Criteo Supply Partner Guidelines

Criteo operates through the highest quality supply network. For this reason, Criteo’s supply partners must always adhere and comply to these guidelines.

Criteo does not accept partners that display any content, products or services listed below.

The below listed topics are not exhaustive and Criteo reserves the right to reject or remove a partner from its network at its sole discretion.

Criteo reserves the right to detail, modify or update this policy at any time. In that case, Criteo will post such changes directly on this page and/or on any other place that Criteo deems appropriate.

Content Restrictions


 Criteo will not advertise on content that includes any of the following:

Private and Personal Information

Criteo adheres to all local privacy rules and regulations and cannot advertise on content that implies knowledge of a user’s sensitive condition, characteristic, or personal circumstances through its content.

This includes but is not limited to:

  • Criminal History or Records
  • Financial Status
  • Personal Hardship (e.g., divorce, family problem, depression, foreclosure, etc.)
  • Directly Identifying Information
  • Sensitive Health Condition
  • Sexual Orientation
  • Sexual Interests and Practices
  • Trade Union Membership


Commercial Incentives and Certain Financial Services

Criteo will not advertise on content that make exaggerated or unsubstantiated claims around financial gain.

This includes but is not limited to content that:

  • Incentivize users to click to a third-party offering that is not associated with the content on the Site
  • Make offers, or require signup to participate in a sweepstakes or access walled content
  • Promote or facilitates Ponzi schemes, Pyramid schemes, get-rich-quick schemes, free-money offers or other money-making opportunities that are legally questionable
  • Promote financial advice programs that exaggerate potential returns or provide “guarantees” of financial return
  • Promote risk-free financial gain (e.g., “No risk! “Guaranteed!” “Huge Income” “100% return on your investment!” “Get-rich-quick” “Quick and Easy!” “Start Earning Today”)
  • Provide information on tax evasion, money laundering and other illegal financial activities
  • Address financial destitution or personal hardship (pay-day loans, debt, foreclosure)

Harassment, Hate Speech and Violence

This includes but is not limited to content that:

  • Is hateful or discriminatory to any groups or individuals based upon their race, sex, nationality, religious affiliation, age or sexual orientation
  • Insults, defames or threatens any groups or individuals
  • Promotes disenfranchisement or harassment of groups or individuals
  • Promotes hate groups, groups that assert supremacy or groups that encourage violence
  • Promotes, glorifies or condones violence against others
  • Provides information about, or advocates for, suicide or other forms of self-harm

Childrens’ Content

 This includes but is not limited to content that:

  •  Target children under the age of 16
  • Criteo, or its Supply Partner, has actual knowledge of it being used by children under 16.

Adult Content, Nudity, Pornography, and Sexual Encounters

Criteo will not work with pornographic or sexually- oriented content, including medical advice of a sexual nature.

This includes but is not limited to Site content that:

  • Is sexually suggestive, explicit or pornographic in nature
  • Includes nudity, sex toys, videos and/or images of people in sexually suggestive or provocative positions
  • Promotes or facilitates casual sex or discreet encounters
  • Includes sexually oriented cartoon images, including anime, manga, hentai, ecchi
  • Relates to fetishes and sexual aids or sex toys
  • Includes sexually explicit text, including jokes, erotic stories and descriptions of sexual acts
  • Includes crude language or excessive profanity
  • Comes with an “18 USC 2257” notice
  • Contains images of people posing in a seductive manner, or wearing see-through or sheer garments
  • Provides advice on sexual performance, or advice on STDs

Shocking, Offensive or Misleading Content

Criteo does not work with content that is intentionally designed to shock or horrify the user, or garner traffic and attention through wilfully misleading or grotesque claims.

This includes but is not limited to Site content that:

  • Shares mistruths and falsehoods
  • Contains language or images which are violent, disrespectful, vulgar or explicit
  • Is “NSFW” or “NMS,” or content that is designed to repulse, disgust, or repel the user
  • Includes any deliberate use of fraudulent, factually incorrect, or deceptive claims for the purpose of attracting traffic (i.e. click-baiting)
  • Promotes astrology, psychics, or paranormal categories that makes claims of guaranteeing results or accuracy

Political, Activist and Religious Content

 This includes but is not limited to content that:

  • Work in official support of a specific political candidate, cause, initiatives or events
  • Advocate for religious or philosophical beliefs, any ritual of a specific religion, or religious agendas or events

Alcohol, Tobacco, Illegal Drugs and Paraphernalia

 This includes but is not limited to Site content that:

  •  Facilitates or promotes the use of cigarettes, electronic cigarettes, cigars, cigarillos, tobacco pipes, rolling papers or smokeless tobacco
  • Primarily features excessive consumption of alcohol
  • Promotes substances that alter the mental state for the purpose of recreation, or otherwise induce “highs.” Examples: Cocaine, crystal meth, heroin, marijuana, cocaine substitutes, mephedrone, “legal highs”
  • Promotes or facilitates recreational drug use, including content related to pipes, bongs, or cannabis coffee shops
  • Provides instructions about producing, purchasing, or using recreational drugs
  • Includes tips or recommendations on drug use
  • Relates to marijuana use (including medical or recreational marijuana, even in jurisdictions where it may be legal under local law)
  • Promotes the sale of a legal substance that provides the same effect as an illegal drug (e.g., salvia, kratom)


 This includes but is not limited to content that:

  • Include gambling products and services, including lotteries, casinos, etc.
  • Promote online or illegal casinos or gambling

Firearms and Weapons

This includes but is not limited to content that:

  • Promotes or facilitates the sale of ammunition, firearms, guns, air guns, explosives, bombs, knives or weapons of any kind, and fireworks
  • Teaches how to make bombs or other explosives, or provides explicit instructions on how to harm or kill human beings

Illegal Activity

This includes but is not limited to:

  • Copyright infringement
  • Illegal downloads
  • Human trafficking, prostitution
  • Sales of illegal good or services
  • Information on tax evasion or other financial schemes
  • Creating or obtaining fake or false documents such as passports, or fake identity
  • Information or products for passing drug tests
  • Promoting or facilitating hacking and cracking
  • Infringing on any third-party intellectual property rights
  • Using a third party’s logo or trademark without permission
  • Promotes counterfeit goods
  • Promoting illegal P2P, or other forms of file sharing

Site design, behavior and activity

This section addresses attributes of websites and apps that are not necessarily content related, but have impact on user experience and business success due to design elements or deceptive or fraudulent behaviors.

Non-intentional Traffic and Deceptive Practices

Criteo will not work with Supply Partners that generate ad impressions via deceptive or fraudulent mechanism.  Supply Partners and their content must not:

  • Generate traffic from machine-initiated activity, such as botnets, traffic farms, servers hosting facilities, data centers, virtual machines, emulators and anonymous proxies, and other sources of invalid traffic
  • Acquire traffic through malicious or deceptive activity (toolbar installations, malware, adware)
  • Obfuscate, alter, or misrepresent the originating source, domain or URL
  • Artificially generate or inflate clicks with the intent of misleading the buyer
  • Aggressively arbitrage or “daisy chain,” resulting in significant and abnormal loading times, rendering or other computer software/hardware abnormal consumption
  • Intentionally circumvent inventory quality filters via geo fencing and hide the original geolocation of the user
  • Generate impressions that circumvent explicit choices of the consumer (e.g., ad blocking)
  • Run code that interferes with or disrupts the integrity or performance of the Criteo
  • Change user preferences or browser settings, or that initiate downloads without clear user consent

Malicious Site Design and Unfriendly Ad Formats

Criteo will not work with sites that have pages which are cluttered with ads, or which are deliberately designed to confuse users.  This includes sites that have ad formats which disrupt the user experience.

Criteo will not work with sites that:

  • Contain hidden, “stacked” ad units that generate multiple ad impressions
  • Contain code which generates artificial bid requests, impressions and clicks or pre-rendering ads
  • Manipulate Criteo trackers (cookies) in any way or form
  • Automatically redirect the user to another page without the user’s prior consent
  • Are designed to be intentionally confusing and misleading for users
  • Gate content on mobile apps
  • Display ads on the lockscreen of mobile devices that are not lockscreen specific apps
  • Force downloads for content access
  • Contain, distribute or promote adware, spyware, P2P application, malware, viruses, worms, Trojan horses or other harmful computer code




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