moula · Reference document

Advertising charter

This charter binds moula as much as it binds advertisers. It is cited by name in every moderation decision.

Article 1 — Format

An ad is one line of text — 60 characters recommended, 100 maximum — preceded by the brand name and the word “Sponsored”. No images, no animation, no sound, no pop-ups. The ad is never inserted into code, prompts or model replies.

Article 2 — Identification

The brand name shown must be the one the company is publicly known by. Slogans, campaign names and pseudonyms are refused. moula may require proof that you own the brand: an email at the official domain, an INPI extract or equivalent.

Article 3 — Prohibited content

The following are refused, without exception and without appeal:

• gambling, sports betting and lotteries;
• pornographic or sexual content;
• promises of financial gain, Ponzi-type schemes, “guaranteed passive income”;
• pirated software, cracks, keygens and misappropriated licences;
• controlled substances, tobacco, weapons and ammunition;
• unauthorised medical or therapeutic claims;
• any discriminatory or hateful content, or content inciting violence.

Article 4 — Content under closer review

These subjects are not prohibited but call for careful examination, and the burden of proof is on the advertiser:

• crypto-assets, trading, investment products;
• unsupported absolute superlatives (“number 1”, “the best”, “guaranteed”);
• manufactured urgency (“last chance”, “limited offer”);
• job offers stating a salary;
• a destination domain unrelated to the brand shown.

Article 5 — Destination

The destination URL must be HTTPS and point to a domain the advertiser controls. URL shorteners are refused: they hide the real destination and make verification impossible. The landing page must match what the ad promises. A campaign may have no URL at all — it then serves awareness only and is not clickable.

Article 6 — Language

A campaign declares the languages of its audience. Targeting both French and English requires two texts, one per language: we do not serve a French ad to a developer whose account is set to English. The two versions are moderated separately, under the same articles.

Article 7 — Decision process

Every ad goes through two filters. The first is automatic and runs as you write: it flags blocking issues before any payment. The second is human and happens before the first delivery.

Three decisions are possible: approval, changes requested (the advertiser corrects it, then the ad goes back for review) or refusal. Every decision is given in writing with its reason, and that reason appears on the campaign’s page.

On refusal, or at any other time, the advertiser can stop the campaign and recover all of the undelivered budget from its page. That refund is not automatic: it takes one click, because many advertisers would rather fix the ad than undo the payment.

Article 8 — The developers’ role

Developers can exclude whole categories, choose which languages they accept, and report any ad. Automatic action counts only reports less than fourteen days old, from a developer the ad was genuinely displayed to: three send it back for review, eight suspend its delivery while it is examined. Other reports are recorded and read, with no automatic effect. An upheld report can lead to the ad being withdrawn and, on repetition, to the advertiser’s account being suspended.

Article 9 — Measurement and billing

An impression is billed only if the ad was genuinely displayed: the developer’s window must have had focus for at least 10 seconds, measured against our own clock and not the client’s. An ad that is served but never displayed costs the advertiser nothing and earns the developer nothing.

No impression is billed beyond the volume purchased, nor beyond the budget actually paid. A campaign stopped part-way is refunded for the impressions not delivered.

Article 10 — Changes to this charter

Any change to this charter is notified to advertisers with an active campaign at least 15 days before it takes effect. A campaign approved under the previous version runs to its end.

See also the terms of use and the privacy policy.