FEED OOPS Guidelines

Introduction

Project Objective: Identify the advertisements people don't want to see online and understand
why they don't want to see them.

Basic Instructions

Search 'rate ads' in search bar to find 'Ads Rating Tool'.

When you open the tool, you'll see a series of ads. You'll then be asked a short set of questions to
summarize your assessment of each ad.

Your answers to each question should reflect your best judgement about what ads are or are not
appropriate. When assessing each ad, we would like you to think beyond your personal
preferences and think about whether the ad would be considered appropriate or inappropriate
by many people on this platform. Just share your honest assessment. Your true responses are
what matter most.

Getting Started
What to Do Before Rating an Ad
Before rating each ad, look at it just as you would if you saw the same ad when browsing online.

Before rating the ads, please make sure you understand the questions you will be asked about
each ad. If you need a reminder, review these guidelines one more time before you begin. Just be
yourself as you answer the questions.

Questions 1 to 3

Multiple Choice Questions

When you rate an ad, you'll be shown a set of multiple-choice questions. There are three ways to
answer the first three questions:

• Not at all
• Somewhat
• Very

<present in randomized order>

Question 1: Is this ad offensive for many people?

An offensive ad makes people feel hurt, upset, or angry. Those feelings may stem from
either the advertisement itself or the company promoted in the ad. The ad may not upset
 you, but consider if it is likely to be hurtful or undermine positive connections for many
people.

Question 2: Is this ad misleading for many people?

A misleading ad makes people feel deceived, misinformed, or scammed. Those feelings

may

stem from either the information in the ad itself, or whatever people know about the product or
company promoted in the ad. The ad may not be deceiving to you, but consider if it is likely to
be deceiving or undermine positive connections for many people.

Question 3: Is this ad inappropriate for many people?

An inappropriate ad makes people feel upset or disturbed. Those feelings may stem from the
content in the ad itself. The ad may not be troublesome for you, but consider if it is likely to be
controversial or undermine positive connections for many people.

Question 4 Multiple Choice

There are 5 ways to answer the next question:

1. Definitely should NOT see. Choose this option if many people are likely to have such a
negative reaction to the ad that they wouldn't want to see it at all, or it would negatively
impact their overall experience.
2. Maybe should NOT see. Choose this option if many people would prefer not to see the
ad if given a choice, but seeing it wouldn't impact their overall experience.
3. Doesn't matter if people see or do not see. Choose this option if the ad is neutral and
wouldn't generate either positive or negative reactions for many people.
4. Maybe should see. Choose this option if many people would prefer to see the ad if given
a choice, but if they didn't see it, that wouldn't impact their overall experience.
5. Definitely should see. Choose this option if many people are likely to have such a
positive reaction to the ad that they would actually want to see it, or it would positively
impact their overall experience.

Question 4: Overall, is this the kind of ad people should NOT see on this platform?

Consider if this ad reflects what many people expect to see on this platform. Thinking beyond
your personal preferences, is the ad a good fit for many users of this platform? Reflect on why
you feel this way, and consider this ad in the context of other ads that appear on this platform.

Question 5

Think about the reactions that people may have if they saw the ad. Thinking beyond your
personal preferences, select all the words that describe how people on this platform would react
to the ad. We included some options to help you think about the types of reactions that people
may have, however, do not feel limited by these options. If none of the words listed describe the
reactions you are thinking of, please select “other” to indicate these different reactions (whether
they are positive, neutral, or negative).

<present in randomized order, none of these fixed at bottom>

Question 5: What words best describe how people would react to the ad?

1. disgusted
2. angry
3. indifferent
4. bored
5. disturbed
6. shocked
7. confused
8. annoyed
9. uncomfortable
10. other