To protect the Hootie brand and ensure all advertising complies with applicable laws and platform policies, all publishers must follow the guidelines below. Because Hootie is a personal safety product, marketing must be accurate and responsible and must never exploit fear or misrepresent the level of protection it provides. Failure to comply may result in campaign suspension, traffic rejection, or removal from the offer.
Approved Marketing Channels
The following traffic sources are permitted unless otherwise noted in your campaign agreement:
Native Advertising
Display Advertising
Email Marketing (first-party lists only, CAN-SPAM compliant — see Email Restrictions below)
Social Media Advertising
Organic Social Media
Search Advertising (subject to the Paid Search Policy below)
Content & Review Sites
Influencer Marketing
All marketing materials must accurately represent the product and its intended use.
Prohibited Traffic
The following are strictly prohibited on this offer:
Incentivized traffic of any kind (redeemable rewards, points, or payouts to consumers).
Brokering traffic to any other network, affiliate, or third party.
Shopping Ads (e.g., Google Shopping, Microsoft Shopping).
Black-hat tactics, including false claims, fabricated benefits, or deceptive practices.
Email Restrictions
No third-party email. Publishers may only mail to their own opt-in lists.
No GI (general internet) email. Email traffic is allowed only to top-level and cable domains (e.g., Gmail, Yahoo, Cox, Time Warner).
All email must comply with CAN-SPAM and any applicable international anti-spam laws.
Product Claims
Publishers may:
Accurately describe Hootie as a compact personal safety alarm that emits a loud siren to help draw attention when the user feels unsafe.
Highlight features shown on the official landing pages, such as its size, keychain design, activation method, colors, and alarm volume.
Describe everyday use cases, such as walking at night, commuting, running, traveling, or giving one to a family member.
Use approved marketing copy and creative provided by GiddyUp or the brand.
Publishers may not:
Make false, misleading, or exaggerated product claims.
Cite decibel levels, range, battery life, or other specifications beyond what the brand states.
Describe Hootie as a weapon or self-defense tool, or state that it can incapacitate, injure, or stop an attacker.
State or imply endorsement by police departments, law enforcement, the military, schools, or safety organizations unless expressly provided by the brand.
Misrepresent the product's certifications, customer counts, press coverage, or awards.
Use fabricated demonstrations or staged "real attack" footage.
Safety & Protection Claims
Publishers should present Hootie as a tool that can help users feel more prepared, not as a guarantee of safety.
Do not:
Guarantee that Hootie will prevent an attack, assault, robbery, kidnapping, or any other crime.
Claim that Hootie will make an attacker flee, or that it "keeps you safe" or "protects you" in absolute terms.
Claim that the alarm contacts police, emergency services, or family members, or tracks the user's location, unless the product actually offers that feature.
Present Hootie as a replacement for calling 911, following personal safety practices, or seeking help from authorities.
Cite crime statistics, attack data, or "real stories" unless they are accurate, current, and properly sourced.
Make hearing-damage claims, such as stating the alarm will deafen or injure an attacker.
Fear-Based & Sensitive Messaging
Personal safety marketing must be responsible. Do not:
Use graphic, violent, or distressing imagery, including depictions of assault, stalking, or injury.
Use sensationalized or shock headlines designed to frighten consumers into purchasing.
Reference or exploit specific real-world crimes, victims, or tragedies.
Target or stereotype any group as victims or perpetrators based on gender, race, age, or other characteristics.
Direct ads at minors. Messaging about children should be aimed at parents and caregivers.
Ad platforms such as Meta and Google restrict sensational, shocking, and fear-based content. Publishers are responsible for following those platform policies.
Pricing & Promotions
Publishers may only advertise:
Current pricing displayed on the official landing pages.
Approved discounts, bundles, or promotional offers.
Current bonuses or incentives provided by the brand.
Do not:
Advertise expired promotions.
Create unauthorized coupon codes.
Claim an offer is "ending soon" or "limited time" unless approved by the brand.
Testimonials & Reviews
Testimonials must:
Reflect genuine customer experiences.
Not be altered in a way that changes their meaning.
Avoid misleading or exaggerated safety claims.
Do not create fake reviews, ratings, or customer testimonials, including invented stories of the alarm stopping an attack.
Paid Search Policy
Brand Bidding
The following are strictly prohibited:
Bidding on Hootie or Uproar brand terms.
Misspellings or close variations of the brand name.
Dynamic keyword insertion that generates branded ads.
Competitor conquest campaigns implying affiliation with the brand.
Shopping Ads of any kind.
Display URL Restrictions
Publishers may not use:
The Hootie brand or product name anywhere in a URL before the domain extension
URLs suggesting they are the official Hootie website
Any variation of the Hootie trademark within a domain or subdomain
Trademark Usage
Publishers may not:
Register domains containing the Hootie trademark.
Create branded Facebook pages or other social media accounts that use the Hootie name or compete directly with the advertiser.
Use unauthorized Hootie logos or brand assets.
Use police, government, or safety-organization logos or badges.
Represent themselves as employees or official representatives of Hootie.
Creative Requirements
Creative assets should:
Match the current brand identity.
Accurately represent the product's appearance and functionality.
Use only approved logos, imagery, and messaging.
Avoid deceptive buttons, fake reviews, misleading urgency, or false scarcity messaging.
Not include copyrighted music unless you have permission to use it.
Publishers are encouraged to use the latest creative assets available through the partner portal.
Compliance Expectations
Publishers are responsible for:
Monitoring all active campaigns for continued compliance.
Following all applicable FTC guidelines, including advertising disclosure requirements.
Updating creative when requested by GiddyUp or the brand.
Promptly removing or correcting any non-compliant content upon notification.
Failure to comply with these guidelines may result in rejected traffic, paused commissions, suspension, or removal from the program.
Questions?
If you have questions about these guidelines or would like a creative review before launching your campaign, please contact your Partner Manager or GiddyUp Platform Support.