MobileFuse is fully committed to providing a brand-safe marketplace that advertisers can trust. We have a multi-layered approach to ensure the safety and quality of our campaign delivery across the MobileFuse inventory. The steps taken are outlined below.

PUBLISHER VETTING PROCESS

The MobileFuse publisher team is our first line of defense. We are protective of our premium marketplace and thus have strict terms and conditions that publishers have to meet in order to be approved as a MobileFuse inventory source. We have direct integrations with publishers and MobileFuse' Account Managers are tasked with monitoring the publishers' property or properties to ensure the content adheres to our guidelines. To combat disinformation and hate speech, our publisher vetting process also incorporates independent third party rating systems to identify low credibility sites.

BRAND SAFETY FILTERS

For campaigns managed directly on behalf of our clients, by default MobileFuse applies third party verification tech filters to avoid content identified as high-risk based on standard brand safety categories; these include but are not limited to: Adult, Crime, Terrorism, Injury and Death (including when in conjunction with content about epidemics and pandemics), Military Conflict, Hate Speech, Obscenity, Illegal Drugs, Alcohol. The level of brand safety protection can be increased to also exclude lower-risk content based on the brand's requirements. We can replicate a similar brand safety targeting for campaigns managed by the clients (programmatic PMPs) at their request. In addition to the standard brand safety controls, MobileFuse also offers custom brand safety / brand suitability solutions through 3rd party technology providers, to avoid content deemed inappropriate by specific brands, as requested by the client.

Prohibited Content

All supply is subject to MobileFuse's supply policy. This list of prohibited content is provided for illustrative purposes only and is not intended to be an exhaustive list of all prohibited content. MobileFuse may modify this policy at any time without notice.

Viruses/Spyware/Malware

• Content or code that distributes viruses, worms, malware, Trojan horse, spyware, other unsafe downloads, or other contaminant that may be used to access and modify, delete, or damage any data file or other computer program
• Any software covertly installed on a user's machine (as distinct from the addition of a cookie to the appropriate location within the user's browser software) is not allowed.
• Specifically Spyware can be construed as a program or code that:
  • is installed without the user's full knowledge;
  • cannot be easily uninstalled or disabled;
  • covertly transmits information about the user's activities to a remote host often used to facilitate delivery of advertising messages, often with a high frequency; and
  • those applications that are a subset of spyware being, malware (malicious code). Malware includes viruses, worms, and Trojans. A defining characteristic of malware is that it is intended to cause harm or be otherwise used for criminal purposes. Examples of spyware in this category are keystroke loggers, password sniffers, spam launchers, remote access tools (RATs), and screen capture utilities.

Bulk Marketing/Spam Marketing

• Bulk marketing products or services if the stated or implied use of the product is unsolicited spam.

Adware

• Adware is advertising delivery software hosted on a user's machine which has been downloaded by the user typically as part of a product or service, for example toolbars, emoticons, and other desktop applications. Adware may be allowed in certain circumstances.
• Definitions:
  • Mobile applications are software downloaded to a user's device from the web usually delivering some product or service (e.g. instant chat, dating services, emoticons & toolbars).
  • A toolbar is a window whose buttons represent tools, menu items, or actions. The toolbar can be located along the top, bottom, or sides of a frame window or can "float" and be positioned anywhere on the user's screen.

Banned Substances

Content promoting, selling or facilitating sale of:

• Alcoholic beverages.
• Tobacco products, electronic cigarettes, or any other tobacco or nicotine related products.
• Banned substances that are dangerous and not allowed broadly, such as ephedra, ma huang, salvia divinorum and synthetic drugs (K/Spice) or any substance defined as banned by MobileFuse.
• Drug paraphernalia, including products or information related to “beating” a drug test.
• Prescription drugs, or Schedule I and Schedule II drugs.

Collection of Personally Identifiable Information

• Content related to collection (as primary purpose) of personally identifiable information to be used for consumer or promotional marketing, or related purposes, except as within a framework compliant with all locally-applicable privacy restrictions and regulations and previously agreed to with MobileFuse.

Copyright Protection

• Content that promotes copyright or trademark infringement. Content that infringes copyright, trademark, or third parties' right of publicity/privacy.
• Promotion, sale or facilitated sale of counterfeit, fake or bootleg products, or replicas or imitations of designer products.
• Any content promoting or facilitating illegal file transfer or allowing users to freely download or exchange software including music files, games, movies, and software applications.
• For example, peer-to-peer (referred to as P2P) is a type of transient Internet network that allows a group of computer users with the same networking program to connect with each other and directly access files from one another's hard drives.

Embargoed or Sanctioned Products/Services

• Content related to product or service from countries subject to U.S. trade sanctions or embargo.

Family Planning

• Sites or content that promote adoption, surrogacy services, or prenatal gender determination.

Financial Content

• Content that promotes or facilitates investment offers, solicitation of funds, credit repair, trading services, payday loans, loan products, etc.
• Products, services or methods of removing items from a user's credit report.

Illicit Content

Any content that may be in violation of any applicable laws or regulations or promotes or facilitates:

• Illegal activity or products or activities, or products of a questionably legal nature.
• Distribution of falsely obtained passwords, hacking, pyramid schemes, evading the law.
• Fake IDs, diplomas, or education transcripts.
• Academic paper-writing services and the sale of pre-written essays, theses and dissertations.
• Hacking, surveillance, interception or descrambling equipment and techniques.
• The sale of government IDs or police items.
• Sale or trade of whole or part of Endangered Species and related prohibited product.

Misleading Content

• Content that is or may reasonably be considered as misrepresentation.
• Content that promotes or facilitates sale of products and/or services with misleading or deceptive claims or that results in an unexpected or deceptive experience.
• Content that inaccurately simulate news article, news sites or real magazines, fake blogs, false stories, commentary or product reviews, and other reliable sources of information.

Offensive Content

• Content articulating views intended or reasonably likely to cause or incite hatred of any race, or ethnicity, gender, sexual identity, religion, creed, or protected class.
• Content explicitly glorifying or delivering for the purposes of prurient entertainment, scenes or descriptions of pain, suffering, death, torture, or ill-treatment of humans or animals.
• Content that promotes terrorism or terrorist groups.
• Politically divisive content that is reasonably likely to cause offense.
• Potentially sensitive content such as recent violent tragedies or natural disasters.
• Any vulgar or obscene content.
• Defamatory, libelous, threatening or other material that advocates against any individual or entity.

Sexual Content

• Sexually explicit content including but not limited to child sexual exploitation content or content featuring non-consensual acts, real or implied.
• Any graphic sexual content transmitted or published for the purposes of entertainment including photographs, videos, and text depicting or describing sexual acts.
• Content that has sexuality as its primary theme, but is not sexually explicit, such as sex advice or medical information.
• Content that promotes or facilitates prostitution or escort services.

Uncontrolled or Un-moderated User Generated Content

• Social media, online discussion groups/forums, or other user generated content that is not subject to any control, classification, or moderation. Control or moderation may include but is not limited to automated moderation or classification, human moderation, user reporting, blocking or flagging, or other similar controls available for use by users or site moderators.
• User generated content includes but not limited to RSS feeds, blogs, personal home pages comprises of or independent/chronological publication of personal thoughts, photographs, and Web links.

Weapons and Violence

• Content glorifying or advocating the use of violence.
• Content offering or facilitating the sale of fireworks.
• Content offering, facilitating the sale of, or creation of genuine or replica guns, ammunition, bombs, explosives, hazardous materials, or weapons.
• Content offering technical or how to information on guns, bombs, ammunition, or other offensive weapons.
• This includes weapons of any kind such as firearms, their integral parts and ammunition, military ordnance and grenades, knives marketed as weapons, other weapons such as metal knuckles, clubs, leaded canes.

INDEPENDENT VERIFICATION

MobileFuse allows the use of third-party verification tags, for clients wanting to validate the brand safety of the impressions delivered by their campaigns.

TAKEDOWN POLICY

If a presumed brand safety breach has occurred and MobileFuse is notified in writing (please get in touch with your point of contact) during weekdays, MobileFuse will take down the misplaced ad within 24h local time; if the written notification is received during weekends or holidays, MobileFuse will take down the misplaced ad by 12pm local time on the following business day. This Brand Safety Policy may be updated at MobileFuse's discretion from time to time and without notice.

Last update: January 2024