Last Updated May 6, 2009

These guidelines are a reflection of Dex's efforts to build, maintain and promote a quality product for our advertisers and their prospective customers. Dex may modify these guidelines at any time in its sole discretion. Please review the most recent version of these guidelines prior to adding or modifying any content.

Dex reserves the right, but does not assume the obligation, to review Advertiser submissions. Dex in its sole discretion may modify or remove any content at any time and for any reason. These Guidelines are in addition to, not in lieu of, the Terms of Use and the Code of Conduct, both of which you must continue to comply with.

Your appearance on Dex Net™ sites other than DexKnows.com is subject to the guidelines of such sites, and Dex does not guarantee your appearance on any site.

Minimum Requirements

• Business Profiles must be in English.
• Any website linked to a Business Profile must have a relevant landing page.
• Website urls may only appear on the designated link on the business profile and will be removed if included in any free text fields.
• Advertiser email addresses may only appear on the designated link on the business profile and will be removed if included in any free text fields.
• All videos must directly represent the business.
• All service area and category selections must be relevant to the business.
• Only one telephone number is allowed to appear on a business profile and will be removed if included in any free text fields.
• All business names should accurately reflect the actual name under which the company conducts its day-to-day operations.

You may not submit content that:

• Is illegal, offensive, threatening, false, or misleading
• Contains profanity (including gestures and symbols that represent or imply curse words), derogatory terms or verbiage not normally used in polite conversation
• Promotes sexually suggestive content involving children, teens, underage models
• Promotes or depicts non-consensual activity
• Depicts adult/sexual/pornographic images
• Promotes or depicts prostitution
• Promotes online gambling websites, or websites that directly support or facilitate illegal online gambling
• Promotes illegal drugs or drug paraphernalia, miracle cures, or products designed or advertised to change the results of drug tests
• Promotes online pharmacy sites unless the advertiser is a member of the PharmacyChecker Licensed Pharmacy Program and provides a valid PharmacyChecker identification number
• Promotes the sale of fake documents or counterfeit goods
• Promotes the sale of fireworks or explosives
• Promotes or depicts acts of violence or human suffering
• Advocates against any person, organization, business, industry, etc.
• Promotes the sale of human body parts, organs, or fluids
• Promotes the solicitation of funds
• Promotes file sharing or peer-to-peer networking sites
• Promotes link-only sites or third party Cost Per Click (CPC) ad resellers
• Promotes template sites for ad networks, including without limitation, products and services that create templates or pregenerated websites intended to profit from ads, bulk marketing, spam, cable descramblers, black boxes, dialers, computer hacking or cracking, or modification chips

Alcohol, Tobacco, and Weapons Advertisements:

Dex allows advertisements for alcohol, tobacco and weapons to the extent that such advertisements otherwise comply with these guidelines. However, other sites in the Dex Net may not allow advertisements for alcohol, tobacco and weapons, and Dex does not guarantee the appearance of such advertising on any site.

Adoption Advertisements:

In Illinois and Florida, Business Profiles for adoption agencies or adoption-related services must include the state-issued license for the agency. This requirement also applies to lawyers in Florida but not in Illinois.

General Profile Editorial Requirements:

• Use clear, descriptive and specific ad content that highlights the characteristics of your product/service.
• Use standard capitalization. Do not capitalize entire words.
• Acceptable - Fast results within your budget!
• Unacceptable - "FAST" Results Within YOUR Budget!
• Unacceptable - FAST RESULTS WITHIN YOUR BUDGET!
• Support competitive claims; do not use superlatives such as "best", "#1", "lowest", "cheapest", etc.
• Use proper grammar and spelling. Spell out all numerical values in the range of 0 - 10. Use one space between sentences.
• Acceptable - Advertising at affordable costs
• Unacceptable - Sea how our prices works for you!
• Use standard punctuation and symbols. No improper or unnecessary abbreviations.
• Acceptable - Want fast results!
• Unacceptable - Want *fast* results @ low costs???
• Accurately represent your product or service.
• Your ad must directly relate to the profile content.
• Don't use unnecessary repetition.
• Acceptable - Fast, easy, and effective!
• Unacceptable - Results are fast, fast, fast!
• You must respect the intellectual property, privacy and publicity rights of third parties.
• Do not use immediate calls to action
• Acceptable - Visit us today to learn more.
• Unacceptable - "Click here" "Click Now" or "Buy Now"
• Do not use superfluous punctuation.
• No multiple exclamation points or question marks!!???
• No quotation marks " "
• No parentheses ()
• No brackets []
• No ellipsis …
• No superfluous use of commas.

Suggestions for Effective Taglines

A good tagline catches the eye of the consumer and prompts them to want to call a business. Taglines are limited to 80 characters (including spaces).

There are several types of taglines that are equally effective in attracting consumers. Following are some examples:

• Testimonial - Family owned and operated since 1926.
• Command - Shop local and save money!
• Question - Looking for peace of mind? Call us today.
• Need, Want, Desire - A wise choice today for a better life-style tomorrow.
• Benefit - The convenient alternative to moving and storage!
• News - All glass is not created equal!

Unacceptable examples of taglines along with acceptable alternatives:

• Unacceptable: THE EXPERIENCE YOU WANT!!!
  • Acceptable: The experience you want!
• Unacceptable: FREE TOWING!! 1 Day SRVC - See our Site for discount coupons
  • Acceptable: Free towing! One day service - see our site for discount coupons.
• Unacceptable: Make More $$$$
  • Acceptable: Make more money!
• Unacceptable: Work @ Home
  • Acceptable: Work at home.
• Unacceptable: BIG city expertise, small town caring . . . . . .Since 1959
  • Acceptable: Big city expertise, small town caring - since 1959.

Additional tips for creating effective taglines:

• Use contractions: change Do Not to Don't
• Replace "and" with "&"
• Use appropriate shorthand; change "Northwest" to "NW"
• Do not use multiple punctuation marks
• Do not reuse the company name within tagline

Suggestions for Effective Business Descriptions

A business description is a brief paragraph that describes what the business offers and who they serve. Business Descriptions are limited to 3500 characters (including spaces).

A business description is an important part of a profile. A well-crafted profile is concise yet precise, describing all the important details about a company so readers understand the company's mission, products, services, personnel and uniqueness. An intriguing business profile can engage and attract consumers that are ready to buy. A less interesting profile can drive consumers to competitors.

Business descriptions are meant to detail the company's primary function and provide an accurate account of the features and benefits the business provides to its customers. Consumers buy benefits not features. A feature is how a product or service is useful or provides utility to the consumer. A benefit is something that the product or service possesses that sets it apart from other similar products and services. A description of the features and benefits associated with an advertiser's products and services adds value. Features without benefits leave consumers to figure out why they want the feature or what the value of the feature means to them. Features need to be described, but just as importantly, so must the benefits. This is one of the key ways of bringing consumers to the business owner's door.

A well written business description should contain at least a paragraph and should describe key information about a business, as well as answer several basic questions:

• Describe something that separates the business from others in the industry.
• Name something that the business prides itself on.
• Describe the company philosophy, business objectives and/or goals.
• Describe the business' customer service staff's specialties and/or experience.
• Use action verbs, not passive to build character and excitement in a profile.

Good example of a well written business description:

"Smith Aluminum Fence Creations offers quality ornamental fencing to New Haven, CT. At Smith, we add character and excitement to homes and businesses with our solid, attractive, ornamental fencing and gates. If you're interested in a good-looking, well-built aluminum fence, we provide a wide range of options to satisfy your needs.

In addition, we have over 24 years of experience, which gives us a unique advantage. Come to us, and you can be sure your fence installation will be done right the first time. As a family owned and operated aluminum fencing company, we're proud that much of our business comes through referrals from satisfied customers. We believe good relationships, like a well-built fence, stand the test of time. We appreciate the opportunity to serve you, and we'll do all we can to earn your trust."