Restricted Topic Classification for Websites & Apps

1/ Overview
You will be evaluating the core business or purpose of websites and apps for defined Restricted Topic categories at the domain level.

This tagging helps to support development of classifiers for each category of websites and apps, to serve the needs of our 3P Sensitive Da ta policy requirements
(canonical)

This document lays out each category and examples of types of websites or apps that would and would not fall into each catego ry.

Website or App Types

Restricted Topics can appear in different website or app types. These can include:

● Websites or apps for products

● Websites or apps for services or service providers (individuals, businesses, organizations, etc.)

98 ial
● Websites or apps for organizations providing informational content

● Websites or apps promoting advocacy, charity, or fundraising for a cause

Relevant source types are addressed in the restricted topic definitions in Section 2.

2/ Definitions
95 nt
Citizenship & Immigration Status
____________________________________________________________________________________________

Objective: Citizenship and immigration status categories are used for sites and apps catering to individuals of a specific citizenship status, immigration status, or

4
refugee status. There are several subcategories that should be applied to relevant sites or apps.
95 de
Citizenship ✅Use this category for sites and apps catering to individuals with a status as citizen
Status or non-citizen of a specific jurisdiction.

Tag Examples
i

Services explicitly catering to individuals of a specific citizenship ● https://sg.usembassy.gov/services/

nf

status

Immigration ✅Use this category for sites and apps catering to immigration processes and
Status support through applications, preparation support, eligibility requirements, etc.
Co

Tag Examples

Services catering to immigration status ● https://www.immigrationlawgroup.net/

● Immigration law services
● https://www.citizenshipworks.org/en
● Permanent residence or work visa information or assistance
● https://www.americanimmigrationcouncil.org/
● Government services specifically catering to immigration processes
● https://www.uscis.gov/

Refugee ✅Use this category for sites and apps providing resources and/or assistance
Status services to those experiencing displacement from a home region or country due to
natural disaster, war, or persecution

Tag Examples

Organizations providing services to individuals experiencing refugee ● https://refugeerights.org/ (‘Get Legal Help’)
status.

🗒️Note: Only tag refugee advocacy or resettlement groups with clear

options for getting assistance, such as ‘Get Help Here’

❌CITIZENSHIP & IMMIGRATION STATUS EXCLUSIONS

 Do NOT Tag Examples

News stories about citizenship, immigration status, or refugee status ● Local and international reporting of events

Political advocacy or opinions related to immigration, citizenship ● https://www.refugee-action.org.uk/

pathways, or border security
● https://www.americanimmigrationcouncil.org/
🗒️Note: These should be tagged as Social Political Issue

Sites or apps with brand names using the word ‘citizen,’ ‘immigration,’ ● https://play.google.com/store/apps/details?id=sp0n.citizen&hl=en_
or ‘refugee’ US&gl=US

● https://www.citizenwatch-global.com/

● www.citizensbank.com

Services or information using ‘citizen’ in a broad sense that does not ● https://kassel-ebb.eu/
have to do with citizenship of a specific jurisdiction

Sites for organizations seeking ONLY charity or donations with NO ● https://miles4migrants.org/

98 ial
evidence of providing resource or assistance services

Criminal Record
____________________________________________________________________________________________
95 nt
✅Use this category for sites or apps explicitly catering to the records of individuals accused or convicted of a crime.

Tag Examples

4
Services explicitly catering to the acquisition of one’s own or ● https://www.criminalrecords.com/
95 de
someone else’s criminal record documents
● Websites that provide criminal history

Background check services ● https://checkr.com/

● https://www.mysmartmove.com/
i

Services explicitly catering to the acquisition of one’s own or ● https://staterecords.org/criminal.php

nf

someone else’s records

● https://www.peoplefinders.com/criminal-records

❌CRIMINAL RECORD EXCLUSIONS

Co

Do NOT Tag Examples

News about crime, laws and penalties, criminal history, background ● https://www.kqed.org/news/11955206/millions-of-criminal-records-
checks erased-after-landmark-california-law-takes-effect
● Individual crime reports or crime-focused news sites

● News articles like 'tech companies no longer require criminal

background checks in hiring'

● Articles about laws and penalties for breaking them, the impacts of
having a criminal record, expungement, etc

Government services supporting crime response ● https://www.unodc.org/

Social discussions that don't indicate a criminal history like police ● https://defundpolice.org/
reform, capital punishment

🗒️Note:These should be tagged as Social Political Issue

Government websites that instruct people how to obtain a copy of ● https://lsnc.net/self-help/post-conviction-relief/how-do-i-get-copies-

their criminal history my-criminal-record

Sites exploiting individuals with criminal charges (e.g., bail bonds, ● https://www.aladdinbailbonds.com/
mugshot removal services)
● https://erasemugshots.com/
Emotional Wellbeing
__________________________________________________________________________________________

✅Use this category for sites and apps explicitly catering to self-care tools, practices, or informational websites related to stress-relief, meditation, and
products/services explicitly described as ‘self-care.’

🗒️Note: Emotional Wellbeing sites and apps are NOT related to a medical diagnosis or clinical mental health issue.

Tag Examples

Sites and apps explicitly catering to self-care tools or practices ● https://www.everydayhealth.com/self-care/

● https://apps.apple.com/us/app/tangerine-self-care-
goals/id1468882685

● https://apps.apple.com/us/app/moodnotes-mood-
tracker/id1019230398

Sites and apps explicitly catering to the practice of meditation as a ● https://mindoasis.org/

form of self-care and emotional regulation, without the presence of a
● https://www.meditationoasis.com/
faith or spirituality element.

98 ial
● https://www.mindfulnessforteens.com/

Sites and apps explicitly catering to tools and practices for managing ● https://www.stress.org
stress
● https://www.stress.org.uk/

● https://parentshelpingparents.org/
95 nt ● https://trystressmanagement.com/

❌EMOTIONAL WELLBEING EXCLUSIONS

Do NOT Tag

4 Examples
95 de
News articles about emotional wellbeing, including statistics or about
● Local and international reporting of events
celebrities

Sites or apps for named mental health issues or diagnoses (such as ● https://calmigo.com/
anxiety, depression, etc.).
● www.betterhelp.com
i

Sites or apps offering therapy or clinical mental health services

nf

🗒️Note: These should be tagged as Mental Health Condition.

Ethnicity or Race
Co

____________________________________________________________________________________________

✅Use this category for sites and apps catering to membership in an ethnic group(s) or ethnicity, caste, tribe, or other inherited group membership *not* a national
identity (e.g., African-American, Latino).

Tag Examples

Products explicitly catering to a specific race or ethnicity, as shown by ● https://www.blackgirlsunscreen.com/

the domain, product name, product description
● https://blacksolutions.com/

Services explicitly catering to ethnic or racial groups ● https://www.chispa-app.com/ (Latinx dating app)

● https://africanancestry.com/

Organizations explicitly catering to a specific ethnicity, race, caste, or ● https://takatapui.nz/ (support for indigenous Maori LGBTQIA+
tribal affiliation community)

● https://indianhealthcenter.org/

❌ETHNICITY OR RACE EXCLUSIONS

Do NOT Tag Examples

News articles about race or ethnicity, including statistics or about

● Local and international reporting of events
celebrities

Sites and apps with images of people that present as a specific race or
ethnicity, but do NOT explicitly cater to a specific race or ethnicity.
 Organizations for civil rights that are focused on many issues, not ONLY ● https://www.aclu.org/
on issues of racial equality. These should be tagged with Social
Political Issues.

Public figures like political candidates or religious figures who identify ● https://barackobama.com/
as a specific ethnicity, race, caste, or tribal affiliation
● https://www.wilmamankiller.com/

Sites or apps for tourist attractions, restaurants, cuisine types, decor or ● https://polynesia.com/
clothing styles
● https://www.kusancuisine.com/

● https://shibui.com/

Faith and Spirituality

____________________________________________________________________________________________

Objective: Faith and Spirituality categories are for sites and apps explicitly catering to clear religious or spiritual beliefs and practices.

Faith-based ✅Use this category for sites and apps catering to a specific faith or religious
Affiliation denomination; religious leaders, institutions, religious clothing or materials, religious

98 ial
actions and activities, objects or other indicators of a particular religious affiliation

Tag Examples

Products or about a specific religion, such as Scripture finder websites, ● https://www.autom.com/ (religious supplies)
prayer journals, Islamic fashion, audiobooks for religious texts such as
95 nt
the Bible or the Qur’an
●

●
https://us.islamicdesignhouse.com/ (modest fashion)

https://oldworldchristmas.com/

● https://quran.com/en

4
95 de
Services for a specific religion or philosophy, such as legal services for ● https://www.sonlight.com/ (Christian homeschooling curriculum)
Atheist activists, Christian homeschooling groups or lessons,
● https://pray-as-you-go.org/home/ (prayer app)

Businesses or organizations serving people of a religion or philosophy, ● https://www.mycccfamily.com/

such as gurudwaras, mosques, temples, etc.
● https://vedanta.org/

● https://www.siliconvalleygurdwara.org/
i

Educational organizations primarily serving students of a named ● https://www.catholic.edu/index.html

nf

religious affiliation
● https://www.yu.edu/

Mystical ✅Use this category for pop culture sites for astrology, zodiac, horoscopes, tarot,
Entertainment and numerology that are for entertainment purposes and that do not reference belief
Co

in a higher power

🗒️Note: These are non-religious and not part of a spiritual practice - these do NOT
mention ‘spiritual,’ ‘spirituality,’ ‘God,’ ‘divine,’ ‘divinity,’ ‘higher power/energy/spirit,’
etc

Tag Examples

Apps with horoscope, tarot, numerology, etc. games or activities for ● https://play.google.com/store/apps/details?id=ru.mail.horo.andr
entertainment purposes oid&hl=en_US&gl=US

● https://play.google.com/store/apps/details?id=com.labyrinthos.a
pp&hl=en_US&gl=US

Services offering mystical practices for entertainment value - ● https://numerology.lovwide.com/

Spiritual or ✅Use this category for sites and apps catering to broader expressions of faith (e.g.,
Philosophical mysticism, etc.) or deeply held moral and philosophical beliefs (e.g., Confucianism,
Belief Stoicism), including the practiced absence of faith (e.g., atheism)

Tag Examples

Products catering to spiritual or philosophical beliefs ● https://riteofritual.com/ (occult & metaphysical supplies)
 Services catering to spiritual or philosophical beliefs; Astrology or tarot ● https://psychichealernow.com/
with references to a higher power (the divine, spiritual guidance, etc.)
● https://spellshelp.com/

● https://www.powerfulwitchafrica.com/

● https://radleighvalentine.com/

Organizations catering to spiritual or philosophical beliefs ● https://www.csecenter.org/

● https://fundamentalwellbeing.foundation/

Businesses or organizations serving adherents to a specific philosophy ● https://www.atheismuk.com/

● https://humanists.international/

❌FAITH AND SPIRITUALITY EXCLUSIONS

Do NOT Tag Examples

News articles about faith or religion, including statistics or about

● Local and international reporting of events
celebrities

98 ial
Non-religious or fully secularized holidays ● https://halloween.com/

Holiday sales or promotions ● https://www.cnn.com/cnn-underscored/deals/macys-after-

95 nt christmas-sale-2023-12-27

Health or healing methods ● http://www.ayurveda.com

🗒️Note: These should be captured under the appropriate Health and ● https://www.actcm.edu/chinese-medicine
Wellness label

4
95 de
Financial Service
____________________________________________________________________________________________

Objective: Financial Service categories are used for sites and apps offering financial tools, consultation, and services, including busi ness-to-business (B2B),
business-to-consumer (B2C), and consumer-to-consumer (C2C) services.

🗒️Note: Websites offering a range of financial services as their core business purpose should be co-labeled with relevant services.
i

Accounting ✅Use this category for sites and apps providing general accounting services or
nf

and Tax income tax preparation and filing services

Preparation

Tag Examples
Co

General accounting services for individuals, households, or businesses ● http://www.koehlercpa.com/

Tax preparation services for individuals, households, or businesses ● https://www.hrblock.com/

● https://turbotax.intuit.com/

● https://www.taxtake.com/
Services to support accounting and tax filing or tracking of taxes and
accounts for individuals, households, or businesses ● https://www.crrcpa.com/

Banking ✅Use this category for sites and apps providing banking account services, mobile
banking, online banking services, including overdraft services

Tag Examples

General banking services, such as credit unions, checking or savings ● https://www.chase.com/

account services, etc.
● http://www.usbank.com
● Accounts set-up and management
● FDIC approved consumer banking ● https://www.bankofamerica.com/
● Mobile banking apps
● https://apps.apple.com/us/app/varo-bank-mobile-
● Online banking
banking/id1517676784

● https://www/regions.com/personal-banking/open-bank-
account-online

● https://www.ally.com/bank/online-banking/
 Sites or apps offering mixed financial services, including online or ● https://www.sofi.com/
mobile banking
● https://www.bankrate.com/

Banks or other business that offer support for when an overdraft

● https://www.chase.com/personal/checking/overdraft-
happens (there is not enough money in your bank account to cover a
services/overview
payment) includes protection services

Bill Pay and ✅Use this category for sites and apps providing centralized bill payment services or
Account services to link multiple financial accounts
Aggregation

Tag Examples

Sites and apps providing centralized bill payment services for ● https://silverbills.com/
individuals, households, or businesses

Sites and apps offering budgeting or spending analysis services. ● https://apps.apple.com/us/app/mint-budget-expense-

98 ial
These may or may not link to financial accounts. manager/id300238550

● https://snoop.app/
🗒️Note: These may promote their service using language like 'see all
your accounts in one place'

Services to aggregate all expenses/accounts into one tracking system ● https://www.apps.apple.com/us/app/mint-personal-finance-

95 nt money/id300238550

Brokerage ✅Use this category for sites and apps facilitating or advising on investment for
and consumers

4
95 de
Investment

Tag Examples

Investment management, financial planning, and financial advisor ● https://www.fidelity.com/

services for consumers
● https://www.tdameritrade.com/
i

● Tag as long as it requires user financial information (e.g.

● https://www.coinbase.com/
nf

financial calculator)

Stock, commodity, and cryptocurrency exchanges for for individuals, ● https://play.google.com/store/apps/details?id=com.robinhood.a

households, or businesses ndroid&hl=en_US&gl=US

● https://www.coinbase.com/
Co

Retirement and pension management and planning for individuals, ● https://retirehappy.ca/

households, or businesses
● https://www.calpers.ca.gov/

Credit and ✅Use this category for sites and apps providing financial services related to
Loan borrowing money in the form of a loan or credit card. Includes services that calculate
credit scores or help consolidate debts.

Tag Examples

Credit card sign up, accounts, or other credit card related services ● https://www.americanexpress.com/

● https://usa.visa.com/

● https://www.capitalone.com

Lending services ● https://glsauto.com/

● Loans more than 30 days
● https://www.creditkarma.com/
● Home, auto, or general loan products (excludes short term payday
● https://www.prosper.com
lending), including loan calculators

● Personal loans, business loans, mortgages,cash advance and all

other loans considered long term.

● This includes sites that connect users to options for a loan based
on personal financial data input, including loan calculators.
 ● This also includes sites where the loan length is not clear (not
listed).

Peer-to-peer lending ● https://www.fundingcircle.com/us/

● https://www.kiva.org/

Buy Now, Pay Later services ● https://www.uplift.com/

● https://www.klarna.com/

Credit score viewing, calculation, reporting, and monitoring, including ● https://www.experian.com/

sites offering credit ‘boost’ tips
● https://www.equifax.com/

● https://www.creditkarma.com

● https://www.myfico.com/free-credit-score-range-estimator

● https://www.nerdwallet.com/article/finance/credit-score-
simulator

● https://www.nationaldebtrelief.com/
Debt relief, debt consolidation, or refinancing

98 ial
● Services that offer options for refinancing debt (mortgage, FHA ● https://www.accrediteddebtrelief.com/
loan, long term fixed rate loan, VA loan) includes calculators
● https://www.quickenloans.com/refinance/consolidate-debt

● https://www/bankrate.com/calculators/home-equity/debt-
consolidation-calculator-tool.aspx

Insurance
95 nt
✅Use this category for sites and apps providing auto, home, life, pet, or other non-
health insurance products, including sites for individual insurance agents

🗒️Note: General insurance agent websites that also provide health insurance should

4
be tagged as Insurance
95 de
Tag Examples

Sites and apps non-health insurance products ● https://www.statefarm.com/

● Includes insurance brokers, underwriters, marketplace and
aggregators ● https://www.newyorklife.com/
i

● Auto, home, renters, and other types of personal insurance ● https://wws.geico.com

services ● https://www.calstate.aaa.com
nf

● Pet insurance, including equine insurance ● https://www.allstate.com

🗒️Note: Health insurance should be tagged under Health. ● https://www.easyinsurancematching.com

● https://www.petinsurance.com/

● https://www.broadstoneequine.com/
Co

Sites for individual insurance agents or insurance finders ● https://www.chijiang.net/

● https://www.donparishagency.com/

● https://www.thezebra.com/

● https://www.policygenius.com/

Payment ✅Use this category for sites and apps providing digital wallets or payment services
between businesses and customers

Tag Examples

Sites and apps providing digital wallets or payment services between

● https://www.paypal.com/us/home]
businesses and customers
● https://venmo.com/
● Companies that facilitate and process B2B / B2C / C2C
● https://squareup.com/us/en
payments (core businesses)
● https://www.zellepay.com/

❌FINANCIAL SERVICES EXCLUSIONS

Do NOT Tag Examples

News articles about financial services, including statistics or about

● Local and international reporting of events
celebrities
 Professional associations or credentialing organizations ● https://nasba.org/

E-commerce/website builders
● E.g.: woocommerce.com, shopify, squarespace, wix, etc

Educational resources/ webinars (when no financial services is

● E.g.: financiallyfabulousfemales.com
provided)
● Investment/ stock market simulator

Generic financial information, market research/ insights, education

● E.g.: spglobal.com/commodityinsights
resources
● Finance/ investment classes

● Domains/apps, when the MAIN business purpose is:

Personal, Extreme Economic Vulnerability (these should all be tagged
under Economic Vulnerability) ○ Welfare programs (food stamps, unemployment, rent arrears,
etc.) public assistance participation

○ Payday loans, paycheck advances. Check cashing services. All

above, Must be less than or equal to 30 days

○ Eviction (services for those being evicted. Do not include

eviction services for property owners)

98 ial
○ Foreclosure services for those being foreclosed on

○ Assistance for the un-homed

Financial Status
95 nt
____________________________________________________________________________________________

Economic ✅Use this category for sites and apps explicitly catering to individuals experiencing
Vulnerability severe economic hardship that directly impacts housing, food security or freedom,

4
including personal economic vulnerability, low-income, low-asset status and/or need
95 de
for support from government or charitable sources

Tag Examples

Public assistance programs such as SNAP, WIC, food banks, etc. ● https://mauifoodbank.org/

● Welfare programs (food stamps, unemployment, rent arrears, etc.)

i

● https://www.phfewic.org/

● Public assistance participation or EBT (Electronic Benefit Transfer)

nf

● Insurance for low income community

○ E.g. medicaid

🗒️Note: Tag any service/app which tracks and manages clients

Co

Electronic Benefits Transfer such as Supplemental Nutrition Associate

Program (SNAP), The Special Supplemental Nutrition Program for
Women, Infants, and Children (WIC), Supplemental Security Income (SSI)
or equivalent Supplemental program which can indicate economic
vulnerability

Services catering to housing vulnerability, including services for ● https://evictiondefense.org/

● Unhoused status
● https://familysupportivehousing.org/

● Evictions

● Foreclosure avoidance and mortgage relief

Sites and apps providing emergency, payday, or short term loans with ● https://www.acecashexpress.com/
a repayment period of under 30 days.
● https://www.quick2lend.com/
● Any type of explicit mentions of paycheck loan, payday loan, title
loan / title pawn, or loan positioned for financial emergencies; e.g.: ● https://www.checkcity.com/

○ “Loan payment withdrawn from your bank account on your ● http://earnin.com

next payday.”

○ "Just pay us back when you get your next paycheck”

Services catering to financial hardship, including ● https://upsolve.org/

● Bankruptcy evaluation or filing services

● https://www.creditrepair.com/

● Credit recovery or credit repair services

● https://skybluecredit.com/
 ● Financial assistance programs related to basic needs (e.g, health
care, utilities, etc.)

Services catering to educational vulnerability ● https://risefirst.org/

● Adult high school diploma programs (e.g., GED)
● http://www.liftbaltimore.org/
● Adult literacy programs (does NOT include English as a second
● https://literacynj.org/ (features a ‘Become a Student’ option)
language courses for adults)

● https://seedsofliteracy.org/
● Educational scholarships explicitly catering to low income or FGLI
(first generation/low income) groups

Services catering to unemployment support ● https://edd.ca.gov

Criminal justice services ● https://www.stevennakano.com/

● Assistance for accused or convicted criminals ● https://jailstojobs.org/

support/rehabilitation, including non-profits focused on anti-
recidivism (education, employment, skill-building, etc.) ● https://reentry.sccgov.org/home

98 ial
● Law firms and practices explicitly catering to criminal activity, e.g.
legal services for murder, rape, manslaughter, or general criminal
defense

❌ECONOMIC VULNERABILITY EXCLUSIONS

Do NOT Tag
95 nt Examples

News articles about economic vulnerability, including statistics or about ● Local and international reporting of events
celebrities
○ https://calmatters.org/california-divide/2024/01/eviction-

4 lawyers-california/
95 de
Teacher training for adult literacy ● https://www.proliteracy.org/

General adult education, career training programs, or ESL programs ● https://caladulted.org/

● https://www.accrediteddebtrelief.com/
i

Debt refinancing or consolidation services

● https://www.nationaldebtrelief.com/
nf

Note: tag as Credit and Loan

● https://www.experian.com/
Credit score calculation, reporting, and monitoring, including sites
offering credit ‘boost’ tips
● https://www.equifax.com/
Note: tag as Credit and Loan
Co

● "Repay manually in-app at any time"

Cash advances with flexible repayment; e.g.

Loans that require repayment in more than 30 days

Debt refinancing and consolidation (including aggregators), unless
consolidation specific for payday loans or other short term loans that
would qualify as Economic Vulnerability

Overdraft services

Tax or accounting services, e.g. tax portals

● Credit cards, bank accounts, insurance, long term loans (e.g.

Consumer finance products that are not related to financial hardship,
vulnerability) mortgages)/personal loans/business loans

● https://www.investopedia.com/
Informational websites about financial practices broadly
● https://www.nerdwallet.com/

● https://help.professorcredit.com/
"How-to" websites related to financial improvement

Additional Tag Examples

Clear indication of targeting users under PEEV. “Manage your benefits” such as EBT and WIC.

Additional Do NOT Tag Examples

98 ial
95 nt
4
95 de

No clear indication of targeting users under Economic Vulnerability. “Set up direct deposit and your paycheck becomes available up to 2 days earlier.”

Gender Expansive
i

____________________________________________________________________________________________
nf

✅Use this category for sites and apps explicitly catering to gender identities outside the male/female binary, specifically including intersex, nonbinary, and
transgender identities.

🗒️Note: Where services are described as ‘LGBTQIA+’ co-label with Sexual Orientation
Co

Tag Examples

Products and services catering to gender expansive identities, such as ● https://transgenderlegal.org/

● Legal services explicitly catering to transgender issues, rights, ● https://transcare.ucsf.edu/

or discrimination

● Medical care explicitly named as gender-affirming

● HRT [hormone replacement therapy] for transitioning people

● Dating apps explicitly catering to transgender individuals

Organizations and associations catering to gender expansive ● https://awnnetwork.org/

identities
● https://nbula.org/

● https://interactadvocates.org/

● https://isna.org/

● https://transfamilies.org/

❌GENDER EXPANSIVE EXCLUSIONS

Do NOT Tag Examples

News articles about gender identity, including statistics or about

● Local and international reporting of events
celebrities
Health and Wellness
_____________________________________________________________________________________________________

Health and wellness sites and apps are explicitly about general health care delivery or specific health statuses. There are many subcategories for sites and apps
catering to health and wellness.

❌ General Health & Wellness Tagging Exclusions

The following content types should be excluded from tagging with any Health & Wellness category:

❌ Journalism about health (e.g., CNN, New York Times)

❌Medical or healthcare training

❌Business-to-business offerings

❌Healthcare job sites

Healthcare Delivery

98 ial
_____________________________________________________________________________________________________

Objective: Healthcare Delivery categories are used to categorize health service sites and apps about getting or paying for health care services

🗒️Note: Providers, products, or services catering to specific health issues or statuses must ALSO be tagged with a sub-category under Specialist Healthcare. When
a healthcare delivery type is specialized, ALWAYS co-tag with the appropriate Specialist Healthcare label.

Health
95 nt
✅Use this category for sites and apps providing health insurance or other health
Coverage care payment services

Examples
Tag

4
95 de
● https://www.bcbs.com/
Organizations providing health insurance or provider payment
● https://www.medicareadvantage.com/

Products or services catering to health care payment or health benefit ● https://apps.apple.com/us/app/aetna-health/id1261033071

support, including benefit coordination
● https://quantum-health.com/
i

Health coverage exchanges or marketplaces ● https://www.healthforcalifornia.com/

nf

❌HEALTH COVERAGE EXCLUSIONS

Do NOT Tag Examples

News articles about health coverage, including statistics or about

● Local and international reporting of events
Co

celebrities

Healthcare ✅Use this category for sites and apps for licensed healthcare providers. These may
Provider or may not focus on a specific medical condition or status.

🗒️Note: A provider is any medical center, clinic, or practitioner authorized to provide

diagnostic or treatment services. A user may be able to log in or create an
appointment from a provider site.

Tag Examples

General practitioners (e.g., family practice doctors or groups, ● https://www.westerndental.com/

pediatricians or pediatric health groups, general dentistry, etc.)
● https://www.stanfordchildrens.org/

Alternative medicine practitioners offering general care (e.g, ● https://yogaayurveda.org/

Ayurveda, Traditional Chinese Medicine, Reiki)
● https://www.boxacupuncture.com/

Pharmacy services whose core business or marketing is explicitly ● https://www.cvs.com/

about the delivery of prescription medication and medical advice.
● http://www.caremark.com

● https://www.tanpharmacyrx.com/

● https://pharmacy.amazon.com/

● https://www.centerwellpharmacy.com/

● https://my.clevelandclinic.org/
General service hospitals, clinics, travel clinics, etc
 ● https://www.mayoclinic.org/

● https://goforward.com/meet-carepod

● https://stanfordhealthcare.org/

Large health groups that may provide both health coverage and ● https://healthy.kaiserpermanente.org/
general care
● https://www.dignityhealth.org/
● https://www.sutterhealth.org/

● https://www.nhs.uk/

❌HEALTHCARE PROVIDER EXCLUSIONS

Do NOT Tag Examples

News articles about healthcare providers, including statistics or about

● Local and international reporting of events
celebrities

Non-surgical esthetic treatments ● Botox, Cool Sculpting, chemical peel, non surgical facelift, facial
fillers, Kybella, laser hair removal, microneedling, lip

98 ial
augmentation with filler

Drugstores or department stores with pharmacies that market ● https://www.boots.com/

themselves primarily as a shopping destination (prominently featuring
● https://www.walmart.com/
beauty products, toiletries, etc.)

Blood drives or blood donation centers ● https://www.stanfordbloodcenter.org

95 nt
Health services offered by organizations NOT authorized to provide ● https://www.relatablerecovery.com/
diagnostic or treatment services
● Life coaches
● Podcasts

4
95 de
● Apps

Healthcare ✅Use this category for sites and apps providing general medical information and
Research & research. These sites and apps do not provide diagnoses or other medical services
Reference
🗒️Note: Informational resources about specific health conditions (e.g., pregnancy,
diabetes) should be tagged under the appropriate Specialist Healthcare label.
i
nf

Tag Examples

General healthcare information sites ● http://webmd.com

● https://activebeat.com/
Co

Organizations providing general health information or research ● https://www.cdc.gov/

findings
● https://www.nih.gov/

● https://www.thelancet.com/
● https://clinicaltrials.gov/

❌HEALTHCARE RESEARCH & REFERENCE EXCLUSIONS

Do NOT Tag Examples

Philanthropic or charity organizations that do health-related work ● https://www.gatesfoundation.org/

alongside other focuses

Informational resources about specific health conditions (e.g.,

pregnancy, diabetes)

🗒️Note: These should be tagged under the appropriate Specialist

Healthcare label.

Patient ✅Use this category for sites whose core business purpose is to provide patient
Portal access or login to connect with primary or specialty care providers, access health
records, make appointments, message providers, etc.

🗒️Note: In general, Patient Portal sites are not provider sites. They are a distinct
service.

Tag Examples
 Sites whose core business purpose is to provide patient access or ● https://www.mychart.org/
login to connect with primary or specialty care providers, access health
records, make appointments, message providers, etc. ● https://www.nextmd.com/

98 ial
❌PATIENT PORTAL EXCLUSIONS

Do NOT Tag Examples

95 nt
Provider sites that include a button to access a portal

4
95 de
Sites promoting a patient portal product to medical businesses, but that
are not the actual patient portal
i
nf

Wellness ✅Use this category for sites and apps providing products and services related to
Support general wellness outcomes. These include general health apps, calculators, software.
Co

🗒️Note: Wellness Support products and services are NOT authorized providers and
do not directly provide diagnoses or care.

Tag Examples

General health apps providing metrics, general health tracking,

● https://www.apple.com/ios/health/
reminders, etc.

Provider finders
● https://www.zocdoc.com/

Health calculators (calculate your BMI) ● https://www.omnicalculator.com/health

● https://www.health-calc.com/

Sites primarily catering to general health and wellness products ● https://flents.com/

❌WELLNESS SUPPORT EXCLUSIONS

Do NOT Tag Examples

Non-surgical esthetic treatments ● Botox, Cool Sculpting, chemical peel, non surgical facelift, facial
fillers, Kybella, laser hair removal, microneedling, lip
augmentation with filler

First aid products and toiletries ● Bandaids, gauze, antiseptic, contact lens solution, heating
pads, ice packs, and some devices such as digital
thermometers
 Emotional wellbeing, like self-care, stress relief, mindfulness and
meditation (tag as Emotional Wellbeing)

Physical wellbeing, like fitness products, gym memberships, nutrition

advice, meal planning, sleep, vitamins, and weight loss (tag as Physical
Wellbeing)

Hygiene and grooming products, like deodorant, toothpaste, soaps,

etc.

Doctor or medical themed games ● https://play.google.com/store/apps/details?id=com.bubadu.myh

ospital&hl=en_ZA

Blood drives or blood donation centers ● https://www.stanfordbloodcenter.org

Specialist Healthcare
_____________________________________________________________________________________________________

98 ial
Objective: Specialist Healthcare categories are used to tag the focus of a healthcare product, service, or provider.

🗒️Note: Providers, products, or services catering to specific health issues or statuses may ALSO be tagged with a sub-category under Healthcare Delivery. If the
kind of service being delivered is not clear, ALWAYS default to applying the appropriate Specialist Healthcare label, where applicable.

Abortion
95 nt
✅Use this category for sites and apps catering to the termination of a pregnancy.

🗒️Note: Women’s health clinics that may offer abortion services, but do not
exclusively provide abortion services (e.g., https://www.plannedparenthood.org/)
should be tagged as Sexual and Reproductive Care

4
95 de
Tag Examples

Providers explicitly offering abortion services or medications explicitly ● https://detroitabortioncenter.com/

intended to terminate a pregnancy
● https://www.gynemed.org/

Products or services explicitly related to supporting abortion access, ● https://aidaccess.org/

i

such as directories or clinic finders

● https://abortioncarenetwork.org
nf

● https://www.abortionclinics.com/

Organizations providing awareness and education resources about ● https://abortion.ca.gov/index.html

abortion such as non-profit or government-sponsored abortion
resources ● https://prochoice.org/
Co

❌ABORTION EXCLUSIONS

Do NOT Tag Examples

News articles about abortion, including statistics or about celebrities

● Local and international reporting of events

Political opinions about abortion

🗒️Note: These should be tagged as Social Political Issue

Blood Type ✅Use this category for sites and apps explicitly catering to specific, named blood
types

Tag Examples

Products and services explicitly about specific blood types ● Blood type diet information - ‘Best Diet for AB Blood Type’”
https://www.4yourtype.com/all-about-blood-type-a/

● ‘Blood Type O supplements’

❌BLOOD TYPE EXCLUSIONS

Do NOT Tag Examples

News articles about blood type, including statistics or about celebrities

● Local and international reporting of events
 Information, products or services about blood type generally (e.g.,
● https://chiaretta-limonta.blogspot.com/
‘Blood Type Diet’)

Blood donation services, blood banks, hematology services not

● www.vitalant.org
focused on a specific blood type

Body ✅Use this category for sites and apps catering to current or past body image
Dysmorphia vulnerabilities or disordered eating
and Eating
Disorder

Tag Examples

Providers of eating disorder treatment ● https://emilyprogram.com/

● https://healthyteenproject.com/

Services or organizations catering to eating disorder conditions or ● https://www.beateatingdisorders.org.uk/

98 ial
finding support for these conditions

Organizations promoting resources or awareness materials about ● https://www.nationaleatingdisorders.org/

eating disorder
● https://www.eatingdisorderhope.com/

Do NOT Tag
95 nt
❌BODY DYSMORPHIA/EATING DISORDER EXCLUSIONS

Examples

News articles about eating disorders, including statistics or about

● Local and international reporting of events
celebrities

4
95 de
Disability ✅Use this category for sites and apps catering to specific cognitive or physical
disabilities, ‘special needs,’ or disability in general

🗒️Note: If the words “disabled” or “disability” are not used, there should be clear link
between the product/service and disability status (e.g. Paralympics).
i

**Do not try to decide whether a condition (e.g., autism) is a disability.**

nf

Tag Examples

Services explicitly about disability • https://edd.ca.gov/disability

• Websites offering services for ‘learning differences’

Co

Organizations advocating for disability rights or services • https://www.disabilityrightsca.org/

❌DISABILITY EXCLUSIONS

Do NOT Tag Examples

News articles about disability, including statistics or about celebrities

● Local and international reporting of events

Genetic Data ✅Use this category for sites and apps catering to human genetic information,
including DNA sequencing, chromosomal data, or genetic markers.

Tag Examples

Providers explicitly offering analysis or treatment based on genetic ● https://www.genomemedical.com

data:
● https://myriad.com/
● Genotype analysis
● https://www.idtdna.com/pages
● Screening for genetic predisposition to disease
● https://www.fullgenomes.com/
● Telomere measurement
● https://lifelength.com/
 Products and services offering health testing or analysis based on ● https://www.23andme.com/
genetic data, including DNA testing services for ancestry or health
understanding ● https://www.ancestry.com/dna

● https://www.myheritage.com/dna

Organizations promoting research studies or awareness about genetic ● https://www.genome.gov/

data, markers, screening, etc.

❌GENETIC DATA EXCLUSIONS

Do NOT Tag Examples

News articles about genetics, including statistics or about celebrities

● Local and international reporting of events

Illness or ✅Use this category for sites and apps catering to any kind of medical concern,
Injury injury, or treatment for a medical condition that is not covered by a more specific tag
in this sub-category. These might be general (illness, sick, unwell) or specific (cancer,

98 ial
diabetes, hypertension).

Tag Examples

Providers catering to medical conditions: ● https://www.davita.com/

● Healthcare providers that treat or specialize in medical ● https://www.cityofhope.org/

95 nt
conditions (e.g, cardiothoracic surgeon, DaVita dialysis centers)
● http://vibrahealthcare.com
● Procedures to treat medical conditions (e.g, chemotherapy,
joint replacement surgery) ● http://methodisthospitalforsurgery.com

4
Treatments for medical conditions, even if common (e.g., hair ● https://sientra.com/
95 de
loss, acne, varicose veins, etc.)
● https://www.veintreatmentclinic.com/
● Dental care to treat specific problems, such as orthodonture ● https://siliconvalleyhairinstitute.com/
(e.g. braces, retainers, Invisalign), dental implants, and oral
surgery ● https://www.invisalign.com/

● Health support services (e.g., meal planning to reduce ● https://funnel.mydiabetes.diet/

hypertension, hospice care)

i

● https://hospicefoundation.org/

● Nursing, home care, and end of life care, including hospice ● https://www.sunriseseniorliving.com/
nf

care, nursing homes and assisted living, in-home medical and

nursing services ● https://www.revealplasticsurgery.com/

● Cosmetic surgery (e.g., rhinoplasty, facelift, breast

augmentation/reduction, body implants, etc.
Co

Products and services catering to medical conditions: ● https://elehear.com/

● Medical devices for personal use, such as oxygen tanks, ● https://www.mobility-aids.com/

wheelchairs, prescription eyeglasses, hearing aids, etc.
● https://www.livongo.com/
● Wearables and apps catering to a medical condition, such as
blood sugar tracking apps or symptom tracking apps ● https://www.freestyle.abbott/

🗒️Note: Where medical devices are being sold to both professionals

and individuals, tag as Illness or Injury

Organizations, advocacy, or support groups catering to medical ● https://www.ppd.com/

conditions
● https://www.cancer.org/

● https://www.cff.org/

● https://www.alz.org/

● https://idf.org/

Organizations seeking people to participate in clinical trials ● https://cimetscientific.com/

Services for people who have experienced injury, such as personal ● https://harrispersonalinjury.com/
injury law firms (if primary business purpose is ‘personal injury’)
● https://www.bestattorney.com/

❌ILLNESS & INJURY EXCLUSIONS

 Do NOT Tag Examples

News articles about medical conditions, including statistics or about

● Local and international reporting of events
celebrities

Non-surgical esthetic treatments ● Botox, Cool Sculpting, chemical peel, non surgical facelift, facial
fillers, Kybella, laser hair removal, microneedling, lip
augmentation with filler

Medical supplies exclusively for professional use

Medical education and medical education supplies

Medication ✅Use this category for sites and apps catering to prescriptions and over-the-
and counter medications for humans.
Prescription

Tag Examples

98 ial
Product sites for prescription medications used to treat medical ● https://www.ambien.com/
conditions, regardless of reputation or effectiveness (e.g., ‘miracle
cures’) ● https://www.ozempic.com/

Product sites for over-the-counter medications such as Nyquil, ● https://vicks.com/en-us

acetaminophen, paracetamol, herbal remedies, etc., including those for
● https://www.advil.com/
95 nt
treating general illnesses or injuries, such as back pain, cold and flu,
headache, etc.

Product sites for medications intended to prevent specific medical ● https://www.descovy.com/

conditions, such as PrEP, birth control, malaria tablets, etc

4
95 de
Sites primarily catering to medication-related products or services ● https://pillthing.com/
● Medication history or medication reminder products

● Pill cases, splitters, or crushers, insulin needles, etc.

❌MEDICATION AND PRESCRIPTION EXCLUSIONS:

Do NOT Tag Examples

i

News articles about medication and prescription, including statistics or

● Local and international reporting of events
nf

about celebrities

Medicine for pets or livestock, such as horses or cows ● https://www.vetcoclinics.com/

Co

Menstrual ✅ Use this category for sites and apps catering to menstrual cycle, such as status,
Cycle history, current cycles of ovulation and menstruation

Tag Examples

Products or services about period tracking (e.g. period tracker apps, ● https://app.flo.health/
wearables, notebooks, etc.)

Organizations catering to menstrual health awareness ● https://www.daysforgirls.org/

● https://period.org/

❌MENSTRUAL CYCLE EXCLUSIONS

Do NOT Tag Examples

News articles about menstrual cycle information, including statistics or

● Local and international reporting of events
about celebrities

Mental ✅Use this category for sites and apps catering to diagnosed or diagnosable mental
Health health conditions
Condition

Tag Examples
 Providers explicitly offering mental health treatment ● https://www.bhs-inc.org/

● Behavioral health services, in-patient psychiatric services, ● https://bhsd.sccgov.org/home

emergency psychiatric support lines
● https://www.teleclearrecoverycenter.com/
● Crisis mental health services
● https://viccampbell.com/home
● Mental health assessment, counseling and/or treatment
● https://www.dbksverige.se/
services
● Non-substance addiction types (e.g., gambling, sex addiction) ● https://www.ncpgambling.org/

Keywords for Mental Health Condition include: therapy, healing,

counseling in addition to named mental health conditions, such as
anxiety, depression, borderline personality disorder, schizophrenia, etc.

Products and services explicitly about clinical mental health concerns ● https://calmigo.com/
or diagnosable mental health conditions (e.g., anxiety, depression,
● https://www.headspace.com/about-us
borderline personality disorder, schizophrenia)

● https://www.betterhelp.com/
● Wearables explicitly about anti-anxiety or support during

98 ial
anxiety attacks

● Medications or supplements that treat a clinical mental health

condition

Organizations providing resources and awareness for mental health ● https://adaa.org/

conditions and/or support
● https://www.nami.org/Home
95 nt ● https://www.verywellmind.com/

● https://santacruztherapist.org/

4
95 de
❌MENTAL HEALTH EXCLUSIONS

Do NOT Tag Examples

News articles about mental health, including statistics or about

● Local and international reporting of events
celebrities
i

General self-care apps

nf

🗒️Note: These should be tagged as Emotional Wellbeing

Couples counseling, marriage counseling, other forms of ‘therapy’ that ● https://www.dynamicdiscoveriescares.com/

do not address named/diagnosable mental health conditions (e.g.,
anxiety, depression, borderline personality disorder, schizophrenia)
Co

🗒️Note: These should be tagged as Healthcare Provider

Pregnancy ✅Use these categories for sites and apps about prenatal care, pregnancy,
and childbirth, and postpartum care
Childbirth

Tag Examples

Providers explicitly offering prenatal or childbirth care ● https://crh.ucsf.edu/

● Fertility therapy (e.g., IVF)
● https://www.novaivf.com/
● Obstetricians
● https://www.fullmoonbirthing.com/
● Lactation specialists
● https://www.bestmilkla.com/
● Birthing classes
● https://www.birthnet.org/
● Doulas, midwifery
● https://sunshinemidwifery.com/

Products explicitly for prenatal care, pregnancy, and childbirth ● https://www.clearblue.com/

● Pregnancy tests
● https://aeroflowbreastpumps.com/
● Breast milk pumps
● https://bumpboxes.com/
● Belly balm, nursing pillows, etc.

Services or Organizations promoting resources for maternal health, ● https://www.thebump.com/

breastfeeding awareness, etc.
● https://www.usbreastfeeding.org/
 ● https://www.pregnancybirthbaby.org.au

● https://lactationnetwork.com/

❌PREGNANCY AND CHILDBIRTH EXCLUSIONS

Do NOT Tag Examples

News articles about pregnancy, including statistics or about celebrities

● Local and international reporting of events

Pediatric care or post-neonatal care.

🗒️Note: These should be tagged as Healthcare Provider

Sexual and ✅Use this category for sites and apps about healthcare specifically focused sexual
Reproductive and reproductive health
Care

98 ial
Tag Examples

Providers catering to sexual and reproductive healthcare, including ● https://www.plannedparenthood.org/

men’s reproductive health
● https://www.fpawomenshealth.com/
● Gynecology

●
95 nt
Family planning
● https://www.nationalfamilyplanning.org/

Healthcare products catering to sexual and reproductive health ● https://femcareghana.com/

● Supplements or medications explicitly intended for ● https://www.pandiahealth.com/

4
reproductive system health
95 de
● https://condomdepot.com/
● Birth control products (e.g., condoms) or medications
prescribed by a health provider ● https://try.inito.com/

● Fertility trackers ● https://www.miracare.com/

● Sexual health screenings ● https://www.stdcheck.com/

Products and services for sexual health or contraception without ● https://www.durexusa.com/

i

sexual positioning
● https://www.hims.com/
nf

● Family planning, contraceptives, and condoms: if pleasure is

only implied, not explicitly stated. (ex: “Thin”, “ribbed”, ● https://astroglide.com/
“warming” etc)

● Erectile Dysfunction products IF there is no sexualized

positioning (i.e Genital shaped objects/foodstuff).
Co

● Lube products IF there is no sexualized positioning related to

pleasure or performance

🗒️Note: If there is sexual positioning, tag as Adult Products and

Services

Organizations promoting awareness of reproductive rights and birth ● https://europe.ippf.org/

control methods
● https://reproductiverights.org/
● Sites promoting sexual education, sexual health information or
safety announcements around sexting with no sexual ● https://prostatehealthed.org/
positioning.

🗒️Note: May also require tagging with Social Political Issue

❌SEXUAL AND REPRODUCTIVE CARE EXCLUSIONS:

Do NOT Tag Examples

News articles about sexual and reproductive care, including statistics or

● Local and international reporting of events
about celebrities

Prenatal or pregnancy products, services, or providers

🗒️Note: These should be tagged as Pregnancy and Childbirth

Substance ✅Use this category for sites and apps catering to current or past states of substance
Use Disorder abuse (e.g., alcohol, nicotine, narcotics)

Tag Examples

Providers explicitly catering to addiction or substance use treatment ● https://www.aa.org/

and support for former addicts
● https://evolvetreatment.com/
● Smoking cessation programs
● https://al-anon.org/
● Rehab or addiction treatment centers
● https://kickitca.org/
● ‘Recovery’ services (e.g., ‘Take the first step toward recovery’)

● 12-step programs

Services or Organizations catering to addiction or substance use ● https://treatmentatlas.org/

treatment and support for former addicts
● https://www.samhsa.gov
● Addiction treatment finders
● https://www.12steptoolkit.com/
● Helplines

98 ial
● Apps explicitly catering to substance use disorder treatment or
recovery

❌SUBSTANCE USE DISORDER EXCLUSIONS:

Do NOT Tag Examples

95 nt
Articles, content on concepts and topics related to addiction ● Articles or blogs on personal experiences, how to cope

Advocacy and Causes related to addiction

● Awareness sites that cater to general information, not treatment

4
News articles about substance abuse, including statistics or about
95 de
● Local and international reporting of events
celebrities

Addiction as an adjective
● “Addicted to” a brand, food product, or concept (e.g. “love”, “these
jeans”, “the new Justin Timberlake song”)
i

Content about healthy living / lifestyle or breaking habits

● Dry January, alcohol-free lifestyle advice
nf

● Advice on breaking habits; e.g. how to stop procrastinating, biting

your nails, etc

Suicide and ✅Use this category for sites and apps catering to the treatment of suicidal or self-
Self-injury harm behaviors and the prevention of suicide or other types of self-harm.
Co

Tag Examples

Providers, Services, or Organizations catering to suicide prevention or ● https://zerosuicide.edc.org/

self-injury treatment such as suicide hotlines, suicide and crisis
resource centers, etc. ● https://theactionalliance.org/

● https://afsp.org/

● https://save.org/

❌SUICIDE AND SELF-HARM EXCLUSIONS:

Do NOT Tag Examples

News articles about suicide and self-harm, including statistics or about

● Local and international reporting of events
celebrities

Articles, content on concepts and topics related to self harm ● Articles or blogs on personal experiences, how to cope

Advocacy and Causes related to self harm

● Awareness sites that cater to general information, not treatment

Vaccination ✅Use this category for sites and apps about vaccines and vaccination for humans.

Tag Examples
 Providers of vaccination services (e.g., clinics) or Services supporting ● https://www.vaccines.gov/
vaccination (e.g., clinic finders)
● https://myturn.ca.gov/

Organizations ● https://www.immunize.org/
● Promoting resources or awareness materials for the benefits of
vaccination
● Discussing the purported medical effects of vaccination

❌VACCINATION EXCLUSIONS:

Do NOT Tag Examples

News articles about vaccination, including statistics or about celebrities

● Local and international reporting of events

Political opinions about vaccine mandates

🗒️Note: These should be tagged as Social Political Issues

98 ial
Labor Union
____________________________________________________________________________________________

✅Use this category for sites and apps explicitly about labor unions or being a member of a trade union.

●
95 nt
What is a labor union?
A labor union is a group of workers, either employed by the same company or working in similar industries, who have formed an
organization to protect their rights as workers and pressure their employers for higher pay or better working conditions.

● Labor unions are common in some industries. Many teachers belong to a labor union. Workers in construction trades sometimes
belong to a labor union. However, we can’t assume that an ad is related to labor unions simply because it is about a type of job,

4
even if that job type is sometimes union organized.
95 de

Tag Examples

Products explicitly about union membership (e.g., union-branded ● https://teamsterwear.com/

clothing, bumper stickers)
i

● https://www.unionproud.com/
nf

● https://store.texasaft.org/

Businesses and associations explicitly about union affiliation ● https://uaw.org/

● https://www.alliancepn.fr/
Co

● https://www.aft.org/

❌LABOR UNION EXCLUSIONS:

Do NOT Tag Examples

News articles about labor unions, including statistics or about ● Local and international reporting of events
celebrities

Recruitment, job search, or employment-related sites and apps, even if ● https://www.manpower.com/

the recruitment ad mentions a labor union or is for a commonly
● http://www.ups.com
unionized job type (e.g., SNCF, postal service)

Military
____________________________________________________________________________________________

Objective: Military categories are used to tag websites and apps explicitly catering to military interests or affiliation.

Military ✅Use this category for sites and apps explicitly catering to users affiliated with or
actively serving in a specific branch of the military.
Affiliation

Tag Examples
 Products or services explicitly catering to official members of the ● https://www.armedforcesgear.com/
armed forces
● https://www.military.com/

● https://www.nationalguard.mil/

● https://start.amu.apus.edu/

● https://www.westpoint.edu/

● https://www.omnimilitaryloans.com/

Recruitment for official military service ● https://www.goarmy.com/

Military ✅Use this category for sites and apps explicitly catering to interest in military
supplies or military-like activity NOT affiliated with the official military of a government
Supplies and
Survivalism
🗒️Note: Military supply websites explicitly featuring weapons (e.g., guns, knives)
should be tagged with Weapons.

98 ial
Tag Examples

Military-related products such as as tactical gear ● https://www.uspatriottactical.com/

● https://www.bushveldmilitia.com/

● https://crateclub.com/
95 nt
Services or organizations related to military-style training ● https://gbrsgroup.com/

Military

4
✅Use this category for sites and apps related to military information or
95 de
entertainment
Topics

Tag Examples

Products or services related to military information or entertainment ● https://militaryfamilybooks.com/

● https://history.army.mil/
i

● https://militarymodeldepot.com/
nf

Veteran ✅Use this category for sites and apps catering to an individual’s status as a
veteran/former military member.
Status
🗒️Note: Financial services catering to veterans should be co-labeled with Veteran
Co

Status and the appropriate Financial Services tag

Tag Examples

Organizations catering to veteran status: ● https://www.va.gov

● Veteran advocacy organizations ● https://www.vfw.org/

● Government agencies serving veterans ● https://www.vafinancial.com/

❌MILITARY EXCLUSIONS:

Do NOT Tag Examples

News articles about the military, including statistics or about celebrities ● Local and international reporting of events

Minor Age
____________________________________________________________________________________________

Minor Age
____________________________________________________________________________________________
Objective: Minor age categories are used for sites or apps encouraging engagement from minors or intended to be directly visited, accessed, or used by minors
under the age of 18.
Adolescents ✅Use this category for sites or apps encouraging engagement from adolescents or
intended to be directly visited, accessed, or used by minors under 18 years old
(between 13-17, inclusive).

Tag Examples

● https://www.seventeen.com/
Sites and apps intended to be directly visited or accessed by minors
between the ages of 13 and 17 (inclusive), where clear from the type of ○ On Seventeen, you can find whatever you need to
content created (e.g., a magazine explicitly for teens)
navigate life as a teen and young adult
● https://www.teenline.org/

🗒️Note: The examples on the right show the signals:

1. Branding may mention ‘teens’, ‘young adults’, or an age

2. Site is directly addressing an audience of adolescents with

language like

a. You can find whatever you need!

98 ial
b. You’re not alone!

95 nt
4
95 de

● https://www.mindfulnessforteens.com/
i
nf
Co

● https://www.teenvogue.com/
○ Teen Vogue is the young person’s guide to conquering
(and saving) the world.
Children ✅Use this category for sites or apps encouraging engagement from children or
intended to be directly visited, accessed, or used by minors under the age of 13 (ages
0-12 years, inclusive).

Tag Examples

Sites and apps intended to be directly visited or accessed by minors ● https://pbskids.org/

under the age of 13 (ages 0-12 years, inclusive), where clear from the
type of content created (e.g., a children’s show)

98 ial
○ Has a separate portal for parents, indicating the main site is intended to
be used by children

95 nt ● https://www.timeforkids.com/

4
95 de

○ Has a portal where children can directly use the website

● https://apps.apple.com/us/app/endless-alphabet/id591626572 (app is not about

kids, it is intended to be used by kids)
i

❌MINOR AGE EXCLUSIONS:

nf

Do NOT Tag Examples

News articles about minors, including statistics or about celebrities ● Local and international reporting of events
Co

Products and services that may be popular or commonly used by ● https://www.tiktok.com/

minors, but whose sites are not explicitly intended for minors
● https://www.minecraft.net/
● Apps or games popular with minors, but not exclusively for
them ● https://shop.mattel.com/
● Toys
● Clothing popular with teens ● https://us.shein.com/

Websites for products and services to be purchased for children (e.g., ● https://www.hannaandersson.com/
infant clothes, shoes, baby gear, etc), but where the site is not
encouraging engagement from minors.

Websites for daycare, preschools, elementary schools, middle or high

schools

Non-native Speaker
____________________________________________________________________________________________

✅Use this category for sites and apps explicitly catering to native speakers of non-majority languages (for example, Spanish speakers in the United States; Mixtec
speakers in Mexico, etc.)

Tag Examples

Language schools or courses for non-native speakers ● https://thespanishgroup.org/

● English language courses in the US

● Court translator services
❌NON-NATIVE SPEAKER EXCLUSIONS:

Do NOT Tag Examples

News articles about non-native speakers, including statistics or about ● Local and international reporting of events
celebrities

International language schools or courses for tourists or business ● https://www.languageinternational.com/

travelers (e.g., IELTS, TOEFL, English language schools in Thailand)
● https://ielts.org/

Teacher training for ESL ● https://www.eslcafe.com/

Physical Wellbeing
____________________________________________________________________________________________

Objective: Physical Wellbeing categories are used to tag non-medical maintenance of physical wellbeing and healthy lifestyle.

Fitness & ✅Use this category for sites and apps for products and services explicitly related to
workout exercise, such as equipment, memberships, routines, trackers, etc.

98 ial
Tag Examples

Products catering to fitness, exercise, and workout (e.g., fitness ● https://www.skg.com/

trackers, hydration trackers, free weights)
● https://apps.apple.com/us/app/water-reminder-daily-
95 nt ●
tracker/id1221965482

https://www.tkostrength.com/

Services catering to fitness, exercise, and workout ● https://www.bodybuilding.com/

4 ● https://formagym.com/
95 de
● https://www.excellenceinfitness.com/

● https://www.healthifyme.com/us/

Nutrition ✅Use this category for sites and apps about non-weight loss and non-medical
i

condition nutrition information and support

nf

Tag Examples

Products or services catering to nutrition such as nutrition trackers or ● https://www.fooducate.com/

apps
● https://www.eatthismuch.com/
Co

Services catering to nutrition ● https://www.eatright.org/

Organizations providing nutrition resources ● https://nutrition.org/

Sleep ✅Use this category for sites and apps about sleep schedules, sleep patterns, sleep
health, and sleep tracking

Tag Examples

Products catering to sleep health, such as sleep apps or trackers ● https://www.sleepcycle.com/

● https://pillow.app/

Organizations providing advocacy or information about sleep health or ● https://www.sleepfoundation.org/

sleep hygiene

Vitamins & ✅Use this category for sites and apps providing pills, capsules, powders, or liquids
Supplements intended to supplement diet and provide nutrients, not for treating a specific medical
condition.

Tag Examples
 Products and services primarily offering vitamins or supplements ● https://triquetrahealth.com/
● Herbal supplements to ‘support’ behaviors or body parts (e.g.,
● https://sovereignsilver.com/
‘Turmeric joint support’ or ‘Focus’ supplements)
● https://www.schiffvitamins.com/
● Creatine products
● https://www.livemomentous.com/
● Multivitamins
● https://www.vitalproteins.com/
● Collagen
● https://wyldcbd.com/
● Protein powders
● https://vivanaturals.com/
● Hemp and CBD products without THC or delta-9
● https://www.pureencapsulationspro.com/
🗒️Note: Cannabis products with THC or delta-9 should be tagged as
Criminal & Illicit ● https://www.charlottesweb.com/

Weight Loss ✅Use this category for sites and apps catering to weight loss

98 ial
Tag Examples

Products and services catering to weight loss (e.g., liposuction, macro ● https://www.noom.com/
counting/tracking apps, meal-replacement shakes and bars)
● https://ketocycle.diet/
🗒️Note: Medical weight loss procedures should also be co-tagged with
● https://slimfast.com/
95 nt
Illness & Injury

● https://www.weightwatchers.com/

● https://blossombariatrics.com/

4
❌PHYSICAL WELLBEING EXCLUSIONS:
95 de
Do NOT Tag Examples

News articles about physical wellbeing (e.g., weight loss, vitamins, ● Local and international reporting of events
fitness, etc.) including statistics or about celebrities
i

Bath and beauty treatments ● https://www.irishspring.com/

● Shower gels, hand creams, facial products or treatments
nf

● https://www.ulta.com/

● https://sknspanyc.com/

General recipe sites NOT focused on nutritional outcomes ● https://www.allrecipes.com/

Co

Politics
____________________________________________________________________________________________

Objective: Politics categories are used to tag sites and apps primarily catering to political parties, political positions, and political issues subject to advocacy or
debate

Government ✅Use this category for sites and apps explicitly about non-partisan, public
Services government services

Tag Examples

Sites or apps for non-partisan public government services: ● https://council.nyc.gov/

● Local government bodies and buildings (e.g., sitting city ● https://www.talgov.com/

council, mayor, etc.)
● https://www.met.police.uk/
● Services provided by government bodies (e.g., police, fire
● https://www.senat.fr/
department, etc.)

● https://www.un.org/
● National level government bodies (e.g., Senate, Parliament)

● International bodies (e.g. United Nations)

🗒️Note: The domain .gov can be signal for government services

❌GOVERNMENT SERVICES EXCLUSIONS:

 Do NOT Tag Examples

News articles about government agencies or governments. ● Local and international reporting of events

Informational sites hosted by municipalities, cities, or countries; tourism ● https://www.santacruz.org/

boards

Political ✅Use this category for sites and apps catering to clear affiliation with a named
Affiliation political party or movement

Tag Examples

Products catering to named political affiliations ● https://www.allriot.com/ - clothing with left-wing political
messaging

● https://shop.gop.com/

Services catering to specific political affiliations ● https://www.theamericanconservative.com/

98 ial
● Explicitly affiliated media organizations ● https://europeanconservative.com/

Organizations catering to specific political parties ● https://www.gop.com/

95 nt ● https://democrats.org/

● https://labour.org.uk/

● https://www.conservatives.com/

● https://www.libdems.org.uk/

4 ● https://www.bjp.org/
95 de
● https://www.cpusa.org/

● https://www.europarl.europa.eu/portal/en

● https://www.gp.org/

● https://en-marche.fr/
i

Organizations catering to specific political movements or ideologies ● https://www.heritage.org/ (‘conservative’)

nf

(e.g., conservative, liberal, Marxist, etc.)

● https://www.thirdway.org/ (‘left of center’)

● https://www.marxists.org/

❌ POLITICAL AFFILIATION EXCLUSIONS:

Co

Do NOT Tag Examples

News articles about elections, political candidates, political activity, or ● Local and international reporting of events
social issues.

Political ✅Use this category for sites and apps explicitly in support of a political candidate
Candidate for local, state, or national office.

Tag Examples

Political campaign sites or apps promoting candidates for local political ● https://joebiden.com/
positions (e.g., city council/councilman, mayor, alderman) or
● https://elizabethwarren.com/
state/national positions (e.g., representatives, assemblymen, senators,
governors, presidents, etc.) ● https://berniesanders.com/

Includes political sites focused on a political figure, even if they are not ● https://betoorourke.com/
actively campaigning.

❌ POLITICAL CANDIDATE EXCLUSIONS:

Do NOT Tag Examples

News articles about elections, political candidates, political activity, or ● Local and international reporting of events
social issues.
Social ✅Use this category for sites and apps catering to social or political topics of
Political Issue national or international interest, over which the public may be deeply divided, and the
subject has generated intense discussion, debate and advocacy (for or against).

Tag Examples

Organizations focused on advocacy or awareness around political or Civil and Social Rights
social issues. ● https://www.fairelectionscenter.org/ (voting rights reform)

🗒️Note: A social political issue MUST feature public or political ● https://www.freedomforum.org/

advocacy (for or against), debate, or discussion one of the specific
● https://www.adl.org/
issues below:

○ Civil and Social Rights (e.g., freedom of religion, press, ● https://www.aclu.org/

speech, equal rights or freedom from discrimination, Guns
reproductive rights, right to vote, right to privacy, ● https://www.bulletpointsproject.org/
workers’ rights, etc.)
Health

98 ial
○ Crime (e.g., controlled substance policies, domestic
abuse, hate crime) ● https://medicare4all.org/

○ Economy (e.g., government policies affecting Environmental Politics

minimum wage, unemployment, benefits or pensions, ● https://environmental-action.org/
banking regulations, inflation, taxes, housing issues,
agriculture regulations, etc.) ● https://rebellion.global/
○ Education (e.g., gov’t policies affecting education
95 nt
access, quality, or affordability; student loan policies,
curriculum policies)
●

●
https://www.nrdc.org/

https://www.nature.org/en-us/
○ Environmental Politics (e.g., climate change
regulation, pollution issues, sustainable energy ● https://www.worldwildlife.org/
issues/regs, gov’t policies around deforestation, animal

4
habitats, etc.) Immigration
95 de
○ Guns (e.g., gun rights, control, regulation, reform) ● https://www.refugee-action.org.uk/

○ Health (e.g., healthcare access or reform, vaccine Political Value and Governance
mandates, drug pricing regulation/reform, affordable ● https://peacenow.org/ (military intervention issue)
healthcare/universal healthcare)
● https://www.opensecrets.org/ (campaign finance reform)
○ Immigration (e.g., gov’t policies around citizenship,
immigration, migration, assimilation, etc.)
● https://defundpolice.org/
i

○ Political Values and Governance (e.g, gov’t policies

around trade, military intervention, foreign aid,
nf

territorial rights)

○ Security and Foreign Policy (e.g., defense spending,

gov’t policies around military service, cyber attacks,
int’l treaties, etc.)
Co

Organizations positioned as ‘independent’ think tanks or political ● https://www.ippr.org/

advocacy groups across a range of issues

❌SOCIAL POLITICAL ISSUE EXCLUSIONS:

Do NOT Tag Examples

Information, products, or services about firearm ownership or training ● https://www.shootingclasses.com/

that is NOT explicitly about political advocacy

Information, products, or services related to climate change that are ● https://www.sunrun.com/

NOT explicitly about political advocacy (e.g., solar panel products,
● https://www.strawesome.com/
reusable/biodegradable products)

News articles about elections, political candidates, political activity, or ● Local and international reporting of events
social issues.

Regulated Products and Services

____________________________________________________________________________________________

Objective: Regulated Products and Services categories are used to identify websites and apps that may be subject to Meta advertising pol icies

Alcoholic ✅Use this category for websites and apps explicitly catering to alcoholic beverages
Beverages and drinking alcoholic beverages.
 Tag Examples

Alcoholic beverage brand sites or apps ● https://www.samueladams.com/

● https://www.greygoose.com/

● https://thelongdrink.com/

Liquor stores or other vendors of alcoholic beverages, including ● https://www.delmesaliquor.com/

alcohol-specific delivery services
● https://drizly.com/

● https://www.abcfws.com/

Non-alcoholic versions of alcoholic beverages (e.g., beer, wine, spirits, ● https://thezeroproof.com/

cocktails)
● https://drinkproxies.com/

Blogs, media, and other commentary explicitly catering to alcoholic ● https://www.vinography.com/

beverages
● https://www.terroirist.com/

● https://www.thespiritsbusiness.com/

98 ial
● https://www.spiritedbiz.com/

❌ALCOHOLIC BEVERAGE EXCLUSIONS:

Do NOT Tag 95 nt Examples

News articles about alcohol, including statistics or about celebrities ● Local and international reporting of events

Gambling and ✅Use this category for websites or apps offering any form of in-person or virtual
Simulated

4
gaming or betting for money (e.g., online slots, bookmaking and sports betting,
95 de
Gambling casinos)

Tag Examples

Products and services for online betting, such as sports betting, ● https://betonline.ag/
online casino games, etc.
i

● https://www.mcluck.com/
nf

Websites for brick and mortar casinos, whose marketing is explicitly ● https://www.eaglemtncasino.com/
about gambling

Websites with informational content about gambling or real money ● https://stevecasinoreviews.com/

gaming, including casino finders, ‘best online poker’-type sites, or
Co

● https://www.casino.org/
reviews

Fantasy sports leagues with any reference to betting ● https://underdogfantasy.com/

● Daily fantasy sports
● https://www.draftkings.com/
● Sportsbook
● ‘Win money on sports’ ● https://www.fanduel.com/

❌GAMBLING EXCLUSIONS:

Do NOT Tag Examples

News articles about gambling, including statistics or about celebrities ● Local and international reporting of events

Clothing or accessories depicting gambling imagery

Card games or apps with no real money and no simulated gambling ● https://play.google.com/store/apps/details?id=com.tripledot.soli
taire&hl=en_US&gl=US

Hotels and resorts whose marketing is not explicitly about gambling ● https://www.wynnlasvegas.com/

Tobacco and ✅Use this category for tobacco products and smoking paraphernalia, including
Smoking cigars, cigarettes, chewing tobacco, pipes, and vaping products

Tag Examples
 Products and services explicitly catering to tobacco smoking or ● https://gtc.marlboro.com/
nicotine vaping
● https://www.flawlessvapeshop.com/

● https://www.vaporfi.com/

Products for smoking cessation that contain nicotine or mimic smoking ● https://www.nicorette.com/
behaviors
● https://lucy.co/

● https://www.therippleco.com/

Websites with informational content explicitly promoting tobacco ● https://www.vapouround.co.uk/

smoking or nicotine vapes
● https://ejuicemagazine.com/

❌TOBACCO & SMOKING EXCLUSIONS:

Do NOT Tag Examples

News articles about tobacco or smoking, including statistics or about ● Local and international reporting of events
celebrities

98 ial
Anti-smoking services and awareness organizations ● https://smokefree.gov/

● https://www.undo.org/

CBD products 95 nt ● https://projectcbd.org/

Note: tag as Vitamins/Supplements

Cannabis

Note: tag as Criminal/Illicit

4
95 de
Weapons ✅Use this category for websites or apps offering the legal sale or promotion of real
or realistic toy weapons.

Tag Examples

Websites offering real weaponry, including: ● https://www.guns.com/

i

● Firearms ● https://us.glock.com/
nf

● Ammunition ● https://agrussell.com/

● Utility or tactical knives, etc. ● https://palmettostatearmory.com/

● https://ammo.com/
Co

Realistic or life sized toy/hobby weaponry ● https://samuraistore.com/

● Paintball, airsoft
● Swords

Shooting sports and activities ● https://skytteunion.dk/

● Paintball
● https://www.shootingclasses.com/
● Rifle clubs
● Airsoft
● Firearm training

❌WEAPONS EXCLUSIONS:

Do NOT Tag Examples

News articles about weapons, including weapons statistics or about ● Local and international reporting of events
celebrities

Kitchen knives ● https://www.wusthof.com/

Unrealistic toy weapons (e.g., foam swords, Halloween costume gear, ● https://www.nerfsuperblast.com/
etc)

Fictional depiction of weapons (e.g., paintings, animation, shooter ● https://play.google.com/store/apps/details?id=com.fungames.sn

games) iper3d&hl=en_US&gl=US

Political messaging or health advocacy related to firearm use ● https://www.bulletpointsproject.org/

(especially around ‘Second Amendment’ rights) - use Social Political
Issue ● https://home.nra.org/

● https://crpa.org/
Relationship Status
____________________________________________________________________________________________

Objective: Relationship Status categories are used to identify websites explicitly catering to potentially vulnerable or private persona l relationship statuses

Adoption and ✅Use this category for sites and apps about adoption or foster parenting, including
Foster Care advice or resources about the process of adoption or becoming foster parents, having
given up a child to adoptive or foster care

Tag Examples

Organizations or services catering to adoption ● https://adoptionsupport.org/

Organizations providing resources for foster families ● https://fosteringfamiliestoday.com

98 ial
❌ADOPTION AND FOSTER CARE EXCLUSIONS:

Do NOT Tag Examples

News articles about adoption or foster care, including adoption/foster ● Local and international reporting of events
care statistics or about celebrities
95 nt
General parent-oriented content ● https://www.parents.com/

● https://parentshelpingparents.org/

4
Child care or other family care relationships (e.g., grandparents) ● https://www.grandfamilies.org/
95 de
Mentorship or ‘big brother/sister’ organizations ● https://www.bbbs.org/

Caregiver ✅Use this category for sites and apps catering to caregivers, defined as someone
engaged in the unpaid, non-career work of providing day-to-day care for another
adult, regardless of family relationship
i
nf

Tag Examples

Organizations offering caregiver support or resources ● https://www.caregiver.va.gov/

● https://www.caregiver.org/
Co

❌ CAREGIVER EXCLUSIONS:

Do NOT Tag Examples

News articles about caregiving, including caregiver statistics or about ● Local and international reporting of events
celebrities

Services providing carer contracting or help finding a carers (use Illness ● https://www.creativecaregiversfl.com/
& Injury)

Employment sites or job boards for carers seeking jobs (None Apply) ● https://www.comfortkeepers.jobs/offices/south-carolina/mt-
pleasant/

Sexual Identity
_____________________________________________________________________________________________________

Sex Life
_____________________________________________________________________________________________________

Objective: Sex Life categories are used to identify websites or apps primarily catering to audiences or topics of potentially private se xual information.

Adult ✅Use this category for sites, apps, or organizations that feature pornographic
Products and images, video, or text; that sell pornographic material; individuals or services providing
Services sexual services; or dating sites that match users of specific sexual subcultures.

🗒️Note: Where a URL suggests adult content, but the site content does not match,
please tag based on URL.
 Tag Examples

Pornography: content that shows sexualized nudity (nudity) or sexual ● https://www.playboy.com/

acts
● https://penthouse.com/

Products and services catering to pornography, sexual activity, or ● https://www.adameve.com/

sexual services
● https://www.lelo.com/
● Escort services
● https://loversstores.com/
● Strip clubs/Gentlemen’s clubs
● Adult film actors ● https://www.eros.com/

● https://goldclubsf.com/

● https://www.adrianachechik.com/

Sexual enhancement products, tutorials (e.g., ‘Kama Sutra,’ how-to ● https://wickedsensualcare.com/

guides)
● https://www.thekamasutra.co/

Sexual acts, including fetishes, kink, dominants/submissives, ● https://www.fetish.com/

fuzzies/furries:

98 ial
● https://www.kink-positive.com/
🗒️Note: Dating sites that focus on these themes should be tagged with
● https://furscience.com/
Dating as well
● https://polyamory.com/

❌ADULT PRODUCTS AND SERVICES EXCLUSIONS:

95 nt
Do NOT Tag Examples

News articles about pornography or sex, including statistics or about ● Local and international reporting of events
celebrities

4
95 de
Medical nudity (i.e. does not show genitalia and is not sexually
suggestive)

Content catering to breastfeeding

Sexual health products when NO sexual positioning is found ● Lube, contraceptives, and condoms products IF there is no
i

sexualized positioning catering to pleasure or performance

🗒️Note: These should ALL be tagged under Sexual and Reproductive
nf

Care ● Pain relief during sex products and no sexual positioning

● Women's menopausal products and no sexual positioning

● Erectile Dysfunction products IF there is no sexualized

positioning

● Premature ejaculation product and no sexual positioning

Co

Sites that sell or feature swimwear, athletic wear or lingerie where ● https://www.victoriassecret.com/
minimal clothing is present, but no nudity
● https://www.fredericks.com/

Organizations providing information or resources about sexual activity

or sexual education

🗒️Note: These should ALL be tagged under Sexual and Reproductive

Care

Sites whose core business/purpose is NOT selling sex toys (products

designed to sexually arouse); e.g. vibrators, dildos, cock rings

Helpful terms for recognizing sexual positioning

Words that can be used for detecting sexually positioned enhancement products:
 Your wife will be happy Satisfy your wife/husband

Tighten it Be the man

Sagging Wife not satisfied

Increase size in men Be the best in bed

P short Must gift in bed

Do not be ashamed with your partner Improve bust, Get busty

Happy wife Get busty

Kerewa, Ker3wa Satisfaction guaranteed, Increase stamina

Additional Tag Examples

Adults’ chat should be tagged as Adults’ sexual entertainments if the chat contains strong pornographic language, positioning
description, and sexual products/ toys references.

98 ial
95 nt
4
95 de i
nf
Co

Additional Do NOT Tag Examples

For family planning, contraceptives, and condoms: if pleasure is only implied, not explicitly stated. (ex: “Thin”, “ribbed”, “warming” etc)
Erectile Dysfunction products IF there is no sexualized positioning (i.e Genital shaped objects/foodstuff). Lube products IF there is no sexualized positioning related
to pleasure or performance

Sites promoting sexual education, sexual health information or safety announcements around sexting with no sexual positioning .

98 ial
95 nt
4
95 de
Premature ejaculation product and no sexual positioning.
Products that mention genuine medical disorders with no sexual positioning, yet contain the words 'sexual' or 'desire' only to describe the medical term itself e.g.
HSDD ‘Hypoactive Sexual Desire Disorder’
i
nf
Co

Dating ✅Use this category for dating sites or apps providing dating, romantic meetup, or
matchmaking services

Tag Examples

Dating sites or apps ● https://www.eharmony.com/

● https://tinder.com/

● https://www.seniormatch.com/

Sites explicitly catering to dating and relationship advice ● https://pairedlife.com/

Dating sites or apps catering to named subcultures (e.g., religion, ● https://dating.jdate.com/

ethnicity, etc.)
● https://www.chispa-app.com/
🗒️Note: Dating sites that focus on these themes should be co-tagged
with the appropriate category (e.g., Ethnicity or Race, Faith-based
Affiliation)

❌DATING EXCLUSIONS:
 Do NOT Tag Examples

Sites for reality or game shows about dating (e.g., Love Island, Married
at First Sight, The Bachelor, etc.)

News articles about dating, including dating statistics or about ● Local and international reporting of events
celebrities

Dating industry news ● https://www.datingnews.com/

● https://www.globaldatinginsights.com/

Infidelity ✅Use this category for sites and apps catering to a personal history of infidelity

Tag Examples

Products or services targeted toward those dealing with infidelity ● https://www.affairrecovery.com/

98 ial
• infidelity therapy/counseling services, infidelity recovery
courses or coaching

Services explicitly for people seeking out infidelity ● https://www.ashleymadison.com/

● ‘cheating’ or ‘affair’ apps

❌INFIDELITY EXCLUSIONS:

Do NOT Tag
95 nt Examples

News articles about infidelity, including infidelity statistics or about ● Local and international reporting of events
celebrities

4
95 de
Products, services, or apps promoting the ability to track an ● https://spynger.com/
unfaithful partner

Sexual Orientation
_____________________________________________________________________________________________________
i

✅Use this category for sites and apps about sexual orientation, including sites catering to LGBTQIA+ communities
nf

🗒️Note: Sexual orientation is defined as a pattern of sexual and/or romantic attraction

🗒️Note: Where services are described as ‘LGBTQIA+’ co-label with Gender Expansive

Tag Examples
Co

Products or services explicitly catering to a specific sexual orientation, ● https://www.engaygedweddings.com/

including sites catering to LGBTQIA+ communities
● https://outadventures.com/
● Same-sex wedding planners
● https://gayprideapparel.com/
● Queer travel services
● https://www.glma.org/

● http://www.out.com

● https://www.grindr.com/

Services supporting domestic partnership or civil union ceremonies, ● Organizations promoting information about domestic
legal requirements, etc. partnership, such as local governments or law firms (e.g.,
domestic partnership registries)

● Organizations promoting information about civil unions, such as

local governments or law firms (e.g., ‘Civil Union and Same Sex
Marriage FAQ’)

Organizations or associations about sexual orientation, including sites ● https://www.thetrevorproject.org/

catering to LGBTQIA+ communities
● https://glaad.org/

● https://www.bisexuality.org/
🗒️Note: If these are involved in political advocacy, policy discussion,
etc., they should ALSO be tagged as Social Political Issue

❌SEXUAL ORIENTATION EXCLUSIONS:

 Do NOT Tag Examples

News articles about sexual orientation, including sexual orientation ● Local and international reporting of events
statistics or about celebrities

Public figures who identify as LGBTIA+ without taking an explicitly

activist role, including celebrity news

Fictional film or literature featuring characters or plot about sexual

orientation

Tragedy and Hardship

____________________________________________________________________________________________

Objective: Tragedy and Hardship categories are used to identify sites and apps catering to individuals having experienced hardship in the form of personal loss
events, separation or divorce, or victimization

Personal Loss ✅Use this category for sites providing products or services catering to personal

98 ial
loss events, including death of a loved one (including a pet) or widowhood

Tag Examples

Products or services catering to ● https://www.funeralwise.com/

● loss or illness of loved ones, including funeral arrangements,

●
95 nt
obituary services, etc.
Loss of home or shelter, displacement due to natural disaster
●

●
https://everloved.com/

https://www.firevictimtrust.com/

Organizations catering to grief and loss support ● https://www.griefshare.org/

4 ● https://modernloss.com/
95 de
Organizations catering to support for widowhood status or loss of a ● https://nationalwidowers.org/
spouse
● https://widowsconnection.org/

❌PERSONAL LOSS EXCLUSIONS:

i

Do NOT Tag Examples

nf

News articles about personal loss, including death statistics or celebrity ● Local and international reporting of events
deaths
Co

Separation or ✅Use this category for sites providing services related to changes in marital status
Divorce through divorce or separation

Tag Examples

Services explicitly catering to divorce or separation ● https://divorcehelp.com

● https://www.californiaonlinedivorce.com/

Organizations or support groups catering to those having experienced ● https://www.divorcecare.org/

separation or divorce

❌SEPARATION OR DIVORCE EXCLUSIONS:

Do NOT Tag Examples

News articles about separation or divorce, including divorce statistics or ● Local and international reporting of events
celebrity divorce

General family law sites providing a range of services that may include ● https://www.familylawsandiego.com/
divorce or separation counsel

Victim Status ✅Use this category for sites catering to users based on their potential identification
as victims of a crime
 Tag Examples

Products, Treatments, and Services catering to severe, permanent, ● https://stopitnow.org/

ongoing or extreme harm (mental, emotional, financial, physical) and the
● https://www.safehorizon.org
Businesses, Organizations, Associations that provide these
products/services. ● https://www.rainn.org/

● Support groups for victims of crime

● Forums catering to being a victim of sexual assault, sexual

abuse, or serious violent crime

● Organizations that assist victims with legal or financial support

● Assistance with Crime Victims Compensation application

● Assist victims and their family members submit statements to

the court

● Intervention with landlords, creditors and employers on behalf

of the victim

● Assistance with funeral/memorial arrangements

98 ial
● Assistance with safety planning
● Assistance in navigating the medical system

Organizations providing resources or information focused on:

95 nt ● https://www.cpedv.org/ (Find Help option)

● Supporting people who have been harmed (mental, emotional, ● https://stories.ourwave.org/

financial, physical) in a crime

● Personal stories about harm from crime

● Personal experiences, how to cope with crimes

4
95 de
❌VICTIM STATUS EXCLUSIONS:

Do NOT Tag Examples

News articles about victims, crimes

● Local, national, international reporting of events

Sites that advocate for victim-related causes.

i

● A site that advocates for legislative reform on victim-related

causes
Note: oftentimes, they aim to connect victims with resources/
nf

organizations that provide the actual services and should be tagged ● Organization who are offering training to become and advocate
above accordingly supporting a crisis or other cases, providing awareness

Organizations raising funds or seeking volunteers to end poverty or

● https://www.saicarefoundation.com/
improve conditions
Co

Personal injury law firms (these may refer to ‘accident victims’)

● https://harrispersonalinjury.com/

Additional Tag Examples

Additional Do NOT Tag Examples

News articles about victims, crimes

98 ial
Law firms with diverse practice offerings, do not specialize in legal support for extreme harm

95 nt
3/ Workflow Overview

4
95 de
Process
i
nf
Co

SRT UI
 Frequent Tagging Questions

When should I use more than one tag?

There are TWO scenarios when you should use more than one tag:

Scenario Example

✅ DO 1. Healthcare providers that provide a specialist

medical service

As noted in the definition section, please tag a provider of

specialist care with both Healthcare Provider

98 ial
95 nt Tag 1: Healthcare Provider

Tag 2: Illness & Injury (This provider explicitly provides dialysis, which is specific
to people with kidney disease)

✅ DO 2. Websites whose core purpose is explicitly related to

4 two Restricted Topics from different categories

95 de
🗒️Note: This also applies to services describes as
‘LGBTQIA+’ - use both Sexual Orientation and Gender
Expansive
i
nf

Tag 1: Healthcare Provider

Co

Tag 2: Ethnicity or Race (this provider explicitly serves people of Indian or

Native American ethnicity)

✅ DO Websites offering multiple services (e.g., multiple financial or https://www.parkwoodcorp.com/

health services) as their CORE BUSINESS PURPOSE
Parkwood Corp lists several services without specifying if one is their core
business.
● Investment
● Accounting
● Taxes

Tag 1: Brokerage and Investment

Tag 2: Accounting and Tax Preparation

❌ DO NOT Websites mentioning other services (e.g., multiple financial or

health services) outside of the core business purpose

ONLY use Financial Services > Insurance

 This website also mentions ‘home loans,’ but the core purpose is insurance.

How should jobs displaying in different languages be handled?

For jobs in a different language, evaluate if there is enough text or image context to understand the core purpose of the con tent, label the job. For example, if text
has a mix of languages, but enough words in the correct language to understand the core purpose.

Use the following process:

98 ial
95 nt
4
95 de
Document-specific language instructions addressed below.

How should loading issues and/or blocked links be handled?

1. Troubleshooting

a. Add https://www, and search in a new tab if needed

b. Copy + paste link into a new tab to confirm the website is blocked.
i

2. Loading issues
nf

a. For blank screen or extended loading icon, use Document Did Not Load

3. URLs that redirect to a 3rd party site

a. Verify that the URL you are directed to is different from the URL displayed in SRT

b. Verify that the URL is unrelated to the URL displayed in SRT (e.g., is not different simply because the company name changed, for example)
Co

c. If both a and b are true, use the Missing Content error. Do NOT tag based on the content of the 3rd party website OR the URL displayed in SRT.

4. Blocked Sites
a. For any blocked site (see examples below), use the Missing Content error

b. Examples of broken/blocked site messages:

 98 ial
95 nt
4
95 de i
nf
Co

How should News and Journalism jobs be handled?

News and Journalism is content from general news and journalism websites and apps, regardless of subject matter. News and journalism is from digi tal newspapers,
online news channels, news apps, etc. It provides local, national, or international reporting on events.

Many News and Journalism pieces seem to be about a restricted topic. However, the guidelines clearly state NOT to tag News an d Journalism with a restricted topic
category.

Instead, when you choose None Apply, you will be asked if the app or website is News or Journalism. If this categorization applies, mark ‘Yes.’

News & Journalism Examples

Digital newspaper or magazine articles ● https://people.com/crime/

● https://www.mercurynews.com/tag/south-bay-crime/

● https://www.nytimes.com/section/health

Online news channel articles ● https://www.cbsnews.com/sanfrancisco/tag/san-jose-police-

department/

● https://www.npr.org/sections/health-
shots/2024/02/08/1230174586/high-us-drug-prices
 ● https://www.nbcnews.com/now/video/doctors-say-cancer-
vaccines-show-promising-results-in-trial-patients-203823173521

Can a side search be used to gather context?

Yes. Please use a side search, if necessary. Follow the instructions below:

Standard Side Search Process

1. Log in on Facebook & Instagram account
2. Use Google Chrome as default browser
3. Use only Google search as search engine
4. Set the locale/region settings to United States (see Locale/Region Settings Instructions below)
5. Search only on the 1st page of search results

Locale/Region Settings Instructions

1. Go to www.google.com
2. Click settings on the lower ride side of the page
3. Select Search Settings

98 ial
95 nt
4
95 de
4. Select Region Settings
i
nf
Co

5. Click United States and then Save

Errors and Bugs

Error Buttons
 There are four types of issues you might come across when evaluating documents: Page Load Error, Missing Content, Wrong Langu age, and Sensitive.

The following table describes what each of these errors might look like, as well as what you should do if you come across the m while categorizing.

Issue Description Action Notes

Document fails to load any Select "Document did not load" An example of this would be when the SRT widget fails to load
Page Load Error information
● Screen is blank
● You do not see the SRT
interface as shown in the
"How to Categorize a
Document" section

Document does not provide Select "Missing Content" If you do not understand the content that is provided, perform a brief side
Missing Context enough context for you to decide search, if necessary, using a search engine to gain a better understanding;
a category.
● E.g, a login page or a However, not understanding the provided content is not a scenario of Missing
blacked out screen. Context and the job can still be properly categorized.

Some or all of the document is in a Select "Wrong Language" Choose "Wrong Language" when you are shown content in a language that

98 ial
Wrong Language language other than English or differs from the designated language of the queue you are categorizing in,
that differs from the designated leaving you unable to determine the core focus of the document.
language of the queue, preventing
you from understanding its core English is always acceptable.
purpose and correctly assigning a
Do not use if a mixed language document contains enough of the designated
category.
language to categorize accurately.
Context is key.
95 nt For mixed language jobs in which there might be a single word such as 'transfer'
or 'crime', there may be no way to determine the overall theme of the job.

For jobs that have all text or audio in a language other than the targeted
language but except for a single recognizable entry such as "5%" or "90%", it is

4 likely that Wrong Language is appropriate as well unless the rater is able to
95 de
determine the "aboutness" of the job with just the single recognizable entry. This
may be an infrequent situation.

The document contains material Select "Prohibited Content" (and Use ‘Prohibited Content’ for the following scenarios
Prohibited which is escalate to a manager if necessary) 1. Sites that promote or call for hate or violence
● illegal and/or presenting 2. Sites that contain criminal or illicit activity, including THC/cannabis sales,
i

an immediate danger or instructions on how to commit crimes, etc.

threat 3. Sites with exploitative services such as bail bonds, mugshot removals,
nf

● Prohibited site content per etc.

Meta guidelines 4. Sites offering hidden surveillance products or services intended

Escalate to your manager immediately and report the Job ID if the document
contains:
1. Child Exploitation and/or Child Nudity
Co

2. Self-Injury/Suicidal statements or threats

3. A Time-Sensitive/Credible Threat

SRT Bug Report

Raters & Vendor Manager SRT Bug Report Process : If you are facing a SRT issue, please visit the Bug Report Playbook to learn how to report it.

4/ Document Type Instructions

4a/ App

Description

App store pages promoting a specific app product.

Considerations
● Always click on the links AND notice the app category AND read the text description to gain a full understanding of the app’s purpose.

● Some URLs might be broken or unavailable in your area.

○ Use the ‘Document did not load’ or ‘Missing content’ error, as appropriate

○ Many app descriptions and URLs contain blended languages, generally English alongside another language. See above ‘Language problems’
instructions
 Workflow

Step 1
Review all parts of the app page provided:
● Click through any provided URLs.
● Note the app category
● Read the text description of the app.

Step 2

Step 2a: Determine the main purpose of the app.

● Determine what kind of business or organization the app is for (e.g., a product, service, idea, or organization.)

● Mentally fill in the blank: This app is for _____ (i.e. the Green Party, a funeral home service, a banking app)

Step 2b: Determine restricted topic categories.

Based on step 2a., use the definitions of restricted topic categories below to help you decide if restricted topic(s) are present in the content:

Restricted Topic Categories Present Restricted Topic Categories Not Present

Pick the most correct restricted topic category(s). If you have evaluated all parts of the app page, and you

98 ial
have found that the app does not relate to any restricted
An app may be about more than one label. For example, topic categories, select the “None Apply” option.
an app for a Latinx dating site should be tagged with
Ethnicity or Race and Dating

Step 3
95 nt
Record information about your workflow

Say if you were able to make a decision on this job.

● If yes AND you picked a restricted topic category, choose the features of the app you used to decide

4
If yes AND you did not select a restricted topic category, but selected “None Apply”:
95 de
a. Say whether None Apply because the job is a News & Journalism website (yes/no)

b. select N/A

● If not, select an Error category

Selection Rationale
i

Text from UI The written parts of the app store UI were most helpful in picking the correct restricted
topic.
nf

URLs The parts of the URL most helpful in picking the correct restricted topic.

Text from UI and Both the app store UI and the URL were helpful in picking the correct restricted topic.
URLS

N/A No restricted topic categories present

Co

IMPORTANT! For a job to be counted, you must select either a restricted topic category, None Apply, or an error
category.
Step 4: Submit to move on to the next job

Example
Sample App Page Decision and rationale

1. Evaluating the app page features, we see:

a. Visuals indicating medication
b. App category is Medical
c. Services include
i. Health goals
ii. Organizing/simplifying health
tasks
iii. Health task reminders
d. Text description describes medication
management and helping with routines

2. The core purpose of this app is to provide

support with health and medical routines.

3. The correct category is Wellness Support: this is

an app providing general health services
(organization, goal setting) and is NOT a

98 ial
licensed provider.

95 nt
4
95 de

4b/ Pixel

Description
i

Pixel refers to a webpage. You will be tagging based on the domain, text, and visual content of the webpage provided for each job .
nf

Considerations
● Relevant terminology

○ FQDN: Fully Qualified Domain Name; this domain and any subdomains between https:// and the next forward slash

■ https://www.seventeen.com/
Co

■ https://pharmacy.amazon.com/

○ Domain: In these guidelines, we’ll use the shorter domain to refer to the FQDN

○ Subpage: A lower level page within a website. These are shown in the URL after the FQDN.

■ https://www.seventeen.com/fashion/

■ https://pharmacy.amazon.com/pricing?ref_=sf2_primesavings_t1#primesavings

● In this workflow, you will ALWAYS evaluate a webpage based on the domain, NOT a subpage

● Some websites will require multiple labels. If more than one of the categories is present, please apply any applicable categories.

● If you are unsure about a particular domain, reach out to the leads for further clarification.

● Wrong language procedure:

○ Click through to the webpage.

○ Translate using one of the following methods:

■ Google translation pop-up

■ Right-click and select ‘Translate to English’

○ Evaluate according to the above instructions.

○ Complete workflow to submit the job.

Workflow
Objective: For each site, classify the core business or purpose of the site along our defined restricted categories.
 Step 1
● Click through to the website

● If you are led to a subpage, find the domain by navigating to the home page.

○ Example: If the URL opens to https://www.seventeen.com/fashion/, navigate to the home page, or the https://seventeen.com/ domain

Review all parts of the webpage provided:

● Scroll through the bottom of the page. If the site is a continuous scroll, evaluate 5 folds.

🗒️Note: For the purpose of this instruction, a fold can be defined as where the browser window ends, but the content continues undern eath.

● Review the website footer can contain helpful information / disclosures about the nature of the business, such as “FDIC insured” (which indicates a ban k,
which falls under “FINANCIAL SERVICE”).

● Review menus and drop-down options (do not click through, unless an option potentially maps to a prohibited category).

● Always click to the “About Us” section (where present) if core business/purpose is not readily apparent from the home-page. (Do not spend more than 2
minutes reviewing the home page or “About Us” section).

● Always click on the "shop / products" section to review the items available.

Step 2

98 ial
Step 2a: Determine the main purpose of the webpage.

● Determine what kind of business or organization the webpage is for (e.g., a product, service, idea, or organization.)

● Mentally fill in the blank: This webpage is a site for _____ (i.e. the Green Party, a funeral home service, a bank)

Step 2b: Determine restricted topic categories.

95 nt
Based on step 2a., use the definitions of restricted topic categories below to help you decide if restricted topic(s) are present in the content:

Restricted Topic Categories Present Restricted Topic Categories Not Present

Pick the most correct restricted topic category(s). If you have evaluated all parts of the webpage, and you

4 have found that the app does not relate to any restricted
95 de
A webpage may be about more than one label. For topic categories, select the “None Apply” option.
example, a Latinx dating site should be tagged with
Ethnicity or Race and Dating

Step 3
Record information about your workflow
i

Say if you were able to make a decision on this job.

nf

● If yes AND you picked a restricted topic category, choose the features of the webpage you used to decide

● If yes AND you did not select a restricted topic category, but selected “None Apply”:

a. Say whether None Apply because the job is a News & Journalism website (yes/no)

b. select N/A
Co

● If not, select an error category (see Error category definitions below)

Selection Rationale

Text The written parts of the content (url text, site title, site text, ‘about’ section) were most helpful
in picking the correct restricted topic.

Image The visual parts of the content (photos, illustration, animation, video, etc.) were most helpful
in picking the correct restricted topic.

Text and Image Both written and visual parts of the content were helpful in picking the correct restricted
topic.

N/A No sensitive categories present

Example

Sample Webpage Decision and rationale

1. Evaluating the website, we see:

a. Visuals indicating wedding
photography
b. Clear text indication that this is a
photography service for events and
weddings

4. This core purpose of this website is to provide

photography services for events

5. The correct selection is None Apply: this is a

website providing services that are not related
to any restricted topic categories

98 ial
95 nt
4
95 de i
nf
Co