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Taboola Search and Mail Retargeting Policy FAQ
Taboola Search and Mail Retargeting Policy FAQ
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Written by Taboola
Updated over a month ago

What Are Prohibited General Categories For Ad Targeting?

  • Targeting to children under the age of 18.

  • Targeting based on personal attributes

    • Race, ethnicity, national origin, immigration status, religion, sex, sexual orientation, gender identity, relationship status and disability,

  • Targeting based on prohibited content, products and services under Taboola Advertising Policies.

    • Examples (non-exhaustive):

      • Tobacco and related products

      • Illegal products and services

      • Weapons, ammunition and explosives

      • Recreational drugs

      • Pornography

  • Targeting based on both political and non-political sensitive topics.

    • Exampes (non-exhaustive):

      • Black Lives Matter

      • Anti-Vaccination Movement

      • Me Too Movement

      • Anti-War Movement

      • LGBT Social Movements

  • Targeting based on the category of funerals, cremations, and cemetery services.

  • Targeting based on prohibited health and finance/insurance categories (see sections below)

What Are Prohibited Health Categories For Targeting?

  • Mental illness and addiction

    • Examples (non-exhaustive):

      • Depression

      • Anxiety

      • ADHD

      • Bipolar disorder

      • gambling addiction

  • Reproductive health issues (including adoption and surrogacy services)

    • Examples (non-exhaustive):

      • Miscarriage

      • Abortion

      • Prostate issues

      • Pregnancy-related complications, including fertility

      • Erectile dysfunction (ED)

  • Autoimmune and immune system disorders

    • Examples (non-exhaustive):

      • Rheumatoid arthritis

      • Psoriatic arthritis

      • Lupus

  • Sexually-transmitted diseases

    • Examples (non-exhaustive):

      • HIV/AIDS

      • Hepatitis C

      • HPV

  • Chronic illness

    • Examples (non-exhaustive):

      • Cancer (any type)

      • Alzheimer’s Disease

      • Parkinson’s Disease

      • Dementia

  • Genetic disorders

    • Examples (non-exhaustive):

      • Cystic Fibrosis (CF)

      • Multiple Sclerosis (MS)

  • Genetic and genomic information

  • Blood-related illnesses (e.g., hemophilia, sickle-cell anemia)

  • Neurological & cardiovascular disorders

    • Examples (non-exhaustive):

      • Epilepsy

      • Seizures

      • Serious heart issues (e.g., congestive heart failure, heart attack)

      • Stroke

  • Disabilities (mental and physical)

  • Any other physical and mental health category which Taboola deems sensitive due to existing circumstances

    • Examples (non-exhaustive):

      • Meningitis

      • Birth control/contraceptives (including condoms)

      • Women’s intimate issues (including menopause)

  • Medicaid

What Are In Prohibited Finance/Insurance Categories?

  • Predatory financial practices

    • Bankruptcy, uninsured/underinsured, debt, foreclosure, homelessness, loan/mortgage defaults, unemployment, and welfare services

  • Government-issued identification

    • Examples (non-exhaustive):

      • Social security numbers

      • Drivers’ license numbers

  • Precise financial information

    • Examples (non-exhaustive):

      • Exact account balance

      • Credit card account number,

      • Deposit account number,

      • Insurance plan number

  • Poor credit score (FICO scores)

  • Income levels (HHI) under 2.5 times the local poverty rate (for 2024, less than $38k annually)

  • Home values under $75k (for US, adjusted for other regions)

  • Net worth under $100k for US, $125k for Canada (adjusted for other regions)

  • Cash savings under $10k (for US, adjusted for other regions)

What Are Restricted Categories For Ad Targeting?

Taboola may allow ad targeting based on the following categories if information which can be used to discriminate against protected classes is not used:

  • Personal and auto loans

    • Examples (non-exhaustive):

      • Consumer and auto loans

      • Credit and debit cards

      • Payday loans

      • Home mortgage

      • Refinancing

      • Equity loans
        ​

  • Other financial products offered to general consumers

    • Examples (non-exhaustive):

      • Credit counseling and repair

      • Debt consolidation (must be age limited to 18+)
        ​

  • Physical and mental health conditions which Taboola deems insensitive.

    • Examples (non-exhaustive):

      • Aging & anti-aging

      • Allergies

      • Anemia

      • Cosmetic surgeries and procedures (must be authority-approved and age limited to 18+)

      • Dental health and hygiene

This is a non-exhaustive documentation for reference purposes only.

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