ADbag Artwork & Brand Safety Standards

Version 1.0
Effective date: 12 August 2026

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These Artwork & Brand Safety Standards (“Standards”) apply to all advertising campaigns appearing on ADbags supplied by RNUUme Ltd trading as ADbag (“ADbag”).

They form part of the contractual documents governing an ADbag Campaign where incorporated into an Advertiser Campaign Order.

These Standards are designed to protect ADbag, participating sellers, parcel recipients, advertisers and the integrity of the ADbag advertising network.

All Campaigns remain subject to final approval by ADbag.

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1. Purpose

ADbag is a physical advertising medium distributed through genuine ecommerce deliveries to recipients across the United Kingdom.

Unlike individually targeted digital advertising, ADbag cannot guarantee the age, demographic characteristics or personal circumstances of the individual who ultimately receives or sees a particular ADbag.

For that reason, advertising carried by ADbag must be suitable for a broad general audience.

Compliance with the law alone does not guarantee acceptance.

ADbag may apply standards that are more restrictive than the minimum legal or regulatory requirements where reasonably necessary to protect recipients, sellers, advertisers or the ADbag brand.

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2. Advertiser Responsibility

The Advertiser is responsible for ensuring that its Campaign:

• complies with all applicable laws and regulations;

• complies with applicable UK advertising rules and industry codes;

• contains accurate and non-misleading information;

• does not infringe third-party rights;

• contains all material qualifications, conditions and disclosures required for the Campaign;

• is suitable for the ADbag distribution environment; and

• remains compliant throughout the period during which the physical Campaign may reasonably remain in circulation.

ADbag's review or acceptance of a Campaign does not transfer legal or regulatory responsibility from the Advertiser to ADbag.

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3. ADbag Approval

All Advertisers, Campaigns, Artwork, offers and QR destinations are subject to ADbag approval.

ADbag may:

• accept a Campaign;

• request further information;

• request evidence supporting a claim;

• require an amendment;

• require additional wording or qualification;

• reject individual Artwork;

• reject a proposed Campaign;

• suspend approval;

• or withdraw approval where new information or concerns arise.

ADbag's approval applies only to suitability for the ADbag network and does not constitute legal, regulatory or professional advice.

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4. General Content Standard

Campaign Artwork must be suitable for viewing by a broad UK audience.

ADbag will not normally accept material that:

• is unlawful;

• is materially misleading;

• is fraudulent or deceptive;

• promotes illegal activity;

• is threatening or intimidating;

• promotes hatred or discrimination;

• contains gratuitous violence;

• contains pornographic or sexually explicit material;

• exploits fear, distress or vulnerability;

• encourages dangerous or seriously irresponsible behaviour;

• promotes self-harm;

• glorifies criminal activity;

• contains malicious or deceptive digital links;

• deliberately impersonates another organisation;

• or could reasonably cause material harm to the reputation or integrity of the ADbag network.

Context will be considered when determining acceptability.

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5. Prohibited Advertising Categories

ADbag does not accept advertising whose principal purpose is to promote the following categories.

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Tobacco, Nicotine and Vaping

This includes:

• cigarettes;

• cigars;

• tobacco;

• vaping products;

• e-cigarettes;

• nicotine pouches;

• nicotine products;

• tobacco accessories where the principal purpose is associated with smoking or nicotine use;

• and closely associated promotional products intended to encourage use of those products.

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Gambling and Betting

This includes:

• online casinos;

• betting;

• sportsbooks;

• bingo for money;

• gambling applications;

• gambling operators;

• casino promotions;

• and other commercial gambling services.

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Alcohol

Advertising whose principal purpose is the sale or promotion of alcoholic drinks is not accepted as standard ADbag inventory.

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Illegal or Recreational Drugs

This includes:

• controlled drugs;

• illegal drugs;

• recreational drug products;

• drug paraphernalia;

• and products primarily marketed to facilitate illegal drug consumption.

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Prescription-Only Medicines and Treatments

ADbag will not accept consumer advertising that directly or indirectly promotes prescription-only medicines or prescription-only medical treatments.

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Weapons

This includes advertising whose principal purpose is to sell or promote:

• firearms;

• ammunition;

• offensive weapons;

• explosives;

• or products principally intended to cause physical harm.

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Pornography and Explicit Adult Services

This includes:

• pornography;

• explicit sexual services;

• escort services where sexual services are promoted;

• and sexually explicit products or imagery unsuitable for general distribution.

Illegal Products or Services

ADbag will not knowingly accept advertising for any product, service, transaction or activity that is unlawful in the United Kingdom.

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6. Political and Campaign Advertising

Unless ADbag expressly agrees otherwise in writing, ADbag does not accept:

• political-party advertising;

• candidate advertising;

• election campaigning;

• referendum campaigning;

• political fundraising;

• or material whose primary purpose is to persuade recipients to support or oppose a political party, candidate or electoral outcome.

This policy does not prevent ordinary commercial advertising by organisations merely because they or their customers may express views on public issues.

ADbag reserves the right to decline advocacy or campaigning material where its distribution could reasonably compromise the politically neutral commercial position of the ADbag network.

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7. Restricted Categories Requiring Prior Approval

Certain categories may be accepted only following additional review.

These include:

• financial products and services;

• investments;

• credit products;

• cryptocurrency and crypto-related services;

• insurance;

• medical devices;

• health products;

• non-prescription medicines;

• supplements;

• weight-management products or services;

• cosmetic procedures or interventions;

• food or drink products subject to particular advertising restrictions;

• competitions and prize promotions;

• charitable fundraising;

• dating services;

• age-restricted products;

• and other regulated products or services.

ADbag may require additional evidence, approvals, regulatory information or legal wording before accepting such a Campaign.

Approval is determined on a Campaign-by-Campaign basis.

Previous acceptance of an advertiser or category does not guarantee future acceptance.

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8. Objective and Factual Claims

Advertisers must be able to substantiate factual or objective claims contained in their Campaign before the Artwork is submitted for final production.

Examples include:

• “Save 30%”;

• “UK's No.1”;

• “100% recycled”;

• “clinically proven”;

• “lasts twice as long”;

• “over one million customers”;

• performance claims;

• environmental claims;

• comparative claims;

• statistical claims;

• market-leadership claims;

• and measurable product or service claims.

Where requested by ADbag, the Advertiser must provide reasonable supporting evidence.

ADbag may reject or require amendment to a claim where adequate substantiation is not supplied.

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9. Price and Savings Claims

Advertisers are responsible for ensuring that all pricing and savings claims are accurate and capable of being supported.

Where a Campaign refers to:

• a previous price;

• a percentage discount;

• a monetary saving;

• “from” pricing;

• introductory pricing;

• limited-time pricing;

• or comparisons against another price,

the Advertiser must ensure that the stated comparison provides a genuine and non-misleading representation of the offer.

Any significant conditions affecting the price or saving must be sufficiently clear.

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10. Environmental Claims

Environmental and sustainability claims must be specific, accurate and capable of substantiation.

Examples include:

• recyclable;

• recycled;

• sustainable;

• environmentally friendly;

• eco-friendly;

• carbon neutral;

• carbon negative;

• biodegradable;

• compostable;

• plastic-free;

• zero waste;

• and reduced-carbon claims.

Broad or absolute environmental claims may require qualification explaining the basis of the claim.

Where requested, the Advertiser must provide appropriate evidence supporting the environmental representation made.

ADbag may require ambiguous environmental wording to be amended before approval.

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11. Health, Medical and Performance Claims

Campaigns containing health, medical, therapeutic, cosmetic, wellbeing or performance claims may be subject to additional review.

The Advertiser must be able to provide appropriate evidence for objective claims.

Campaigns must not:

• present an unapproved product as a treatment for a medical condition;

• create unjustified fear about a person's health;

• guarantee a health or medical outcome where such a guarantee cannot properly be made;

• encourage the avoidance of appropriate professional medical care;

• or materially misrepresent the capabilities of a health-related product or service.

ADbag may require specialist compliance confirmation before accepting Campaigns in regulated health categories.

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12. Comparisons with Competitors

Comparative advertising may be accepted where it is lawful, fair and capable of substantiation.

Comparisons must not:

• materially misrepresent a competitor;

• use a comparison that cannot reasonably be verified;

• create confusion between businesses, trademarks or products;

• improperly exploit another Brand's reputation;

• or imply facts for which adequate evidence is unavailable.

Where a competitor is named or identifiable, ADbag may request supporting evidence before approving the Artwork.

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13. Promotional Offers

Where a Campaign contains a promotional offer, the Advertiser is responsible for ensuring that the offer is genuine and adequately explained.

Relevant information may include:

• promotional price;

• discount;

• promotional code;

• eligibility;

• minimum spend;

• availability;

• start date;

• closing date;

• redemption restrictions;

• geographical restrictions;

• stock restrictions;

• and other material conditions.

Significant conditions that could affect a recipient's decision to participate must not be deliberately hidden.

The destination reached through the Campaign QR code must provide any fuller terms reasonably required for the promotion.

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14. Competitions, Prize Draws and Giveaways

Campaigns involving competitions, prize draws, giveaways or similar promotions require prior approval.

The Advertiser must clearly identify the promoter and provide appropriate terms covering matters such as:

• eligibility;

• method of entry;

• closing date;

• prize;

• significant restrictions;

• winner selection;

• and how complete terms can be accessed.

ADbag may request a copy of the full promotional terms before Artwork approval.

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15. Children and Young People

Because ADbags may be seen by people of different ages, Campaigns must be suitable for broad household and ecommerce distribution.

Campaigns must not:

• exploit children's inexperience or credulity;

• encourage unsafe behaviour by children;

• place inappropriate pressure on children to purchase;

• directly encourage children to persuade adults to purchase for them;

• portray seriously irresponsible behaviour as desirable;

• or use content unsuitable for younger viewers where there is a reasonable likelihood of exposure.

ADbag may refuse Campaigns for age-restricted products where the distribution method does not allow adequate age targeting.

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16. Offensive or Discriminatory Content

Campaigns must not contain material that ADbag reasonably considers likely to promote hatred, serious discrimination or degrading treatment based on characteristics such as:

• race;

• nationality;

• ethnic origin;

• religion or belief;

• sex;

• sexual orientation;

• gender reassignment;

• disability;

• or age.

Humour, satire and creative expression will be considered in context.

ADbag may nevertheless reject content where the likely reputational or recipient impact makes it inappropriate for the network.

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17. Violence, Fear and Distress

Campaigns must not contain gratuitously graphic violence, threats or imagery likely to cause serious or unjustifiable fear or distress.

Material relating to legitimate public-interest, charitable or awareness campaigns may be considered individually.

ADbag may request less graphic wording or imagery where appropriate for a parcel-delivery environment.

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18. Intellectual Property

The Advertiser must own or possess the necessary permission to use all materials supplied for the Campaign.

This includes:

• trademarks;

• logos;

• photographs;

• illustrations;

• fonts;

• copy;

• music or audio where relevant to linked content;

• product imagery;

• celebrity or personality likenesses;

• and other protected intellectual property.

ADbag may request evidence of permission where ownership or authority is unclear.

ADbag will not knowingly reproduce material where there is a credible concern that its use infringes third-party rights.

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19. Personalities, Testimonials and Endorsements

Where a Campaign uses a testimonial, endorsement, influencer, celebrity, customer quotation or other identifiable person, the Advertiser is responsible for ensuring that:

• the necessary permissions have been obtained;

• the representation is genuine;

• any relevant commercial relationship is appropriately disclosed;

• and the endorsement does not make unsupported objective claims.

ADbag may request evidence of authority or consent where appropriate.

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20. Advertiser Identity

Campaign Artwork must make the identity of the Advertiser or Brand reasonably clear.

Campaigns must not deliberately:

• impersonate ADbag;

• imply that ADbag manufactured or endorses the advertised product;

• impersonate a government or regulatory body;

• imitate another Brand in a materially misleading way;

• or conceal the commercial identity of the advertiser where disclosure is reasonably required.

The presence of advertising on an ADbag does not constitute endorsement of the advertised Brand by ADbag.

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21. ADbag Brand and Bag Architecture

The underlying ADbag design remains under ADbag's control.

Advertisers may not independently alter, remove, cover or reproduce protected elements of the ADbag format including, where applicable:

• the ADbag logo;

• ADbag identity elements;

• mandatory production information;

• designated advertising boundaries;

• fixed QR-code positions;

• tracking identifiers;

• manufacturer-required elements;

• or other protected parts of the bag architecture.

Advertising Artwork must remain within the approved advertising areas supplied by ADbag.

Technical requirements are contained in the applicable Campaign Artwork Specification.

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22. QR Codes and Tracking Elements

ADbag controls the QR-code and tracking infrastructure printed on ADbags.

Advertisers must not:

• replace an ADbag QR code with their own QR code without prior agreement;

• change the physical size or location of an ADbag tracking code;

• cover or obscure a tracking element;

• reproduce ADbag tracking URLs for unrelated purposes;

• or attempt to interfere with ADbag measurement systems.

The Advertiser supplies the required destination URL.

ADbag creates and manages the corresponding Campaign tracking route.

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23. QR Destination Standards

All destination pages connected to an ADbag Campaign must be:

• operational;

• secure;

• relevant to the advertised Campaign;

• suitable for the likely audience;

• lawful;

• and reasonably consistent with the representation made on the physical Artwork.

Destination pages must not knowingly:

• distribute malware;

• conduct phishing;

• deceive users about their destination;

• automatically initiate harmful downloads;

• materially misrepresent the advertised offer;

• or redirect recipients to prohibited content.

ADbag may test Campaign destinations before production and during the active tracking period.

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24. Destination Changes

Where ADbag's technology permits, the destination behind a printed ADbag QR route may be changed without altering the physical QR code.

Any replacement destination must comply with these Standards.

An Advertiser must not use a destination change to transform an approved Campaign into advertising for:

• a materially different prohibited product or service;

• another advertiser;

• unapproved content;

• or content that would not have been accepted during the original Artwork review.

ADbag may suspend or redirect a Campaign route where the destination becomes unsafe, unlawful, materially misleading or otherwise inconsistent with these Standards.

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25. Artwork Quality

Artwork must be of a standard reasonably suitable for commercial printing and consistent with the applicable ADbag Campaign Artwork Specification.

ADbag may reject files that are:

• technically unsuitable;

• materially corrupted;

• illegible;

• incorrectly sized;

• incorrectly positioned;

• likely to reproduce poorly;

• or otherwise unsuitable for reliable production.

Detailed requirements relating to file format, dimensions, resolution, colour, bleed, safe areas and print production will be set out separately in the Campaign Artwork Specification.

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26. Artwork Templates

ADbag will provide approved Campaign templates or production guidance where applicable.

Advertisers and Agencies must use the current template supplied for the applicable Campaign.

Older templates must not be assumed to remain valid for subsequent print runs.

Artwork placed outside approved areas may be rejected or returned for correction.

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27. ADbag Creative Production Service

Where an Advertiser purchases ADbag Creative Production Services, ADbag may create or adapt Campaign Artwork using materials supplied or approved by the Advertiser.

The Advertiser remains responsible for:

• the accuracy of supplied information;

• product claims;

• prices;

• promotional conditions;

• rights in supplied assets;

• regulatory requirements;

• and approval of the final Artwork.

ADbag's creation of Artwork does not make ADbag the advertiser or transfer responsibility for the Advertiser's underlying commercial claims.

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28. Artwork Amendments

ADbag may require Artwork to be amended where necessary to:

• meet technical requirements;

• maintain print quality;

• comply with these Standards;

• resolve an apparent legal or regulatory issue;

• protect mandatory ADbag elements;

• improve QR usability;

• or address material Brand Safety concerns.

The Advertiser must provide requested amendments within the applicable Campaign timetable.

Substantial changes outside the agreed creative scope may incur an additional charge where permitted by the Campaign Order.

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29. Final Artwork Approval

The Advertiser must approve the final Artwork before ADbag releases the Campaign for production.

Approval confirms that the Advertiser has checked and approved, as applicable:

• spelling;

• grammar;

• prices;

• offers;

• dates;

• promotional codes;

• URLs;

• logos;

• imagery;

• claims;

• legal wording;

• product information;

• and all other Advertiser content.

Once final approval has been provided, ADbag may rely on that approval.

Advertiser-requested changes after Artwork Lock may not be possible.

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30. Production Approval

Advertiser Artwork Approval and Production Approval are separate stages.

The Advertiser approves the advertising content.

ADbag reviews the Campaign against its design, placement, QR and Brand Safety requirements.

ADbag's manufacturer may conduct technical production or printability checks.

Only ADbag may issue final authority to its manufacturer to proceed with production.

An Advertiser or Agency must not independently instruct ADbag's manufacturer in relation to Campaign production.

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31. Evidence Requests

ADbag may request information reasonably required to assess a Campaign.

This may include:

• evidence supporting an objective claim;

• proof of intellectual-property rights;

• regulatory authorisation;

• promotional terms;

• pricing evidence;

• product certification;

• environmental evidence;

• or other relevant compliance information.

Failure to provide reasonably requested information may result in the Campaign being delayed, amended or rejected.

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32. Regulatory Concerns or Complaints

The Advertiser must promptly tell ADbag if it becomes aware of:

• a regulatory investigation;

• an ASA complaint materially relevant to the Campaign;

• a product recall;

• an injunction;

• a material intellectual-property dispute;

• a significant product-safety issue;

• or another matter that could materially affect the legality or suitability of the Campaign.

ADbag may suspend affected Artwork or QR destinations while the matter is assessed.

The parties should cooperate reasonably in responding to a legitimate complaint concerning an ADbag Campaign.

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33. Changes After Approval

The Advertiser must notify ADbag if information relevant to an approved Campaign materially changes before or during circulation.

Examples include:

• an advertised price changing;

• an offer ending early;

• stock becoming permanently unavailable;

• a product being withdrawn;

• a Campaign URL ceasing to work;

• a regulatory warning;

• or an objective claim being found to be inaccurate.

Where appropriate, ADbag may update the digital destination behind the Campaign QR route even though the printed physical Artwork cannot be changed after production.

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34. Physical Artwork Cannot Be Recalled Automatically

Advertisers acknowledge that ADbag is a physical advertising medium.

Once ADbags have been manufactured and distributed into the seller network, individual bags may no longer be within ADbag's physical control.

ADbag therefore cannot guarantee immediate recall or removal of every previously distributed physical ADbag if the Advertiser subsequently changes or withdraws:

• an offer;

• a product;

• a price;

• a claim;

• a Campaign;

• or a destination.

This makes accurate final Artwork approval particularly important.

Where possible, ADbag may mitigate an issue through changes to the associated QR destination or other measures within its reasonable control.

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35. Brand Conflict and Category Exclusivity

ADbag may consider the overall combination of Brands appearing within an individual Campaign run.

Where Category Exclusivity has been purchased, ADbag will apply the agreed category definition in accordance with the Campaign Order and Advertiser Terms & Conditions.

ADbag may also choose, at its discretion, not to place certain Brands together where it reasonably considers the combination inappropriate or damaging to the quality of the Campaign environment.

This discretionary Brand curation does not create Category Exclusivity where Category Exclusivity has not been purchased.

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36. ADbag's Right to Reject

ADbag may reject an Advertiser or Campaign where ADbag reasonably determines that acceptance could:

• expose ADbag to legal or regulatory risk;

• create unreasonable risk for participating sellers or recipients;

• damage the ADbag brand;

• materially undermine the Campaign environment;

• conflict with these Standards;

• create significant production risk;

• or otherwise be inappropriate for the network.

ADbag is not obliged to accept every legally advertisable product or service.

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37. Breaches of These Standards

Where an Advertiser knowingly or recklessly breaches a clearly communicated requirement in these Standards and the breach causes material rework, delay, compliance intervention or production risk, the consequences set out in the Advertiser Terms & Conditions may apply.

ADbag may also:

• require correction;

• suspend Campaign preparation;

• withhold production approval;

• suspend an active QR destination;

• or terminate or reject affected Campaign material where permitted by the Campaign Agreement.

ADbag will distinguish between deliberate or reckless non-compliance and an innocent error where a requirement was not reasonably clear.

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38. No Guarantee of Acceptance

Initial discussions, proposals, quotations, availability checks or Campaign reservations do not constitute final Artwork or Brand Safety approval.

A Campaign is accepted for production only after the required commercial, Artwork, compliance and production approvals have been completed.

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39. Updates to These Standards

ADbag may update these Standards from time to time.

The version applicable to an individual Campaign will normally be the version identified in, supplied with or incorporated into the applicable Campaign Order.

A later version will not retrospectively replace the version governing an existing signed Campaign unless agreed between the parties or where a change is reasonably necessary to address a mandatory legal or regulatory requirement.

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40. Questions and Pre-Clearance

Advertisers and Agencies are encouraged to raise potentially sensitive or regulated Campaign concepts with ADbag before committing significant resources to Artwork production.

Early review can reduce avoidable rework and production delays.

Questions concerning Campaign suitability should be directed to:

ADbag
RNUUme Ltd trading as ADbag
Email: hello@rnuu.me

End of ADbag Artwork & Brand Safety Standards – Version 1.0