"Special Category Digital Ads" are ads treated with extra care because they could affect people’s opinions, influence specific groups, or even lead to unfair targeting. These ads have strict rules to make sure they’re used responsibly.
Here are the main types and why they’re treated as special:
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.
How to Use It: You can run search and display ads targeting keywords relevant to political issues. Facebook and Instagram ads can be used for awareness campaigns, while LinkedIn ads are suitable for professional discussions on social topics. YouTube can host video content addressing these issues, and Digital Out Of Home ads can reach a local audience in public spaces.
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.
How to Use It: LinkedIn is ideal for job postings and recruitment ads, while Facebook and Instagram can also be used for targeted job advertisements to relevant audiences. Google Search Ads can capture job seekers actively looking for employment opportunities.
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.
How to Use It: Use Google Search Ads to target keywords like "homes for sale" or "apartments for rent." Display 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.
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 also have restricted targeting options. This ensures all eligible individuals have equal access to financial services.
How to Use It: Google Search Ads can target financial keywords to reach potential customers looking for credit solutions. Display Ads can raise awareness across finance-related sites. Facebook and Instagram can be used for educational content about credit. 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.
How to Use It: Google Search Ads can target users searching for health-related information. Display Ads can be placed on relevant medical sites, while YouTube Ads can host informative videos about health products and services.
6. Cannabis and Related Products
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.
How to Use It: If allowed, Google Search Ads can target cannabis-related searches. Display Ads can promote products on compliant websites, and Programmatic Video Ads can provide educational content about cannabis use, but this is often restricted based on regional legality.