1. Scope
1.1. All Ads placed on Skyscanner are governed by the IAB Standard Terms and Conditions, except where modified by an Insertion Order Addendum and/or Additional Terms. These Guidelines supplement the Insertion Order between Skyscanner and the Advertiser.
1.2. These Guidelines apply to all advertising materials and/or creatives (“Ads”) across all Skyscanner sites and platforms.
1.3. These Guidelines are not exhaustive and do not replace the Advertiser’s legal obligations. Where local laws or regulations impose stricter requirements, those will prevail. Advertisers are responsible for compliance in each market where Ads appear.
1.4. Advertisers must adhere to ethical business practices, including transparency, accuracy, fairness to users, partners, and competitors.
2. Skyscanner’s Policy
2.1. Skyscanner operates and controls its services at its sole discretion and without liability, acting reasonably and in good faith.
2.2. All Ads must be submitted to Skyscanner for approval before publication.
2.3. Skyscanner’s acceptance or publication of an Ad does not constitute an endorsement. The Advertiser remains solely responsible for all Ads.
2.4. Skyscanner’s approval, review, or feedback on an Ad does not waive the Advertiser’s indemnification obligations or any of Skyscanner’s rights.
2.5. Skyscanner may remove any Ad at any time if it fails to comply with these Guidelines, applicable laws, or Skyscanner’s standards.
3. Advertiser Responsibilities
The Advertiser must ensure that all Ads:
3.1. Comply with all relevant advertising laws, regulations, and rules in each location where they are displayed.
3.2. Are clearly and unmistakably identifiable as advertisements.
3.3. Are factually accurate, substantiated, and supported by evidence (including price offers or savings claims), which Skyscanner may request at any time.
3.4. Display any required disclosures, disclaimers, or conditions (e.g. using asterisks or footnotes for caveats) prominently and clearly.
3.5. Honour and fulfil all offers made in Ads, including discounts, promotions, product availability, blackout dates, contests, sweepstakes, and prizes.
3.6. Are free from illegal, fraudulent, misleading, or deceptive content or practices.
3.7. Label native advertising clearly and prominently (e.g. “Ad”, “Paid Advertisement”, “Sponsored”).
4. Restricted and Prohibited Content
4.1. Misleading or Infringing Content
False, unsubstantiated, or exaggerated claims.
Content that infringes on intellectual property rights or other third-party rights.
Content that could be considered deceptive or give rise to a false advertising claim.
4.2. Sensitive or Inappropriate Topics
Hate speech, discriminatory content, or racism.
Pornographic, obscene, defamatory, or libellous material.
Cultural insensitivity or exploitation.
Political campaigning or partisan political messaging.
Irresponsible depiction of alcohol use (Ads may promote alcohol if tied to responsible consumption and relevant to travel or dining; specific bottles must not be the primary focus).
Drug-related content (including paraphernalia).
Weapons or promotion of their sale/use.
Tobacco or nicotine-related products (including vapes).
Animal cruelty, exploitation, or harm.
4.3. Prohibited Practices
Adware, malware, phishing, or viruses.
Gambling (unless the Ad’s primary focus is a property featuring a casino).
Claims or offers that are unreasonable or highly unlikely.
Material that defames Skyscanner, its affiliates, or services.
5. Data Protection and Privacy
5.1. Advertisers must comply with all applicable data protection laws.
5.2. Without Skyscanner’s prior written consent, Advertisers must not:
Collect, store, or use any personal data from Skyscanner users.
Collect behavioural or search data from Skyscanner users, directly or indirectly, via Ads.
Retarget Skyscanner or its users via tracking tags, pixels, or similar technology.
5.3. Where consent is granted, Advertisers must obtain each user’s explicit consent for any personal data collection or use and provide clear notice of how such data will be used.
6. Artificial Intelligence (AI) and Synthetic Content
6.1. Ads that include or have been enhanced using AI tools or synthetic media must remain truthful, transparent, and consistent with Skyscanner’s standards of authenticity.
6.2. Advertisers may use AI for creative or visual enhancement, provided that such use does not mislead users or alter the overall accuracy or integrity of the Ad.
6.3. Where AI-generated or AI-enhanced content is used, clear and prominent disclosure (for example, “This image/video was generated using AI”) must be provided where reasonably necessary to ensure transparency.
6.4. Advertisers must not use AI to misrepresent real individuals, create fabricated endorsements or reviews, or otherwise distort the nature of the product or service being advertised.
6.5. Any claims or representations generated or informed by AI must be verifiable and supported by evidence. Skyscanner may request substantiation or details of AI use at any time.
6.6. The use of AI must not result in manipulative, misleading, or discriminatory advertising practices.
7. Environmental Claims
7.1. Ads containing environmental, sustainability, or “eco-friendly” claims must be truthful, specific, and supported by credible evidence.
7.2. Vague or unsubstantiated terms such as “green,” “sustainable,” or “carbon neutral” must be avoided unless independently verified and substantiated with measurable data.
7.3. Where a product, service, or initiative claims to offset or reduce emissions, Advertisers must be able to demonstrate how this is achieved and supported by third-party verification.
7.4. Comparative environmental claims (e.g. “greener than”, “better for the planet”) must be fair, verifiable, and not misleading.
7.5. Ads must not imply that normal activities (e.g. flying) are environmentally beneficial without clear qualification or substantiation.
8. Enforcement
8.1. Skyscanner may reject or remove Ads that breach these Guidelines or applicable law.
8.2. Advertisers will be notified of removals, where feasible, and may be given the opportunity to correct issues before re-submission.
8.3. Repeat or serious breaches may result in suspension or termination of advertising rights, and possible legal action.
