The platform’s commercial sustainability must not compromise community-rating independence or the distinction between organic content and advertising.
1. Identification
Advertising and paid content are recognisably labelled using terms such as “Sponsored”, “Advertising” or equivalents.
2. Ranking separation
Purchasing advertising does not change QV Score, QV Stars, Confidence, organic rankings, moderation outcomes or recognition criteria.
3. Commercial placement
Paid placements must be visually and semantically distinct from organic rankings and not presented as merit-based results.
4. Targeting
Advertising may be contextual by area or category. Targeting based on personal data or non-essential tracking requires an appropriate legal basis and, where necessary, consent.
5. Excluded categories
UESE may refuse campaigns incompatible with law, safety, service reputation or internal policy, including deceptive, discriminatory or unlawful content.
6. Metrics
Impressions and clicks may be measured using proportionate technical tools. Commercial metrics do not become quality or reputation factors.
7. Creative responsibility
Advertisers are responsible for lawful claims, brands, images and offers. UESE may request evidence or suspend disputed creatives.
8. Conflicts
Advertising by a reviewed business does not prevent lawful reviews and does not give priority in disputes.
9. Regulatory transparency
Where DSA or consumer-law advertising duties apply, Italia Quality provides required information on commercial nature and the person on whose behalf the ad is displayed.