MOVOS screens ride through Toronto at eye level. Anyone nearby can see them, including children and people who didn’t choose to look. This policy sets out the standards every ad must meet, the categories we restrict or refuse, and how we review ads.
Who this applies to
This policy applies to every ad on a MOVOS screen, including pilot campaigns, ads booked through agencies and our own house ads.
What every ad must be
- Legal. It follows the laws of Canada and Ontario, and the rules of any regulator that oversees the product or service.
- Honest. It isn’t false or misleading, in its words or its overall impression.
- Right for a public street. People of every age and background will see it.
- Readable. It works on a three-faced screen moving through a crowd. Our creative specs explain how.
- Safe around traffic. It doesn’t confuse or distract people on the road.
How we review ads
- We review every ad before it runs, including a legibility check on a real panel.
- We may ask you to change an ad, or to give us evidence for a claim it makes, before we approve it.
- Approval covers the creative we reviewed. Changed creative needs a new review.
- Approving an ad doesn’t mean MOVOS endorses the advertiser or has verified its claims. Advertisers are responsible for making sure their ads follow the law and this policy.
Legibility and street safety
People see our screens briefly, often from a distance and on the move. Ads must work in that setting.
- Ads that rely on fine print to be accurate aren’t suitable. If an ad needs a legal disclaimer, the disclaimer must be readable on the screen.
- Ads must not look like traffic signals, road signs or emergency vehicle lights.
- Ads must not use rapid flashing or strobe effects.
Restricted and refused categories
Cannabis
The Cannabis Act strictly limits how cannabis, cannabis accessories and cannabis services can be promoted, especially where young people could see the promotion. Our screens are in public view, so we don’t accept ads that promote cannabis, cannabis accessories, cannabis services or cannabis brands.
Tobacco and vaping
The Tobacco and Vaping Products Act restricts how tobacco and vaping products can be promoted, including advertising that young people could see. We don’t accept ads for tobacco products, vaping products, or their accessories or brands.
Alcohol
In Ontario, alcohol advertising must meet the advertising standards of the Alcohol and Gaming Commission of Ontario (AGCO). Among other things, alcohol ads must not be aimed at minors or promote excessive drinking. We accept alcohol ads only if they meet the AGCO standards and any other law that applies. We may also limit the zones and hours in which they run.
Election and political ads
Federal, Ontario and municipal election laws regulate election advertising, including political ads placed by third parties. Among other things, these ads must identify who authorized them, and third parties may have to register with the election authority. Some rules also apply before an election period begins.
MOVOS may decline election and political ads. If we accept one, it must carry the identification the law requires, and the advertiser must show us that it has registered where the law requires.
Misleading claims
The Competition Act prohibits false or misleading advertising. A claim must be true in its overall impression, not only in its literal words. Claims about how a product performs, and claims about environmental benefits, need proper evidence. Advertised prices must include all mandatory fees, other than amounts the government imposes, such as sales tax. Superlatives such as “first”, “only” or “best” need proof, and testimonials must be real and representative.
We don’t accept false or misleading ads. We may ask for evidence of any claim before an ad runs, and refuse the ad if the evidence isn’t adequate.
Content we don’t accept
We don’t accept ads that:
- are discriminatory, or promote hate or violence against any person or group;
- are sexually explicit;
- promote illegal products, services or activities;
- promote weapons, including firearms, ammunition and replica weapons;
- infringe someone else’s rights, such as their copyright, trademarks or privacy.
Our right to refuse or remove ads
MOVOS can refuse any ad. We can also pause or remove an ad that’s already running if we believe it breaks the law or this policy, if we need to look into complaints about it, or if it could harm riders, the public or MOVOS. Each advertiser’s agreement with MOVOS sets out what happens to fees when an ad is refused or removed.
Complaints about an ad
If you see an ad on a MOVOS screen that you think breaks this policy, send us a message through our contact form. Tell us when and where you saw it, and what it showed.
Changes to this policy
We may update this policy. Changes apply to ads we review after the change. We may also review running ads again against the updated policy.