You must know the rules of Tencent social advertising!

1. Advertisement text, copy and image standards

1. The description of the copy should be complete. It is prohibited to use daily words alone as the description of the copy, such as business trip, meal, banana, etc.

2. It must not contain incorrect spellings of words; if a word is borrowed as a homophone, it needs to be enclosed in quotation marks to distinguish it.

3. The text must not contain any negative cultural content, and must not use any spoof words or words with derogatory connotations.
4. Special symbols such as “:)”, “*”, “#”, etc. shall not be used in advertisements. The punctuation marks should be consistent in form, and English/Chinese, full-width/half-width symbols should not be mixed.

5. If the brand name contains English, it needs to be used according to the actual English capitalization of the brand, such as iPhone, iPad, etc.

6. Pure images shall not be used as advertising materials; images and texts must be combined.

7. Dynamic images (Gif) must ensure that each frame of the advertisement is relevant and the advertising content is clearly visible. There must not be excessive color contrast or high flashing frequency. The playback time of each frame of the advertisement must be greater than 1 second and less than 3 seconds.

8. You may not use highly similar pictures such as the same product, the same person doing the same action, etc. for continuous splicing without design; you may not use spliced ​​materials for splicing again.

9. The stitching between the cutout material and the background image in the picture should be natural, avoiding blur, jagged edges and pixel noise.

10. The layout of advertising content must be normal and have a sense of design. It should not be messy, densely arranged or piled up. Game screenshots with unclear content or low image quality are prohibited.

11. The characters must be displayed completely, and excessive use of faces and body parts should be avoided. There should be no more than two screenshots of faces or body parts, and they should not exceed 30% of the material itself. Beauty cameras are not subject to this rule, but they must avoid magnifying local facial parts and comply with other image specifications.

2. Prohibited advertising content

1. It is prohibited to promote negative, ugly, terrifying, bloody and violent elements, and try to ensure a comfortable sensory experience.

2. Negative content such as dark, negative, etc. should not be used in advertising materials.

3. Advertisements shall not contain overly revealing images, indecent actions, suggestive or implicit sexual information.

4. Advertisements shall not contain images of diseased human organs, spots, baldness, etc. that may cause discomfort to users.

5. Information such as fetal sex identification, vaccines, and injection needles is prohibited, and human anatomy diagrams that may cause discomfort are not allowed.

6. There shall be no false buttons that fail to achieve their functional description after clicking.

7. You must not use non-standard superscript symbols that may cause misleading, such as "hot", "HOT", "recommended", "red dot" or imitate system logos that may lead people to mistakenly believe that these are official recommendations.

8. Advertisements must not imitate the elements, texts, and colors of Tencent products, including but not limited to the QQ client's main interface, icons, buttons, avatars, and "Add you as a friend", "Invite you to video", "System message", "System administrator", "system", "10000", "admin", etc.

9. It is prohibited to copy and use screenshots of games, comics, etc. that have copyrights owned by others as advertising content.

3. Landing Page Requirements

If you create or modify an advertisement on Tencent's social advertising platform, you must create a promotional link in any of the following four ways or meet the relevant requirements before you can use it.

1. Create promotional links through the landing page creation tool provided by Tencent’s social advertising platform.

2. Create a link on the website of a third-party partner certified by Tencent Social Advertising Platform through designated channels. If you have completed the link creation, please ensure that the link contains the word "tsa" in the string after successful creation.

3. Use a promotional link with the same ICP registration information subject as the business license used to open the account.

4. The promotional link is an existing link on a third-party platform approved by Tencent Social Advertising Platform.

5. If you are a direct-operated e-commerce advertiser, please use the link created by the Maple Pages e-commerce platform for promotion.

At the same time, the audit requirements for landing pages must also meet the following points:

1. The promotional content appearing in the material content, including but not limited to prices, discounts, event information and other advertising information, must be reflected in the landing page.

2. If the product type is APP download, the ad landing page must link to the APP download details page. If the product type is an external link, it can link to a website other than the download details page.

3. The H5 page must not have an APP download button.

4. Wildcard Review Standards

1. The copywriting sentences with wildcards should be fluent, complete, and clear in description. They should not cause ambiguity or unclear meaning. In particular, you should pay attention to the usage of {{week}} and {{day}}, and try to coordinate with specific activities, such as {{week}} all-site specials, {{day}} all-site 50% off.

2. Avoid adding single product nouns before and after the wildcard, such as {{city}} mobile phone, clothing {{city}}, which will be displayed as " Chengdu mobile phone" and "Clothing Chengdu".

3. Wildcards can be placed anywhere in the description.

For example, "Wedding photography in {{city}}, starting from 3,000 yuan", "Wedding photography, starting from 3,000 yuan, right in {{city}}".

4. The description of real estate and air tickets should not involve specific prices.

5. If the picture material contains a clear city and a clear price, the price must be within the local price range and ultra-low prices cannot be used.

For example, in Beijing, a price of 10,000 yuan per square meter attracts users to click.

6. The design materials must avoid elements that conflict with ethnicity and religion. For example, {{area}} and {{city}} must not be used together with the promotion of meat products (including all meats such as pork, dog meat, and donkey meat). At the same time, if the image uses a landmark building image, you need to pay attention to the consistency between {{area}} and {{city}}. It is not allowed to have an image of a landmark building in a certain city, but the wildcard is targeted at multiple cities.

V. Advertiser Trademark Review Standards

The advertiser's trademark reuse in multiple ad slots such as feeds and QQ browsers must comply with the following points:
1. Comply with the Advertising Law and these rules.

2. The advertiser's brand image will be reviewed in the same manner as the images and texts. As a whole, the advertising material will not be reviewed independently.

3. The advertiser’s brand image can be a corporate logo, or pictures of people, landscapes, etc. that do not violate the regulations, but it needs to be relevant to the promotional material.

For example, a local tourism bureau can use landscape pictures, and a clothing brand can use human models.

4. There is a word limit for brand image description, and the content needs to be relevant to the promotional materials. It is prohibited to use daily vocabulary and product classifications: such as leather shoes, fruits, coats, etc. You can use the brand name or the name of a product under the brand, such as Clover, Xiaomi TV , etc.

5. Promotional or promotional language may not be used in describing the brand image.

For example: No.1 Store - price reduction promotion.

VI. Video Ad Review Rules

1. The scene changes of video patch advertising materials must be rich, and try to achieve the effect of TVC video advertising. Simple subtitle flying in and picture floating effects are not allowed.

2. If the advertising material has sound, it must be complete and normal without any noise. The sound must continue during the broadcast time of the advertisement, and no abrupt sounds, including but not limited to blasts, screams, etc., are allowed.

The author of this article @艾奇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games