Animation:

• Within ad units defined by fixed in-page dimensions (like banners) uninitiated animation of any form can run for a maximum of 30 seconds without being re-initiated by the user through a clearly labeled interaction with the ad. This includes animations, such as flashing ‘click here’ buttons and small icons.
• Once re-initiated, there must be a clear way to stop any in-unit animation that runs for longer than 30 seconds.
• Animation spawned from a fixed dimension ad unit must follow the rules for overlay ads, with that portion of the ad appearing for a maximum of 10 seconds with a clear ‘close’ button in close proximity to the animation.

Display Time Limits:

• Ads that partially overlay page content (such as Eyeblasters) can appear for a maximum of 10 seconds and must close automatically after that. Such ads must include a ‘close’ button as well.

Close Buttons

• Any ad or portion of an ad that appears outside of the confines of a fixed in-page ad space must include a prominent close button. This applies to free-form ads that overlay the page and fixed in-page ads that spawn a free-form overlay upon a mouse-over or click interaction.
• For ads that overlay the page, a clear ‘close’ or ‘click here to close’ button must be included in close proximity to the overlay portion of the ad. An ‘X’ within the ad is not acceptable. The ad must automatically close after a maximum of 10 seconds.
• Fixed in-page ad units that expand upon a mouse-over but do not contract back into the confines of the fixed in-page ad space when the user’s mouse leaves the ad must include a close button in close proximity to the expanded portion of the ad. The expanded portion of the ad must close automatically after a maximum of 10 seconds.

Sound:

• Sound effects of less than 1 second (such as a ‘beep’) are acceptable without user initiation. The Press Democrat reserves the right to prohibit such sound if deemed to intrusive.
• Any audio that lasts over 1 second in length must be initiated by mouse-over or click interaction with an area of the ad clearly labeled with ‘roll over for sound’, ‘sound on’, or with appropriate icons such as a G clef or speaker. Once initiated, there must be a clear way to turn off the sound with an area of the ad labeled with ‘mouse over to turn off audio’, ‘sound off’, or an appropriate icon.

Frequency Caps:

• Frequency cap limitations are imposed on all free-form overlays such as Eyeblasters. These frequency caps may vary by section.
• Frequency caps can also be applied to campaigns at advertiser request, on either a session, hourly or lifetime of campaign basis. A maximum of one type of cap (session/hourly/lifetime) will be applied per campaign.
• All campaign level frequency caps must be set through the The Press Democrat ad server. They cannot be set through third party servers.

Clicking to Other Web Sites:

• All click interactions that initiate the load of a new Web page must open that Web page in a new browser window.
• A click-thru can launch only one new browser window.
• Any click-thru included with an ad must take users to the Web site of the advertiser who purchased the ad space unless the advertiser has provided written permission from another site to link to them with their advertising.
• Mouse-over interaction cannot link a user to a new Web site.

Deceptive Functionality:

• All functionality visually indicated within ads must be working and not designed to deceive.
• Non-functioning drop-down menus, radio buttons and text boxes will not be accepted.
• ‘Close’ or ‘Skip’ buttons must function as labeled and cannot link users to a new Web site.

Creative Submission:

• All ads, including ads running through third party code, must be submitted to The Press Democrat for approval.
• Third party servers should contact The Press Democrat at least 1 business day before rotating new ads into an existing ad campaign and provide those news ads for review.
• Ads for new campaigns or mid-campaign changes that require new ads to be uploaded into The Press Democrat ad server should be provided for testing & review according to normal lead time requirements: 3 business days for standard ads and 5 business days for rich media.

Exceptions to any of these guidelines may be made at the discretion of the Publisher.

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