Faux Functionality

Functionality that is not predictive or does not display an expected experience/outcome is not acceptable.

Any element designed to generate a click without relevant information or content at the destination is not acceptable.

Functionality such as inactive “close" icons within the ad or on the landing page that does not trigger expected behavior is not acceptable.

Dynamic user experiences within an ad must resolve to an expected, appropriate result on the landing page. For example, if a user is able to select a specific state (such as Washington) from a dropdown list in an ad, the landing page experience must meaningfully reflect the user’s choice (such as mortgage rates specific to Washington State).


  • Static images of radio buttons
  • Underlined text that appears to be a hyperlink but not actionable
  • Inactive selection boxes or drop-downs
  • Functionality that appears to make the ad page look broken or as if something is not working
  • Functionality that impacts performance: general impact on performance, reliability, and quality of the user’s computing experience (e.g., slow computer performance, reduced productivity, corruption of the operating system, or other issues)
  • Functionality that requires users to enter personal information (i.e., name, email address, phone number) in order to view information within the ad or landing page

Note: This does not apply to non-personal information such as zip-codes or a user’s city/region for ad targeting purposes.

Oath does not accept ads that originate from, or represent trade with Cuba, Iran, Sudan, North Korea, Syria or the Crimea region of Ukraine - or any country subject to relevant US embargo or trade sanction, or otherwise designated as restricted by Oath.