Ad rules | MY ID Card

Ad rules

What can appear in MY ID Card, and who sees it.

Local businesses help pay for MY ID Card. These are the rules they follow, so schools, clubs, charities and families can trust what shows up.

Last updated [DATE]

Everything is reviewed

Every deal and every piece of sponsor artwork is checked before it goes live.

Kids are protected

Under-18s never get promotional messages and never see anything age-restricted.

Organisations decide

You approve your sponsor, and you can hide any deal from your members.

Nobody is tracked

Ads are never aimed at individuals, and we don’t track what people do.

Never allowed

Some things can’t be advertised in MY ID Card at all, to anyone. Sponsors and advertisers in these categories can’t sign up, and artwork or deals that fall into them are turned down.

Adult material Tobacco and vaping Gambling Weapons and ammunition Anything illegal

Everything else is for a general audience, suitable for anyone using the app.

Under-18s

These rules run on our servers, not on trust, and no setting can switch them off.

If we don’t know someone’s age, we treat them as under 18.
Under-18s never receive promotional messages. They’re removed before anything is sent.
Nothing age-restricted is ever shown to them.
When their card is checked, the page shows only the organisation and the date the card is valid until.

Who can show what

Sponsors and advertisers are different things, with different rights.

Welcome screen and cardMessagesDeals
Sponsor of a club, tertiary provider or associationYes, as the only sponsorYes, to adults who’ve said yesYes
Backer of a school or charityYes, for their monthNoNo
Advertiser listing a dealNoNoYes, in All Deals

Organisations can also add their own member deals from local businesses that support them. Those are only seen by that organisation’s members.

Messages

Members only get messages they’ve said yes to. Promotional messages from a sponsor are reviewed before they go out, limited in how often they can be sent, and only reach adults. Schools and charities never have promotional messages sent to their members.

Alcohol

Alcohol is the one restricted category. It can only appear when every one of these is true:

The organisation is a tertiary provider that has confirmed its students’ ages from enrolment records. Never schools.
The person seeing it is confirmed as 18 or over. An age someone has entered themselves isn’t enough.
The organisation has approved that specific piece of artwork.
The member hasn’t opted out. Any adult can switch alcohol content off and still see the sponsor’s other artwork.

Sponsors from licensed venues lead with food, venues, events and accommodation by default. No alcohol artwork goes live without legal review.

Review and approval

Every deal, piece of artwork and promotional message is reviewed by MY ID Card before it goes live. When a sponsor replaces their artwork, the new version is reviewed again.

An organisation approves its sponsor before they appear, and can hide any deal from its members at any time.

Privacy and targeting

We decide who sees what on our side, and keep a record, so we can show nothing slipped through. Sponsors and advertisers see totals like views and redemptions. They never see who their members are.

Ads are never aimed at individuals, and we don’t build profiles of what people do. In future, advertisers may be able to choose types of organisation or regions, but never people.

See our privacy policy for how we handle personal information.

Report a problem

If you see something in MY ID Card that shouldn’t be there, tell us and we’ll look at it straight away.