updated:
One-page spec for ad/brand creatives on this site. Keep creatives light, respectful, and compliant.
Initial load ≤ 150 KB
Polite load ≤ 2 MB
Animation ≤ 15 s · ≤ 3 loops
Video ≤ 15 s · muted autoplay only
Flashing ≤ 3 Hz
1) Allowed file types
- Static: .jpg, .png, .webp, .svg
- Animated: .gif (limited), HTML5 ZIP (polite load only)
- Video: .mp4, .webm (H.264/VP9) — muted autoplay only
2) Weight, duration, dimensions
- Initial load ≤ 150 KB (HTML5 bundle, images, CSS/JS). Total polite ≤ 2 MB.
- Animation ≤ 15 s, max 3 loops, then hold on final frame.
- Video ≤ 15 s, muted autoplay only; sound must be user-initiated.
Common display sizes
- 300×250
- 728×90
- 160×600
- 300×600
- 320×50
- 970×250
3) Behavior & accessibility
- No auto-play sound. Sound only on explicit user action.
- No blocking overlays; provide clear close/stop controls (≥ 44×44 px).
- Static images require meaningful alt text; HTML5 units must have focusable controls.
4) Flashing / photosensitive safety
- No flashing/flicker over 3 flashes per second.
- Avoid large, high-contrast red flashes; keep flashing area < 25% of the unit.
5) Claims & sector rules (ASA/CAP short-form)
- Health/beauty: No cure/prevention claims without robust evidence. Use “Always read the label.” where relevant.
- Finance/credit: Provide representative APR/examples when quoting costs; no “guaranteed approval”.
- Gambling: 18+ logo & BeGambleAware; no implying gambling solves money problems; no youth imagery.
- Environmental: Avoid absolute terms (“carbon neutral”) unless basis, scope, and methodology are clear.
- Kids: No direct exhortations to buy; no data-collection prompts aimed at under-18s.
6) Rejection reasons
- Over weight/size/time limits; sound auto-plays; flashing exceeds 3 Hz; unverifiable or prohibited claims; missing disclosures.
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