Compliance & regulatory

Compliance

Adherence to ad-network policies, FTC rules, and platform ToS.

Compliance in performance marketing means: respecting ad-network policies (Taboola, Meta, Google Ads), FTC consumer-protection rules, GDPR/CCPA for data handling, COPPA for kids' content, and category-specific rules (health claims, financial disclosures, alcohol). The 'compliance team' at a large network is part-policy, part-engineer, part-lawyer. Cleaning up your campaigns to be policy-clean is harder than people think.

Example

Health offer's 'cures diabetes' claim flagged by Taboola compliance → rewritten to 'may support healthy blood sugar' → resubmitted, approved, lower CTR.

Related terms

FTC (Federal Trade Commission)
The US consumer-protection regulator that enforces affiliate-disclosure law.
Cloaking
Showing different content to ad reviewers vs. real users.
IVT (Invalid Traffic)
Bot, click-farm, or otherwise non-human ad traffic.
GDPR
EU regulation on personal-data processing — applies globally to EU users.