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Example pages

Advertorial compliance and ad network rules

Most presells that get rejected fail on disclosure and claims, not on design. This hub covers what a compliant advertorial shows and what it never says.

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Label it as an ad

In the US, the FTC's 2015 Enforcement Policy Statement on Deceptively Formatted Advertisements and its companion guide for businesses on native advertising say that an ad which looks like independent editorial content must be clearly identifiable as advertising. In practice that means a plain label such as "Advertisement" or "Paid advertisement", placed where the reader sees it before they read the content, in a size and contrast they can read. Repeating it near the offer helps readers who land mid-page.

Do not impersonate a publisher

A made-up newspaper name, fake press logos or a design copied from a real news site tells the reader the page is something it is not. Regulators describe exactly this as deceptive formatting, and ad networks reject it on review.

Claims and endorsements

Every factual claim needs support you could show a reviewer. The FTC's Endorsement Guides, revised in 2023, cover testimonials and reviews: they must reflect real customers' honest experiences, and results presented as typical must be typical. Health claims (cures, treats, prevents) and income claims (earn a figure) are the two categories ad networks police hardest.

What ad networks check on the landing page

Google Ads' destination requirements and misrepresentation policy, Meta's advertising standards and the native networks' own landing-page rules differ in detail but look for the same things: who the advertiser is, whether the page matches the ad, whether claims are supportable, and working privacy and contact links. The example pages on this site are built to pass that first look. They are a starting point, not legal advice.

Latest guides

Frequently asked questions

Does an advertorial need an advertisement label?
Yes. US guidance from the FTC expects ads formatted like editorial content to be clearly identified as advertising, and ad networks enforce similar rules.
Where should the disclosure go?
Where readers see it before the content: at the top of the page, readable, and again near the offer. A label only in the footer is easy to miss.
Can I use customer testimonials on a presell?
Only real ones that reflect honest experience, with results that are typical or clearly framed. Invented testimonials are deceptive under the FTC's Endorsement Guides.

Other topics

AdvertorialsWhat an advertorial is, how a story-led ad page is structured, and complete examples you can copy. Presell and bridge pagesHow a presell page is built, the formats it takes (advertorial, listicle, quiz, VSL, bridge) and how it hands the reader to the order page. Direct-response copywritingThe direct-response copy a presell runs on: headlines that select the reader, leads that earn the scroll, offers and guarantees that close. Testing and measurementHow to split-test a presell without breaking your ad campaigns, and how to measure the number that matters: sales per presell visitor. Tools to build presellsWhat to look for in a tool for presells and order pages, and how the common options differ.