Advertising & Content Policy

This Advertising & Content Policy outlines the standards, restrictions and responsibilities applicable to advertising content executed, distributed or supported by The Edge Initiative B.V. (“Edge”, “we”, “our” or “us”).

This Policy applies to all advertising campaigns, creatives, assets and related materials processed through Edge services, regardless of format, channel or technology.

1. Role of Edge

Edge operates as a programmatic execution, technology and operational partner. Edge is not a publisher and does not independently promote or endorse advertising content.

Depending on the service and engagement model, Edge may:

  • execute and distribute advertising creatives provided by clients;
  • support, review or validate creatives for technical or policy compliance;
  • provide technology, including dynamic creative optimisation (DCO) tools, that enable the automated generation or adaptation of advertising assets.

Unless explicitly agreed otherwise in writing, Edge does not act as a creative agency and does not assume responsibility for the underlying messaging, claims or legality of advertising content.

2. Advertiser responsibility

Advertisers and their authorised partners remain solely responsible for:

  • the accuracy, legality and substantiation of all claims;
  • compliance with applicable laws, regulations and industry standards;
  • compliance with platform, publisher and inventory policies;
  • obtaining any required approvals, disclosures or certifications.

Edge reserves the right to request documentation, declarations or additional information to verify compliance.

3. Prohibited content

Edge does not support, execute or distribute advertising content that includes, promotes or facilitates any of the following:

  • illegal products, services or activities;
  • malware, spyware, adware or other harmful software;
  • scams, phishing, deceptive practices or misleading claims;
  • false or deliberately misleading information;
  • hate speech, harassment or discrimination;
  • extremist, terrorist or violent content;
  • non-consensual, exploitative or abusive content.

Campaigns falling under these categories may be rejected or suspended immediately without prior notice.

4. Regulated and sensitive categories

Certain advertising categories are considered regulated or sensitive and may be accepted only under strict conditions, including but not limited to:

  • political, electoral or advocacy content;
  • alcohol-related products or services;
  • gambling or betting services;
  • cryptocurrency or digital asset-related offerings;
  • pharmaceuticals, supplements or healthcare-related products;
  • financial services.

Such campaigns are subject to enhanced review and may only be executed in jurisdictions where they are legally permitted and compliant with applicable platform policies.

Edge reserves the right to apply criteria that are more restrictive than local legal requirements or platform minimums.

5. Political and advocacy advertising

Political, electoral and advocacy campaigns are handled under heightened compliance requirements.

Advertisers must ensure that:

  • all required disclosures are provided;
  • platform-specific political classifications are correctly applied;
  • targeting, creative and messaging comply with applicable regulations;
  • any required verification or registration processes are completed.

Edge does not guarantee approval by advertising platforms and may suspend or decline political campaigns if compliance risks are identified.

6. Dynamic and automated creatives

Where Edge provides or supports technology enabling dynamic or automated creative generation, including DCO:

  • the advertiser remains responsible for all creative inputs and outputs;
  • automated variations must comply with applicable policies at all times;
  • Edge may implement safeguards, validations or constraints to mitigate compliance and brand safety risks.

Edge does not assume responsibility for content variations generated from advertiser-provided inputs.

7. Platform and inventory compliance

All advertising campaigns must comply with the policies and requirements of applicable DSPs, SSPs, publishers and inventory sources.

Edge does not guarantee campaign approval, delivery or continued access to specific inventory.

8. Suspension and enforcement

Edge reserves the right to reject, suspend or terminate campaigns at any time if:

  • policy violations are identified;
  • regulatory or platform compliance risks arise;
  • advertiser-provided information is inaccurate or incomplete;
  • campaigns expose Edge or its partners to legal, reputational or operational risk.

9. Jurisdictional considerations

Advertising restrictions and requirements may vary by jurisdiction. Edge evaluates campaigns based on applicable local laws, platform policies and internal risk assessments.

Edge may apply stricter standards than those required by law or platform policies.

10. Updates to this Policy

This Advertising & Content Policy may be updated from time to time to reflect changes in regulations, industry practices or Edge services. The most recent version will always be available on our website.

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