Advertising Policy

Draft for legal review · updated 23 September 2026 · not yet effective

24 Frames shows a small number of adverts to signed-in viewers. Campaigns are managed by our staff, adverts must be labelled, and eligibility uses campaign settings and delivery controls rather than cross-app tracking. Part A sets out the rules an advertiser accepts when we create a campaign for them. Part B tells viewers and creators how adverts appear, what the labels mean, and how to report one.

Part A: Rules for advertisers

1. Who this applies to

1.1 These rules are between 24 Frames Pty Ltd ("we", "us") and the advertiser named on a campaign ("you").

1.2 There is no self-serve advertising account. Our staff create each campaign in our studio on your instruction. By instructing us, you accept this policy for that campaign and every creative in it.

1.3 This policy contains no prices, payment terms or invoicing terms. Commercial terms are agreed separately, in writing, through info@24frames.co. If a written agreement conflicts with this policy, this policy wins on content, labelling and viewer protection.

2. What a campaign is

2.1 A campaign has: a name; your name as advertiser; one creative video; a click-through URL; the placements it may run in; a flight window; a priority; a daily frequency cap for each viewer; a total impression cap; a budget reference; the content categories it may run against; and a setting that keeps it off titles made for children.

2.2 The budget reference is a free-text note for your records and ours. Nothing in our systems reads it.

3. Prohibited categories

3.1 We do not accept adverts for the following, and no review is available:

(a) tobacco, nicotine and vaping products; (b) weapons, ammunition and explosives; (c) sexual services and adult content; (d) schemes that promise easy or guaranteed wealth, including pyramid and multi-level recruitment schemes; (e) cryptocurrency, tokens and unregulated investment products; (f) counterfeit goods, and anything unlawful to sell or promote where the advert would be seen; (g) anything a creator could not publish under /legal/community-guidelines or /legal/content-policy.

3.2 We do not accept adverts in the following categories unless we have reviewed the campaign and approved it in writing first:

(a) alcohol; (b) gambling, betting and lotteries; (c) political parties, candidates, referendums and issue advocacy; (d) medicines, medical devices, treatments and health claims; (e) regulated financial services such as loans, credit and insurance.

3.3 Approval needs evidence of any licence the applicable law requires and our decision that the advert fits 24 Frames. We may refuse without giving a reason. Until we can reliably keep adverts away from accounts under 18 (clause 8.3), we will not approve alcohol or gambling campaigns at all.

4. Truthfulness and substantiation

4.1 Every claim in a creative must be true, and you must be able to prove it when we ask. Keep your evidence for the life of the campaign and a year after. Prices, discounts and availability must stay accurate for the whole flight window.

4.2 Testimonials must be real and current. Do not present actors as customers, or paid opinions as independent ones. Do not imitate our interface, a news report, a government notice or another brand.

5. Synthetic media and deception

5.1 If any part of a creative is generated or altered by software so that it shows a person, voice, event or place that did not happen as shown, you must tell us when we create the campaign. We record this as the synthetic-media declaration, and viewers see a label.

5.2 Declared synthetic media is allowed for clear creative effect, never to fake an endorsement, a real event, a real person's words or a product's performance.

5.3 A creative designed to trick a viewer into clicking, such as a fake play button, close button, countdown or warning, is refused.

6. Click-through URL

6.1 The click-through URL must lead to a page you control, or to a page that clearly belongs to the product or service in the advert.

6.2 The destination must not install software without a clear choice, contain malware, collect personal data through hidden forms or fingerprinting, redirect through undisclosed tracking domains, or differ materially from what the creative promised.

6.3 We share nothing about the viewer with you. A click opens your URL, and that is all. You must not use the click or your page to identify the viewer as a 24 Frames user.

7. Creative rules

7.1 One creative for each campaign. We upload it as a private title with the paid-promotion declaration switched on and locked. It is not listed as ordinary content.

7.2 The creative must play from start to end on its own: no external scripts, no interactive overlays, and no QR codes or written URLs pointing anywhere other than the click-through URL.

7.3 Sound must not be louder than the content around it. No flashing that could trigger seizures. Text must be readable on a phone, and the language must be one our staff can review.

8. Labelling and who sees adverts

8.1 Ad creatives must be clearly labelled as advertising. The exact advertiser and sponsorship fields visible can vary by viewer surface; they must be checked before publication. You may not ask us to remove, shrink or hide these.

8.2 We do not select adverts from gender, interests or cross-app profiles. Age-range information is used to withhold adverts from accounts not known to be adults. A campaign can be limited by placement, content category, flight window, priority, caps and configured eligibility controls.

8.3 Our rule is that adverts must not be shown to accounts under 18, and must not be shown on titles marked made for children. Every campaign starts with the made-for-children exclusion switched on. Neither can be changed for a campaign.

8.4 Adverts are decided only for signed-in viewers. Signed-out viewers do not see them.

9. Placements, priority and caps

9.1 Placements are before, during or after a title (pre-roll, mid-roll and post-roll), and in the Shorts feed.

9.2 The daily frequency cap limits how often one viewer sees the campaign in one day. The impression cap ends the campaign once its total is reached. We will not run a campaign without both.

9.3 Campaign selection uses eligibility, caps and configured delivery logic when more than one is eligible. Ad type (normal or premium) is recorded but does not currently hardcode priority. It is not a promise of delivery, and we may run fewer adverts than the caps allow.

10. Reporting

10.1 We report serves, starts, completions, skips and clicks for each campaign, as totals. We never report who saw an advert. Reports contain no viewer identities and no device identifiers. Do not ask for them.

11. Pausing and removal

11.1 We may pause, edit or remove any campaign at any time, with or without notice, if we believe it breaks this policy, the law or our other policies, if a viewer complaint is credible, or if it harms the service.

12. Indemnity

12.1 You are responsible for your creative, your claims and your destination page. You will compensate 24 Frames Pty Ltd, its staff and its creators for any loss, claim or cost arising from your advert, including claims by regulators, competitors, rights holders and viewers.

13. Law and contact

13.1 Governing law, forum and dispute resolution require legal approval before this policy takes effect.

13.2 Legal notices and advertising questions go to info@24frames.co.

Part B: For viewers and creators

14. How adverts appear

14.1 Adverts can appear before, during or after a title, and in the Shorts feed. Only signed-in viewers see them.

14.2 An advert must carry a visible advertising label. The display of advertiser name and sponsorship text must be verified on every viewer surface before this policy takes effect. Where the advertiser told us the creative uses synthetic media, you will see that label too. If something looks like an advert but has no label, please report it.

15. What we do not do

15.1 We do not select adverts using gender, interests or cross-app profiles. Age range is used to withhold adverts from accounts not known to be adults. Campaign placement, content category, flight window, caps and other eligibility controls decide delivery.

15.2 No advertising network, tracker or analytics company is involved. Adverts are served by our own system, and advertisers receive totals only, never who saw or clicked. See /legal/privacy.

15.3 Our rule is that adverts are not shown to accounts under 18, or on titles made for children. See /legal/children.

16. Creators and paid promotion

16.1 When a creator marks a title "includes paid promotion", the creator is telling you that a brand paid them, or gave them something, for that content. It is a separate disclosure about the creator's own content, not an advert we sold. See /legal/creator-terms.

16.2 No creator payout or revenue share is implemented in the current product. If that changes, /legal/creator-terms will change first.

17. Reporting an advert

17.1 If an advert is misleading, offensive, unlawful, leads somewhere unsafe, or appeared without a label, email info@24frames.co. Tell us the advertiser's name shown on the advert, what you were watching, and roughly when.

17.2 We accept reports and prioritize them by risk. We can pause an advert straight away and may remove the campaign.

18. Related policies

/legal/terms, /legal/privacy, /legal/children, /legal/creator-terms, /legal/content-policy, /legal/community-guidelines.