What are Acceptable Ads?


Due to falling ad prices, click-through rates for ad views continues to decline. As a result, many publishers have been forced to stuff their websites with intrusive ads. Users have responded by the hundreds of millions by installing ad blockers. The vicious cycle worsens.

We want to reverse the cycle. We don't hate advertising per se, but nobody wants intrusive blinking ads and content-obscuring rollovers running amok on their computers and mobile phones. So we have a good compromise; we call it the Acceptable Ads initiative. Acceptable Ads seeks to create sustainable middle ground between the user’s choice to use ad blockers and the continued need to support free online content with advertisements.

TREATING PEOPLE WITH RESPECT IS THE BEST WAY TO EARN THEIR ATTENTION.


SETH GODIN

Acceptable Ads...

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  1. Are not annoying.
  2. Do not disrupt or distort the page content we're trying to read
  3. Are transparent with us about being an ad
  4. Are effective without shouting at us
  5. Are appropriate to the site that we are on

We developed the original criteria with our users, refined them based upon ​eyetracking research and ​surveys and are giving them to an ​independent committee, which will oversee all future improvements to them.

View criteria