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F A C E B O O K Product Guide Sept 2010

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    F A C E B O O K  Product Guide  Sept 2010 F A C E B O O K Product Guide Sept 2010 Presentation Transcript

    • Product Guide for Brand Advertisers
    • 1 The Facebook Mission Give people the power to share and make the world more open and connected
    • Introduction At Facebook, everything we do is about making the world more open and connected. We think this is having a profound impact on the way we relate to the people, communities and institutions around us. As such, we use these same principles when developing features, tools and products for our users and advertisers. In this guide, we provide an overview of our key advertising products, including production guidelines and policies.
    • 3 Premium Inventory on Facebook Overview of Premium Locations and Ads 4-5 Like Ads 6-7 Poll Ads 8-9 Event Ads 10-11 Sampling Ads 12-14 Specifications by Ad Types Video Comment Ads 16-17 Premium 18 Marketplace 19 Video Specifications 21 General Advertising Guidelines 23
    • Premium Inventory on Facebook Premium Locations Premium Ads Premium ads run on the most Facebook provides marketers the engaging pages on Facebook, chance to advertise their products and such as the Home Page. brands in premium locations. Premium Ads appear above-the-fold and allow The Home Page includes the News you to seamlessly integrate your Feed, which shows everything a advertising message into the Facebook user’s friends and other connections user experience. are sharing. Premium Ads enable users to interact with your ad by taking simple social actions, for example: Liking your Page, taking a poll, RSVPing to your event or requesting a sample of your product. Users can take these actions without ever leaving their current pages on Facebook. Once a user has interacted with a Premium Ad, a social story is generated. This is displayed in your ad and shared with the user’s friends via their News Feeds. Ads become more relevant and engaging when this powerful “social context” is included.
    • 5 Example of Premium Ad on Home Page
    • Premium Like Ad Premium Like Ads drive user Product behavior with Social context Product behavior without Social context engagement by letting Facebook users see how many of their friends have Initial state of Like Engagement Initial state of Like Engagement already liked your brand. ad unit ad unit A recent Nielsen study shows that there is a 68% increase in ad recall and a 2x increase in message awareness when users see a friend’s name associated with an ad.* The Premium Like Ad provides this relevant social context. When users see that their friends have liked a brand or Click the Like button to connect Click the Like button to connect product, it increases their own trust in to the brand to the brand that brand and the likelihood that they, too, will engage with the ad unit. If none of the user’s friends currently like the brand, the ad displays the total number of people who like the brand among the Facebook community. This is another way of providing trust and validation. Premium Inventory The option to Like the Feed or Click the number of ‘other friends’ * Need to sharpen the image and make the ad a call-out that jumpsstory does not appear if the Profile * “Advertising Effectiveness: Understanding out. see all of your friends who also to user already likes the brand. the value of a Social Media Impression.” like the brand* April 2010, The Nielsen Company.
    • 7 Product specifications Like Ad Production Guidelines Title (25 characters) Links to Page on Facebook Image Body copy (110x80 px) (135 characters) Links to Page on Facebook Like # people like [your brand] Creative Requirements Like Ad Unit Requirements • Title Total size: Text: • Body copy 240 px wide (variable height) Title—25 character maximum • Image or video Body copy—135 character maximum • Facebook Page Like + Video Ad Unit Link: Total size: Title and image must link to Page 240 px wide (variable height) that is being liked • the video has full screen functionality Page: Client must have a live, published Page Please refer to video specifications and submission guidelines (p 22) Adheres to Facebook General Advertising Guidelines (p 23–28)
    • Premium Poll Ad 1. 3. Poll Ads encourage interaction with your Initial state of Poll Ad User’s friend’s photos appear when user brand by asking a question and letting clicks to see how their friends voted* people instantly see the results. 1. This ad unit asks a question and offers two or three responses. 2. When a user selects her response, the poll results reveal the answers of all Facebook users who have already answered the poll. 3. The user can also click on a link to see how their friends voted. 2. Poll Ads generate wall stories on the poll’s brand page, which can publish Results are shown once the user into the News Feeds of people who engages. The user can then click to see have liked the brand. how friends vote and/or like the brand. Wall story on Page & News Feed story** * Text will state “You like [brand]” if the user already likes the brand. ** User must be someone who likes the brand to see the Poll published into their Feed.
    • 9 Product specifications Poll Production Guidelines Title (25 characters) Links to Page on Facebook Image Body copy (110x80 px) (135 characters) Links to Page on Facebook Question (40 characters) Responses (25 characters) 2 or 3 choices Creative Requirements Poll Ad Unit Image: 110x80 px, 4K .jpg or .gif • Title Total size: 240 px wide (variable height) (must submit thumbnail image • Body copy with video) • Image or video Poll + Video Ad Unit Link: Title and image will link to client • Facebook Page Total size: 240 px wide (variable height) specified URL • Question Video has full screen functionality • 2-3 response options Page: Client must have a live, published Page Requirements Text: Title—25 character maximum Please refer to video specifications Body copy—135 character maximum and submission guidelines (p 22) Question—40 character maximum Adheres to Facebook General Responses—25 character maximum for Advertising Guidelines (p 23–28) each of the 2 or 3 choices Note: no comparative/competitive claims can be made in the creative
    • Premium Event Ad 1. 3. Invite people to RSVP to an event RSVP to event Users can write custom messages to and let them spread the word friends that they invite to the event on your behalf. 1. This ad unit lets you invite users to events. 2. Once a user responds, the ad expands to show friends who are attending the event as well as the total number of Facebook attendees. The act of RSVP-ing to the event is public and may appear in friends’ News Feeds. 3. Users are also given the option to write custom messages to friends 2. they are inviting to the event. Invite more friends to event Feed story Profile story Events
    • 11 Product specifications Event Ad Production Guidelines Title Link/Event Title (25 characters) Links to Page on Facebook Event Image Body copy (110x80 px) (135 characters) Links to Page on Facebook Date Location (28 characters) Creative Requirements Requirements Event: Client Page must host and publish • Title Text: Title—25 character maximum a live Event to run an Event ad • Body copy Body copy—135 character maximum Date: Must be a specific date/start time • Image or video • Facebook Event Image: 110x80 px, 4K .jpg or .gif (must Location: Must be an specific location/ • Event date submit thumbnail image with video) answer the question “where?”; • Event location Link: Title and image must link to Event 28 character maximum • RSVP Title should match the title of the Page: Client must have a live, linked Event published Page Event Ad Unit Thumbnail image should materially Please refer to video specifications Total size: 240 px wide (variable height) represent the linked Event and submission guidelines (p 22) Event + Video Ad Unit Adheres to Facebook General Advertising Total size: 240 px wide (variable height) Guidelines (p 23–28) The video has full screen functionality
    • Sampling Premium Sampling Ad 1. Get free samples of your product into Click to get a free sample the hands of prospective customers. 1. Sampling Ads offer a strong, rich brand experience and a clear call to action. 2. When a user clicks on a Sampling Ad, they are shown an interstitial page that lets them select a product type and confirm their shipping information. Within the interstitial, the user selects a product flavor or type and then completes their shipping information to receive their 2. free sample. All actions hit the user’s News Feed generating additional Pick your flavor, enter your shipping information and get a free sample streams of brand awareness.
    • 13 Sampling Product specifications Sampling Ad Production Guidelines (PRE CLICK) Title (25 characters) Body copy (135 characters) Image Thumbnail (110x80 px) Product (25 characters) Creative Requirements Sampling Ad Unit Please refer to video specifications and • Title Total size: submission guidelines (p 22) • Body copy 240 px wide (variable height) Adheres to Facebook General Advertising • Image or video Guidelines (p 23–28) Sampling + Video Ad Unit Total size: 240 px wide (variable height) • video has full screen functionality Requirements Text: Title—25 character maximum Body copy—135 character maximum Product—25 character maximum Image: 110x80 px, 4K .jpg or .gif (must submit thumbnail image with video) Link: Title and image will link to client specified URL
    • Product specifications Sampling Ad Production Guidelines (POST CLICK) (continued from previous page) Headline (25 characters) Body copy (135 characters) Image (110x80 px) Product (25 characters) Creative Requirements Sampling Interstitial Requirements • Title Total size: Text: • Headline 445 px wide (variable height) Headline—25 character maximum • Body copy Body copy—135 character maximum • Flavors (interstitial) • Image or video Image: 180x130 px, 4K .jpg or .gif • Shipping Address Flavor: 1-5 options; 20 character • Link max each Link: Title and image will link to client specified URL Adheres to Facebook General Advertising Guidelines (p 23–28)
    • 15 Specifications by Ad Types
    • Premium Video Comment Ad Share a compelling video about Users click a thumbnail to play video directly on the ad. your brand and watch what people The video plays in the center of the user’s screen, and the have to say. background is darkened. The user can like the brand as the video plays, increasing the chances the video will surface in This ad unit from (RED)™ allows users their friends’ News Feeds. to leave inline comments for your video directly on their Home Pages, where they view the video. Additionally, users can like or comment on your video inline, without interrupting the video. Comments made by a user’s friends are seen below the ad, increasing their trust and propensity to engage with the ad. The act of commenting or liking is public and may appear on friends’ News Feeds. Ad unit courtesy of (RED)™
    • 17 Product specifications Video Comment Ad Production Guidelines Title (25 characters) Links to Page on Facebook Body copy (135 characters) Image Thumbnail (110x80 px) (Plays Video) Ad unit courtesy of (RED)™ Creative Requirements Comment + Video Ad Unit Requirements • Body copy Total size: Text: • Video 240px wide (variable height) Title—25 character maximum, • Thumbnail • the video has full screen functionality must be name of video on Page • Facebook Page Body copy—135 character maximum Thumbnail of video: 110x80px, 4K .jpg or .gif (must submit thumbnail) Link: Title and image will link to client- specified URL Page: Client must have a live, published Page Please refer to video specifications and submission guidelines (p 22) Adheres to Facebook General Advertising Guidelines (p 23–28)
    • Premium Ad Specifications Standard Premium Ads appear on the Home Page. These Premium Ads do not have inline actions and do not generate organic stories anywhere on the site as Premium Ads with engagement do. Image Ad Unit Requirements Total size: Text: Title—25 character maximum 240 px wide (variable height) Body copy—135 character maximum Image: 110x80 px, 4K .jpg or .gif (must Image + Video Ad Unit submit thumbnail image with video) Total size: 240 px wide (variable height) • height of ad unit expands Link: Title and image will link to client • full screen functionality specified URL Page: Client must have a live, published Page to host video for ad unit (if applicable) Please refer to video specifications and submission guidelines (p 22) Adheres to Facebook General Advertising Guidelines (p 23–28)
    • 19 Marketplace Ad Specifications Marketplace Ads appear on dashboard pages (Groups, Links, Applications, Games). Marketplace Like and Event Ads allow users to engage with ads in the same way they interact with other content on Facebook without leaving the page they’re viewing. Actions taken within the ad can generate organic stories on friends’ home pages. Marketplace Ads can appear in either horizontal or vertical layout. In both cases, Facebook will resize images to fit the designated size parameters. Creative Requirements Requirements • Title Text: Title—25 character maximum • Body copy *For Marketplace Like and Event Ads, • Image the title must be the name of the Page or • Link Event, up to 35 characters. Pages/Events with longer names are cut off at 32 characters and an ellipsis is added at the end. Body text—135 character maximum Image: 110x80 px, 4K .jpg or .gif Link: Title and image will link to client specified URL No 3rd party view through tracking Adheres to Facebook General Advertising Guidelines (p 23–28)
    • 21 Video Specifications
    • Video Specifications Facebook supports high definition video Video player launches 400 px wide in center of screen for all video and audio up to 1 GB in size. Your video plays from Engagement ads, Standard ads and News Feed stories will be automatically re-sized to fit the appropriate dimensions of the player and bandwidth of the user. File hosting: Client must have a live Page to host the video being played in the ad unit File transfer: Upload video file directly to client Page Length: 3 minute maximum File size: As close to 1 GB as possible, without exceeding 1 GB Sound: All videos submitted must have audio Movie Trailers: .qt (QuickTime Movie) Frame rate: Trailers featured in ad unit must be .vob (DVD Video) 24fps - 30fps green band trailers, approved for .wmv (Windows Media Video Resolution: all audiences and meet Facebook Advertising Guidelines. Red band trailers .mov (QuickTime Movie) Standard recommended resolution is 1280 x 720 pixels. Height can vary, but we can be posted to client’s Facebook .mp4 (MPEG-4 Video) highly recommend 1280 px width. Page, but not used within the ad unit. .flv (Flash Video) Acceptable Formats: .3g2 (Mobile Video) Facebook requires that all video be submitted in high definition. .3gp (Mobile Video) .mpe (MPEG Video) .3gpp (Mobile Video) *If playing HD in ad unit, the width of the .mpeg (MPEG Video) .asf (Windows Media Video) video may be no less than 1280 px, and .mpeg4 (MPEG-4 Video) .avi (AVI Video) the video must not be letterboxed. .nsv (Nullsoft Video) Recommended: 2-channel stereo audio .m4v (MPEG-4 Video) at 44.1Khz sample rate. .ogm (Ogg Format) .mkv (Matroska Format)
    • 23 Advertising Guidelines
    • Advertising Guidelines At Facebook, we believe that every part of our site, including the ads, should contribute to and be consistent with the overall user experience. Thus, we are committed to protecting our user experience by keeping the site clean, consistent and free from misleading advertising. We believe that we can help transform existing advertising into messages that are tailored to the individual user based on how his or her friends interact and affiliate with the brands, music artists and businesses they care about. The following guidelines apply to all ads appearing on Facebook, including ads within canvas pages of Facebook Platform applications. In addition, all advertising on Facebook must comply with the Privacy Policy and Statement of Rights and Responsibilities. Advertising appearing within applications on the Facebook Platform must comply with all additional Facebook Platform Policies. Facebook reserves the right to reject or remove advertising that we deem contrary to our ad philosophy. These guidelines are subject to change at any time and Facebook may waive any of these guidelines at its discretion. For further information, please visit www.facebook.com/ads
    • 25 1. Accounts 3. Facebook references c. Ads must not include unsubstantiated claims, including but not limited to a. Advertisers cannot create or manage a. The following conditions apply to all ads prices, discounts or product availability. multiple Facebook accounts for that have a Facebook Page, application, d. Ads must not insult, harass, or threaten advertising purposes unless given event, group, or Connect site as its a user. permission by Facebook to do so. destination, except as otherwise e. Ads must not contain audio that b. Advertisers cannot programmatically specifically permitted to those subject plays automatically, without a user’s automate the creation of accounts to the Branding and Promotion Policy interaction. Any automated animation or ads unless given permission by section of the Platform Policies: must cease after 15 seconds and must Facebook to do so. i. Ads may make limited references to not replay. “Facebook” in its title, body, or image 2. Landing pages / Destination URLs for the purposes of clarifying the 5. Prohibited Content a. Ads that contain a URL or domain in destination of the ad; ii. Ads cannot imply any endorsement of a. Ads must not be false, misleading, the body must link to that same URL or the product, service, or ad destination fraudulent, or deceptive. domain. by Facebook. b. Ads will not be permitted in cases where b. Ads must send users to the same b. All other ads, destination ads, and a business model or practice is deemed landing page when the ad is clicked. landing pages must adhere to the unacceptable or contrary to Facebook’s c. Landing pages cannot generate a pop- following restrictions: overall advertising philosophy. up (including “pop-overs” and “pop- i. Ads cannot mention or refer to c. Ads, or categories of ads, which receive unders”) when a user enters or leaves Facebook, its site or its brand in any a significant amount of negative user the page. manner, including in the title, body, feedback, or are otherwise deemed in d. Landing pages cannot use “fake” close image, or destination URLs; violation of community standards will behavior (ie. when a user clicks the ii. Ads cannot use Facebook logos, not be permitted. ‘close’ icon on the page, the page should trademarks, or site terminology d. Ads must not contain, facilitate, close down and no other behavior (including but not limited to Facebook, promote, or reference the following: should result). The Facebook, FacebookHigh, FBook, FB, i. Offensive, profane, vulgar, obscene or e. Landing pages cannot utilize “mouse Poke, Wall, and other company graphics, inappropriate language; trapping” whereby the advertiser does logos, designs, or icons); ii. Obscene, defamatory, libelous, not allow users to use their browser iii. Facebook site features cannot slanderous and/or unlawful content; “back button” and traps them on be emulated. iii. Tobacco products; their site and/or present any other iv. Ammunition, firearms, paintball guns, bb unexpected behavior (for example: 4. Ad Copy and Image Content guns, or weapons of any kind; navigation to another ad or page).the v. Gambling, including without limitation, landing page or in the ad, except to a. Ads must directly relate to the any online casino, sports books, bingo, enable an ecommerce transaction and content on the landing page. or poker without authorization from where the ad and landing page clearly b. Ads must clearly represent the Facebook; indicate that a product is being sold. company, product, or brand that is vi. Scams, illegal activity, or chain letters; being advertised. Products or services vii. Contests and sweepstakes unless given promoted in the ad must be directly permission by Facebook to do so; if available on the landing page. permission is given, you are subject to Facebook’s Promotions Guidelines;
    • viii. Get rich quick and other money xx. Content that depicts a health condition i. the Relationship Status targeting making opportunities that offer in a derogatory or inflammatory way parameter must be utilized and set to compensation for little or no or misrepresents a health condition in Single; investment, including “work from any way. ii. the Sex targeting parameter must be home” opportunities positioned as utilized and a single value of Male or alternatives to part-time or full-time 6. Data and Privacy Female must be selected; employment or promises of monetary a. You may not give data you receive iii. the Age targeting parameter must be gain with no strings attached; from us to any third party, including ad utilized and the age range selected ix. Adult content, including nudity, networks. must start at least at 18 years old; sexual terms and/or images of people b. Unless authorized by us, your ads may iv. the Interested In targeting parameter in positions or activities that are not display user data -- such as users’ must be utilized and a single value of excessively suggestive or sexual, or names or profile photos -- whether that either Men or Women must be selected. provocative images in violation of data was obtained from Facebook or community standards; 8. Prices, discounts, and free offers otherwise. x. Adult friend finders or dating sites c. You may not use user data you receive a. Ads cannot be deceptive or fraudulent with a sexual emphasis; from us or collect through running an about any offer made. xi. Adult toys, videos, or other adult ad, including information you derive b. If an ad includes a price, discount, products; from your targeting criteria, for any or ‘free’ offer, xii. Uncertified pharmaceutical products; purpose off of Facebook, without user i. the destination URL for the ad must xiii. Spy cams or surveillance equipment; consent. link to a page that clearly and accu- xiv. Web-based non-accredited colleges rately offers the exact deal the ad has that offer degrees; displayed; 7. Targeting xv. Inflammatory religious content; ii. the ad must clearly state what action xvi. Politically religious agendas and/or a. Any targeting of ads based on a user or set of actions is required to qualify any known associations with hate, attribute, such as age, gender, location, for the offer. criminal and/or terrorist activities; or interest, must be directly relevant xvii. Content that exploits political agendas to the offer, and cannot be done by a 9. Subscription Services or uses “hot button” issues for method inconsistent with privacy and data policies. a. The advertisement of Subscription commercial use regardless of whether b. Ads with adult themes, including Services must comply with the the advertiser has a political agenda; contraception, sex education, and conditions noted below and as xviii. Hate speech, whether directed at an health conditions must be targeted determined by Facebook in its sole individual or a group, and whether to individuals at least 18 years old. discretion. “Subscription Services” may based upon the race, sex, creed, Platform ads should do this via include sites that promote download- national origin, religious affiliation, Demographic Restrictions, not by ing ringtones, games, or other enter- marital status, sexual orientation, obtaining user data. tainment services or any site that gender identity, or language of such c. Ads for dating sites, services, or related induces a user to sign up for recurring individual or group; content must follow these targeting billing of a product or service. xix. Content that advocates against criteria (does not apply to ads on i. The ad must clearly state what action or any organization, person, or group Facebook Platform): set of actions is required to qualify for of people, with the exception of the offer. If the user must subscribe to a candidates running for public office;
    • 27 service, the service and offer require- 10. Ads for Alcoholic Beverages g. It is recommended that the ad creative ments must both be stated in the ad. contain text that promotes drinking a. Ads must be targeted to people 21 years ii. The recurring subscription must be responsibly, eg. “Drink Responsibly” or old or older in the US, 19 years old or consistent with what is promoted in “Drink Smart”. older in Canada, 18 years old or older in the ad copy. the UK and Ireland, and 21 years old or 11. Copyrights and trademarks iii. At a minimum, the promoted website older everywhere else. All Facebook must clearly and accurately display the a. Ads cannot include any content that Pages viewer restrictions must be set at price and billing interval (such as per infringes upon the rights of any third 21+ regardless of the country they are in week or once per month) on the landing party, including copyright, trademark, or targeted to. In the case where a user’s page as well as any page that prompts a privacy, publicity or other personal or age cannot be determined, the ad user for Personally Identifiable proprietary right. cannot be displayed to the user in Information (such as name, date of b. The advertiser must have intellectual question. (Does not apply to applica- birth, phone number, social security property rights to the creative and be tions on Facebook Platform.) number, physical addresses, or email permitted to display such creative as b. Ads cannot include content that might addresses) or billing information advertising on the Facebook Site. appeal to (or mislead) minors by (including, but not limited to, mobile implying that the consumption of phone number or credit card number). 12. Spam alcoholic beverages is fashionable or iv. If users sign up for the service by the accepted course of behavior for a. Ads cannot contain, facilitate or transmitting a code by text message, those who are underage. promote ‘spam’ or other advertising or the price and billing interval must be c. Ads cannot include or target any person marketing content that violates clearly and prominently displayed under the legal drinking age in the applicable laws, regulations or industry beside the code. region the ad appears, or be suggestive standards. v. If the service is a subscription, the of the presence of those who are b. Incentives website must provide a prominent underaged. Additionally, ads appearing i. Ads cannot offer incentives to viewers opt-in checkbox or other clear mecha- in applications on Facebook Platform for clicking on the ad, for submitting nism indicating that the user know- must adhere to the Platform Policies Personally Identifiable Information ingly accepts the price and subscription Alcohol Content Policy. (such as name, date of birth, phone service. This should be on the first page d. Ads cannot portray or promote number, social security number, where the user enters personal data, intoxication. physical addresses, or email addresses), and the user should not be able to e. Ads cannot induce people to consume or for performing any other tasks. proceed without opting in. alcohol in excess, make references to vi. All of the foregoing items should be the intoxicating effects of alcohol, located in a prominent place on your depict activities that encourage webpage, as determined by Facebook in excessive consumption or that its sole discretion, and should be easy encourage drinking at a rapid rate, or to find, read, and understand. suggest the strength of the alcoholic beverage being advertised. f. Ads cannot promote any giveaways as a reward for purchasing the alcoholic product.
    • 13. Downloads 15. Grammar, sentence structure, spelling, 18. Symbols and spacing a. Ads must not contain or link directly or a. The use of all symbols, numbers, or indirectly to a site that contains a. Ad text must be grammatically correct letters must adhere to the true spyware/malware downloads, whether and contain proper sentence structure. meaning of the symbol. initiated automatically or manually by b. Ad text must be in complete sentences. b. Ads cannot contain repeated and the user, or other auto-initiated c. Ads cannot include excessive repetition unnecessary symbols downloads. (such as “buy, buy, buy”). c. Symbols cannot be used for the b. Ads cannot contain or link to a site that d. Ads must use correct spelling. following: facilitates or promotes: e. Ad text must include grammatically i. To substitute for letters (e.g. “$ave” i. Collection of demographic and usage correct spacing. instead of “save”); information from a user’s computer ii. To substitute for entire words (e.g. “&” without the user’s express consent; 16. Capitalization instead of “and” or “$” instead of “cash/ ii. Collection or request of Facebook a. Ads must use proper, grammatically dollars/money”); usernames or passwords from any user; correct capitalization (such as iii. As unnecessary abbreviations to iii. Proxying Facebook usernames or capitalizing the first letter of all shorten character count (e.g. “w/” passwords for the purpose of automat- proper nouns and capitalizing the title instead of “with” or “@” instead of “at”). ing logins to the Facebook site; of the ad). d. Symbols may be used for the following: iv. Any software that results in an b. Ads cannot include excessive i. If the symbol is part of the product or unexpected user experience, including capitalization (such as “FREE”) or brand name; but not limited to software which (1) incorrect capitalization (such as ii. If the $ symbol is paired with a dollar “sneaks” onto a user’s system and capitalizing the first letter of every amount (e.g. “Save $100 today”); performs activities hidden to the user, word in a sentence). iii. If the # symbol is used for comparative (2) may alter, harm, disable or replace c. Acronyms may be capitalized. phrases (e.g. “Voted the #1 site by NY any hardware or software installed on Times”). user’s computer without 17. Punctuation express permission from the user, (3) is a. Ads must include logical, correct bundled as a hidden component of punctuation. other software whether free or for fee, b. Ads cannot contain repeated and (4) automatically downloads without unnecessary punctuation (such as Facebook’s express prior approval, (5) “Buy now!!!”). presents any download dialog boxes c. All complete sentences (including if the without a user’s express action, or (6) ad title is a complete sentence) must may violate or infringe upon the end with a single punctuation mark. intellectual property rights of any third Sentences cannot end with ellipses, party, including copyright, trademark, dashes, etc. patent or any other proprietaryright. d. Exclamation points cannot be used in the title of any ad. The following sections do not apply to ads on Facebook Platform