Creative Guidelines


While TV destinations may have different requirements for Supers/Disclaimers,
Sign Languages, TV Rating Bug, QR Codes, and PSAs; these guidelines can give you an idea of what most destinations will accept and some of the things you want to avoid.


  • It must be readable, clear, conspicuous, and drop-shaded against a contrasting background.
  • It must be 3 seconds for the first line plus 1 second for each additional line.
  • Font size should be at least 22px tall with letters, words, and lines spaced to be easily read.
  • Horizontal crawls are not allowed.

Sign Languages

  • It should be title safe.
  • It should be displayed in the bottom-right corner.
  • It should not block graphics, text, and frame composition elements.
  • Viewers need to be able to see all movements and facial expressions.
  • An external, third-party source must verify it, and the translation and verification must be provided in writing.

TV Ratings Bug

  • Competitive advertisers must use the TV Ratings bug if the show is rated.
  • ER does not QC for dimensions or duration.
  • It should be title safe.
  • It should be displayed for at least 5 seconds.
  • It should be 213x140.
  • It should have black letters on a white background or white letters on a black background.
  • It can be opaque or partially transparent if visible on the screen (a 70% opacity is acceptable).

QR Codes

  • Not all TV destinations accept QR codes.
  • Some TV destinations will test for QR code operability and compliance with their standards.
  • TV destinations cannot guarantee that the QR code will function correctly.
  • ER does not test for QR code operability, dimensions, or duration.
  • It should be title safe.
  • It should be displayed for at least 10 seconds.
  • It should be at least 240x240.
  • There should be enough contrast between the QR codes and the background.

PSA Guidelines

  • The subjects addressed must be of prosocial importance to the viewing public and must be non-denominational, non-commercial, politically non-partisan, and non-controversial.
  • Tasteful, general appeals for public financial support may be accepted and reviewed case by case.
  • Direct solicitation of funds is not acceptable where the airtime is being donated, absent special public interest considerations (e.g., emergency or disaster relief situations).
  • It is acceptable to use “for more information” or to “learn more” in place of direct solicitation of funds (“help” or “support” is not permitted).
  • It may not contain commercial references (including commercial products, services, logos or corporate names).
  • Organizations (except governmental agencies) must provide a copy of the Internal Revenue Service’s certification of the organization’s eligibility, identifying it as exempt from federal income tax under Section 501(a) of the Internal Revenue Code as an organization described in Section 501(c) (3).
  • Non-profit organizations should comply with the guidelines of the Council of Better Business Bureaus’ Wise Giving Alliance (see
  • It must be tastefully presented and of appropriate production value.
  • All claims must be substantiated.

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