What Is Considered a "Sensitive Category" Ad?
“Sensitive category” digital ads are treated with extra care because they could affect people’s opinions, influence specific groups, or lead to unfair targeting. Because of this, these ads have strict rules to make sure they’re used responsibly.
Here are the main types, why they’re treated as special, and how you can work with advertisers in these categories:
1. Political and Social Issues Ads
What They Are
Ads related to elections, candidates, political parties, legislation, or social issues that could influence public policy.
Why They Are Special
These ads are regulated to prevent misinformation, ensure transparency, and avoid manipulation of the public. Platforms often require verification of the advertiser’s identity and location, and may limit targeting capabilities to broad, non-specific audiences.
What to Suggest to Your Client
- Programmatic Display or Programmatic Video Ads
- ConnectedTV/OTT: SoCast to work with you to run a test period to determine the specific market's results
- Programmatic Audio: SoCast to work with you to run a test period to determine the specific market's results
2. Employment Ads
What They Are
Ads promoting job opportunities, hiring processes, or recruiting services.
Why They Are Special
Employment ads have targeting restrictions to prevent discrimination based on age, gender, race, or other protected characteristics. Advertisers may only use certain demographic filters to ensure fair and equal access to employment information.
What to Suggest to Your Client
- LinkedIn: ideal for job postings and recruitment ads.
- Facebook and Instagram (Meta): use for targeted job advertisements to relevant audiences: minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
- Google Search Ads: capture job seekers actively looking for employment opportunities: minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
- Programmatic Ads (Display/Video) for the use of 3rd party audiences use (targeting to include: specific jobs/job titles)
3. Housing Ads
What They Are
Ads related to real estate, housing rentals, mortgage offers, or other housing services.
Why They Are Special
Housing ads are regulated to prevent discriminatory targeting. Platforms restrict targeting options so that ads are accessible to a diverse audience, ensuring fairness in housing opportunities.
What to Suggest to Your Client
- Use Google Search Ads to target keywords like “homes for sale” or “apartments for rent.” Apply minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
- Programmatic Display or Video Ads can showcase properties on real estate websites.
- Facebook and Instagram can be effective for visually engaging ads, targeting specific geographic areas while adhering to guidelines. Apply minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
4. Credit Ads
What They Are
Ads offering credit cards, loans, or other financial products or services.
Why They Are Special
To avoid targeting based on sensitive demographic information that could lead to financial discrimination, credit ads have restricted targeting options. This ensures all eligible individuals have equal access to financial services.
What to Suggest to Your Client
- Google Search Ads: Target using financial keywords to reach potential customers looking for credit solutions. Apply minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
- Programmatic Display Ads: Raise awareness across finance-related sites.
- Facebook and Instagram (Meta): Use for educational content about credit. Apply minimum of 15 mi radius for demographic targeting and age range must be 18-65+.
- Programmatic Video ads can showcase informational videos about managing credit and loans.
5. Healthcare and Pharmaceutical Ads
What They Are
Ads promoting medical services, medications, health supplements, or treatments.
Why They Are Special
Due to the personal and sensitive nature of health information, platforms regulate these ads to prevent misinformation and ensure they follow medical advertising guidelines, which may vary by region.
What to Suggest to Your Client
- Google Search Ads can target users searching for health-related information.
- Display ads can be placed on relevant medical sites.
- YouTube ads can host informative videos about health products and services.
- Leverage 3rd party audiences for narrow targeting (neurologists, specific diagnosis, endocrinologists for cancer, etc)
What They Are
Ads promoting cannabis, CBD products, and other related items.
Why They Are Special
Cannabis is regulated or illegal in many regions, so platforms have strict rules or outright bans on these ads to avoid promoting an illegal substance. Where allowed, these ads often have strict targeting and content restrictions and may only appear to users in regions where cannabis is legal.
What to Suggest to Your Client
- If allowed, Google Search Ads can target cannabis-related searches.
- Programmatic display ads can promote products on compliant websites.
- Programmatic video ads can provide educational content about cannabis use, but this is often restricted based on regional legality.
If you have more specific questions about your particular advertiser's situation or business case for promoting their brand online, contact adsupport@socastdigital.com with details of your advertiser so we can provide you with more detailed strategy support.