Overview

This Advertising Content Policy (“Policy”) provides general guidance around the advertising content and practices allowable on our retail media network that is known as Albertsons Media Collective. By placing an ad with us for Albertsons owned and operated properties and off Albertsons, you acknowledge and agree that all ads are subject to this Policy in addition to any other applicable policies, guidelines, terms and conditions and requirements. Our full Albertsons Media Collective terms and conditions are available here. We may modify this Policy from time to time by posting changes to the platform for ad submissions (“Platform”), and we encourage you to regularly visit this page as it is your responsibility to understand and comply with this Policy at all times. We may also impose restrictions or requirements stricter than and/or not specified in this Policy at our sole discretion for reasons including but not limited to legal, business, market, or company protection issues or factors under consideration. The Policy is a guideline that may not be applied equally across all ad submissions and at all moments in time based on the circumstance of the submission. References to “we/us” or “Albertsons” means Albertsons Companies, Inc. and our affiliates and banner stores such as ACME, Balducci’s, Jewel-Osco, Kings Food Markets, Pavilions, Randalls, Safeway, Shaw’s, Star Market, Tom Thumb, and Vons. References to “you/your” means the advertisers who place ads with us.

Ad Monitoring and Violations

Albertsons may review your content at any time for purposes of complying with this Policy or for any other reason. Failure to comply with this Policy may result in several consequences where Albertsons may reject or disable your content, suspend or cancel your account, or you may be deemed ineligible to advertise with us.. In our sole discretion, we may choose to notify you of content or conduct that may violate this Policy, however, we have no obligation or requirement to do so. Additionally, we reserve the right in whole or in part reject, remove, disapprove any of your content for any reason in our sole discretion, at any time. For more information about our enforcement.

Content Enforcement Policy

We may review advertising content before or after publication to ensure compliance with our advertising policies, applicable laws, and brand safety standards. If we determine that content violates our policies, presents legal, regulatory, reputational, or user-safety concerns, or is otherwise inconsistent with our standards, we may take one or more enforcement actions, including requesting modifications, rejecting content, suspending campaigns, removing published content, or terminating advertising privileges. Certain violations may result in immediate removal without prior notice. While advertisers may contact us to request reconsideration of an enforcement decision, all enforcement determinations are made in our sole discretion.

General

All advertising content must comply with applicable laws and regulations, including without limitation, consumer protection and data privacy laws applicable to your content, including but not limited to regulations and guidelines from the Federal Trade Commission (“FTC”), U.S. Food and Drug Administration (“FDA”), U.S. Environmental Protection Agency (“EPA”), the United States Department of Agriculture (“USDA”), and the Better Business Bureau’s National Advertising Division (“NAD”).

Ad Copy, Specific Claim & IP Rights Requirements

  • Advertiser must have secured all rights, licenses and clearances necessary for the use of any third-party intellectual property or other rights in the ad creative.
  • Any and all claims and offers must be submitted/created by the advertiser (and confirmed/reviewed by advertiser legal team or advisor.) Albertsons Media Collective does not create, modify or verify product claims, except in connection with its approval rights below.
  • Albertsons Media Collective does not create any taglines, slogans or marks for the advertiser for use in ad creative.
  • Certain claims, offers and/or other types of content, as described below, will be subject to increased scrutiny at our sole discretion and require prior approval by Albertsons Media Collective Legal and Ad Policy team, or prior confirmation from the advertiser regarding its claim substantiation, verification and rights clearance.
  • All ads must comply with the terms of the Ad Policy, and Albertsons Media Collective may require the advertiser to submit proof of substantiation and rights clearance at any time in connection with its review and/or approval of any ads submitted to Albertsons Media Collective for distribution.
  • Unless claims have been previously reviewed and approved or accepted  by Albertsons Companies (i.e., claims on packaging that has already been accepted  by Albertsons Companies), claims requiring prior approval may be rejected and/or require extended review. Plan accordingly. Send all ad approval requests to your Albertsons Companies account team.
  • Ad Disclosures - Where necessary, ads must contain "clear and conspicuous" disclosures as required by applicable laws, rules, regulations and industry practices, including without limitation, the FTC Endorsement Guides. 
  • Advertisers must be accurately and clearly identified in the ad to promote a transparent user experience as required in FTC and other agency regulations. 

Ads requiring prior approval

The following are ad categories that either require escalation/prior approval, or otherwise require action/certification from an advertiser. This list is not exhaustive and Albertsons Media Collective reserves the right to escalate or require additional action for any ad for any reason.

  • Advertisements making the following claims are subject to increased scrutiny and require advance prior approval. The standard SLA for a request of this type is 6 weeks. Please allot additional time in the event additional verification is required: 
    • "Made in the USA" claims:
      • This category includes representations that products are built, created, crafted, processed or manufactured in the USA. These include claims that may be implied through use of U.S. symbols like the American flag. 
    • "Green" or Sustainability/Environmental Claims:
      • This category includes statements that a product is biodegradable or is manufactured using an environmentally friendly process.
      • Any express or implied claims regarding an environmental attribute of a product, package or service are considered "green" or environmental claims. Examples include:
        • Environmental certifications.
        • Claims about carbon offsets.
        • Non-toxic and "free of" claims.
        • Recyclable claims.
        • Claims that a product is compostable or degradable.
        • General claims that a product is sustainable, green or natural.
      • Any statements or claims associated with social or environmental  responsibility, or product identification standard compliance, including but not limited to statements associated with product content or manufacturing not using  prohibited labor and materials.
  • Advertisements making the following claims are subject to increased scrutiny and require advertiser's verification, as part of the ad submission process, that it has all necessary substantiation on hand to support the claims in its ads, and has secured all necessary rights from third parties with respect to high-risk IP in its ads: 
    • Use of "badges" or certifications on creative assets:
      • Any "badges" or "certifications" on creative assets that make claims relating to the product, or the endorsement or verification of the product. Any certifications used must be obtained and validated by independent and reputable third parties. Advertiser must also have the appropriate permission to use such third party certification badges in connection with their product and advertisement.
    • Performance Claims:
      • Performance claims should be accurate, truthful, substantiated and reflect the typical experience that a consumer can expect. If an ad promotes results that are atypical, the ad must then also clearly disclose the average results that a consumer should expect. Any disclosures shall adhere to the disclosure requirements below.
    • Endorsements and Testimonials:
      • Advertisements that include endorsements and testimonials require advertisers to confirm that all statements and views expressed are truthful and reflective of the endorser's actual experience.
    • Use of Celebrity Talent, Influencers, Music and other High-risk IP:
      • Advertiser must ensure it has secured all rights, licenses and clearances necessary to include any celebrity talent, music or other well-known IP (e.g., movie characters) in its ads. 
      • Promotions regarding or featuring college or professional sports leagues, teams or athletes must undergo an IP review.

Ad Content Claims and Offers

Advertising claims must be accurate, truthful, and substantiated. Substantiation should be from verifiable and reputable sources and supported by evidence.  Offers featured in ads must meet FTC guidelines associated with avoiding false advertising and misrepresentation.

  • Awards Claims: Ads should identify the year the award was given. Awards should be from an independent provider.
  • Efficacy Claims: Ads should be based on a verifiable study or clinical trial and include the source and period of the study or trial. Ads should also include the group size of the study or trial.
  • Environmental Claims: Ads must not make broad, unqualified general environmental benefit claims. Ads must have competent and reliable scientific evidence to support the environmental claim. Your ad  must comply with the FTC’s Green Guides.
  • Comparative Claims: Ads may not use comparisons with named competitors or other brands. Ads should not disparage or attack another brand. Your ad should have an independent source supporting the comparative claim.
  • Demonstration Claims: Any demo shown must be of a result that an average user can expect and they must provide us written record affirming such.
  • Imagery: You are solely responsible for obtaining all necessary permissions, consents, and licenses for your ad, including without limitation, permissions to feature names, likeness, or other identifying features of an individual.
  • Ingredient or Nutrition Claims: Ads with ingredient or nutrition claims must reflect what is on packaging and be supported by the ingredients list and/or nutrition facts panel on label. Ads and product packaging must comply with all applicable laws and regulations.
  • Offers and Promotions: Ads should accurately convey the special offer or promotion, and all material conditions of the offer, including without limitation, the duration of the offer, exclusions and any qualifying requirements to receive the offer. Terms and conditions or a link to the terms of the offer must be prominently displayed.
  • Origin Claims: Claims such as “Made in ________” must be supported by product packaging, if applicable or be otherwise substantiated with product origin documentation.
  • Price and Savings Claims: Claims about price shall be accurate and based on applicable prices for the duration of the ad. Price reduction or price savings claims should be substantiated by verifiable data sources and the former price should be based on the most recent price the product was sold at.   
  • Survey Results or Statistical Claims: Ads should name the source of the survey and the date of the survey.

Prohibitions

The following prohibitions apply to your content:

All advertising creative, content, messaging, imagery, landing pages and related promotional materials are subject to review and approval and must comply with all applicable laws, regulations, industry standards, and platform requirements.

Advertisers may not submit, publish, distribute, or promote content that contains, depicts, facilitates, endorses, or encourages any prohibited content, including but not limited to:

  • Violence: Ads must not contain any violence, threats or graphic depictions of injury or harm;
  • Firearms: Ads must not contain any firearms, weapons, ammunition, explosives, or weapon-related accessories;
  • Gambling: Ads must not contain any gambling, gaming, wagering, lotteries, sweepstakes, or betting-related activities, except where expressly authorized in writing and permitted by applicable law;
  • Politics: Ads must not contain any political advertising, political issue advocacy, election-related content, lobbying activities, or content supporting or opposing any candidate, political party, legislation, or governmental policy;
  • Religion: Ads must not contain any religious advocacy, proselytization, or promotion of religious beliefs, organizations, or practices;
  • Technology: Ads must not contain any malware, spyware, deceptive software, phishing schemes, unauthorized data collection, or other harmful technologies;
  • Discrimination: Ads must not contain any content that is defamatory, discriminatory, harassing, misleading, fraudulent, or otherwise objectionable;
  • Sexually Explicit: Ads must not contain any sexually explicit, pornographic, obscene, or adult-oriented content;
  • Intellectual Property: Ads must not contain any content that infringes, misappropriates, or otherwise violates any third-party intellectual property, privacy, publicity, or other proprietary rights.
  • Unlawful Content or Products: Ads must not contain or otherwise promote any products, services or conduct that is illegal or otherwise violates any state or federal laws, regulations or code of any jurisdiction where the ad will be shown. 
  • False or Deceptive Information: Ads must not contain any false, deceptive, misleading or confusing pricing, descriptions, claims, functionality, depictions, or any other content or information. Material product and purchase information must be clearly disclosed. Disclaimers can only clarify what is in the ad; it cannot contradict it.
  • Adult Content: Ads must not contain any nudity, sexually provocative or suggestive content. Adult products and services, including reproductive health and family planning products, must be targeted to only to people who are at least 18 years or older.  Displaying or promoting the use of weapons or associated products are strictly prohibited.
  • Contentious Content: Ads must not contain any content that is obscene, defamatory, threatening, hateful, inflammatory, sensational, ash-canning, violent, exploitative of human behavior, or any other content that promotes any of the foregoing.
  • Discriminatory Content or Practices: Ads must not discriminate or otherwise encourage or promote discrimination on the basis of personal attributes, philosophies, nationality, sexual orientation or gender, ability, medical condition, or any other immutable or protected characteristic.
  • Unsafe Products or Activities: Ads must not promote, contain or otherwise encourage illegal, unhealthy, unsafe, deceitful or harmful activities or products.
  • Quality Control: Ads must be error free and grammatically correct. Ads must comply with content specifications, including formatting and resolution requirements, provided from time to time.
  • Harmful Code: Ads or any other content associated with your account must not contain any viruses, spyware, malware or any other harmful code.
  • Wagering/Gaming Services: Ads must not promote gambling or any other gaming activities where anything of monetary value or consideration is required to play.
  • Social or Political Issues, Cause Marketing: Ads may not contain content revolving around hot-topic social issues (e.g. coronavirus-related). Ads may not contain content that is overly sensational or that leverages fear or tragedy. Ads may not feature political commentary or content.
  • Request for Information: Ads must not request or otherwise solicit information from consumers.

Restricted Content & Practices

  • Alcohol: Ads that depict, simulate, reference or otherwise promote alcohol or the consumption of alcohol or regulated beverages are prohibited unless preapproved by Albertsons in writing. Such ads must comply with all applicable laws, rules and regulations, including any relating to consumer disclosures and targeted advertising. You must also adhere to any additional requirements provided by us from time to time.
  • Tobacco, Cannabis (including Hemp) and Related Products: Ads must not contain any imagery or references to, or otherwise promote Tobacco, cannabis (including hemp), vaporizers or any other related products including any that simulate smoking, without the prior express written consent of Albertsons. Such ads must comply with applicable laws and regulations including industry standard targeting guidelines and principles. 
  • Pharmaceuticals and Over-the-Counter Drugs: Ads that contain imagery or references to, or otherwise promote pharmaceuticals are reviewed on a case-by-case basis Over-the-Counter drugs and any other medicinal products must be pre-approved by Albertsons in writing and must comply with applicable laws, rules, regulations, industry codes and guidelines, including all age and geographical targeting limitations and any other additional requirements provided from time to time by or on our behalf. You must obtain all the necessary licenses and approvals to advertise such products.
  • Charitable Solicitations: You may not engage in any promotions, marketing or advertising campaigns for purposes of soliciting charitable donations, without the express written consent of Albertsons.
  • Sweepstakes, Contests and Other Promotions: Ads that contain any sweepstakes contests or other promotions must comply with applicable laws, rules and regulations, this Advertising Policy and any other requirements provided by us from time to time. Such ads must be preapproved by Albertsons in writing; and a copy of the rules must be provided to us. You are fully responsible for all promotions affiliated with your account.
  • Gift Cards: Ads that offer gift cards require Albertsons’ prior written consent.
  • Competitor References. Creative or content that references, compares to, or otherwise mentions competitors, competing products, or competing services is subject to prior review and written approval. Advertisers must provide substantiation for any comparative claims upon request. The publisher reserves the right to reject or require modification of such content at its sole discretion.

Ad Targeting

  • Compliance: Your targeted advertising activities must comply with all applicable laws, rules, and regulations, this Advertising Policy and our Terms and Conditions. You may not use our ad services to discriminate, harass, incite, or engage in harmful or predatory practices.
  • Minors: Products, services or ads that are directed to or otherwise target minors are strictly prohibited. Such advertising practices may be subject to additional terms and conditions, and you are fully responsible for ensuring your targeting practices comply with all applicable federal and state laws, rules and regulations concerning advertising or marketing to minors. Targeting minors with products or services that would be unsafe, exploitative, or misleading if directed to or otherwise used by minors is strictly prohibited.
  • Cosmetic or Health Products/Wellness: Targeting ads promoting cosmetic products or procedures, or any other health or wellness products or activities requires our prior written consent and is subject to additional requirements. 
  • Geographical Restrictions: Ads must not target areas where the advertised products or services are prohibited or unavailable. 

Ad Specifications

Data Use Restrictions and Limitations

You may not collect, use or otherwise process data derived from or accessible through the ads except in accordance with this Advertising Policy, our Privacy Policy and Terms of Use. You may not use or authorize another to use such data to build, append or modify any profiles or audience segments. Such data shall not be combined with any other data. Account holders are fully responsible for any such data collected or otherwise processed by or on your behalf.

Sweepstakes, giveaways, contests & other promotions

  • All sweepstakes, giveaways, contests, charitable promotions and other promotional advertising must be pre-approved by Albertsons Companies Legal and the Ad Policy team.
  • The following requirements apply to all ad placements that make reference to or promote any sweepstakes or contests: 
    • The following must be submitted to Albertsons Media Collective for advance approval (including with respect to the review of the official rules): 
      • Copy of the official rules (long & short form).
      • Any purchase requirement.
      • Mockups of any materials or ad creative that reference the promotion.
      • Promotional plan (if applicable).
      • Point of Sale advertising assets associated with the applicable giveaway. 
  • For any sweepstakes or contests that are (i) exclusively marketed to Albertsons Companies customers (i.e., only promoted on Albertsons Companies channels) or (ii) have eligibility restricted to solely Albertsons Companies customers, then the official rules must name Albertsons Companies as a released party and include a statement that Albertsons Companies is in no way sponsoring or involved with the administration or fulfillment of the promotion.
  • A Promotions Prize Provider/Indemnification Agreement may be required for promotions in certain circumstances (as directed by Albertsons Companies upon review of all materials).
  • If Albertsons Companies Gift Cards are used as a prize it must be clear that Albertsons Companies is in no way sponsoring or involved with the administration or fulfillment of the promotion.
    • No imagery of the Albertsons Companies gift cards or Albertsons Companies logos are allowed.
  • Prizes that consist of Visa Gift Cards or other non-retail store Gift Cards are permitted with publication that such cards are subject to the terms and conditions of the issuer.
  • The following disclosure is required on a brand page to the extent that such page promotes a sweepstakes or contest: 
    • "Albertsons Companies is not a sponsor and is not responsible for the execution, fulfillment or administration of this promotion."
  • All sweepstakes/contests must include abbreviated rules on any assets/content that refers to the sweepstakes/contests, and must link out to the official rules, which must include all necessary and applicable information (i.e., eligibility, no purchase necessary, prize information, sponsor name, etc.). 
  • Co-commercial ventures (i.e., promotions that state that a consumer action/purchase will result in the advertiser donating to a charity), require the advance approval of Albertsons Companies Legal and may be subject to additional requirements.

Sweepstakes redirects

Advertisers often use offsite redirects (i.e. where clicking an ad takes you offsite) for sweepstakes and rewards with receipt uploads, as a key part of their advertising strategy. While these programs are popular, we must ensure that we have measures in place to safeguard Albertsons Media Collective/Albertsons Media Collective data and interests.   Required Sweepstake and rewards/rebates campaigns redirecting off/away from Albertsons.com are permitted subject to the, Albertsons Companies Ad Policy, sweepstakes policy, and these requirements: 

  • Campaigns must receive prior approval. Contact your account team to get started. 
  • To the extent such sweepstakes or rewards/rebates programs include a receipt upload component, these campaigns can only run with approved third-party vendors where Albertsons Companies/Albertsons Media Collective has a Data Restrictions Agreement in place. Contact your account team to learn more.
  • These programs can only be promoted via display advertising, such as onsite display ads and brand pages. Brand pages may only be accessible by clicking on a display ad.
  • Additional restrictions may apply. 

  Prohibited

  • Rewards/Rebates are not permitted for single items.
  • Albertsons Companies gift cards cannot be the only reward available. 
  • Albertsons Companies cannot administer, fulfill or sponsor the program (e.g. including by providing any portion of the prize/prizes). 

Multicultural ads

  • Ads directed at English-speaking audiences may have words or phrases in non-English languages, provided they are well-known words/phrases, and are used appropriately and inclusively. Profane words or phrases are prohibited.
  • Advertiser names, supplier names and product packaging are exempt from this policy. 
  • All non-English ads must be targeted such that the ad is directed toward an audience with a greater chance of understanding the language (e.g., targeted based on language settings of their browser or device). Foreign language translations done by a reputable source must be provided.

Landing page requirements

For Ads Served Offsite:

  • Ads served through an advertisers preferred DSP are eligible to link directly to an Albertsons.com landing page. Ads posted on Albertsons Companies social handles must link to Albertsons.com landing pages.

The following guidance applies to all external landing pages:

  • Approval for external landing pages must be obtained from the Albertsons Media Collective Ad Policy team. Approval will be granted at Albertsons Media Collective’s sole discretion.
  • Non-Albertsons landing pages must follow these requirements:
    • Pages must not directly link to any competitive site, clickable or non-clickable
    • Landing pages consisting primarily of ads are not allowed
    • Third party ads on landing pages must be clearly disclosed as ads and reveal the promoter of the ad
    • Landing page must not include or link to a store locator, unless the store locator includes Albertsons as one of the retailer options (if applicable).
    • Landing pages must not include elements that will create a negative user experience. This includes but is not limited to:
      • Ad copy that does not accurately and truthfully reflect the user experience. 
        • Pages should not require users to perform an action to access the page unless this feature is clearly disclosed in the ad (i.e., a sign-up page that requires users to make an account or an empty page that requires users to provide an email to view the content)
        • Forcing users to go to another page (i.e., a page with no content that prompts the user to click to a different destination to view the relevant content) is not allowed
      • Pop-ups or automatic downloads
        • Certain pop-ups may be acceptable if they are relevant to the ad experience and aid the user (i.e., age gates, disclaimers, personalization factors or store locator related to the product)
      • Disabled back buttons
      • If a URL is featured in the ad, it must match the URL of the landing page
      • Page under construction, with domain issues, etc.
      • Language that does not match the ad language (not applicable to onsite campaigns)
      • General low quality (i.e., poor formatting, dead links, low quality images, nonexistent functionality, typos/grammar errors, etc.)
      • Excessively disruptive features (i.e., intense flashing images/lights, unexpected loud noises, etc.)
      • Automatically-initiated chat boxes/chat bots that dominate the user experience
      • Content irrelevant to the ad (i.e., an ad for cereal links to a landing page featuring images of a chip product)
    • Pages cannot be non-viewable in commonly used browsers (i.e., the landing page cannot be opened in browsers such as Safari, Chrome, Edge, etc.)
    • Landing pages must be mobile-friendly (not applicable to desktop-only campaigns)
  • Landing pages that take a user directly to a brand’s social media page must adhere to additional rules:
    • The linked social media page must belong to the advertiser
    • Required account sign-ins/ups will be approved on a case by case basis
    • Any ads driving to other social media platforms must comply with all Albertsons Companies and the respective social media platform ad policies
  • Third party shoppable links are not allowed
  • All advertiser landing pages that collect personal information (as such term is defined under applicable privacy laws, including, without limitation, e.g., e-mail addresses, names) must contain a privacy policy which complies with applicable laws, rules, regulations and industry standards. This also applies to other pages of an advertiser’s website that collect personal information.  

Albertsons Companies Store Banner logos

Use of Albertsons Companies Store Banner IP/Logos:

  • Creative which will be used outside of an Albertsons Companies-owned and operated channel (e.g., DSP offsite, social platform ads) may feature the Albertsons Store Banner logos if it is directing the customer back to Albertsons.com and the related Banner.
  • Any use of Albertsons Companies IP and logos must comply with all brand usage guidelines made available by Albertsons Companies, including but not limited to: Vendor Tagged Ad Guidelines

The following ads may not utilize the Albertsons Companies Store Banner logos: 

  • Ads featuring supplier-sponsored promotions (e.g., sweepstakes, contests, giveaways) 
  • Ads for branded prescription products and vaccines  
  • Non-endemic ads unless previously approved by Albertsons
  • Ads for sexual wellness products