Wolves Ads Terms of Use and Advertising Guidelines

The Wolves Ads platform, available at https://ads.wolves.co.uk/ (the “Wolves Ads Platform”) is operated by Wolverhampton Wanderers Football Club (1986) Limited (company number: 01989823) whose registered address is Molineux Stadium, Waterloo Road, Wolverhampton, WV1 4QR. Wolverhampton, also referred to in this legal notice as “we” or “us”.

The following terms and conditions (the “Wolves Ads Terms”) govern your use of the Wolves Ads Platform for creating, submitting and/or delivering any advertising, and any order you place through the Wolves Ads Platform (each, an “Order”). The Wolves Ads platform can assist you in targeting your intended audience by enabling you to purchase ads to be delivered on wolves.co.uk, the Wolves mobile application, or on any other place we serve ads.

Please read this notice carefully before you use the Wolves Ads Platform. By using the Wolves Ads Platform, you accept the Wolves Ads Terms and agree to abide by them. We reserve the right to change the Wolves Ads Terms from time to time and your use of the Wolves Ads Platform following such change shall be deemed to be your acceptance of such change.

  1. Placing an Order
  • When you place an Order through the Wolves Ads Platform, you will be asked to select: (a) the placement of the advertisement you wish to buy; (b) the time that the advertisement will run and; (c) the amount you wish to spend. We will provide you with an estimated impression number based on your budget (against our pre-set CPM values) and the timeframes set.
  • If we accept your Order, we will deliver your advertisement as and when relevant advertising inventory becomes available.
  • We will endeavour to deliver your ads during the dates you’ve selected, and to reach the impressions we estimated, but we cannot guarantee that your ad will run during these dates or reach the estimated number of impressions.
  1. Acceptance of an Order
  • Your ads must comply with all applicable laws, regulations, and guidelines, as well as our Advertising Guidelines, which are set out below. Failure to comply with these may result in, by way of example (but without limitation) the rejection of your ad, cancellation of other ads you have placed and/or termination of your Wolves Ads account.
  • Our Advertising Guidelines provide guidance on what content is permitted as an ad on our platforms. When an Order is placed, each ad is reviewed against our Advertising Guidelines and subsequently approved or rejected. We endeavour to review ads within two working days, but in some cases it may take longer.
  • During the ad review process, we'll check the ad images, text, and the content using the link you provide. Your ad may not be approved if the link landing page content isn't fully functional, doesn't match the product/service promoted in your ad or doesn't fully comply with our Advertising Guidelines.
  • You’ll receive an email letting you know if your ad is approved after it’s been reviewed. Once approved, we'll start running your ad and you can see your results in the Wolves Ads Platform Ads Console.
  • If your ad isn't approved, you can edit it and resubmit for review. To edit your ad:
    • you should check the email address associated with your Wolves Ads account. If your ad doesn't get approved, we'll send you an email explaining why;
    • using the information in your disapproval email, you can edit your ad to create a compliant one;
    • you should save your edited changes. Once you save your changes, your ad will be resubmitted to us for review.
  • Payment will not be taken if ads are rejected, except in the case of ad edits.
  • Notwithstanding paragraphs 2(a)-(f) above, we may reject or remove any ad for any reason, and we shall be ultimately responsible for determining the size, placement and positioning of your ads within our platforms.
  1. Delivery of Ads
  • Ad delivery shall be subject to availability and therefore may not be continuous.
  • Occasionally we may have brief periods of maintenance to our platforms which may affect the delivery of your ads. Maintenance time will be kept to a minimum and is designed to improve the platforms and increase deliverability of your ad. This will not affect the number of impressions your ad receives but may delay reaching the estimated number.
  • You can pause an ad at any time, but your ad may continue to run for 24 hours after you notify us of your intention to pause or cancel.
  • Our licence to deliver your ad will end once we have completed your Order provided that:
    • once displayed on any of our platforms, ads become public information and may be re-shared and accessed outside of the targeted audience; and
    • you acknowledge and agree that we may disclose your advertising content, and all information associated with your advertising, to a governmental entity or body if we believe that such disclosure would assist in a lawful investigation or if otherwise required by applicable law.
  • We do not guarantee the performance that your ads will receive, such as the number of people who will see your ads or the number of clicks your ads will get. We cannot control how clicks are generated on your ads. We are not responsible for click fraud, technological issues, or other potentially invalid click activity that may affect the cost of running ads.
  • We will provide you with reports about the number of people seeing your ads and how your ads are performing, including impression numbers.
  1. Payment
  • You shall pay all amounts specified in each Order you place through the Wolves Ads Platform, along with any applicable taxes.
  • The amount you owe us for each Order will be calculated based on the number of users your ad will reach according to our current CPM value and the budget you defined when placing your Order. Once your budget has been spent, your ad will stop being served on our platforms unless and until a further Order has been placed by you and paid for in full.
  • You are responsible for maintaining the security of your Wolves Ad account, and you shall be charged for any Orders placed on or through your Wolves Ad account.
  • Payment is taken at the time you place your Order and in the event that your ad is paused (in accordance with paragraph 3(c) above), no refund is applicable but you will still have the remaining impressions to use from your original Order.
  • The amounts we charge you in respect of your Orders may be subject to and include applicable taxes and levies, including without limitation withholding taxes. You are responsible for bearing and remitting any taxes that apply to your Orders and you shall indemnify and hold us harmless from and against any claim arising out of your failure to do so.
  • If your payment method fails or if any amounts you owe are overdue, we may take additional steps to collect past due amounts. You shall pay all expenses associated with such collection, including our reasonable attorneys' fees.
  • We shall be entitled to charge interest on any overdue amounts, payable by you immediately on demand, from the due date up to the date of actual payment, after as well as before judgment, at the rate of 4% per annum above the base rate for the time being of Barclays Bank PLC. Such interest shall accrue on a daily basis and be compounded quarterly.
  1. Miscellaneous
  • You shall not issue any press release or make public statements about your relationship with us or the Wolves Ads Platform without our prior written permission.
  • If you are placing ads on someone else's behalf, you must have permission to place those ads and:
    • you represent and warrant that you have the authority to bind the advertiser to these Wolves Ads Terms, to which you also agree;
    • if the advertiser you represent breaches these Wolves Ads Terms, we may hold you responsible for that breach;
    • you agree that, if relevant, we may provide campaign reporting information to the end advertiser for whom you placed a campaign.
  • We may ask you to review and accept supplemental terms that apply to your use of a specific feature or functionality made available through the Wolves Ads Platform. To the extent those supplemental terms conflict with these Wolves Ads Terms, the supplemental terms will govern with respect to your use of the specific feature or functionality to the extent of the conflict.

Effective Date: 22 December 2020.

Advertising Guidelines

The below guidelines apply to adverts you create through the Wolves Ads Platform. Should you fail to adhere to these guidelines, your ad will be rejected and will not appear on any of our platforms.

Restricted / Prohibited Content


Wolves’ Partners

Unless we have provided our prior written consent to you, your ad will be rejected if it competes directly with our key partners in the following industries:

·         Online betting

·         FX trading

·         Sportswear

·         Alcohol

·         Aerospace & engineering

·         Deodorant & antiperspirant

·         Male grooming products

·         Headphones

·         Energy switching sites

·         Higher education


Discriminatory Practices

Your ad must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, skin colour, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition.


Third-Party Rights Infringement

Your ad must not contain content that infringes upon or violates the rights of any third party, including, without limitation, copyright, trademark, privacy, publicity, or other personal or proprietary rights.


Illegal Products or Services

Your ad must not constitute, facilitate, or promote illegal products, services or activities.


Drugs & Drug-related Products

Your ad must not promote the sale or use of illegal, prescription, or recreational drugs or promote the sale of prescription pharmaceuticals. Ads that promote over-the-counter medicines must comply with all applicable local laws, required or established industry codes, guidelines, licenses and approvals, and include age and country targeting criteria consistent with applicable local laws.



Your ad must not promote or reference alcohol.


Tobacco & Related Products

Your ad must not promote the sale or use of tobacco products and related paraphernalia and must not promote electronic cigarettes, vaporizers, or any other products that simulate smoking.


Online Gambling & Gaming

Your ad must not promote online gambling and gaming.



Adult Products or Services


Your ad must not promote the sale or use of adult products or services.

Adult Content

Your ad must not contain adult content (this includes nudity, depictions of people in explicit or suggestive positions, or activities that are overly suggestive or sexually provocative).


Unsafe Supplements

Your ad must not promote the sale or use of unsafe supplements, as determined by us in our sole discretion.


Weapons, Ammunition or Explosives

Your ad must not promote the sale or use of weapons, ammunition, or explosives (and this includes ads for any weapon accessories).



Cosmetic Procedures and Weight Loss

Ads marketing weight loss products and services must make clear they are only available to people at least 18 years or older.



Inappropriate Content, Misleading Claims & Misinformation

Your ad must not contain inappropriate, shocking, sensational, inflammatory or excessively violent content. Ads that include claims debunked by third-party fact checkers are also prohibited. Advertisers that repeatedly post information deemed to be false may have restrictions placed on their ability to advertise using the Wolves Ads Platform. Your ad must not contain deceptive, false, or misleading claims like those relating to the effectiveness or characteristics of a product or service or claims setting unrealistic expectations for users such as misleading health, employment or weight-loss claims.


Personal Attributes

Your ad must not contain content that asserts or implies personal attributes (and this includes direct or indirect assertions or implications about a person’s race, ethnic origin, religion, beliefs, age, sexual orientation or practices, gender identity, disability, medical condition (including physical or mental health), financial status, voting status, membership in a trade union, criminal record, or name).


Controversial Content

Your ad must not contain content that exploits crises or controversial political or social issues.


Non-functional Landing Page

Your ad must not direct people to non-functional landing pages from the link provided in the Order (and this includes landing page content that interferes with a person’s ability to navigate away from the page).


Deceitful Practices

Your ad must not promote products or services that are designed to enable a user to engage in cheating or deceitful practices.


Grammar & Profanity

Your ad must not contain profanity or bad grammar and punctuation and symbols, numbers and letters cannot be used to disguise profanity.


Financial & Insurance Products and Services

Ads promoting credit card applications, or financial services with accredited institutions must clearly provide sufficient disclosure regarding associated fees, including APR percentages, transaction fees, interest rates and the physical address of the entity offering the product within the ad's landing page. Ads promoting credit cards, loans or insurance services must clearly explain that these are only for people aged 18 years or above. Ads promoting credit cards, loans or insurance services must not directly request the input of a person’s financial information, including credit card information.


Payday Loans, Pay Check Advances & Bail Bonds

Your ad must not promote payday loans, pay check advances, bail bonds, or any short-term loans intended to cover someone's expenses until their next payday (and a short-term loan refers to a loan of 90 days or less).


Multilevel Marketing & Pyramid Schemes

Ads promoting income opportunities must fully describe the associated product or business model, and must not promote business models offering quick compensation for little investment, including multilevel marketing opportunities and/or Pyramid Schemes.


Spyware or Malware

Your ad must not contain spyware, malware, or any software that results in an unexpected or deceptive experience (and this includes links to sites containing these products).


Unacceptable Business Practices

Your ad must not promote products, services, schemes or offers using deceptive or misleading practices, including those meant to scam people out of money or personal information.


Prohibited Financial Products & Services

Your ad must not promote financial products and services that are frequently associated with misleading or deceptive promotional practices.



Sale of Body Parts

Your ad must not promote the sale of human body parts or fluids.


Vaccine Discouragement


Your ad must not discourage people from vaccination or advocate against vaccines.

Ads About Social Issues, Elections or Politics

Where appropriate, we may restrict issue, electoral or political ads.