Political & Sensitive Advertising Policy

This Political & Sensitive Advertising Policy defines the standards, requirements and restrictions applicable to political, advocacy and other sensitive advertising content executed, supported or facilitated by The Edge Initiative B.V. (“Edge”, “we”, “our” or “us”).

This Policy applies in addition to our Advertising & Content Policy and must be read together with applicable platform, publisher and regulatory requirements.

1. Scope of this Policy

This Policy applies to advertising content related to, including but not limited to:

  • political parties, candidates, elections and referenda;
  • public policy, legislation and governmental action;
  • advocacy campaigns and social causes;
  • public affairs and civic engagement;
  • social, economic and environmental issues;
  • public health and healthcare-related messaging;
  • immigration, security and civil rights topics.

Edge considers these categories to be inherently sensitive due to their regulatory, societal and reputational implications.

2. Role of Edge

Edge operates exclusively as a programmatic execution, technology and operational partner. Edge does not act as an advertiser, publisher, political actor or advocacy organisation.

Specifically:

  • Edge does not create, author or define political or advocacy messaging;
  • Edge does not represent political parties, candidates or causes;
  • Edge does not express political positions or opinions;
  • Edge does not endorse or oppose any political viewpoint.

All messaging, claims and positions remain the sole responsibility of the advertiser.

3. Advertiser responsibility and disclosures

Advertisers engaging in political or sensitive advertising are solely responsible for ensuring full compliance with all applicable legal, regulatory and platform requirements.

This includes, where applicable:

  • accurate and complete sponsor disclosures (“paid for by”);
  • verification of advertiser identity when required by platforms;
  • registration in political advertising programs or transparency libraries;
  • clear identification of the jurisdiction and audience targeted;
  • maintenance of required certifications or approvals.

Edge may request documentation or confirmations to verify compliance prior to or during campaign execution.

4. Targeting and data usage restrictions

Political and sensitive advertising is subject to strict targeting and data usage limitations.

Edge enforces the following principles:

  • no use of personally identifiable information (PII) for political targeting;
  • no targeting based on sensitive personal attributes;
  • strict adherence to targeting restrictions imposed by platforms;
  • use of contextual or broadly defined targeting methods where required.

Edge reserves the right to apply targeting limitations that are more restrictive than those permitted by advertising platforms or local law.

5. Jurisdictional and regulatory considerations

Political and sensitive advertising regulations vary significantly by country, region and platform.

Campaign eligibility, targeting options, disclosures and execution requirements may differ based on:

  • local election laws;
  • regulatory authority guidance;
  • platform-specific political advertising policies;
  • timing relative to election or referendum periods.

Edge may decline, restrict or suspend campaigns in specific jurisdictions, even where such campaigns may be lawful in other regions.

6. Review, suspension and enforcement

Political and sensitive campaigns are subject to enhanced review both prior to launch and during execution.

Edge reserves the right to:

  • reject campaigns that fail to meet compliance requirements;
  • suspend campaigns pending clarification or documentation;
  • terminate campaigns that pose legal, regulatory or reputational risk;
  • apply additional safeguards or restrictions at any time.

Campaign suspension or termination may occur without prior notice where immediate risk is identified.

7. No guarantee of platform approval

Edge does not guarantee approval, delivery or continued eligibility of political or sensitive advertising on any platform.

Final approval decisions rest solely with the applicable DSPs, SSPs, publishers or inventory sources.

8. Updates to this Policy

This Policy may be updated from time to time to reflect changes in laws, regulations, platform requirements or Edge services.

The most current version will always be available on our website.

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