Egregious Clickbait HitApp Guideline

CLICKBAIT ADS

OVERVIEW

Clickbait, a form of misleading advertisement, uses an ad image or headline that is designed to attract attention and to entice users to follow
that link and read, view, or listen to the linked piece of online content, with a defining characteristic of being sensational or misleading. A
Clickbait aims to provide just enough information to make curious, but not enough to satisfy your curiosity without clicking through to the linked
content. Click-bait headlines add an element of dishonesty, using ad creatives that do not accurately reflect the content being delivered.
CLICK BAIT ADS & CAPTURING ADS SENSITIVITY

For this effort we are focusing on the below to identify Click-Bait Ads & also capture their sensitivity (High/Low/Unsure)

1. Ads with Bad Landing page experience

a. Landing Page is covered by Ads Only
b. The Ad is irrelevant to the landing page content
2. Ads that are misrepresented and misleading content
a. The ad misrepresents the landing page content, or the ad or the landing page is false, outdated, misleading or deceiving in
nature.
b. The ad image should not be misleading and should be an accurate representation of what is advertised in the ad headline
c. Messaging, content, and images may not be misleading or include unsubstantiated claims or endorsements that have the
potential to be interpreted as misleading or use sensationalized text.
3. Sensitive Ads
a. Ads that are Sexually suggestive, Adult, Racy & controversial in nature.
b. Ads that try to gain from using sensitive issues like tragedy, natural disaster, death or high-profile news event

NCAP LINK

 Policies and Guidelines - Microsoft Advertising

HITAPP UI

EXAMPLES

The Examples below focus on some trends that will help us distinguish Click-Bait ads ( x) vs Non-Click Baits

 if the Ad has at least 2 bad attributes, it’s considered high clickbait

 if the ad has 1 bad attribute, it’s considered low clickbait
 if the ad has 0 bad attributes, it’s considered not clickbait

Category Examples Title Image Reason Click-Bait Title

Misleading or Good Custom Ink - The ad image, title and Non – NA
Misrepresenting Ad Hanes Ecosmart Landing page clearly Click Bait
50/50 T-Shirt - represents an ad.
Teal - Size M -
Sample

Bad [Gallery] Images focusing on or High

Wonderful show cleavage, genitals,
Female Athletes buttocks, and female
Around The nipples are not allowed.
World Misleading Image

Cazoo Used Ad Image for the brand Low

Volkswagen has a misleading image of
Tiguan – 7Day a factory rather than the
Money Back car
Gurantee
 Precious The celebrity did have High x
Flaunts Her Flat some weight loss but the
Tummy & ad image, title is
Slimmed Down misleading to believe she
Figure In a actually thinned down a
Beautiful… lot, Also the Landing page
does not include details
of this celebrity within
first 5 slides.

This Is Her Real Images should not be Low

Face misleading and should be
an accurate
representation of what is
advertised in the ad
headline.

Bad Landing Page Good Shark Water Clear description of the Non – NA
Experience Blue Tshirt For ad copy, image and Click Bait
Boys (Size: 5 - 6 landing page.
Yo (130 Cm)) By
Little Nation

Bad Always Put a Ad Image Misleading ad title & Ad High x

Plastic Bottle on Image and Landing page
Your Tires when has different hacks/tricks
Parked, Here's More than 10 ads in the
 Why LP with increased page
load time

Ad Landing Page

Bad Boys Socks at The ad is for Boys socks Low x

Walmart – Save and the landing page
on Quality Boys leads to a generic
Socks Walmart page.
Sensitive - Sexually Bad Gym Mistakes Images focusing on or High x
Suggestive that were not show cleavage, genitals,
meant to be buttocks, and female
done nipples are not allowed |
Nudity or Sexually
Suggestive. Landing page
has misleading content
and inappropriate images
Bad 29 People Who Bad article and Landing Low
Had One Job Page.
And Still Failed
it

Sensitive - Racy Bad These Airport Any sexually suggestive High x

Content photos are not images of
edited children/teenagers/adults
(male or female) are not
allowed| Nudity or
Sexually Suggestive.
Landing page has
misleading content and
inappropriate images

Bad She Was Images focusing on or High x

Getting Her show cleavage, genitals,
Clothes buttocks, and female
Changed At nipples are not allowed.
Airport And In this case the ad title is
Then This too racy and tempts a
Happened user to click to see more
leading to a more
 offensive landing page
Bad We All Had A contextually relevant and Low
Crush On Her, related to the landing
This Is Her page but the ad title is
Today misleading

Sensitive - Adult Bad Hold Your Heart Nude Images are not High x
Before You See allowed, sexually explicit
These Unseen content not appropriate
Woodstock
Photos

Bad Hot Leathers Image though it’s a bell Low

Bea1082 looks odd & deemed
Prince Albert inappropriate
Guardian Bell -
Silver / 1X1.5
Sensitive - Weapons Bad Purchase Ad Title and the image High x
Survival Gear are completely irrelevant.
Today – Guns; ammunition;
Unbeatable paintball guns; BB guns;
Online… knives; brass, plastic or
metal knuckles, or
weapons of any kind are
disallowed but knife in a
kitchen setting is ok.

The sensitivity in this case

is high as the ad landing
page deals with weapons
primarily.
misleading Good 2021 Student The ad for financial loans Non – NA
financial Loan Refinance and the rates are clearly Click Bait
products/service - Fixed Rates called out in the ad title
From 2.47% and the landing page has
s
APR more information on the
different options etc.,

Good 4 genius ways The ad copy, landing page Non – NA

to deal with clearly showcases the top Click Bait
inflatin that the methods and ways to
1% swear by invest. There is also an
option to subscribe for a
newsletter but the
landing page has good
amount of information to
educate a person
 Bad 7 Investor The ad tricks user with an High x
Secrets When exaggerated amount of
Your Portfolio £250K in the ad title.
Reaches Clicking on the ad there is
£250,000 less information on
how/where to invest and
instead asking users for
Personal data (PII) like
email address, telephone,
name etc.,
Deceptive Bad Man Who The ad headline makes High x
Predicted 2020 everyone believe that the
Crash 45 Days prediction is possible
Early Now Says true. The ad Image has
"Do This" In Bitcoin in it which
October trending in stock markets.
The Landing page has no
investment
Bad 2021’s Top 10 The ad title is very clear Low
Small cap but when we click to the
stocks – Under landing page, we are
$15 with High forced to sign-up a
dividends newsletter to get details
Bad Up to $900 The landing page has a 3 Low
Grocery Benefit step eligibility &
for those on qualifying process for
medicare Medicare.