Advertising guidelines

We believe promoted content can play a big role in community development if done in the right way. If you follow these guidelines, you’ll be all set for promoting great content on the App.

Please make sure you read and agreed on Terms of Service before reading and agreeing on this Advertising guidelines. Definitions from Terms of Service are valid here.

Be authentic with your audience

Authenticity means being truthful and honest about the product or service you're promoting. It also means being transparent with people about what they should expect when they interact with your products or services.

Be honest about your relationship with Gamebay or Friendly Fire

Your ads should stick to our brand guidelines and shouldn't suggest that Gamebay or Friendly Fire is sponsoring your promotion or is formally affiliated with it.

If you are using our brands please stick to brand guidelines.

Disclose your billing practices

If you charge users on a recurring basis, be transparent with them and disclose the terms of payment.

Stick to one advertiser per account, and be clear about who's advertising

We want people on the App to understand who's promoting content. You can't manage more than one advertiser through a single account or change the advertiser on an account. You also can't create profiles for someone else (for example, if you're an agency) and promote stuff from those profiles. Instead, you can help someone else promote ads from their own accounts.

Respect the rights of others

Your ads can't infringe upon or violate the rights of any third party, including copyright, trademark or privacy rights.

Be respectful with your targeting

Make sure your targeting is relevant and follow all the below guidelines.

Don't target sensitive categories

Targeting certain audiences can be inappropriate and offensive. It's never okay to target people in a way that implies you're aware of sensitive info about them. You can't target any audience based on:

  • Sensitive health or medical condition
  • Race, color or ethnic origin
  • Negative financial status or condition
  • Religious or philosophical affiliation or beliefs
  • Sexual behavior or orientation
  • Alleged or actual commission of a crime
  • Additionally, you can’t target ads to minors
  • Trade union membership or affiliation
  • Political affiliation

Be careful with any data usage

Anywhere you collect data used with ads, you must disclose and get legally-required consent from each individual for that data collection, sharing and use. If it’s the case you must tell your website and app visitors that their information will be shared with third parties for online behavioral advertising and that they can opt-out of online behavioral advertising through Gamebay App settings.

Don’t give us information that relates to sensitive categories - like a medical condition or ethnic origin—or that’s collected from a child-directed site or app, or from anyone who’s under 16 or the legal age of consent in your country.

Respect our community's data and privacy

You can't:

  • Use data you receive from our ads service for any purpose (including audience targeting or user profiling) other than to understand your Gamebay campaigns, and only on an anonymous basis.
  • Share data from our ads service with a third party, including another advertising service.
  • Join data from our ads service with personally identifiable information (like an email address) or information that identifies a user, browser, or device (like a cookie or mobile ad identifier)

If you receive any data from Gamebay tied to a unique identifier (e.g., campaign reporting data linked to a mobile device ID) then you can’t use it to market products or services, or for any purpose besides measuring Gamebay campaigns, and you must delete it no later than 6 months after receiving it.

Be thoughtful with your editorial

To keep ads inspiring and actionable, we set high standards for the editorial quality of ads on the App.

Professional and neatly edited images

Ads should adhere to the highest levels of editorial quality. We don’t allow ads with:

  • Fuzzy or grainy images
  • Incorrectly oriented images (upside down or sideways)
  • Poorly edited images or poorly cropped images
  • Overly busy images that are packed with text overlay or have too many font styles and colors (try no more than 4 frames and 2 font styles or colors)
  • Images with artificial functionality like a play or download buttons, notification icons, search bars, or elements that mimic Apps features
  • Improper grammar, incorrect spelling or excessive capitalization and symbols
  • Low-quality user-generated content like selfies and screenshots

Quality landing pages

We care about the ad experience from start to finish - including the URL your ad links to. We want to make sure users find what they're looking for when they click through. We don’t allow landing pages to:

  • Require people to take an action (like signing up) before they can see certain content unless your ad makes it clear that this is required
  • Have pop-up ads or start automatic downloads on someone’s device
  • Force people to visit another page
  • Contain primarily advertising content (made-for-ads sites)

Create a consistent experience

Your ads must reflect who you are and what you're promoting, so make sure your ad image, description and landing page are consistent. Your ads can't suggest or imply that a product is available on your landing page if you don't actually offer that product.

Be responsible with your content

We don’t allow certain categories of advertising and restrict others. As always, you're responsible for the content you promote on the App, as well as the safety and trustworthiness of the products and services you offer.

Restricted content guidelines


We allow advertising of alcohol, including beer, wine, spirits, liqueurs, and alcohol memberships.

In all cases, you're responsible for complying with applicable federal and local laws and regulatory guidelines, including age gating where necessary. If a country you are based in or a country you target audience isn’t allowing Alcohol ads then it’s not permitted to advertise it.

Alcohol ads on Gamebay:

  • Can't target minors, or depict minors consuming alcoholic beverages
  • Can't associate the consumption of alcohol to enhanced physical performance, improved social standing or better sexual success
  • Can't imply that drinking excessively is beneficial, or that alcohol has therapeutic qualities either as a stimulant or relaxant
  • Can't depict people under the influence of alcohol, or associate drinking with activities that are risky (such as driving, operating heavy machinery), antisocial or illegal
  • Can't emphasize high alcoholic content as a positive quality


If you promote a contest or sweepstakes, please encourage authentic behavior, keep the App spam-free and be sure to comply with all relevant laws and regulations. In addition, please:

  • Don't use it as leverage to build a huge number of followers
  • Don't allow more than one entry per participant
  • Don't suggest that Gamebay or Friendly Fire sponsors or endorses you or the promotions
  • We don't allow anything that directs people to react, comment or share to get money, prizes or deals.

Financial products and services

Ads for financial products and services must clearly and prominently disclose all applicable terms and conditions as required by the local laws and regulations for any country or region your ad is targeting. Ads for consumer loans, for example, must disclose things like the APR, repayment period, fees and costs, penalties, and information about the lending institution.

We may prohibit ads for certain types of financial products that we classify as unacceptable, like a potential pyramid scheme.

Healthcare products and services

We don’t allow the advertising of healthcare products and services except:

  • Eyeglasses and contact lenses

Prohibited content guidelines

Adult and nudity content

We don’t allow the advertising of adult and nudity content of any form. We also don't allow nudity or implied nudity, implied sexual activity and any focus on certain body parts.


We want ads to be useful. We don’t want them to pressure or trick users with baiting content. We don’t allow sensational clickbait tactics that exploit user curiosity.

Drugs and paraphernalia

We don’t allow the advertising of drugs and paraphernalia and anything related to it.

Illegal products and services

We don't allow the advertising of anything that facilitates or promotes illegal products, services, or activities, including products that provide instructions for or equipment to illegally access or tamper with software, servers, cell phones or websites, and links to software that results in malicious user experience.

This includes game cheats, hacks and all kinds for shady skins or in-game currency selling sites.

Counterfeit goods

We don’t allow the advertising of:

  • Knockoff products
  • Brand-name replicas
  • Goods wrongfully advertised as authentic brand-name
  • Fake IDs, passports or other official documents

Gambling products and services

We don’t allow the advertising of gambling products and services of any kind. This includes esports gambling.


We don’t allow the advertising of anything related to politics.

Sensitive content

We don’t allow language or imagery that is:

  • Offensive or profane (censored or not)
  • Excessively violent or gory
  • Vulgar or sickening
  • Politically, culturally or racially divisive or insensitive
  • Content that capitalizes on controversial or tragic events
  • References to sensitive health and medical conditions


We don’t allow the advertising of tobacco products including but not limited to:

  • Cigarettes
  • E-cigarettes
  • Chewing tobacco
  • Paraphernalia (i.e, pipes, rolling papers, vapes, vape cartridges, etc.)
  • hookah or cigar bars or products.

Unacceptable business practices

We don't allow ads that promote the following products, services or business models:

  • Penny or bidding fee auctions
  • Payday loans
  • Plaintiff recruitment services
  • Services that promise large financial returns for minimal investment or effort, such as multilevel marketing models or get-rich-quick opportunities
  • Products or services that make unrealistic or exaggerated claims

We expect our advertisers to be honest with their customers and set clear expectations about product quality, delivery times, return processes, and services provided. We reserve the right to reject an advertiser based on poor third-party ratings or a record of complaints.

Weapons and explosives

We don’t allow the advertising of anything related to knives, fireworks, explosives, guns, firearms, ammunition or any kids of accessories or related replicas and toys.


We don’t allow ads that promote:

  • Over-the-counter (OTC) drugs
  • Infant formula
  • Pharmacies
  • Medical devices

Keep in mind

You need to make sure your ads follow our standard ad guidelines and any country-specific guidelines. You need to follow all applicable local laws, regulations and industry codes for any area your ads will be shown in. You must also follow our community guidelines, terms, and the above advertising guidelines. These advertising guidelines apply to all parts of your promoted content, including the image/video, description, and destination - and they apply to features like audience targeting.

We reserve the right to reject or remove any ad that negatively affects our relationship with people using Gamebay and Friendly Fire products or that goes against our interests. We may also remove ads, categories of ads, or advertisers that get lots of negative feedback from our users. These rules may change at any time.