These policies describe eBay Advertising’s philosophy and policies. Our policies are not intended as legal advice or to be all-inclusive. You are required to comply with all applicable laws, regulations, and industry guidelines, including from the FTC and CARU.
If you are an agency purchasing ads on behalf of an advertiser, you must ensure that the advertiser complies with these policies and all applicable terms. We reserve the right to change these policies at any time.
Universal advertising policies
Pixel tracking can be accepted for impressions and clicks if running banners hosted through eBay’s DFP depending on ad unit.
All cookies must be declared prior to campaign start.
White ads or ads with a similar colour as the site background must have a 1-pixel solid border (hex code #dddddd strongly recommended) .
Audio must be user initiated, animation can be auto-play.
All rich media video must contain controls for pause/play and mute/unmute.
Max animation length for creatives is 15s, no more than 3 loops. Max frame rate is 24fps.
All creatives must be SSL compliant.
All advertisements must be clickable on the entire space.
Creatives must include an advertiser name or logo within their messaging.
eBay no longer accepts Flash creative
Banners must open within a new window _blank
Third party tags can only be accepted from vendors certified by Google for use with their DFP Premium ad-server, or if full instructions for inserting cachebuster and click-tracking macros are supplied and testing is completed before campaign start date.
No refurbished, or auction-related messaging
No “bait and switch” tactics allowed
Faux-functionality is strictly prohibited such as HTML Drop Downs or Search Forms
Promotion or glorification of violence, crime, sex, obscenity or unlawful activity is strictly prohibited
No firearms or ammunition
No nudity or adult content
No pharmaceuticals/prescription drug related content
No religious or political affiliations content
No civil/animal rights groups’ content
No violent games and movies
No graphical content – (e.g. animal cruelty ads)
No email aggregators
No services with fraud risk – (e.g. money wiring services, payday loans, escrow services)
OTC medications content approved on a case by case basis
No flashing borders or lettering
No text only
No “Fake Winner” copy
Advertising standards, rules and restrictions
Competitive messaging is acceptable but negative competitive messaging is not. Messaging must be relevant and can indicate advantages (competitive features, pricing, etc.) of an Advertiser’s product over a competitor’s. However, any messaging that directly calls out a competitor or contains disparaging content is not acceptable.
Message must be understandable, concise and neither deceptive nor offensive to the eBay community or brand. Employ a simple, short, consistent message. Make the words easy to read (avoid small font). An ordinary person must be able to make an informed decision about the content from the information provided in the ad. Direct response messaging should have one clear call to action.
Ad must clearly show the advertiser’s logo or company/product or service offering.
The advertiser’s landing page must match the offer being made in the advertisement.
It is the advertiser’s responsibility to ensure that all product claims, warranties, guarantees or other assurances comply with applicable laws & regulations.
The ad and landing page must have detailed disclosures as appropriate; in particular, full terms and conditions of the offer must be easily accessible on landing page.
Images, logos, fonts must be of high resolution/good quality/legible.
Must be suitable for eBay’s mass community.
Usage of the eBay brand is strictly prohibited without prior approval from eBay. Ads may not mimic or resemble eBay brand colours.
ebay WILL NOT accept any advertisement that:
Links directly to a registration/email capture page
Requires registration and/or log-in in order to view a significant portion of the content of the advertisement or the related site
Promotes a business and/or service that competes with the business and/or any service of eBay or any of its affiliates – eBay will use the “Advertisement” or “AdChoice” label to denote advertising above all non-expandable advertisements posted on the eBay site.
Additionally, eBay will include the label “Advertisement” or “AdChoice” inside of all expandable advertisements such that the label is viewable both before and during ad expansion.
eBay reserves the right to limit the number of creatives deployed per campaign, and changes to the creative in rotation, where ad operations support is required.
Advertisements linking to 3rd party sites must open in a new window
Cookies are small text files that can be used by websites to make a user's experience more efficient. The law states that we can store cookies on your device if they are strictly necessary for the operation of this site. For all other types of cookies we need your permission. This site uses different types of cookies. Some cookies are placed by third party services that appear on our pages.
Marketing cookies are used to track visitors across websites. The intention is to display ads that are relevant and engaging for the individual user and thereby more valuable for publishers and third party advertisers.
The test_cookie is set by doubleclick.net and is used to determine if the user's browser supports cookies.
Twitter sets this cookie to integrate and share features for social media and also store information about how the user uses the website, for tracking and targeting.
LinkedIn sets this cookie for LinkedIn Ads ID syncing.
Analytics cookies help website owners to understand how visitors interact with websites by collecting and reporting information anonymously.
Provided by Google Tag Manager to experiment advertisement efficiency of websites using their services.
This cookie is installed by Google Analytics.
Google Universal Analytics long-time unique user tracking identifier.
Installed by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.
LinkedIn sets this cookie from LinkedIn share buttons and ad tags to recognize browser ID.
LinkedIn sets the lidc cookie to facilitate data center selection.
LinkedIn sets this cookie to remember a user's language setting.
Unclassified cookies are cookies that we are in the process of classifying, together with the providers of individual cookies.
A variation of the _gat cookie set by Google Analytics and Google Tag Manager to allow website owners to track visitor behaviour and measure site performance. The pattern element in the name contains the unique identity number of the account or website it relates to.