Recommendations for Writing Ad Copy

Recommendations for Writing Ad Copy

1. Length: no more than 160 characters, including spaces.

2. Formatting: use as few exclamation marks and emojis as possible; address users formally using “you”; superlatives such as “top” and “the best” are prohibited.

3. Typography: distinguish between an em dash (—), a hyphen (-), and an en dash (–).

• Em dash: Investments — a trend for the new year.
• Hyphen: Twenty-five, self-control.
• En dash: The annual return is 6–7%.

4. Logic: the ad creative must match the content of the landing page, bot, channel, or website. Avoid ambiguous wording, repeated words, shocking content, and unrealistic promises.

5. The content of the advertised object — whether a channel, bot, or website — must match the ad copy. If the post linked to the ad discusses five harmful habits, the creative must also state that users will learn about five harmful habits by following the link. Do not direct users to a channel about design training while the creative describes how to start a business from scratch.

6. The text must be clear and free of ambiguous wording. Words and phrases must not be repeated.

Links in Ads

Domain names may not be included in ads. However, the following types of links are allowed:

1. A link to the advertised channel.

   Example: Subscribe to the channel @russia

   A channel link may use one of the following formats: @channelname or t.me/channelname

2. A link to the advertised post.

   Example: Learn more here — t.me/channelname/123

   A post link may use the following format only: t.me/channelname/123

Prohibited Topics

No.	Prohibited topics
1	Graphic, shocking, or sexual content.
2	Hate, violence, or harassment.
3	Third-party rights.
4	Deceptive, misleading, or predatory advertising. Ads must not contain information that is false, misleading, or simply inconsistent with the advertised object. This includes false statements, claims, or offers; claims about negative consequences if a person does not use a product or service or complete a target action; and predatory advertising. Wording that refers to the user’s personal characteristics is prohibited.
5	Election-related or political advertising.
6	Gambling, betting, or casinos, including channels offering tips, odds or handicaps, and predictions.
7	Fraudulent or harmful financial products or services, including payday loans, cash loans, predatory lending, including short-term loans; get-rich-quick offers, pyramid schemes, and multilevel marketing, including investment offers with guaranteed returns; and claims of providing insider investment advice.
8	Uncertified medical services, medicines, or supplements, as well as unrealistic health-improvement promises.
9	Drugs, alcohol, or tobacco.
10	Weapons, firearms, explosives, ammunition, and anything related to these topics.
11	Spam software, malware, or hacking.
12	Products of questionable legality: counterfeit documents; human trafficking; matchmaking agencies and anything that in any way affects people’s fate; publishing any data without the author’s permission, whether current or outdated; selling organs, including bodily fluids; and any counterfeit products, including uncertified equipment. All types of pyramid schemes, including investment schemes, are also prohibited.
13	Channels containing information about unlicensed medical services will be rejected.
14	Dating websites or channels may not be advertised.