Sensitive sector
The campaign may be considered, but delivery is never automatic. We may request licences, evidence, mandatory notices or changes.
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DMS Europe delivery policy
Sensitive sectors and prohibited activities
This framework explains which campaigns we may review subject to conditions and which we refuse for our B2C audiences in France, the United Kingdom, Spain and Italy.
Prohibited activity
The campaign is not accepted in the relevant market, either because of a local prohibition or because it conflicts with DMS Europe policy.
Our contractual policy may be stricter than the law. A lawful activity or regulatory authorisation does not therefore create a right to delivery.
Four markets, four local frameworks
Rules by target country
The lists below cover the main situations and are not exhaustive. Content, advertiser, landing page, channel and targeting are assessed together.
FR market
France
Enhanced review applies to financial, health, gambling and alcohol offers and to any campaign involving public aid or home renovation.
Conditional acceptance
Sensitive sectors
- AlcoholOnly on permitted media and within applicable limits, with adult targeting, objective content and the required health warning.
- Finance, credit and insuranceAuthorised advertiser, risks and terms presented clearly, with no guaranteed gain, acceptance or outcome.
- Investments and crypto-assetsProvider authorised or registered where required, visible warnings and no minimisation of risk.
- Gambling and lotteriesLegally authorised operator, protection of minors, responsible gambling and mandatory notices.
- Health and wellbeingOver-the-counter medicines eligible for advertising, medical devices, supplements and care subject to claim review.
- Property, energy and high-value servicesIdentity, price, finance, public aid and claimed savings must be verifiable, excluding the prohibited prospecting listed below.
Not delivered
Prohibited activities
- Tobacco, electronic cigarettes, vaping products and nicotine products.
- Illegal drugs, unlawful substances, weapons, explosives, counterfeits, piracy, sexual services and pornography.
- Prescription medicines, unauthorised health products and unlawful therapeutic claims.
- Prohibited financial contracts, unauthorised financial or crypto operators, pyramid schemes and misleading wealth offers.
- Unsolicited email or SMS prospecting for energy renovation, adapting homes for age or disability, or the personal training account (CPF).
- Unauthorised gambling or betting, systems claiming to guarantee wins, and prohibited sports tip or prediction subscriptions.
- Political or electoral campaigning and hateful, discriminatory, violent, fraudulent or deliberately misleading content.
UK market
United Kingdom
The CAP Code applies to marketing emails and SMS. Regulated sectors require verifiable authorisation and communications that are fair, clear and not misleading.
Conditional acceptance
Sensitive sectors
- AlcoholAdult targeting and responsible messaging, without linking alcohol to success, health, driving or performance.
- Finance, credit and insurancePromotion approved by an authorised person where required, with costs, risks, APR and conditions clearly presented.
- Investments and crypto-assetsCompliance with FCA financial promotion rules, suitable warnings and no pressure or guaranteed returns.
- Gambling, betting and lotteriesLicensed advertiser, 18+ targeting, responsible gambling and no exploitation of vulnerable people.
- Health, beauty and weight lossLawful products and treatments, evidence for claims, verifiable qualifications and no diagnosis or guarantee.
- Food, property, energy and environmental claimsReview of nutritional, green, pricing, property and savings claims.
Not delivered
Prohibited activities
- Tobacco and tobacco products, and nicotine or vaping campaigns that conflict with applicable restrictions or our policy.
- Illegal drugs, offensive weapons, explosives, counterfeits, piracy, prostitution, sexual massage services and obscene content.
- Prescription-only medicines, unlicensed medicines and treatments offered without the required authorisations.
- Unlawful or unapproved financial promotions, non-compliant crypto operators, pyramid schemes and get-rich-quick claims.
- Unlicensed gambling, betting systems claiming guaranteed wins, and offers aimed at minors or vulnerable people.
- Political or electoral campaigning and ideological, hateful, discriminatory or fraudulent messages, or content encouraging illegal activity.
ES market
Spain
Advertising regulated products depends on the advertiser’s authorisation, national sector rules and, where relevant, regional restrictions.
Conditional acceptance
Sensitive sectors
- AlcoholAdult targeting, responsible consumption and compliance with limits specific to the product, channel and autonomous community.
- Finance, credit and insuranceAuthorised entity, clearly readable total cost and risks, with no artificial urgency or promise of outcome.
- Investments and crypto-assetsClear and balanced communications compliant with CNMV requirements and the provider’s regulatory status.
- Gambling and bettingAuthorised operator and advertising, compliance with timing or channel limits, adult targeting and responsible gambling.
- Health, medicines and medical devicesOnly categories that may be promoted to the public, with the required authorisations, notices and approved claims.
- Supplements, aesthetics, property, energy and telecomsReview of prices, duration, savings, outcomes and offer conditions.
Not delivered
Prohibited activities
- Tobacco, electronic cigarettes, refill containers and related products where their advertising is prohibited.
- Illegal drugs, weapons, explosives, counterfeits, piracy, sexual services, pornography and unlawful goods.
- Prescription medicines, unauthorised health products and impermissible cure claims.
- Financial services, credit, investments or crypto-assets offered by an unauthorised operator, pyramid schemes and scams.
- Gambling, betting or lotteries without the required licence, and communications contrary to applicable legal restrictions.
- Political or electoral campaigning and hateful, discriminatory, violent or misleading content, or content exploiting minors.
IT market
Italy
Italy applies strict sector rules and notably prohibits all advertising, including indirect advertising, for gambling and betting with cash winnings.
Conditional acceptance
Sensitive sectors
- AlcoholResponsible messaging not aimed at minors and not linking alcohol to health, driving, success or performance.
- Finance, banking, credit and insuranceAuthorised advertiser, with characteristics, costs and risks explained clearly and understandably.
- Investments and crypto-assetsVerified regulatory status, visible risks, no promise of returns and no minimisation of potential losses.
- Non-prescription medicines and medical devicesPrior authorisation where required, mandatory notices and communications consistent with the approved use.
- Health, aesthetics, supplements and weight lossDocumented claims, qualified professionals and no guarantee or abusive therapeutic promise.
- Property, energy, telecoms, travel and promotionsReview of prices, conditions, savings and benefits; lawful promotional contests only, excluding gambling.
Not delivered
Prohibited activities
- Gambling, betting with cash winnings and direct or indirect advertising for gambling operators.
- Tobacco, nicotine, electronic cigarettes, refill liquids and related products prohibited from advertising.
- Illegal drugs, weapons, explosives, counterfeits, piracy, sexual services, pornography and unlawful products.
- Prescription medicines, unauthorised medicines and impermissible treatments or health claims.
- Unauthorised financial or crypto services, pyramid schemes, wealth offers and misleading arrangements.
- Political or electoral campaigning and hateful, discriminatory, violent or fraudulent content, or content intended to circumvent the law.
Before delivery
What we may request from the advertiser
The review is proportionate to the country, channel, offer and identified risk level.
- 01Identity and authorisations
Legal entity, ultimate campaign beneficiary, licences, registrations or sector authorisations.
- 02Offer and evidence
Price, conditions, risks, claimed outcomes, evidence supporting claims and actual availability of the offer.
- 03Message and destination
Email or SMS creative, mandatory notices, landing page, forms and the post-click journey.
- 04Delivery decision
Approval, requested changes, targeting restrictions or refusal based on our risk policy.
Scope of this page
This page presents DMS Europe’s general policy and regulatory guidance and is not legal advice. Rules may change and additional restrictions may apply depending on the product, region, channel or advertiser profile. DMS Europe may suspend or refuse a campaign at any time if the information supplied is incomplete, inaccurate or incompatible with its compliance, quality or reputation requirements.