Advertising & Media Policy

This Advertising & Media Policy sets the content standards that apply to every promotional, advertising and marketing material connected with products or services offered through the PAYT platform (the "Platform"). It exists to keep those materials accurate, transparent and compliant with the advertising, consumer-protection and other regulatory standards that apply to PAYT's business, including standards comparable to those enforced by the U.S. Federal Trade Commission and equivalent authorities elsewhere.

This Policy binds every Seller, Content Provider and Affiliate who promotes a product or service made available through the Platform, whatever the channel used — among them websites, landing pages, email marketing, social media, testimonials, endorsements, influencer campaigns, artificial-intelligence-generated content, audio and video, and any other form of promotional media or communication.

In this Policy, "PAYT", "we", "us" and "our" refer exclusively to Payt World OÜ, a company incorporated under the laws of Estonia, which acts as Merchant of Record for the international transactions carried out through the Platform.

Promotional, advertising and marketing materials are created, published and disseminated solely by the Sellers, Content Providers and Affiliates who use them, and those parties remain fully and exclusively responsible for the content, claims, representations and marketing practices they adopt. PAYT does not review, endorse, approve, certify or validate any product, service, statement, opinion or promotional practice that a Seller, Content Provider or Affiliate implements.

1. General Responsibilities

Every Seller and Affiliate is responsible for making sure its promotional, advertising and marketing activity complies with this Policy and with every law and regulation that applies to it. That responsibility covers, among other things, using accurate, truthful and non-deceptive claims, giving proper and clear disclosures, and using only content it is authorised to use.

PAYT may, at its sole discretion, request, review and evaluate any promotional material at any time, whether before or during its use — including advertisements, landing pages, sales pages, emails, testimonials, affiliate tools, scripts, creative assets and automated marketing systems. Where PAYT requests a material, the Seller or Affiliate must submit it and, where PAYT requires it, obtain express approval before publishing or otherwise making it available. Failing to meet this requirement may lead PAYT to suspend advertising privileges, restrict account features, withhold funds, or take any other measure it considers appropriate.

Where prior approval is required, a promotional material may not be modified, edited or adapted after approval without being resubmitted for a fresh review and express authorisation.

Every promotional material must clearly show the applicable brand name or logo, include a clear and transparent call to action, use readable contrast, and maintain a professional standard of visual quality, accuracy and presentation.

A Seller or Affiliate represents and warrants that it lawfully owns, or holds a valid licence or authorisation for, every piece of content it uses in its promotional activity — images, video, audio, scripts, testimonials, trademarks and product descriptions among them — and PAYT may ask for evidence of that right at any time.

A Seller or Affiliate is fully and exclusively responsible for the content it creates, publishes or distributes, and must not publish or disseminate material that is infringing, misleading, deceptive, unlawful, or that has not been expressly approved where approval is required, whether on or off the Platform.

A Seller and Affiliate must comply with every applicable law and regulation, including, without limitation:

i) advertising and endorsement law and guidance comparable to the FTC Act and the FTC's Endorsement Guides;

ii) anti-spam and electronic-communications law comparable to the CAN-SPAM Act;

iii) telemarketing and consumer-contact regulation comparable to the TCPA and applicable do-not-call rules;

iv) consumer-protection, unfair-competition and right-of-publicity law; and

v) any other federal, state, local or international law, regulation or rule that governs marketing, advertising or communications.

2. Content Standards

Every Seller and Affiliate must ensure that any promotional, advertising or marketing content it uses for a product offered through the Platform meets the content standards this Policy sets out. Promotional material includes, without limitation, advertisements, banners, landing pages, sales pages, email campaigns, video scripts, affiliate tools, testimonials and other marketing creative.

Permitted content

Content of the kinds below is permitted, provided it is accurate, truthful, verifiable and not misleading:

• documented historical performance data, such as past affiliate earnings or sales figures, provided the material clearly discloses the niche, timeframe and source account concerned when the figures do not represent typical results — for example: "Affiliates promoting this product in the [niche] category over the past quarter earned an average of [amount] per month, based on data from [Seller]'s account; individual results may vary.";
• affiliate promotional tools, such as banners and email templates, that themselves comply with this Policy;
• product pricing information, including front-end and upsell pricing, so an Affiliate can evaluate its commission potential — for example: "This product is priced at [amount], with an optional upsell of [amount].";
• commission payout statements, provided the figures accurately reflect the commission structure actually configured on the Platform — for example: "Earn up to [amount] per sale, based on the current commission setup.";
• scarcity or urgency messaging, only where it reflects a genuine limitation such as a fixed expiry date or a verifiable inventory limit — for example: "Offer valid until the stated closing date, or while supplies last."; and
• testimonials and endorsements, provided they comply with applicable advertising and endorsement law, reflect a genuine experience, and can be substantiated on request.

Prohibited content

The following is strictly prohibited in any promotional material connected with PAYT:

• unauthorised use of a corporate or third-party trademark, logo or other branding, PAYT's own included, without prior written authorisation;
• false, misleading, exaggerated or unverifiable claims, including unsubstantiated superlatives such as "number one" or "best in the world";
• fabricated, unverified or fictitious testimonials, endorsements or reviews;
• use of the name, image, voice, likeness or identity of a celebrity, professional or other public figure without their express authorisation;
• adult or sexually explicit content, including nudity or sexually suggestive language or imagery;
• false, exaggerated or unrealistic claims about income, earnings or financial performance;
• disclosure of specific performance metrics — earnings per click, conversion rates, refund rates or account-level revenue among them;
• artificial or deceptive scarcity tactics, including a false countdown timer or a fabricated sense of urgency;
• an "as seen on" claim or a media-endorsement claim that is not documented;
• a blind offer or a vague promotion that does not clearly explain the product, service or method on offer;
• video or media that stops a viewer pausing it, leaving it, or understanding what is being sold;
• reference to an illegal activity, hate speech, violence or unsafe behaviour;
• an upsell or downsell flow that does not offer a clear and easily visible way to decline (such as a "no, thanks" option);
• a script or media built around a fictional character, a fabricated life story, or an unrealistic portrayal of effort against results;
• promotion of gambling, alcohol, hacking, a deceptive investment, or a medical claim not backed by substantiated evidence;
• a distracting or irrelevant animation or visual effect that misleads or confuses the consumer;
• promotion of an affiliate bonus, incentive, prize or commission structure PAYT has not officially enabled or supported;
• an expert endorsement without verifiable credentials, evaluation or documented authorisation;
• a false pricing comparison or a fictitious "original" price; and
• vulgar, offensive, degrading or abusive language or depictions directed at a person or an animal.

Script and video submissions

On PAYT's request, a Seller must submit the full script and the final version of any promotional video or other audiovisual content. PAYT may reject, restrict or remove any content that has not been reviewed, or that breaches this Policy.

Affiliate bonus offer disclaimer

Any affiliate page or material promoting a bonus, contest or other incentive must carry a disclaimer stating, in substance, that the offer was created solely by the Seller concerned and not by PAYT; that PAYT takes no responsibility for its content, claims, incentives, projected results or any third-party link it contains; and that a viewer accesses a third-party site referenced in it at their own risk.

Email marketing requirements

Every marketing email must include PAYT's business address, a working unsubscribe mechanism, and comply with applicable anti-spam and data-protection law. Each such email must also carry a disclaimer stating, in substance, that the message was prepared solely by the Seller concerned, and that PAYT assumes no responsibility for its content, claims or representations, or for any third-party link it contains.

SMS and telemarketing

An SMS, MMS or telemarketing campaign is prohibited unless PAYT has expressly authorised it. Where authorised, the Seller or Affiliate must obtain the recipient's prior express written consent and comply with every applicable telemarketing and consumer-protection law.

Endorsements and testimonials

Every endorsement and testimonial must reflect a genuine experience, be truthful and capable of substantiation, clearly disclose any material connection or compensation involved, and comply with applicable advertising and endorsement law.

Use of the PAYT brand

A Seller or Affiliate may not imply that PAYT endorses, certifies or approves its product or activity, and may not use PAYT's name, logo or trademarks without prior written authorisation.

Synthetic and AI-generated media

Any use of synthetic or AI-generated content must be clearly disclosed. Using a real person's likeness, voice or identity requires that person's documented consent, and PAYT may require the content to be submitted and approved before it is used. Unauthorised or misleading use of synthetic or AI-generated media may lead to immediate removal of the content, suspension or termination of the account, retention of funds, and legal action, including a claim for damages and indemnification.

3. Reporting, Enforcement and Penalties

A Seller, an Affiliate, a user or any other third party may report a suspected breach of this Policy through PAYT's designated reporting channels, including a reporting form on the Platform or by writing to [email protected].

Having received and reviewed a report, PAYT may take any action it considers appropriate, at its sole discretion, including, without limitation:

• removing or disabling access to the non-compliant content or product listing;
• suspending, restricting or permanently terminating the Seller's or Affiliate's account;
• withholding, blocking or forfeiting a current or future payment;
• notifying an affected partner, platform, payment processor or competent authority; and
• starting a legal proceeding, enforcing an indemnification right, or pursuing any other remedy available under applicable law or contract.

Taking one enforcement measure does not limit or waive PAYT's right to pursue any further remedy, whether judicial or extrajudicial, that applicable law allows.

4. Indemnification

A Seller and an Affiliate agree to fully defend, indemnify and hold harmless Payt World OÜ, its affiliates, officers, directors, employees, partners and service providers against every claim, loss, damage, liability, penalty, fine, cost and expense — reasonable attorneys' fees included — arising out of or connected with:

• an unauthorised endorsement, testimonial or expert opinion, or the use of synthetic, AI-generated or deepfake content;
• a breach of an intellectual-property right, an image right, a publicity right or another third party's proprietary right;
• misleading, false or unlawful advertising or another unlawful promotional practice;
• a breach of data-protection, privacy, consumer-protection or advertising law; or
• misuse of the Platform, or a breach of this Policy, the Acceptable Use Policy, or another applicable agreement.

This indemnification obligation survives the suspension or termination of the Seller's or Affiliate's account and the end of its contractual relationship with PAYT.

5. Miscellaneous

Policy updates. PAYT may amend, modify, add to or remove a provision of this Policy at any time, at its sole discretion. Continuing to use the Platform after a change is published constitutes acceptance of the Policy then in effect.

Content and ad removal. PAYT may reject, suspend or remove any advertisement, listing or promotional material at any time and for any reason, including a suspected or an actual breach of this Policy, without prior notice or liability.

Reference to the Acceptable Use Policy. This Policy is to be read together with PAYT's Acceptable Use Policy, which sets out further restrictions applicable to content, services and product listings.

Complaints and legal notices. A Seller or Affiliate must notify PAYT within twenty-four (24) hours of receiving a complaint, a legal notice, a regulatory enquiry, or a third-party claim connected with its advertisements, promotions or marketing materials.