USER TRUST SOP

Policy Risk High Risk

External Policy Ads may not promote a business model or practice that is deemed by Facebook in its sole
discretion to be unacceptable or contrary to Facebook's overall advertising philosophy or
to any applicable law, including but not limited to multi-level marketing schemes, or
advertisements for scams.

Spirit of the Facebook wants to ensure that people who click on ads are not met with business
Policy schemes intended to scam them. This policy intends to ensure that trending and known
schemes are not allowed on the website.

Directive This applies to Impressions, Images, Facebook Landing Pages, Offsite Landing Pages
and Videos

Exceptions NA

Standard Standard Operating ProcedureOpen SRT

Operating Click on 'just go' against the Virtual Queue/Queue to assign yourself with SRT jobs
Procedures from this Queue.
(SOP) On the SRT job - Review the Image and/or video for any policy violations and tag
accordingly.
When reviewing the Onsite LP and there is a message popping up to request Log
into FB account, please log in your FB account in order to proceed to review full
content of the Onsite LP. (Pls Note - As of now, this specific step/guideline is only
applicable for UT Specialized Queue reviewers. This step/guidelines may be
extended for Appeals and Measurement reviewers at later stage).
If no policy violations are found during the review process please tag the as 'Suitable
for All'.

Component SOPs:Impressions SOP

Body & Titles
Facebook & Offsite Landing Page SOP
Image SOP
Video SOP

Impressions

IMPRESSION GUIDELINES (TAG OR DO NOT TAG)

KNOWN SCAMS GUIDELINES (TAG OR DO NOT TAG)

MISLEADING Older MLEC guidelines are not applicable anymore. Please use below link to access the
E-COMMERC updated guidelines on MLEC.
E V2(GO LIVE Misleading E-Commerce Protocol
ON 19th MAY,
2021)
FB COMPANY TAG:Promotes products or services which promise to boost Facebook/Instagram likes,
friends, or followers with or without a fee charged via a third party/platform.
RELATED
PRODUCTS Promotes apps or services which promise to provide the user with product functionality that
SCAM does not exist - for example, apps that portend to offer the ability to track unfollows,
unfriends, blocks, profile views, as long as Facebook company products/apps are involved
within the product or services that are not developed/provided by Facebook Company itself.

Promotes products or services which promise to get Facebook Profile, Page or Instagram
verified with or without a fee charged via a third party/platform.

Promotes products or services that claim to have some premium or privileged functions built
in WhatsApp, like WhatsApp Gold, WhatsApp VIP, WhatsApp Oro, or WhatsApp desktop
clients, all of which are misleading. (This list is not exhaustive.)

Promotes products or services with mass database marketing system in which the user can
obtain "endless sources of WhatsApp leads" or spam leads with unlimited messaging.

Promotes the sale/trading/investment of Libra/Diem tokens as well as any business related to

the use of Calibra/Novi. Or sensationalist ads that misleads users to believe
Libra/Diem/Calibra/Novi is launched and started trading for business. Or ads leads to a fake
website that is imitating https://calibra.com/ or https://novi.com/- or Libra or Diem websites
e.g.: ad offering Libra/Diem tokens for sale and redirecting people to https://calbra.com/ (i is
missing) or https://calìbra.com (accent on the i) (similar guidelines are applicable for
Novi/Libra/Diem as well)

Note for Calibra/Novi//Libra/Diem ads:

Libra/Diem: simple global currency and financial infrastructure that empowers billions of
people. The Libra/Diem currency is built on the “Libra/Diem Blockchain” Calibra or Novi (Novi
is the new name of Calibra however, for sometime you may still encounter ads mentioning
Calibra): new digital wallet that you’ll be able to use to save, send and spend Libra/Diem

Also, Libra/Diem and Calibra/Novi won't be available until H1 2021 .

Tag Examples:

👤👤
○ [Install the app to get free active IG f ers instantly!; '50 likes for each post
automatically'; 'Connect to win free likes and followers on Instagram' ; 'Would you like to
grow your account? ' ]

○ Totally #Free and #Free 👇👇👇👇👇👇👇 https://www.allautoliker.com/

Real and Active Account User, #Country_Target (Geo Like), Custom Link Support, NO
SPAM 100% SAFE & #TRUSTED.

#Thank_You 😍😍🤩 !! You Can Exchange Free Facebook Auto Likes, Comments Auto
Liker, Auto Reactions, Auto Comments, Auto Follower, Auto Page Likes, Auto Page
Rating. Free Likes & 100% Safe allautoliker.com

○ Manage your social apps Social Messenger is a connection of all your social apps,
like Twitter, Facebook, Viber, Whatsapp, Messenger, Snapchat that all in one place.
Give you an access to a world though Social more searching for social messenger apps
when you want to use it, you just need one click to open y... social Messenger

○ Use the PROMOTION 2 months for the price of 1 👉 Write us a message in order to
receive a discount! ➡Her faster growth and more effective reaching your target group!
Only the real involved recipients of InstaMax PLUS is to perform various activities on
 your account. The whole process is carefully refined and is performed with natural
precision. You do not buy likes - you get real receivers! INSTA-MAX.PL - Page
insta-max.pl

○ - Whatsapp Online Marketing - Locations Based Broadcaster

- Database Marketing Email :...

○ Who else wants to blow up sales turnover through WhatsApp? Let's Download the
Tutorial in this Link => http://kirim.pw/183700EFE6DE Who else wants to blow up sales
turnover through WhatsApp? Come on, unloading the right tricks multiplies sales
turnover more and more quickly just by using WhatsApp! FREE 150,000 contacts at the
beginning of registration! Ways to Multiply Duplicate

More Sales Turnover and Faster Only by Using "WhatsApp!" cafeimers.com

(http://cafeimers.com/)

Promotes apps or services which promise to provide the user with product functionality that
does not exist - for example, apps that portend to offer the ability to track unfollows,
unfriends, blocks, profile views, as long as Facebook company products/apps are involved
within the product or services that are not developed/provided by Facebook Company itself.

Promotes products or services which promise to get Facebook Profile, Page or Instagram
verified with or without a fee charged via a third party/platform.

Promotes products or services that claim to have some premium or privileged functions built
in WhatsApp, like WhatsApp Gold, WhatsApp VIP, WhatsApp Oro, or WhatsApp desktop
clients, all of which are misleading. (This list is not exhaustive.)

Promotes products or services with mass database marketing system in which the user can
obtain "endless sources of WhatsApp leads" or spam leads with unlimited messaging.

DO NOT TAG:Businesses that promote to increase the number of likes or followers

organically by applying or educating the client about smart marketing strategies, such as
targeting users by hashtags, usernames, and locations without any automated methods;
services that educate users about marketing strategies on apps across the Facebook.

Articles that provides tips for getting Facebook, Page or Instagram verification or discusses
about the verification process but not directly promising/promoting/selling the verification
services.

Ads provide news/information/discussion/comments related to Libra/Diem or Calibra/Novi

without asking for any information or money from users. Or ads organise
events/seminar/conference to explain or discuss about Libra/Diem or Calibra/Novi only but
not asking information or money from users for investment/trading on Libra/Diem or
Calibra/Novi.

○ Learn how to entrepreneur (even without marketing experience) make a jump from $
7,000 to $ 100,000 using a simple car sales clerk. If you want a step-by-step plan, to

👉👉👉
repeat the result, in your business, press the "DETAIL" button and register for the
webinar. Discover all the secrets avtovaronok marketinggamers.com

Body Text:

■ RSVP here: https://www.meetup.com/BitcoinCenterKR/events/262838361/

Let’s deep dive Facebook’s Libra/Diem~
 What on earth is it? What are its creators’ stated goals and how likely are they to
be achieved? What’s been built or established so far? Is it going head to head
with Bitcoin? WeChat or Alipay? Both or neither?
In this session, we aim to share what we’ve learned about the project so far, its
potential given the growth of payment service applications, and to engender
discussion on the utility, merits, and/or demerits of such up-and-coming ‘global
currencies’. Jul 6 5 PM UTC+09 · Bitcoin Center Korea Libra/Diem, A Global
Currency? meetup.com
■ Facebook recently released details of their upcoming Libra/Diem blockchain and
Libra currency slated to go live in the first half of 2020.
https://lnkd.in/gesPcEt With over a billion Facebook users and participation from
payment processors, Libra/Diem currency has potential to drive blockchain
adoption. Tax and audit considerations for Facebook’s Libra/Diem currency
rsmus.com
■ What is Libra/Diem- The Digital Currency of Facebook? - Explained
https://www.seekersthoughts.com/2019/06/what-is-Libra/Diem-digital-currency-of.
html
■ Facebook is set to launch a global digital currency. Money Mind explores why
Libra/Diem is kicking up a fuss in financial circles. Watch Money Mind:
https://cna.asia/2MY51cB Money Mind: Looking to the Future
cna.asia/Money-Mind

GREEN CARD Context: dvlottery.state.gov,

https://www.canadavisa.com/assess/canada-immigration-visa-lottery.htm#gs.6sCEszo
/ VISA
LOTTERY
Only US has Green Card Lottery schemes, Canada does not have Green Card or Visa
SCAM
Lottery

TAG:Promotes Green Card/Visa Lottery schemes or paying for services to file the paperwork
or claiming to increase your chances of getting it or any creatives mentioning Canada Green
Card/Visa Lottery Schemes.

Promotes services to guarantee a VISA without any requirements (e.g. clearing IELTS,
sufficient funds), including those mentioned in Landing Page only.

Other words for “Visa” or “Green Card” include (but are not limited to):

○ “H-1B” - business visa

○ “HB-5” - green card type

○ “F-1” - student visa

○ “B-1/B-2” - employee/tourism visas

Tag Examples:

○ America is for Sale for a Refundable ₹3,2 cr. Investment in US Govt EB-5 Project
LIVE ANYWHERE IN THE USA… PERMANENT USA RESIDENCY IS FOR SALE...
Open to all nationalities... No business, language or ridiculous requirements... Schedule
A FREE Consultation Today and Download Your FREE Immigration Starter Kit by
Clicking the Link Above You and Your Family Can Attain Permanent Green Cards in
America but You Need to Hurry!

○ Do you want to Migrate, Study, Live, or Work in Canada? Here you will see a
complete guide on how to apply for the newly approved Diversity Canada Visa Lottery
Applications FREE OF CHARGE.

Application is Free and Online

 The annual Diversity Visa Lottery also known as the Green Card Lottery is a Canadian
government program that makes 55,000 Immigrants cards available every year to
persons from “underrepresented cou… The annual Diversity Visa Lottery also known as
the Green Card Lottery is a Canadian government program that makes 55,000
Immigrants cards available every year is ongoing

○ Celebrate Christmas and New Year this year! Australia! 🇨🇦️🎄

Australia's Multiple Entry Tourist Visas for 10 Years |

✔Entertainment, without IELTS, without sponsorship

For more information, make a note to your INBOX / COMMENT and talk to our clients

Government registered company - MAXWORTH

DO NOT TAG:Ads/Offsite LPs that link directly to the official Green Card Lottery Website
dvlottery.state.gov, or which solely discuss and inform about green card lotteries.

Visa and green card application assessment and services with the standard immigration and
visa requirements without promising the outcome.

○ “Application assessment and services” - help people understand their

eligibility/requirements for a VISA or Green Card, but they do not claim to guarantee
eligibility or provide VISA/Green Cards

Do Not Tag Examples:

○ https://www.usagreencardlottery.org/

BACKGROUN Companies that are tagged for User Trust violations for “background search” must meet the
D CHECK following criteria:
SCAM
1) The primary focus is the aggregation of personal data about individuals from multiple
sources - i.e. The landing page contains references to “Background Check”, “Public Records
Search:” or “People Records Search” or similar.

2) To access the information in question, the user needs to pay a fee - check the business
FAQ/ About us page for this

The following business would not meet the criteria:

1) B2B firms that do background checks on future employees (e.g. Hireright),

2) Company Directors reports (solocheck.ie),

3) Free social networking services (e.g. classmates.com)

TAG:The landing page contains references to “Background Check”, “Public Records Search:”
or “People Records Search”

Entry point is NOT opt-in/ user initiated

The service collates information from a number of different sources, as opposed to one
specific area
 DO NOT TAG:The product or service is geared specifically towards reuniting family/ friends/
colleagues,

Does not collate information from a number of different sources - i.e. the information is based
on one source alone, such as social media EXTRA POINT AROUND MULTIPLE

The service in question relates more to B2B services - i.e. solocheck.ie, hireright.com - these
companies provide legitimate reference checks for companies to determine if employees are
who they say they are

FREE ITEMS Promotes products with a transferable value, such as electronic devices (such as free
iPhone, iPad, laptop, tablet etc.), gift cards, subscriptions branded goods, plane tickets for
SCAM
free.

TAG:Promotes free iPhone, iPad, laptop, tablet, or other electronic device.

Promotes free jerseys (e.g. NBA, NCAA, NFL, NHL).

Promotes free gift cards, coupons and vouchers (e.g. $250 Walmart, $500 iTunes), including
free online games where the value for a gift card is generated/increased by playing the game

Promotes free subscription (e.g. Netflix subscriptions, Spotify subscriptions)

Promotes products or services of high value being sold at a very cheap price like 1 or 2 of the
relevant currency - often €/$/£ (the currency and amount may vary but generally it is below
10). Scams may include iPhones, Netflix subscriptions, plane tickets etc.

This alone doesn't qualify for a scam yet! Signs for such an ad being malicious (please clicks
more times to check misleading tactics on landing page):

FB landing page new/not available

No content in off-site landing page

Fake countdown timer

Irrelevant or inconsistent positioning

FB Page doesn't have any contact information (or only has website)

Landing page leading to unrelated articles/unrelated products

Landing page asks user to populate user sensitive data

DO NOT TAG:Free trials for new customers (e.g. Netflix)

Free items in exchange of a period of subscription or contract (such as mobile phone plans,
newsletter subscriptions etc.) or with the sale of another item.

'Free Drink', 'Free Meal' be cautious to *tag for Alcohol violation though (see Alcohol
(https://review.internmc.facebook.com/intern/review/tools/policies/details/?policy_name=rep_
alcohol)SOP) (e.g. tickets to have a free drink or meal in a pub or restaurant)

Do Not Tag Examples:

○ 4 the night is them - baylon in Margaret M.C.R-11 November

Rounds of tequila and catuaba for them.

How about go to the track with 02 more friends to baylon of Margaret with the band and
the dj bwana officer of the west, the jewel Thiago Magellan?

Enjoy, share and tag 02 friends in comments and enter to win tickets for you and your
tagged friends. Winners will be drawn 03 combos of tickets. And the comment more
tanned Ira win a red label. Promotion for every Facebook post for the event.

Rules for raffle, RSVP to the event and enjoy the page of innovate graduations follow
the links:

○ Promo Carnival Dled / 10. Saturday

▶ 2 WINNERS / 1 Combo / 1 Bottle Catuaba / 10 Vips

. 1ND WINNER: 1 Combo Orloff + 5 Vips

(Vips also worth for every night of the duo)

2ND WINNER: 1 Garrfa Catuaba + 5 Vips

(Vips also worth for every night of the duo)

Share this flyer (public mode / required)

Like page of dled (MANDATORY)

Join Event Carnaval Duo & Dled 2018

FINANCIAL TAG:Fixed betting: Guarantees gains in lotteries, gambling or betting. Promises to boost your
chances to win in any of these. Signals observed could include:
SCAM
○ Look for IDDAA (or similar company) gambling tickets with handwriting on them,
include the words/phrases “100% guaranteed” or “fixed matches/gambling” or “100%
safe bet”.

○ Body text, offsite landing page or picture often contains WhatsApp or Messenger
contact or private phone number.

○ Image or video Ads using piles of cash imagery, people withdrawing money from
ATMs, or videos of people in cars flaunting cash. Typically lead to generic Instagram
pages with more piles of cash images and vague context.

○ Do not use this tag for gambling violations (see Gambling SOP).

Survey/Quiz Scams: Scams typically offer monetary rewards for completing surveys/quiz.
However, off-site landing page rarely leads to surveys/quiz. Most sites lead to a known
template for selling internet traffic or an unrelated templated privacy policy page of a website.
Some off-site landing page might ask user to populate user sensitive data after several clicks.
Known site always have some variation of an animated character flaunting cash. Other
themes include unrealistic bonus promise for free after sign up for petition; but at the end of
the quiz, it requests the user to donate for the petition rather than giving out bonus. Some
creative offsite tactics have been adding more layers of surveys/quiz for users to click
through before finally reaching their known template site which typically sells internet traffic.

Bank Scams: Impersonating banks to request user to log into their bank accounts in order to
enrol or participate to some lucky draw for some high value items (e.g. Galaxy phone, car,
iWatch) or for benefit from some opportunities. Creatives normally have final and initial
domain mismatch. Offsite landing pages may lead to suspicious articles or phishing lead
gens.

[NOTE: Specialized Queue Only]: Other Financial Gain: Creatives promise financial benefit
with guarantees and without any requirements or risks. Misleading tactics must be observed,
including clickbait, unrealistic claim, impersonation, inconsistent or irrelevant positioning,
off-site landing page with no content, and phishing signals such as requiring users to input
personal financial account log in credentials etc.

Tag Examples

○ In connection with the changes in the legislation of each inhabitant of Russia can get
20 000 rubles and more. Come on "learn more" and clearly follow the instructions
posted on the website. For the receipt of payments to click on the image below! 272 |
VK

○ Take part in the premium program, and get from 90 000 rubles for the survey! Limited
offer

○ The annual award “Like of the Year 2018” has been launched 🎁 Get up to 50 000

😎 👏🏻
rubles for using social networks We were sent a fresh review, scroll to the right to see
We are waiting for your feedback after receiving the prize Daria German
give-me-prise-like.info.

○ Poll of citizens of Ukraine Poll of citizens of Ukraine from Facebook. Get 31000 UAH
right now opros-instagram.stream

○ Finans'30. Year of Honor We return the old dues until 750 TL. Enter Your Account and
Confirm Participation. I www.iadeal-qnbfiinans.co

○ Folks! Here's a no risk way to earn free money. Start an account with Capitol one and
get a deposit from them! Can't beat free money... Can you? Refer a Friend - Capital One
 360 It really does pay to have friends when you open a Capital One 360 checking or
savings account.

DO NOT TAG:Do not use this tag for promoting investment products/services clarifying with a
risk inherent or gambling violations (see Gambling SOP) or financial violation (see Financial
SOP) or deceptive employment violation (see Employment Services SOP).

Do Not Tag Examples:

○ Do Not Tag for User Trust - Tag for Gambling violation Examples

◼ "Suddenly, my account has risen from 1 to 7 digits and I could hardly believe it -

🎁
with only € 3.73 in use" Grab your 150 free spins gift for only EUR 10 worth EUR
150! - Only for first time users! Now click and see if you qualify! Turn now and
win immediately! www.digitallovers.de

◼ Whatsapp me now 08028794753 after watching the video below to the end. Lets
make it big this year . Thanks 3 -

◼ Friends, this is not likely, this guy is really sick! He put 1 million rubles here! And
you know what - his games come in with 85% accuracy, for the last week he made
814 thousand rubles clean!

○ Do Not Tag for User Trust - Tag for Financial violation Examples

◼ [Image] Cash Loans Valid now [Body Text] Loan 5 minutes quick liquid!
Depreciate Rp 2,000,000!
WEIGHT-LOS TAG:If one of the components of the ad is promoting products listed below. Tag it as user
trust (and in tactics part: Unrealistic Claim) only for products below.
S/
HEALTHCARE ○ Products for increase in height, muscle enhancement, make limbs, fingers or nose
/ BEAUTY smaller/longer which are impossible or require clinical intervention or physical support
SCAM activities (for muscle enhancement only).

○ Products for "sunscreen pills" or "sunscreen in a pill" products, claiming to protect your
skin from sun by having some kind of pills, which is impossible to achieve scientifically.

○ Promotes Catuaba, Fuco, Fuco Pure, Hybeauty, Hyli or Qlimax

(DON'T TAG as User Trust if Catuaba is sold as an alcohol drink → See Alcohol SOP).

In the absence of above, reviewers will tag if the ad is promoting a product/method that has
an impossible/radical/sudden impact on people's bodyweight, fat mass, physical appearance
or health, accompanied by one of the following tactics:

○ Inconsistent or irrelevant positioning

○ Landing Page with fake countdown timer

○ Landing Page asks user to populate user sensitive data.

Tag Examples:

○ Clicking on the Ad that claims to have an unrealistic impact, leads user to a

completely different content

DO NOT TAG:If ad promotes the consumption/sale/purchase of product any ingredients

outlined in Unsafe Supplement Classification of Healthcare SOP→ Tag Healthcare (Unsafe
Supplement)

If Catuaba (note - not Cautuba as in tag session) is promoted as drink in a bar/club without
claiming wondrous impact → Tag Alcohol (see Alcohol SOP)

Product/ programs for beard/hair growth

○ If in Before and After creative that includes hair loss remedy (depiction of hair loss
with regrowth); for Video: Side by side or time lapse → Tag Healthcare (Before and After
Classification) [Impression, Image, Video]

○ If close-up of body part with hair loss is shown → Tag Healthcare (Idealised Body
Classification) [Impression, Image, Video]

○ For hair extensions or hair removal → DON'T Tag

If the content is promoting weight loss with no misleading tactic involved, always check
Healthcare SOP to make the correct decision and DO NOT TAG those creatives as “User
Trust” by default.

If the ad is not using any of the misleading tactics.

If the ad promotes protein powder and mentions to use accompanied by physical exercise for
muscle enhancement rather than guaranteeing a muscle enhancement with taking the
product only without exercise required. But please also consider if the ad would violate Drugs
policy and tag according to Drugs policy.

Do Not Tag Examples:

 ○ Following ad is promoting a product that is claimed to remove wrinkles. Offsite LP is
leading to an error (which does not fall under the tactics) and it plays a video that is
about the product, which also does not fall under User Trust. Other misleading tactics
are not present, either.

◼ Wrinkle Removal products, are NOT user trust violations by default. Check
Healthcare SOP for specific rules.

○ Ad is promoting a product that is claimed to remove skin tags permanently. Offsite LP

is leading to the product website (which does not fall under the tactics) and it plays a
video that is about the product, which also does not fall under User Trust. Other
misleading tactics are not present, either.

◼ Do not tag as User Trust but check Healthcare SOP for specific rules, if
necessary.

○ Ad is promoting a skin whitening product. Offsite LP is leading to a messenger thread

with the Facebook page (which does not fall under the tactics) and it displays images
about the product & people using the product, which also does not fall under User Trust.
Other misleading tactics are not present, either.

◼ Skin Whitening products, are NOT user trust violations by default. Check
Healthcare SOP for specific rules, if necessary.

○ Ad was promoting protein powders for muscle growth and landing page claimed to
use during or after physical activity (highlighted), which suggest the need of physical
exercise to accompany with the protein powders.

ADULT TAG:Promotes unclear method/product for sexual enhancement in unrealistic amount of time
or with guaranteed and impossible effect and is accompanied by one of the following tactics:
CONTENT
SCAM ○ Inconsistent or irrelevant positioning

○ Landing Page with fake countdown timer

○ Landing Page asks user to populate user sensitive data

Tag Examples:

○ Inconsistent or irrelevant Positioning: 276290466327853, 400073860531109

○ TAG for Adult Content if no misleading tactic is applied.

DO NOT TAG:'If promotes the sale or use of sexual enhancement products (ex: libido
enhancement, non-surgical breast/butt/hip enlargement, and pheromone perfumes or
products) without observing a tactic → refer to Adult Content SOP to see if Tag Adult Content'
MISMATCHED Creatives present news, using sensational language or clickbait tactics, and landing page
content differs from the ad. Many ads feature locally known public figures (TV news
ARTICLES /
presenters, successful business people, actors, musicians, government figures), suggesting
NEWS a connection between the public figure and the promoted content. Examples include breaking
news, often related to investment opportunities, miracle weight loss/ beauty therapies, or the
retirement/ death of the public figure in question. The body/ title clearly leaves out key
information relating to the post, meaning that the user would be compelled to click on the
article to understand the content. Subsequently, the user is led to an unrelated e-commerce
website or any other website unrelated to the content in the creative.

TAG:Tag Examples:

○Ad suggested some newsworthy content while landing page direct to a recipe

○ Ad preview and body text was about an investment system/opportunity to be

introduced by Prime Minister Narendra Modi. Landing page was talked story about
Prime Minister Narendra Modi, but nothing to do with the investment or money making
system suggested by the ad.

○Ad was using sensational language to clickbait for some kind of news while landing
page news had nothing to do with the clickbait content.

DO NOT TAG:NIL
MISLEADING TAG:Ads collecting funds, food, or other goods as charitable donations/fundraising and
CHARITIES accompanied by one or more of the signals listed below (not exhaustive list).
○ Ask for money to be directly deposited to the bank or wallet with bank info provided in
the body text

○Landing page only directs to user’s Instagram or FB page with barren or no associated
offsite landing page

○ Generic FB landing page with default page profile name/image

○ FB landing page was new/young with no additional info/very limited activity

○ FB landing page was created the same day as the ad created

○ Ads tell the story in sensational language (many time along the lines of 'urgent!!',
'SOS', 'Need Help NOW!', etc.)

○ Shock & scare images beg/gain empathy

○ FB/Offsite landing page with no info related with ad content theme

○ FB Landing page link to FB Link Blocked page

(Examples for Tags are available in Tagging section with pictures)

Major themes include:

Misleading Animal Charity Ads ask for donation to help feed homeless animals or cure
injured/abused animals.

Misleading Children Charity Ads request donation to help with treatment/rehabilitation for
sick/disabled children or to otherwise financially support abandoned children/orphan/hungry
children either to the family directly or to an organization working to help children.

Misleading Disabled/Sick Adult Charity Ads ask for donations for sick/disabled adult to help
them through a difficult situation

Other Misleading Charity Ads ask for donations/fundraising/help with a purported charitable
purpose (where theme is not about the ones listed above) to take advantage of user’s
goodwill.

Misleading Animal Charity

Examples are available in the pictures section below

Misleading Children Charity

TAG:Ad presented the child’s story and bank info for direct donation and only had FB landing
page with no posts/activity through history but just the name and a photo.

Ads was asking the rehabilitation course fee for the family but FB landing page had no
content with generic page name.

Ad was asking for donation to a baby who was born with congenital genetic disease and
needed a surgery soon but FB landing page had no content with generic name and default
profile image. About section claimed the page category to be Beauty, Cosmetics & Personal
Care, which was totally irrelevant with donation theme. Instagram also had no photo relevant
with donation or charity. No offsite landing page was linked.

Ads was asking for donation to a 5 year-old children with liver problem for treatment. FB
landing page was created on the same day as the ads was created. FB page name and
profile image was changed to a so called “LIFE Foundation” on the same day with the only
post as the ads. About section website led to a website under construction.

Misleading Disabled/Sick Adult Charity

Examples are available in the pictures section below

Other Misleading Charity

TAG:The ad was asking for financial support to his educational assistant work to teaching
staff, where he also promised to run a blog to report his experience or a newsletter as
exclusive to the sponsors. However, the FB landing page was created on the same day as
the ad created with default profile image and only one post, which was the ad he posted. The
instagram he updated had nothing to do with the job he mentioned as the support to
educational work.

Ad was promoting a donation campaign and stated to offer 5GB internet as gift to all donors.
FB landing page was created the same day as ad created with generic profile name and
default profile image. The only post was the ad promoted. The other landing page was FB
link blocked. Instagram landing page also had no followers and activities but only two photos
as in the ad.

Ad was asking donation for a person named the Fuhrer to get real estate in Moscow with the
saying that the person heard the voice of the lord. The only FB landing page activity was
changing the profile image, which was totally irrelevant with donation. Instagram posts were
comments about all different movies and news, which was also irrelevant with donation.

DO NOT TAG:Ad was asking help and donation for a shelter construction funds, leading to
the landing page of a non-profit organization with constant posting about various helps asking
from the public like a washing machine donation etc.

Ad asking for donation to help with a village short of food and famine forced students to
spend their time looking for food rather than attending school while landing page leading to a
non-profit organization charity page to support the fundraising.

Ad was fundraising a calendar printing from orphans’ crafts to help with a charity fund while
FB landing page linked to the charity fund’s page as nonprofit organization created in 2011.
About section website linked to their official landing page.

Ad was asking for donation for the purpose of adding a prayer room. Though FB landing
page was newly created and used a default profile image, the linked Instagram had over 300
posts and activity consistent with the charitable purpose of the ad. Review of the posts from
Instagram indicated that they occasionally held events. Though offsite landing page linked to
whatsapp me page, the behaviour was consistent with their history posts on Instagram and
the number was matched.

DO NOT TAG :

Ads promote animal/children/disabled or sick adult related theme but not

donation/charity. Or ads promote donation/charity theme with enough evidence and
signals to support their goodwill claim from the landing pages. Possible situations
include (not exhaustive list):

○ Ads for animal lost and found

○ Ads helping ask for animal adoption

○Ads leading to donation/fundraising from FB pages with donation feature button, which
are compliant with FB Fundraisers and Donation Policy
 ○Ads leading to FB landing page or Instagram with a number of posts not all about
asking for money. Or FB landing page “About” section has website to support the
claims.

○ Ads leading to FB landing page or Instagram with a long history of relevant organic
content of photos and posts to support their claim for donation. These pages normally
have a number of likes and followers accumulated through the history.

○ Ads promote about news/article related to donation/fundraising event without asking

for direct donation.

(Examples for DNT are available in DNT section with pictures)

MISLEADING TACTICS GUIDELINES (TAG OR DO NOT TAG)

Unrealistic claims

Inconsistent or irrelevant positioning

Landing Page with fake countdown timer

Landing Page asks user to populate user sensitive data

UNREALISTIC TAG:
Creatives contain unrealistic or impossible claims / promises. These claims could be
CLAIMS
enclosed in either the title or body of the ad or implied in its imagery [not to confound with
unsubstantiated claims: realistic or plausible claims but without enough evidence to support
them]
Tag Examples:

○ IDDAA betting tickets, claiming are coming from fixed matches: “100% guaranteed
wins”, “100% safe bet”

○ “In shock! This video shows you how to buy imported products PAYING LESS! In this
video, Larissa Dobler explains how to buy products from brands like Gucci, Chanel,
Calvin Klein and many more without paying abusive taxes, cheaper than buying them in
the store!

DO NOT TAG:

URL Obfuscation: An obfuscated URL is a web address that has been obscured or
concealed and has been made to imitate the original URL of a legitimate website (Check
https://www.alexa.com/siteinfo, Alexa ranking as top 10,000 would be considered as
legitimate). It is done to make users access a spoof website rather than the intended
destination. The spoof site is often an identical clone of the original one in order to fool users
into divulging login and other personal information.

○ Tag Examples

◼ amazona.com (imitate amazona.com )

◼ amazonn.com (imitate amazon.com)

◼ walmarts.com (imitate walmart.com)

 DO NOT TAG:

IRRELEVANT TAG:Tag: Creatives' content is clearly unrelated to the main theme or content of their
Facebook landing page or associated off-site landing pages, resulting in a confusing and
OR
negative user experience. Or creatives have one or more components (including title, body
INCONSISTE text, image, Facebook landing page and offsite landing page) mismatched with the main
NT theme. [Rationale (common): trying to maximize traffic to advertisers' final destination URLs
POSITIONING to later monetized said traffic]

Tag Examples:

○ Bait ad resembles genitalia, triggering users attention. Clicking the ad leads to

cleaning services company as off-site landing page. Associated Facebook Page “Na
You” has no content and claims to belong to a personal blogger.

○Bait ad male sexual enhancement, triggering users attention. Clicking the ad leads to
neighbourhood food sharing services as off-site landing page.

○ Bait ad for weight loss products leads to e commerce off-site landing page

Ad title, body text, and FB landing page posts are all irrelevant to each other. Title was tiger,
body text was about some public figure news to provide some income opportunity, while FB
landing posts was about solar program, or decoration cost down project etc.

○ Full body text: Nicky Oppenheimer: "I want to give back and help people in need,
that’s why I’m revealing this!" Any resident of SA can join my project with R3000. Last
November, South African diamond magnate Nicky Oppenheimer made the momentous
decision to sell the 40 per cent stake in De Beer’s, the largest diamond producer in the
world. Anglo-American’s $5.1 billion takeover will end the control of the Oppenheimer
family over De Beer’s, which began wh... SA's Richest Nicky Oppenheimer Reveals
Opportunity to Help All South Africans funnywisetiger.com

Ad title and FB landing page posts were irrelevant with the ad content. Title and FB landing
page posts were all about animation and nintendo games while the ad was about some
scandal of some public figure.

○ Full body text: J.oIafsson didn't know the camera was a source when he talked about
this ... Home Uncategorized Sheeran will open London's own bar , restaurant and music
venue UncategorizedSheeran will open London's own bar , restaurant and music venue
By May Tender - May 29, 2019 2 0 one of the most successful musicians in the world at
a time when it seemed like a guitar ... This scandal happens when we talk! hithyps.com

DO NOT TAG:Off-site landing page with no content - Landing page leading to errors, or
without informative content, or showing with a templated website with content removed or
account suspended, or domain deleted.
 LANDING TAG:
Landing Page includes a fake countdown timer to put pressure on users to make the
PAGE WITH
purchasing. Refresh the URL to check the countdown timer, it will always go back to the
FAKE same countdown time. It will normally come together with a discounted price listing.
COUNTDOWN Once refreshing the Landing Page, the countdown timer goes back to the same time
TIMER
Once the timer goes to 0, it restarts again

○ Tag Examples:

◼ http://gzj.e-7buy.com/, the countdown timer will always goes back to 9 hours 36

mins 00 secs once refreshing

◼ Same below, the countdown timer will always goes back to 12 hours 30 mins 00
secs once refreshing

DO NOT TAG:-

LANDING TAG:
Promised content is gated behind an offsite landing page (NOT a
PAGE ASKS
facebook/whatsapp/instagram URL) where user is asked to enter PII (name, email, date of
USER TO birth, address, etc.) or login credentials (ie. online account details) to become eligible to
POPULATE view/get access to what was promised in the Ad
USER
SENSITIVE DO NOT TAG:-
DATA

EXAMPLES WITH PICTURES - TAG

FB COMPANY
RELATED
PRODUCTS
SCAM
Landing Page:
GREEN CARD /
VISA LOTTERY
SCAM
Landing page:
BACKGROUND
CHECK SCAM
FREE ITEMS
SCAM
Landing Page:
FINANCIAL
SCAM
Financial ( Survey / Quiz Scam)
Directing to Landing
page:

Or Landing Page:
No matter what answers
you choose for the quiz, it
turns out:

Financial (Bank Scam )

Translation: Finans'30.
Year of Honor We return
the old dues until 750 TL.
Enter Your Account and
Confirm Participation. I
www.iadeal-qnbfiinans.co.

Translation: Big
Campaign from Halk
Bank! Participate in our
luck draw...
Translation: We are giving
away 30 gift cards worth
of 50.000TL in our lucky
draw! Last day is
07.April.2018!
 Translation: We are giving
away Samsung S9 to our
500 customers who
complete their
registration.

Landing Page:
WEIGHT-LOSS /
HEALTHCARE /
BEAUTY SCAM
ADULT
CONTENT
SCAM
MISMATCHED
ARTICLES /
NEWS
◼ Text: They come with a new system to make money to help Italians live as
they want to invest 250 EUR, and then convert them in 4.320 EUR. "do you want
to know". that is how Prime Minister Narendra Modi has been the most important
party's political journey since 1984. Yes.... it has already become official and has
been announced. Italians will benefit.
UNREALISTIC
CLAIMS

-
IRRELEVANT
OR
INCONSISTENT
POSITIONING
■ Ad title, body text, and FB landing page posts are all irrelevant to each other.
Title was tiger, body text was about some public figure news to provide some
income opportunity, while FB landing posts was about solar program, or
decoration cost down project etc.
■ Full body text: Nicky Oppenheimer: "I want to give back and help
people in need, that’s why I’m revealing this!" Any resident of SA
can join my project with R3000. Last November, South African
diamond magnate Nicky Oppenheimer made the momentous
decision to sell the 40 per cent stake in De Beer’s, the largest
diamond producer in the world. Anglo-American’s $5.1 billion
takeover will end the control of the Oppenheimer family over De
Beer’s, which began wh... SA's Richest Nicky Oppenheimer
Reveals Opportunity to Help All South Africans funnywisetiger.com
■ Ad title and FB landing page posts were irrelevant with the ad content. Title
and FB landing page posts were all about animation and nintendo games while
the ad was about some scandal of some public figure.
■ Full body text: J.oIafsson didn't know the camera was a source
when he talked about this ... Home Uncategorized Sheeran will
open London's own bar , restaurant and music venue
UncategorizedSheeran will open London's own bar , restaurant and
music venue By May Tender - May 29, 2019 2 0 one of the most
successful musicians in the world at a time when it seemed like a
guitar ... This scandal happens when we talk! hithyps.com
LANDING PAGE
WITH FAKE
COUNTDOWN
TIMER
LANDING PAGE
ASKS USER TO
POPULATE
USER
SENSITIVE
DATA
MISLEADING Misleading Animal Charity
CHARITIES -
MISLEADING
ANIMAL
CHARITY
Leading to FB Landing page with default profile image and no additional info/activity like:
MISLEADING Ad presented the child’s story and bank info for direct donation and only had FB landing
CHARITIES - page with no posts/activity through history but just the name and a photo.
MISLEADING
CHILDREN
CHARITY

Full body text: Roma Shapaev, 7 years old, the village of Volno-Nadezhdinskoye,
Primorsky Territory.

Diagnosis: atypical autism, sequelae of meningitis, and then stroke.

The stem therapy course has been opened at the main hospital of the People’s Armed
Police of China, Beijing.

Amount collected: 1 866 000 rubles

Balance: 1 295 668 rubles.

💚💚💚💚💚💚💚💚💚💚💚💚💚💚💚💚
Roma was born in a complete family, was the long-awaited first child. In two years, Roma
suffers purulent meningitis. And in three years a stroke. Then Roma forgot how to walk,
talk, understand. At five, they are diagnosed with atypical autism. Roma does not
understand speech and does not speak. Only individual words are slurred. Strong
nervousness, frequent tantrums, closed, lives in his own world, does not know how to
communicate, play, fine motor skills are not developed, self-service is difficult. We love our
son very much, we are doing everything in our power to improve his health! Stem therapy
in Beijing is a chance to give Roma a new impetus to development. Cells will restore the
affected nervous system, connect dangling neural connections, regenerate the body,
which suffered from meningitis and severe ischemic stroke.

Help us please!

💙💙💙💙💙💙💙💙💙💙💙💙💙💙💙💙
Details:

💙 Sberbank ***
(framed for Roma's mother, Alexandra Borisovna Sh.)

💙 Beeline
+79**** 💙

Megaphone +79*** 💙 Mts +79***

💙Qiwi kiwi wallet +79***
💙PayPal wallet S***@mail.ru
💙Yandex wallet ***
# roma_shapaev_navigator 525 Followers, 1,009 Following, 154 Posts - See Instagram
photos and videos from Roma Shapaev, 7a Pravoma, Paula, 7a l, Primorye
(@roma_shapaev) • Instagram photos and videos instagram .com

Ads was asking the rehabilitation course fee for the family but FB landing page had no
content with generic page name.

Ad was asking for donation to a baby who was born with congenital genetic disease and
needed a surgery soon but FB landing page had no content with generic name and default
profile image. About section claimed the page category to be Beauty, Cosmetics &
Personal Care, which was totally irrelevant with donation theme. Instagram also had no
photo relevant with donation or charity. No offsite landing page was linked.
Ads asked for donation for Syrian children who lost their parents and family while landing
page directed to FB Link Blocked page.

Ads was asking for donation to a 5 year-old children with liver problem for treatment. FB
landing page was created on the same day as the ads was created. FB page name and
profile image was changed to a so called “LIFE Foundation” on the same day with the only
post as the ads. About section website led to a website under construction.

About section website leading to:

MISLEADING
CHARITIES -
MISLEADING
DISABLED/SICK
ADULT
CHARITY
MISLEADING The ad was asking for financial support to his educational assistant work to teaching staff,
CHARITIES - where he also promised to run a blog to report his experience or a newsletter as exclusive
OTHER to the sponsors. However, the FB landing page was created on the same day as the ad
MISLEADING created with default profile image and only one post, which was the ad he posted. The
CHARITY instagram he updated had nothing to do with the job he mentioned as the support to
educational work.
Ad was promoting a donation campaign and stated to offer 5GB internet as gift to all
donors. FB landing page was created the same day as ad created with generic profile
name and default profile image. The only post was the ad promoted. The other landing
page was FB link blocked. Instagram landing page also had no followers and activities but
only two photos as in the ad..b
EXAMPLES WITH PICTURES - DO NOT TAG
FB COMPANY
RELATED
PRODUCTS SCAM
 USER TRUST SOP

Policy Risk High Risk

External Policy Ads may not promote a business model or practice that is deemed by Facebook in its sole
discretion to be unacceptable or contrary to Facebook's overall advertising philosophy or
to any applicable law, including but not limited to multi-level marketing schemes, or
advertisements for scams.

Spirit of the Facebook wants to ensure that people who click on ads are not met with business
Policy schemes intended to scam them. This policy intends to ensure that trending and known
schemes are not allowed on the website.
 Directive This applies to Impressions, Images, Facebook Landing Pages, Offsite Landing Pages
and Videos

Exceptions NA

Standard Standard Operating ProcedureOpen SRT

Operating Click on 'just go' against the Virtual Queue/Queue to assign yourself with SRT jobs
Procedures from this Queue.
(SOP) On the SRT job - Review the Image and/or video for any policy violations and tag
accordingly.
When reviewing the Onsite LP and there is a message popping up to request Log
into FB account, please log in your FB account in order to proceed to review full
content of the Onsite LP. (Pls Note - As of now, this specific step/guideline is only
applicable for UT Specialized Queue reviewers. This step/guidelines may be
extended for Appeals and Measurement reviewers at later stage).
If no policy violations are found during the review process please tag the as 'Suitable
for All'.

Component SOPs:Impressions SOP

Body & Titles
Facebook & Offsite Landing Page SOP
Image SOP
Video SOP

Impressions

IMPRESSION GUIDELINES (TAG OR DO NOT TAG)

KNOWN SCAMS GUIDELINES (TAG OR DO NOT TAG)

MISLEADING Older MLEC guidelines are not applicable anymore. Please use below link to access the
E-COMMERC updated guidelines on MLEC.
E V2(GO LIVE Misleading E-Commerce Protocol
ON 19th MAY,
2021)
FB COMPANY TAG:Promotes products or services which promise to boost Facebook/Instagram likes,
friends, or followers with or without a fee charged via a third party/platform.
RELATED
PRODUCTS Promotes apps or services which promise to provide the user with product functionality that
SCAM does not exist - for example, apps that portend to offer the ability to track unfollows,
unfriends, blocks, profile views, as long as Facebook company products/apps are involved
within the product or services that are not developed/provided by Facebook Company itself.

Promotes products or services which promise to get Facebook Profile, Page or Instagram
verified with or without a fee charged via a third party/platform.

Promotes products or services that claim to have some premium or privileged functions built
in WhatsApp, like WhatsApp Gold, WhatsApp VIP, WhatsApp Oro, or WhatsApp desktop
clients, all of which are misleading. (This list is not exhaustive.)

Promotes products or services with mass database marketing system in which the user can
obtain "endless sources of WhatsApp leads" or spam leads with unlimited messaging.

Promotes the sale/trading/investment of Libra/Diem tokens as well as any business related to

the use of Calibra/Novi. Or sensationalist ads that misleads users to believe
Libra/Diem/Calibra/Novi is launched and started trading for business. Or ads leads to a fake
website that is imitating https://calibra.com/ or https://novi.com/- or Libra or Diem websites
e.g.: ad offering Libra/Diem tokens for sale and redirecting people to https://calbra.com/ (i is
missing) or https://calìbra.com (accent on the i) (similar guidelines are applicable for
Novi/Libra/Diem as well)

Note for Calibra/Novi//Libra/Diem ads:

Libra/Diem: simple global currency and financial infrastructure that empowers billions of
people. The Libra/Diem currency is built on the “Libra/Diem Blockchain” Calibra or Novi (Novi
is the new name of Calibra however, for sometime you may still encounter ads mentioning
Calibra): new digital wallet that you’ll be able to use to save, send and spend Libra/Diem

Also, Libra/Diem and Calibra/Novi won't be available until H1 2021 .

Tag Examples:

👤👤
○ [Install the app to get free active IG f ers instantly!; '50 likes for each post
automatically'; 'Connect to win free likes and followers on Instagram' ; 'Would you like to
grow your account? ' ]

○ Totally #Free and #Free 👇👇👇👇👇👇👇 https://www.allautoliker.com/

Real and Active Account User, #Country_Target (Geo Like), Custom Link Support, NO
SPAM 100% SAFE & #TRUSTED.

#Thank_You 😍😍🤩 !! You Can Exchange Free Facebook Auto Likes, Comments Auto
Liker, Auto Reactions, Auto Comments, Auto Follower, Auto Page Likes, Auto Page
Rating. Free Likes & 100% Safe allautoliker.com

○ Manage your social apps Social Messenger is a connection of all your social apps,
like Twitter, Facebook, Viber, Whatsapp, Messenger, Snapchat that all in one place.
Give you an access to a world though Social more searching for social messenger apps
when you want to use it, you just need one click to open y... social Messenger

○ Use the PROMOTION 2 months for the price of 1 👉 Write us a message in order to
receive a discount! ➡Her faster growth and more effective reaching your target group!
Only the real involved recipients of InstaMax PLUS is to perform various activities on
 your account. The whole process is carefully refined and is performed with natural
precision. You do not buy likes - you get real receivers! INSTA-MAX.PL - Page
insta-max.pl

○ - Whatsapp Online Marketing - Locations Based Broadcaster

- Database Marketing Email :...

○ Who else wants to blow up sales turnover through WhatsApp? Let's Download the
Tutorial in this Link => http://kirim.pw/183700EFE6DE Who else wants to blow up sales
turnover through WhatsApp? Come on, unloading the right tricks multiplies sales
turnover more and more quickly just by using WhatsApp! FREE 150,000 contacts at the
beginning of registration! Ways to Multiply Duplicate

More Sales Turnover and Faster Only by Using "WhatsApp!" cafeimers.com

(http://cafeimers.com/)

Promotes apps or services which promise to provide the user with product functionality that
does not exist - for example, apps that portend to offer the ability to track unfollows,
unfriends, blocks, profile views, as long as Facebook company products/apps are involved
within the product or services that are not developed/provided by Facebook Company itself.

Promotes products or services which promise to get Facebook Profile, Page or Instagram
verified with or without a fee charged via a third party/platform.

Promotes products or services that claim to have some premium or privileged functions built
in WhatsApp, like WhatsApp Gold, WhatsApp VIP, WhatsApp Oro, or WhatsApp desktop
clients, all of which are misleading. (This list is not exhaustive.)

Promotes products or services with mass database marketing system in which the user can
obtain "endless sources of WhatsApp leads" or spam leads with unlimited messaging.

DO NOT TAG:Businesses that promote to increase the number of likes or followers

organically by applying or educating the client about smart marketing strategies, such as
targeting users by hashtags, usernames, and locations without any automated methods;
services that educate users about marketing strategies on apps across the Facebook.

Articles that provides tips for getting Facebook, Page or Instagram verification or discusses
about the verification process but not directly promising/promoting/selling the verification
services.

Ads provide news/information/discussion/comments related to Libra/Diem or Calibra/Novi

without asking for any information or money from users. Or ads organise
events/seminar/conference to explain or discuss about Libra/Diem or Calibra/Novi only but
not asking information or money from users for investment/trading on Libra/Diem or
Calibra/Novi.

○ Learn how to entrepreneur (even without marketing experience) make a jump from $
7,000 to $ 100,000 using a simple car sales clerk. If you want a step-by-step plan, to

👉👉👉
repeat the result, in your business, press the "DETAIL" button and register for the
webinar. Discover all the secrets avtovaronok marketinggamers.com

Body Text:

■ RSVP here: https://www.meetup.com/BitcoinCenterKR/events/262838361/

Let’s deep dive Facebook’s Libra/Diem~
 What on earth is it? What are its creators’ stated goals and how likely are they to
be achieved? What’s been built or established so far? Is it going head to head
with Bitcoin? WeChat or Alipay? Both or neither?
In this session, we aim to share what we’ve learned about the project so far, its
potential given the growth of payment service applications, and to engender
discussion on the utility, merits, and/or demerits of such up-and-coming ‘global
currencies’. Jul 6 5 PM UTC+09 · Bitcoin Center Korea Libra/Diem, A Global
Currency? meetup.com
■ Facebook recently released details of their upcoming Libra/Diem blockchain and
Libra currency slated to go live in the first half of 2020.
https://lnkd.in/gesPcEt With over a billion Facebook users and participation from
payment processors, Libra/Diem currency has potential to drive blockchain
adoption. Tax and audit considerations for Facebook’s Libra/Diem currency
rsmus.com
■ What is Libra/Diem- The Digital Currency of Facebook? - Explained
https://www.seekersthoughts.com/2019/06/what-is-Libra/Diem-digital-currency-of.
html
■ Facebook is set to launch a global digital currency. Money Mind explores why
Libra/Diem is kicking up a fuss in financial circles. Watch Money Mind:
https://cna.asia/2MY51cB Money Mind: Looking to the Future
cna.asia/Money-Mind

GREEN CARD Context: dvlottery.state.gov,

https://www.canadavisa.com/assess/canada-immigration-visa-lottery.htm#gs.6sCEszo
/ VISA
LOTTERY
Only US has Green Card Lottery schemes, Canada does not have Green Card or Visa
SCAM
Lottery

TAG:Promotes Green Card/Visa Lottery schemes or paying for services to file the paperwork
or claiming to increase your chances of getting it or any creatives mentioning Canada Green
Card/Visa Lottery Schemes.

Promotes services to guarantee a VISA without any requirements (e.g. clearing IELTS,
sufficient funds), including those mentioned in Landing Page only.

Other words for “Visa” or “Green Card” include (but are not limited to):

○ “H-1B” - business visa

○ “HB-5” - green card type

○ “F-1” - student visa

○ “B-1/B-2” - employee/tourism visas

Tag Examples:

○ America is for Sale for a Refundable ₹3,2 cr. Investment in US Govt EB-5 Project
LIVE ANYWHERE IN THE USA… PERMANENT USA RESIDENCY IS FOR SALE...
Open to all nationalities... No business, language or ridiculous requirements... Schedule
A FREE Consultation Today and Download Your FREE Immigration Starter Kit by
Clicking the Link Above You and Your Family Can Attain Permanent Green Cards in
America but You Need to Hurry!

○ Do you want to Migrate, Study, Live, or Work in Canada? Here you will see a
complete guide on how to apply for the newly approved Diversity Canada Visa Lottery
Applications FREE OF CHARGE.

Application is Free and Online

 The annual Diversity Visa Lottery also known as the Green Card Lottery is a Canadian
government program that makes 55,000 Immigrants cards available every year to
persons from “underrepresented cou… The annual Diversity Visa Lottery also known as
the Green Card Lottery is a Canadian government program that makes 55,000
Immigrants cards available every year is ongoing

○ Celebrate Christmas and New Year this year! Australia! 🇨🇦️🎄

Australia's Multiple Entry Tourist Visas for 10 Years |

✔Entertainment, without IELTS, without sponsorship

For more information, make a note to your INBOX / COMMENT and talk to our clients

Government registered company - MAXWORTH

DO NOT TAG:Ads/Offsite LPs that link directly to the official Green Card Lottery Website
dvlottery.state.gov, or which solely discuss and inform about green card lotteries.

Visa and green card application assessment and services with the standard immigration and
visa requirements without promising the outcome.

○ “Application assessment and services” - help people understand their

eligibility/requirements for a VISA or Green Card, but they do not claim to guarantee
eligibility or provide VISA/Green Cards

Do Not Tag Examples:

○ https://www.usagreencardlottery.org/

BACKGROUN Companies that are tagged for User Trust violations for “background search” must meet the
D CHECK following criteria:
SCAM
1) The primary focus is the aggregation of personal data about individuals from multiple
sources - i.e. The landing page contains references to “Background Check”, “Public Records
Search:” or “People Records Search” or similar.

2) To access the information in question, the user needs to pay a fee - check the business
FAQ/ About us page for this

The following business would not meet the criteria:

1) B2B firms that do background checks on future employees (e.g. Hireright),

2) Company Directors reports (solocheck.ie),

3) Free social networking services (e.g. classmates.com)

TAG:The landing page contains references to “Background Check”, “Public Records Search:”
or “People Records Search”

Entry point is NOT opt-in/ user initiated

The service collates information from a number of different sources, as opposed to one
specific area
 DO NOT TAG:The product or service is geared specifically towards reuniting family/ friends/
colleagues,

Does not collate information from a number of different sources - i.e. the information is based
on one source alone, such as social media EXTRA POINT AROUND MULTIPLE

The service in question relates more to B2B services - i.e. solocheck.ie, hireright.com - these
companies provide legitimate reference checks for companies to determine if employees are
who they say they are

FREE ITEMS Promotes products with a transferable value, such as electronic devices (such as free
iPhone, iPad, laptop, tablet etc.), gift cards, subscriptions branded goods, plane tickets for
SCAM
free.

TAG:Promotes free iPhone, iPad, laptop, tablet, or other electronic device.

Promotes free jerseys (e.g. NBA, NCAA, NFL, NHL).

Promotes free gift cards, coupons and vouchers (e.g. $250 Walmart, $500 iTunes), including
free online games where the value for a gift card is generated/increased by playing the game

Promotes free subscription (e.g. Netflix subscriptions, Spotify subscriptions)

Promotes products or services of high value being sold at a very cheap price like 1 or 2 of the
relevant currency - often €/$/£ (the currency and amount may vary but generally it is below
10). Scams may include iPhones, Netflix subscriptions, plane tickets etc.

This alone doesn't qualify for a scam yet! Signs for such an ad being malicious (please clicks
more times to check misleading tactics on landing page):

FB landing page new/not available

No content in off-site landing page

Fake countdown timer

Irrelevant or inconsistent positioning

FB Page doesn't have any contact information (or only has website)

Landing page leading to unrelated articles/unrelated products

Landing page asks user to populate user sensitive data

DO NOT TAG:Free trials for new customers (e.g. Netflix)

Free items in exchange of a period of subscription or contract (such as mobile phone plans,
newsletter subscriptions etc.) or with the sale of another item.

'Free Drink', 'Free Meal' be cautious to *tag for Alcohol violation though (see Alcohol
(https://review.internmc.facebook.com/intern/review/tools/policies/details/?policy_name=rep_
alcohol)SOP) (e.g. tickets to have a free drink or meal in a pub or restaurant)

Do Not Tag Examples:

○ 4 the night is them - baylon in Margaret M.C.R-11 November

Rounds of tequila and catuaba for them.

How about go to the track with 02 more friends to baylon of Margaret with the band and
the dj bwana officer of the west, the jewel Thiago Magellan?

Enjoy, share and tag 02 friends in comments and enter to win tickets for you and your
tagged friends. Winners will be drawn 03 combos of tickets. And the comment more
tanned Ira win a red label. Promotion for every Facebook post for the event.

Rules for raffle, RSVP to the event and enjoy the page of innovate graduations follow
the links:

○ Promo Carnival Dled / 10. Saturday

▶ 2 WINNERS / 1 Combo / 1 Bottle Catuaba / 10 Vips

. 1ND WINNER: 1 Combo Orloff + 5 Vips

(Vips also worth for every night of the duo)

2ND WINNER: 1 Garrfa Catuaba + 5 Vips

(Vips also worth for every night of the duo)

Share this flyer (public mode / required)

Like page of dled (MANDATORY)

Join Event Carnaval Duo & Dled 2018

FINANCIAL TAG:Fixed betting: Guarantees gains in lotteries, gambling or betting. Promises to boost your
chances to win in any of these. Signals observed could include:
SCAM
○ Look for IDDAA (or similar company) gambling tickets with handwriting on them,
include the words/phrases “100% guaranteed” or “fixed matches/gambling” or “100%
safe bet”.

○ Body text, offsite landing page or picture often contains WhatsApp or Messenger
contact or private phone number.

○ Image or video Ads using piles of cash imagery, people withdrawing money from
ATMs, or videos of people in cars flaunting cash. Typically lead to generic Instagram
pages with more piles of cash images and vague context.

○ Do not use this tag for gambling violations (see Gambling SOP).

Survey/Quiz Scams: Scams typically offer monetary rewards for completing surveys/quiz.
However, off-site landing page rarely leads to surveys/quiz. Most sites lead to a known
template for selling internet traffic or an unrelated templated privacy policy page of a website.
Some off-site landing page might ask user to populate user sensitive data after several clicks.
Known site always have some variation of an animated character flaunting cash. Other
themes include unrealistic bonus promise for free after sign up for petition; but at the end of
the quiz, it requests the user to donate for the petition rather than giving out bonus. Some
creative offsite tactics have been adding more layers of surveys/quiz for users to click
through before finally reaching their known template site which typically sells internet traffic.

Bank Scams: Impersonating banks to request user to log into their bank accounts in order to
enrol or participate to some lucky draw for some high value items (e.g. Galaxy phone, car,
iWatch) or for benefit from some opportunities. Creatives normally have final and initial
domain mismatch. Offsite landing pages may lead to suspicious articles or phishing lead
gens.

[NOTE: Specialized Queue Only]: Other Financial Gain: Creatives promise financial benefit
with guarantees and without any requirements or risks. Misleading tactics must be observed,
including clickbait, unrealistic claim, impersonation, inconsistent or irrelevant positioning,
off-site landing page with no content, and phishing signals such as requiring users to input
personal financial account log in credentials etc.

Tag Examples

○ In connection with the changes in the legislation of each inhabitant of Russia can get
20 000 rubles and more. Come on "learn more" and clearly follow the instructions
posted on the website. For the receipt of payments to click on the image below! 272 |
VK

○ Take part in the premium program, and get from 90 000 rubles for the survey! Limited
offer

○ The annual award “Like of the Year 2018” has been launched 🎁 Get up to 50 000

😎 👏🏻
rubles for using social networks We were sent a fresh review, scroll to the right to see
We are waiting for your feedback after receiving the prize Daria German
give-me-prise-like.info.

○ Poll of citizens of Ukraine Poll of citizens of Ukraine from Facebook. Get 31000 UAH
right now opros-instagram.stream

○ Finans'30. Year of Honor We return the old dues until 750 TL. Enter Your Account and
Confirm Participation. I www.iadeal-qnbfiinans.co

○ Folks! Here's a no risk way to earn free money. Start an account with Capitol one and
get a deposit from them! Can't beat free money... Can you? Refer a Friend - Capital One
 360 It really does pay to have friends when you open a Capital One 360 checking or
savings account.

DO NOT TAG:Do not use this tag for promoting investment products/services clarifying with a
risk inherent or gambling violations (see Gambling SOP) or financial violation (see Financial
SOP) or deceptive employment violation (see Employment Services SOP).

Do Not Tag Examples:

○ Do Not Tag for User Trust - Tag for Gambling violation Examples

◼ "Suddenly, my account has risen from 1 to 7 digits and I could hardly believe it -

🎁
with only € 3.73 in use" Grab your 150 free spins gift for only EUR 10 worth EUR
150! - Only for first time users! Now click and see if you qualify! Turn now and
win immediately! www.digitallovers.de

◼ Whatsapp me now 08028794753 after watching the video below to the end. Lets
make it big this year . Thanks 3 -

◼ Friends, this is not likely, this guy is really sick! He put 1 million rubles here! And
you know what - his games come in with 85% accuracy, for the last week he made
814 thousand rubles clean!

○ Do Not Tag for User Trust - Tag for Financial violation Examples

◼ [Image] Cash Loans Valid now [Body Text] Loan 5 minutes quick liquid!
Depreciate Rp 2,000,000!
WEIGHT-LOS TAG:If one of the components of the ad is promoting products listed below. Tag it as user
trust (and in tactics part: Unrealistic Claim) only for products below.
S/
HEALTHCARE ○ Products for increase in height, muscle enhancement, make limbs, fingers or nose
/ BEAUTY smaller/longer which are impossible or require clinical intervention or physical support
SCAM activities (for muscle enhancement only).

○ Products for "sunscreen pills" or "sunscreen in a pill" products, claiming to protect your
skin from sun by having some kind of pills, which is impossible to achieve scientifically.

○ Promotes Catuaba, Fuco, Fuco Pure, Hybeauty, Hyli or Qlimax

(DON'T TAG as User Trust if Catuaba is sold as an alcohol drink → See Alcohol SOP).

In the absence of above, reviewers will tag if the ad is promoting a product/method that has
an impossible/radical/sudden impact on people's bodyweight, fat mass, physical appearance
or health, accompanied by one of the following tactics:

○ Inconsistent or irrelevant positioning

○ Landing Page with fake countdown timer

○ Landing Page asks user to populate user sensitive data.

Tag Examples:

○ Clicking on the Ad that claims to have an unrealistic impact, leads user to a

completely different content

DO NOT TAG:If ad promotes the consumption/sale/purchase of product any ingredients

outlined in Unsafe Supplement Classification of Healthcare SOP→ Tag Healthcare (Unsafe
Supplement)

If Catuaba (note - not Cautuba as in tag session) is promoted as drink in a bar/club without
claiming wondrous impact → Tag Alcohol (see Alcohol SOP)

Product/ programs for beard/hair growth

○ If in Before and After creative that includes hair loss remedy (depiction of hair loss
with regrowth); for Video: Side by side or time lapse → Tag Healthcare (Before and After
Classification) [Impression, Image, Video]

○ If close-up of body part with hair loss is shown → Tag Healthcare (Idealised Body
Classification) [Impression, Image, Video]

○ For hair extensions or hair removal → DON'T Tag

If the content is promoting weight loss with no misleading tactic involved, always check
Healthcare SOP to make the correct decision and DO NOT TAG those creatives as “User
Trust” by default.

If the ad is not using any of the misleading tactics.

If the ad promotes protein powder and mentions to use accompanied by physical exercise for
muscle enhancement rather than guaranteeing a muscle enhancement with taking the
product only without exercise required. But please also consider if the ad would violate Drugs
policy and tag according to Drugs policy.

Do Not Tag Examples:

 ○ Following ad is promoting a product that is claimed to remove wrinkles. Offsite LP is
leading to an error (which does not fall under the tactics) and it plays a video that is
about the product, which also does not fall under User Trust. Other misleading tactics
are not present, either.

◼ Wrinkle Removal products, are NOT user trust violations by default. Check
Healthcare SOP for specific rules.

○ Ad is promoting a product that is claimed to remove skin tags permanently. Offsite LP

is leading to the product website (which does not fall under the tactics) and it plays a
video that is about the product, which also does not fall under User Trust. Other
misleading tactics are not present, either.

◼ Do not tag as User Trust but check Healthcare SOP for specific rules, if
necessary.

○ Ad is promoting a skin whitening product. Offsite LP is leading to a messenger thread

with the Facebook page (which does not fall under the tactics) and it displays images
about the product & people using the product, which also does not fall under User Trust.
Other misleading tactics are not present, either.

◼ Skin Whitening products, are NOT user trust violations by default. Check
Healthcare SOP for specific rules, if necessary.

○ Ad was promoting protein powders for muscle growth and landing page claimed to
use during or after physical activity (highlighted), which suggest the need of physical
exercise to accompany with the protein powders.

ADULT TAG:Promotes unclear method/product for sexual enhancement in unrealistic amount of time
or with guaranteed and impossible effect and is accompanied by one of the following tactics:
CONTENT
SCAM ○ Inconsistent or irrelevant positioning

○ Landing Page with fake countdown timer

○ Landing Page asks user to populate user sensitive data

Tag Examples:

○ Inconsistent or irrelevant Positioning: 276290466327853, 400073860531109

○ TAG for Adult Content if no misleading tactic is applied.

DO NOT TAG:'If promotes the sale or use of sexual enhancement products (ex: libido
enhancement, non-surgical breast/butt/hip enlargement, and pheromone perfumes or
products) without observing a tactic → refer to Adult Content SOP to see if Tag Adult Content'
MISMATCHED Creatives present news, using sensational language or clickbait tactics, and landing page
content differs from the ad. Many ads feature locally known public figures (TV news
ARTICLES /
presenters, successful business people, actors, musicians, government figures), suggesting
NEWS a connection between the public figure and the promoted content. Examples include breaking
news, often related to investment opportunities, miracle weight loss/ beauty therapies, or the
retirement/ death of the public figure in question. The body/ title clearly leaves out key
information relating to the post, meaning that the user would be compelled to click on the
article to understand the content. Subsequently, the user is led to an unrelated e-commerce
website or any other website unrelated to the content in the creative.

TAG:Tag Examples:

○Ad suggested some newsworthy content while landing page direct to a recipe

○ Ad preview and body text was about an investment system/opportunity to be

introduced by Prime Minister Narendra Modi. Landing page was talked story about
Prime Minister Narendra Modi, but nothing to do with the investment or money making
system suggested by the ad.

○Ad was using sensational language to clickbait for some kind of news while landing
page news had nothing to do with the clickbait content.

DO NOT TAG:NIL
MISLEADING TAG:Ads collecting funds, food, or other goods as charitable donations/fundraising and
CHARITIES accompanied by one or more of the signals listed below (not exhaustive list).
○ Ask for money to be directly deposited to the bank or wallet with bank info provided in
the body text

○Landing page only directs to user’s Instagram or FB page with barren or no associated
offsite landing page

○ Generic FB landing page with default page profile name/image

○ FB landing page was new/young with no additional info/very limited activity

○ FB landing page was created the same day as the ad created

○ Ads tell the story in sensational language (many time along the lines of 'urgent!!',
'SOS', 'Need Help NOW!', etc.)

○ Shock & scare images beg/gain empathy

○ FB/Offsite landing page with no info related with ad content theme

○ FB Landing page link to FB Link Blocked page

(Examples for Tags are available in Tagging section with pictures)

Major themes include:

Misleading Animal Charity Ads ask for donation to help feed homeless animals or cure
injured/abused animals.

Misleading Children Charity Ads request donation to help with treatment/rehabilitation for
sick/disabled children or to otherwise financially support abandoned children/orphan/hungry
children either to the family directly or to an organization working to help children.

Misleading Disabled/Sick Adult Charity Ads ask for donations for sick/disabled adult to help
them through a difficult situation

Other Misleading Charity Ads ask for donations/fundraising/help with a purported charitable
purpose (where theme is not about the ones listed above) to take advantage of user’s
goodwill.

Misleading Animal Charity

Examples are available in the pictures section below

Misleading Children Charity

TAG:Ad presented the child’s story and bank info for direct donation and only had FB landing
page with no posts/activity through history but just the name and a photo.

Ads was asking the rehabilitation course fee for the family but FB landing page had no
content with generic page name.

Ad was asking for donation to a baby who was born with congenital genetic disease and
needed a surgery soon but FB landing page had no content with generic name and default
profile image. About section claimed the page category to be Beauty, Cosmetics & Personal
Care, which was totally irrelevant with donation theme. Instagram also had no photo relevant
with donation or charity. No offsite landing page was linked.

Ads was asking for donation to a 5 year-old children with liver problem for treatment. FB
landing page was created on the same day as the ads was created. FB page name and
profile image was changed to a so called “LIFE Foundation” on the same day with the only
post as the ads. About section website led to a website under construction.

Misleading Disabled/Sick Adult Charity

Examples are available in the pictures section below

Other Misleading Charity

TAG:The ad was asking for financial support to his educational assistant work to teaching
staff, where he also promised to run a blog to report his experience or a newsletter as
exclusive to the sponsors. However, the FB landing page was created on the same day as
the ad created with default profile image and only one post, which was the ad he posted. The
instagram he updated had nothing to do with the job he mentioned as the support to
educational work.

Ad was promoting a donation campaign and stated to offer 5GB internet as gift to all donors.
FB landing page was created the same day as ad created with generic profile name and
default profile image. The only post was the ad promoted. The other landing page was FB
link blocked. Instagram landing page also had no followers and activities but only two photos
as in the ad.

Ad was asking donation for a person named the Fuhrer to get real estate in Moscow with the
saying that the person heard the voice of the lord. The only FB landing page activity was
changing the profile image, which was totally irrelevant with donation. Instagram posts were
comments about all different movies and news, which was also irrelevant with donation.

DO NOT TAG:Ad was asking help and donation for a shelter construction funds, leading to
the landing page of a non-profit organization with constant posting about various helps asking
from the public like a washing machine donation etc.

Ad asking for donation to help with a village short of food and famine forced students to
spend their time looking for food rather than attending school while landing page leading to a
non-profit organization charity page to support the fundraising.

Ad was fundraising a calendar printing from orphans’ crafts to help with a charity fund while
FB landing page linked to the charity fund’s page as nonprofit organization created in 2011.
About section website linked to their official landing page.

Ad was asking for donation for the purpose of adding a prayer room. Though FB landing
page was newly created and used a default profile image, the linked Instagram had over 300
posts and activity consistent with the charitable purpose of the ad. Review of the posts from
Instagram indicated that they occasionally held events. Though offsite landing page linked to
whatsapp me page, the behaviour was consistent with their history posts on Instagram and
the number was matched.

DO NOT TAG :

Ads promote animal/children/disabled or sick adult related theme but not

donation/charity. Or ads promote donation/charity theme with enough evidence and
signals to support their goodwill claim from the landing pages. Possible situations
include (not exhaustive list):

○ Ads for animal lost and found

○ Ads helping ask for animal adoption

○Ads leading to donation/fundraising from FB pages with donation feature button, which
are compliant with FB Fundraisers and Donation Policy
 ○Ads leading to FB landing page or Instagram with a number of posts not all about
asking for money. Or FB landing page “About” section has website to support the
claims.

○ Ads leading to FB landing page or Instagram with a long history of relevant organic
content of photos and posts to support their claim for donation. These pages normally
have a number of likes and followers accumulated through the history.

○ Ads promote about news/article related to donation/fundraising event without asking

for direct donation.

(Examples for DNT are available in DNT section with pictures)

MISLEADING TACTICS GUIDELINES (TAG OR DO NOT TAG)

Unrealistic claims

Inconsistent or irrelevant positioning

Landing Page with fake countdown timer

Landing Page asks user to populate user sensitive data

UNREALISTIC TAG:
Creatives contain unrealistic or impossible claims / promises. These claims could be
CLAIMS
enclosed in either the title or body of the ad or implied in its imagery [not to confound with
unsubstantiated claims: realistic or plausible claims but without enough evidence to support
them]
Tag Examples:

○ IDDAA betting tickets, claiming are coming from fixed matches: “100% guaranteed
wins”, “100% safe bet”

○ “In shock! This video shows you how to buy imported products PAYING LESS! In this
video, Larissa Dobler explains how to buy products from brands like Gucci, Chanel,
Calvin Klein and many more without paying abusive taxes, cheaper than buying them in
the store!

DO NOT TAG:

URL Obfuscation: An obfuscated URL is a web address that has been obscured or
concealed and has been made to imitate the original URL of a legitimate website (Check
https://www.alexa.com/siteinfo, Alexa ranking as top 10,000 would be considered as
legitimate). It is done to make users access a spoof website rather than the intended
destination. The spoof site is often an identical clone of the original one in order to fool users
into divulging login and other personal information.

○ Tag Examples

◼ amazona.com (imitate amazona.com )

◼ amazonn.com (imitate amazon.com)

◼ walmarts.com (imitate walmart.com)

 DO NOT TAG:

IRRELEVANT TAG:Tag: Creatives' content is clearly unrelated to the main theme or content of their
Facebook landing page or associated off-site landing pages, resulting in a confusing and
OR
negative user experience. Or creatives have one or more components (including title, body
INCONSISTE text, image, Facebook landing page and offsite landing page) mismatched with the main
NT theme. [Rationale (common): trying to maximize traffic to advertisers' final destination URLs
POSITIONING to later monetized said traffic]

Tag Examples:

○ Bait ad resembles genitalia, triggering users attention. Clicking the ad leads to

cleaning services company as off-site landing page. Associated Facebook Page “Na
You” has no content and claims to belong to a personal blogger.

○Bait ad male sexual enhancement, triggering users attention. Clicking the ad leads to
neighbourhood food sharing services as off-site landing page.

○ Bait ad for weight loss products leads to e commerce off-site landing page

Ad title, body text, and FB landing page posts are all irrelevant to each other. Title was tiger,
body text was about some public figure news to provide some income opportunity, while FB
landing posts was about solar program, or decoration cost down project etc.

○ Full body text: Nicky Oppenheimer: "I want to give back and help people in need,
that’s why I’m revealing this!" Any resident of SA can join my project with R3000. Last
November, South African diamond magnate Nicky Oppenheimer made the momentous
decision to sell the 40 per cent stake in De Beer’s, the largest diamond producer in the
world. Anglo-American’s $5.1 billion takeover will end the control of the Oppenheimer
family over De Beer’s, which began wh... SA's Richest Nicky Oppenheimer Reveals
Opportunity to Help All South Africans funnywisetiger.com

Ad title and FB landing page posts were irrelevant with the ad content. Title and FB landing
page posts were all about animation and nintendo games while the ad was about some
scandal of some public figure.

○ Full body text: J.oIafsson didn't know the camera was a source when he talked about
this ... Home Uncategorized Sheeran will open London's own bar , restaurant and music
venue UncategorizedSheeran will open London's own bar , restaurant and music venue
By May Tender - May 29, 2019 2 0 one of the most successful musicians in the world at
a time when it seemed like a guitar ... This scandal happens when we talk! hithyps.com

DO NOT TAG:Off-site landing page with no content - Landing page leading to errors, or
without informative content, or showing with a templated website with content removed or
account suspended, or domain deleted.
 LANDING TAG:
Landing Page includes a fake countdown timer to put pressure on users to make the
PAGE WITH
purchasing. Refresh the URL to check the countdown timer, it will always go back to the
FAKE same countdown time. It will normally come together with a discounted price listing.
COUNTDOWN Once refreshing the Landing Page, the countdown timer goes back to the same time
TIMER
Once the timer goes to 0, it restarts again

○ Tag Examples:

◼ http://gzj.e-7buy.com/, the countdown timer will always goes back to 9 hours 36

mins 00 secs once refreshing

◼ Same below, the countdown timer will always goes back to 12 hours 30 mins 00
secs once refreshing

DO NOT TAG:-

LANDING TAG:
Promised content is gated behind an offsite landing page (NOT a
PAGE ASKS
facebook/whatsapp/instagram URL) where user is asked to enter PII (name, email, date of
USER TO birth, address, etc.) or login credentials (ie. online account details) to become eligible to
POPULATE view/get access to what was promised in the Ad
USER
SENSITIVE DO NOT TAG:-
DATA

EXAMPLES WITH PICTURES - TAG

FB COMPANY
RELATED
PRODUCTS
SCAM
Landing Page:
GREEN CARD /
VISA LOTTERY
SCAM
Landing page:
BACKGROUND
CHECK SCAM
FREE ITEMS
SCAM
Landing Page:
FINANCIAL
SCAM
Financial ( Survey / Quiz Scam)
Directing to Landing
page:

Or Landing Page:
No matter what answers
you choose for the quiz, it
turns out:

Financial (Bank Scam )

Translation: Finans'30.
Year of Honor We return
the old dues until 750 TL.
Enter Your Account and
Confirm Participation. I
www.iadeal-qnbfiinans.co.

Translation: Big
Campaign from Halk
Bank! Participate in our
luck draw...
Translation: We are giving
away 30 gift cards worth
of 50.000TL in our lucky
draw! Last day is
07.April.2018!
 Translation: We are giving
away Samsung S9 to our
500 customers who
complete their
registration.

Landing Page:
WEIGHT-LOSS /
HEALTHCARE /
BEAUTY SCAM
ADULT
CONTENT
SCAM
MISMATCHED
ARTICLES /
NEWS
◼ Text: They come with a new system to make money to help Italians live as
they want to invest 250 EUR, and then convert them in 4.320 EUR. "do you want
to know". that is how Prime Minister Narendra Modi has been the most important
party's political journey since 1984. Yes.... it has already become official and has
been announced. Italians will benefit.
UNREALISTIC
CLAIMS

-
IRRELEVANT
OR
INCONSISTENT
POSITIONING
■ Ad title, body text, and FB landing page posts are all irrelevant to each other.
Title was tiger, body text was about some public figure news to provide some
income opportunity, while FB landing posts was about solar program, or
decoration cost down project etc.
■ Full body text: Nicky Oppenheimer: "I want to give back and help
people in need, that’s why I’m revealing this!" Any resident of SA
can join my project with R3000. Last November, South African
diamond magnate Nicky Oppenheimer made the momentous
decision to sell the 40 per cent stake in De Beer’s, the largest
diamond producer in the world. Anglo-American’s $5.1 billion
takeover will end the control of the Oppenheimer family over De
Beer’s, which began wh... SA's Richest Nicky Oppenheimer
Reveals Opportunity to Help All South Africans funnywisetiger.com
■ Ad title and FB landing page posts were irrelevant with the ad content. Title
and FB landing page posts were all about animation and nintendo games while
the ad was about some scandal of some public figure.
■ Full body text: J.oIafsson didn't know the camera was a source
when he talked about this ... Home Uncategorized Sheeran will
open London's own bar , restaurant and music venue
UncategorizedSheeran will open London's own bar , restaurant and
music venue By May Tender - May 29, 2019 2 0 one of the most
successful musicians in the world at a time when it seemed like a
guitar ... This scandal happens when we talk! hithyps.com
LANDING PAGE
WITH FAKE
COUNTDOWN
TIMER
LANDING PAGE
ASKS USER TO
POPULATE
USER
SENSITIVE
DATA
MISLEADING Misleading Animal Charity
CHARITIES -
MISLEADING
ANIMAL
CHARITY
Leading to FB Landing page with default profile image and no additional info/activity like:
MISLEADING Ad presented the child’s story and bank info for direct donation and only had FB landing
CHARITIES - page with no posts/activity through history but just the name and a photo.
MISLEADING
CHILDREN
CHARITY

Full body text: Roma Shapaev, 7 years old, the village of Volno-Nadezhdinskoye,
Primorsky Territory.

Diagnosis: atypical autism, sequelae of meningitis, and then stroke.

The stem therapy course has been opened at the main hospital of the People’s Armed
Police of China, Beijing.

Amount collected: 1 866 000 rubles

Balance: 1 295 668 rubles.

💚💚💚💚💚💚💚💚💚💚💚💚💚💚💚💚
Roma was born in a complete family, was the long-awaited first child. In two years, Roma
suffers purulent meningitis. And in three years a stroke. Then Roma forgot how to walk,
talk, understand. At five, they are diagnosed with atypical autism. Roma does not
understand speech and does not speak. Only individual words are slurred. Strong
nervousness, frequent tantrums, closed, lives in his own world, does not know how to
communicate, play, fine motor skills are not developed, self-service is difficult. We love our
son very much, we are doing everything in our power to improve his health! Stem therapy
in Beijing is a chance to give Roma a new impetus to development. Cells will restore the
affected nervous system, connect dangling neural connections, regenerate the body,
which suffered from meningitis and severe ischemic stroke.

Help us please!

💙💙💙💙💙💙💙💙💙💙💙💙💙💙💙💙
Details:

💙 Sberbank ***
(framed for Roma's mother, Alexandra Borisovna Sh.)

💙 Beeline
+79**** 💙

Megaphone +79*** 💙 Mts +79***

💙Qiwi kiwi wallet +79***
💙PayPal wallet S***@mail.ru
💙Yandex wallet ***
# roma_shapaev_navigator 525 Followers, 1,009 Following, 154 Posts - See Instagram
photos and videos from Roma Shapaev, 7a Pravoma, Paula, 7a l, Primorye
(@roma_shapaev) • Instagram photos and videos instagram .com

Ads was asking the rehabilitation course fee for the family but FB landing page had no
content with generic page name.

Ad was asking for donation to a baby who was born with congenital genetic disease and
needed a surgery soon but FB landing page had no content with generic name and default
profile image. About section claimed the page category to be Beauty, Cosmetics &
Personal Care, which was totally irrelevant with donation theme. Instagram also had no
photo relevant with donation or charity. No offsite landing page was linked.
Ads asked for donation for Syrian children who lost their parents and family while landing
page directed to FB Link Blocked page.

Ads was asking for donation to a 5 year-old children with liver problem for treatment. FB
landing page was created on the same day as the ads was created. FB page name and
profile image was changed to a so called “LIFE Foundation” on the same day with the only
post as the ads. About section website led to a website under construction.

About section website leading to:

MISLEADING
CHARITIES -
MISLEADING
DISABLED/SICK
ADULT
CHARITY
MISLEADING The ad was asking for financial support to his educational assistant work to teaching staff,
CHARITIES - where he also promised to run a blog to report his experience or a newsletter as exclusive
OTHER to the sponsors. However, the FB landing page was created on the same day as the ad
MISLEADING created with default profile image and only one post, which was the ad he posted. The
CHARITY instagram he updated had nothing to do with the job he mentioned as the support to
educational work.
Ad was promoting a donation campaign and stated to offer 5GB internet as gift to all
donors. FB landing page was created the same day as ad created with generic profile
name and default profile image. The only post was the ad promoted. The other landing
page was FB link blocked. Instagram landing page also had no followers and activities but
only two photos as in the ad..b
EXAMPLES WITH PICTURES - DO NOT TAG
FB COMPANY
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